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Taxonomy Change Management
- 1. Taxonomy
Change
Management
Matt Johnson
SLA Annual Meeting
Chicago, Illinois, USA
18 July 2012
© Copyright 2012 EMC Corporation. All rights reserved. 1
- 2. What’s this about?
Many sources of
information on how to
create taxonomies;
fewer on how to manage
taxonomies once created
Taxonomy management
platforms typically don’t
account for business
processes
© Copyright 2012 EMC Corporation. All rights reserved. 2
- 3. Who’s it for?
Focus on large
enterprises
Tools and best practices
can be applied in many
settings
© Copyright 2012 EMC Corporation. All rights reserved. 3
- 4. Who are you?
• Program Manager,
Information Standards,
eServices, EMC
• Computer hardware and
software manufacturer
• B2B space
• Fortune 500
• ~54K employees around
the world
• Formerly lead
taxonomist for Microsoft
field sales and marketing
portal
© Copyright 2012 EMC Corporation. All rights reserved. 4
- 5. Agenda
Overview: survey of working taxonomists
Developing change management processes
Establishing service level agreements
Engaging and training stakeholders
Using tools to support management processes
© Copyright 2012 EMC Corporation. All rights reserved. 5
- 6. Agenda
Overview: survey of working taxonomists
Developing change management processes
Establishing service level agreements
Engaging and training stakeholders
Using tools to support management processes
© Copyright 2012 EMC Corporation. All rights reserved. 6
- 7. Survey of working taxonomists
Conducted via SurveyMonkey,
March 2012
Promoted to a global audience
via Facebook, Twitter, LinkedIn
groups (notably TaxoCoP, SLA
Taxonomy Division, regional
SLA chapters)
55 individual respondents
5 high-level questions about
taxonomy management
practices in their workplaces
© Copyright 2012 EMC Corporation. All rights reserved. 7
- 8. Agenda
Overview: survey of working taxonomists
Developing change management processes
Establishing service level agreements
Engaging and training stakeholders
Using tools to support management processes
© Copyright 2012 EMC Corporation. All rights reserved. 8
- 9. Why business processes?
Most taxonomists don’t work alone.
© Copyright 2012 EMC Corporation. All rights reserved. 9
- 10. Why business processes?
Minimize input
channels
Avoid reinventing
the wheel
Avoid hearsay
Avoid duplication
of effort
© Copyright 2012 EMC Corporation. All rights reserved. 10
- 11. Why business processes?
The taxonomy will last longer than you will.
© Copyright 2012 EMC Corporation. All rights reserved. 11
- 12. Business
processes
are
dynamic.
© Copyright 2012 EMC Corporation. All rights reserved. 12
- 13. Business
processes
are
dynamic.
Expect them
to change as
new
requests are
made.
© Copyright 2012 EMC Corporation. All rights reserved. 13
- 14. Integrating with existing data and workflows
Unnecessary in an ideal world,
but most of our worlds are far from ideal.
© Copyright 2012 EMC Corporation. All rights reserved. 14
- 15. Integrating with existing data and workflows
Taxonomies often
dependent on large,
complex data
infrastructure with its
own processes
Each part of the process
known to relevant
stakeholders, but no
overall insight
© Copyright 2012 EMC Corporation. All rights reserved. 15
- 16. Integrating with existing data and workflows
User research techniques
for identifying existing
processes:
– Interviewing
stakeholders
– Observation
© Copyright 2012 EMC Corporation. All rights reserved. 16
- 17. Agenda
Overview: survey of working taxonomists
Developing change management processes
Establishing service level agreements
Engaging and training stakeholders
Using tools to support management processes
© Copyright 2012 EMC Corporation. All rights reserved. 17
- 18. What’s an SLA?
A negotiated agreement between taxonomy
consumers and taxonomy managers
Records a common understanding about services,
priorities, responsibilities, and guarantees
Commonly includes:
– definition of services
– performance measurement (metrics)
– problem management
– consumer duties
Need not be highly formal
© Copyright 2012 EMC Corporation. All rights reserved. 18
- 19. What’s the value of an SLA?
Setting expectations with
consumers
Setting expectations with
management team
When there is
disagreement, SLA is an
artifact which can be
referenced
Typically requires
collection of metrics
© Copyright 2012 EMC Corporation. All rights reserved. 19
- 20. Why are metrics useful?
