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Taxonomies for E-Commerce
 Best practices and design challenges


                                 Heather Hedden
                            Taxonomy Consultant
                  Hedden Information Management


            Gilbane Conference, Boston, November 29, 2012
About Heather Hedden

•   Independent taxonomy consultant, Hedden Information Management
•   Continuing education online workshop instructor, Simmons College
    Graduate School of Library and Information Science
•   Author of The Accidental Taxonomist (Information Today, Inc., 2010)
•   Previously
    – employed taxonomy consultant
    – in-house taxonomy manager
    – publishing company vocabulary editor
    – taxonomist for enterprise search tool vendor
    – indexer



                         © 2012 Hedden Information Management             2
Introduction to Taxonomies

A Taxonomy…

• An authoritative, restricted list of terms/names/labels/categories
• Each term is for a single unambiguous concept
• Governed by policies for who, when, and how new terms can be
  added
• Arranged in some (hierarchical) structure or groupings
• Supports indexing/tagging/categorizing/metadata management
  of content
• Facilitates retrieval/findability in both browsing and searching


                      © 2012 Hedden Information Management           3
Introduction to E-Commerce Taxonomies


Typical characteristics of retail/ecommerce taxonomies:
• Separate hierarchy for each department or broad product
  category.
      Typically 5 – 20 top categories/hierarchies
      Typical hierarchy depth of 3-4 levels
      Typically 3 – 20 terms/subcategories per level

• May also have facets, typically at deeper hierarchy levels.
• Ordering is not always alphabetical, rather popular or logical.



                     © 2012 Hedden Information Management      4
16
Hierarchies                                                     17
              12
                                        14




  11+



                                                          10+
                   © 2012 Hedden Information Management         5
Subcategories in
Hierarchies




                   © 2012 Hedden Information Management   6
Facets

Facets
  = Attributes = Dimensions = Refinements = Filters = Limit by

• Facets are for narrowing category sets that are similar and
  support the same kinds of attributes.
• Facets work well for retail products that are sufficiently
  similar: all shoes, all luggage, all laptop computers.
• Facets may:
   – be the only type of taxonomy on a specialized retail site
   – appear at lower (more specific) category hierarchy levels
     of a general retail site.
   – appear after executing a search
                    © 2012 Hedden Information Management     7
Facets




         © 2012 Hedden Information Management   8
Facets




9   © 2012 Hedden Information Management            9
E-Commerce Taxonomy Design Challenges

1.   Distinguishing a subcategory from a facet value
2.   Different categorization methods and category cross-overs
3.   Related items and accessories
4.   Sort order options: alphabetically or not
5.   Competitor website comparisons
6.   Web site vs. physical store organization
7.   Business needs vs. taxonomy standards/best practices




                      © 2012 Hedden Information Management   10
Challenge 1. Subcategory vs. Facet Value

Categories and subcategories are:
• Things, products, nouns, items that can stand by themselves
• e.g. Sweater

Facets and their values are:
• Characteristics, descriptions, adjectives, dimensions of
  things, which do not stand by themselves
• e.g. Blue




                     © 2012 Hedden Information Management    11
Challenge 1. Subcategory vs. Facet Value

Problem: Modifier + Noun                           Example:
                                                   Flannel Shirts
 Should it be:
Category: Noun                                     Shirts
Subcategory: Modifier + Noun                       > Flannel Shirts

 OR should it be:
Category: Noun                                     Category: Shirts
Facet value: Modifier                              Fabric (facet): Flannel




                        © 2012 Hedden Information Management                 12
Challenge 1. Subcategory vs. Facet Value

Considerations:
• Is the modifier an obvious value of an facet?
  Do customers consider Flannel a kind of fabric or a subtype
  of shirt?
•    Are there other products (other than shirts) in the same
    website that also have this modifier (such as flannel
    sleepwear)?
• Is the list of facets already quite long?
• Are the levels of subcategories already deep enough?