Tracking to meet established
SLAs
Identifying heavy consumers,
taxonomy growth areas
Identifying processes which
can be improved or discarded
Estimating team capacity
Making a case for resources
(money, tools, staffing) to
meet need
© Copyright 2012 EMC Corporation. All rights reserved. 20
- 21. Agenda
Overview: survey of working taxonomists
Developing change management processes
Establishing service level agreements
Engaging and training stakeholders
Using tools to support management processes
© Copyright 2012 EMC Corporation. All rights reserved. 21
- 23. Who are the stakeholders?
© Copyright 2012 EMC Corporation. All rights reserved. 23
- 24. Identifying stakeholders
Audiences you need to
engage to be successful
– Content authors and
publishers
– User experience designers
– Developers (front- and
back-end)
– Site/repository owners
– Subject matter experts
(SMEs)
© Copyright 2012 EMC Corporation. All rights reserved. 24
- 25. Keeping them engaged
Emphasize value
and relevance to
what they care
about
Frame introduction
and use of the
taxonomy as simply
as possible
The “what” is less
important than the
“why”
© Copyright 2012 EMC Corporation. All rights reserved. 25
- 26. Keeping them engaged
Winning advocates and promoters
The personal touch: face-to-face, phone, email
Establish clear communication channels
Establish SLAs and meet them consistently
Educate as you go
Other methods
– Documentation (internal/external, processes/applications)
– Live/computer-based training sessions
– Social media
© Copyright 2012 EMC Corporation. All rights reserved. 26
- 27. Agenda
Overview: survey of working taxonomists
Developing change management processes
Establishing service level agreements
Engaging and training stakeholders
Using tools to support management processes
© Copyright 2012 EMC Corporation. All rights reserved. 27
- 28. What tools are commonly used?
© Copyright 2012 EMC Corporation. All rights reserved. 28
- 29. Pros and cons: word of mouth
• Immediacy and transparency
Pros • Ease of explaining complex
issues in person
• Not easily used by larger,
Cons distributed teams
• Not captured in metrics
• No audit trail
• No opportunity for
oversight
Fully 1 out of 5 respondents rely on word of mouth for some part
of their request management
© Copyright 2012 EMC Corporation. All rights reserved. 29
- 30. Pros and cons: email
• Everyone already has it and
Pros uses it
Cons • Timely response not
guaranteed
• Mechanisms for oversight
limited
• Metrics, audit trails hard to
derive
• Vulnerable to corruption
and loss
Most commonly used (2 out of 3 respondents)
© Copyright 2012 EMC Corporation. All rights reserved. 30
- 31. Pros and cons: separate tracking tool
• Ease of oversight
Pros • Ease of use by distributed teams
• Ease of extracting metrics, audit
trails
• Separate from taxonomy manager
• Need for training on tool, procedures
Cons • Limited accessibility, transparency for
consumers
• Big investment in addition to taxonomy
manager
Bug trackers, task managers, CRM, etc.
© Copyright 2012 EMC Corporation. All rights reserved. 31
- 32. Pros and cons: taxonomy editor
• All the information you need in one
Pros place
• Ease of oversight
• Ease of use by distributed teams
• Ease of extracting metrics, audit
trails
Cons •
•
Expensive
Technically difficult to implement
and support
• Limited accessibility, transparency
for consumers
Many, though not all, taxonomy management platforms
incorporate a work queue
© Copyright 2012 EMC Corporation. All rights reserved. 32
- 33. All tools have pros!
• Discussion is
indispensable, provided
it’s also documented
somewhere
• Email is useful for
timely answers to
specific questions posed
by a small audience
• Most taxonomists are
using multiple tools in
conjunction with one
another
© Copyright 2012 EMC Corporation. All rights reserved. 33
- 34. Summary
• You’re not in this alone
• Set expectations, back them up with data
• Know your audience, keep them motivated
• Know the right tool to use for the job
© Copyright 2012 EMC Corporation. All rights reserved. 34
- 35. We’re looking for
a few good:
• UX designers a taxonomist
• Usability
engineers
• Search architects
• Metadata mavens
EMC
© Copyright 2012 EMC Corporation. All rights reserved. 35