                      © 2012 Hedden Information Management      13
Challenge 2. Categorization and Cross-Overs

Multiple categorization examples:
• Women’s Shoes – in Women’s Clothing; in Shoes
• Office Furniture – in Office Products; in Furniture

Cross-over product examples:
• Home Theater – in TV/Video; in Audio/Stereo
• Printer-Scanner-Faxes – in Printers; in Scanners; in Fax Machines




                       © 2012 Hedden Information Management      14
Challenge 2. Categorization and Cross-Overs

Put in both locations – Polyhierarchy
OK, but…
• Too much polyhierarchy confuses the tree structure.
  Polyhierarchies work better for specific terms/categories at
  the lowest level or second-lowest with small sub-hierarchies,
  (e.g. Fitness GPS Watches in GPS Systems, in Portable
  Fitness Electronics, and in Watches),
  not large hierarchy branches.
• Systems may not fully support polyhierarchy
• Breadcrumb trail may be only a fixed path, not dynamic/not
  user’s path.

                     © 2012 Hedden Information Management      15
Challenge 2. Categorization and Cross-Overs




Breadcrumb trail may not reflect the user’s navigation path, but
rather only the other, one fixed hierarchy, path of the polyhierarchy.

                       © 2012 Hedden Information Management              16
Challenge 3. Related Items

• E-Commerce Taxonomies tend to be simple hierarchical.
  They usually don’t have “related terms” relationships.
• Individual products (SKUs) can be manually related.
• Product categories (taxonomy terms) are usually not related.

Special cases:
• Accessories to products
• Related services

Examples:
• Accessories to Products: Camera Accessories
• Related Services: Delivery and Setup/Installation Services

                    © 2012 Hedden Information Management       17
Challenge 3. Related Items

Issue:
Where to put related items in an hierarchical-only taxonomy
   – As narrower terms
   – In a separate hierarchy
   – Both




                    © 2012 Hedden Information Management      18
Challenge 3. Related Items

 Related accessories narrower terms:
 Whether to rename the parent category to include related
 accessories
 Computers                or Computers & Accessories
 . Laptop Computers                          . Laptop Computers
 . Desktop Computers                         . Desktop Computers
 . iPad, Tablet & eReaders                   . iPad, Tablet & eReaders
 . Monitors                                  . Monitors
 . Mice & Keyboards                          . Mice & Keyboards
 . Printers & Scanners                       . Printers & Scanners
 . Computer Memory                           . Computer Memory
 . Computer Components                       . Computer Components
 . Computer Accessories                      . Computer Accessories



                         © 2012 Hedden Information Management            19
Challenge 3. Related Items

Related services listed as a narrower term under products




                    © 2012 Hedden Information Management    20
Challenge 3. Related Items

Related items and services listed in a separate hierarchy




 21                  © 2012 Hedden Information Management   21
Challenge 4. Display Sort Order Choice


 Could be alphabetical                or could be “logical”




                    © 2012 Hedden Information Management      22
Challenge 5. Comparing with Competitors

1. Need to distinguish comparing design with comparing
   content organization.
2. There may not be a 100% identical competitor.
   Each retailer has a slightly different focus.
   –   Target – general, but no major appliances
   –   Sears – general, plus automotive parts
   –   Walmart – general, plus pharmacy
   –   Best Buy – electronics focus, plus appliances, furniture, etc.
   –   Sam’s Club – general, no clothing; plus pharmacy & grocery
   –   Amazon – book and media focus; plus everything else


3. Brand retailers (e.g. clothing) try to differentiate themselves.

                        © 2012 Hedden Information Management            23
Challenge 6. Comparing with Physical Stores

There may be a push to organize the product taxonomy in
  conformity with store layout and organization.
• Loyal customers might understand it.
• But are customers divided by store loyalty or by physical
  store vs. online shoppers?

Factors may be unique to physical stores:
• Newest/hottest products at the entrance
• Small accessories in the checkout lines
• Larger items in the back
• Use of aisle end-caps for featured items
• Creative use of physical space

                     © 2012 Hedden Information Management     24
Challenge 7. Business Needs vs. Best Practices

Possible taxonomy requests for “business needs” that
  challenge taxonomy standards or best practices:
• Creating new top level categories for relatively small, hot
  categories, that belong under existing top categories
• Creating multiple polyhierarchies for a product category to
  help promote it
• Creating intermediate level categories to group and promote
  related subcategories, not to serve navigation




                     © 2012 Hedden Information Management       25
Challenge 7. Business Needs vs. Best Practices

Solution to taxonomy requests for “business needs” that
  challenge taxonomy standards or best practices:


  Create more than one navigation path
  1. Accurate hierarchies (such as in left-hand margin)
  2. Promotional categories (in central space)


  Create a “featured” category that is manually maintained




                    © 2012 Hedden Information Management     26
Challenge 7. Business Needs vs. Best Practices

• List of next level categories may differ in the true taxonomy
  of the left hand navigation, compared with the central area.




                     © 2012 Hedden Information Management         27
28   Please change this text in the masterHedden Information Management
                                  © 2012 templates                        28
Conclusions

•   Product taxonomies are not as simple to create as expected.
•   Taxonomy design may be under constraints.
•   Business needs can challenge taxonomy standards.
•   Creative solutions may be needed.
•   Consider customer perspectives, use cases, and scenarios.




                     © 2012 Hedden Information Management    29
Questions/Contact




Heather Hedden
Hedden Information Management
Carlisle, MA
heather@hedden.net
www.hedden-information.com
www.accidental-taxonomist.blogspot.com
www.linkedin.com/in/hedden
Twitter: @hhedden
978-467-5195


                       © 2012 Hedden Information Management   30

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Taxonomies for E-commerce

  • 1. Taxonomies for E-Commerce Best practices and design challenges Heather Hedden Taxonomy Consultant Hedden Information Management Gilbane Conference, Boston, November 29, 2012
  • 2. About Heather Hedden • Independent taxonomy consultant, Hedden Information Management • Continuing education online workshop instructor, Simmons College Graduate School of Library and Information Science • Author of The Accidental Taxonomist (Information Today, Inc., 2010) • Previously – employed taxonomy consultant – in-house taxonomy manager – publishing company vocabulary editor – taxonomist for enterprise search tool vendor – indexer © 2012 Hedden Information Management 2
  • 3. Introduction to Taxonomies A Taxonomy… • An authoritative, restricted list of terms/names/labels/categories • Each term is for a single unambiguous concept • Governed by policies for who, when, and how new terms can be added • Arranged in some (hierarchical) structure or groupings • Supports indexing/tagging/categorizing/metadata management of content • Facilitates retrieval/findability in both browsing and searching © 2012 Hedden Information Management 3
  • 4. Introduction to E-Commerce Taxonomies Typical characteristics of retail/ecommerce taxonomies: • Separate hierarchy for each department or broad product category. Typically 5 – 20 top categories/hierarchies Typical hierarchy depth of 3-4 levels Typically 3 – 20 terms/subcategories per level • May also have facets, typically at deeper hierarchy levels. • Ordering is not always alphabetical, rather popular or logical. © 2012 Hedden Information Management 4
  • 5. 16 Hierarchies 17 12 14 11+ 10+ © 2012 Hedden Information Management 5
  • 6. Subcategories in Hierarchies © 2012 Hedden Information Management 6
  • 7. Facets Facets = Attributes = Dimensions = Refinements = Filters = Limit by • Facets are for narrowing category sets that are similar and support the same kinds of attributes. • Facets work well for retail products that are sufficiently similar: all shoes, all luggage, all laptop computers. • Facets may: – be the only type of taxonomy on a specialized retail site – appear at lower (more specific) category hierarchy levels of a general retail site. – appear after executing a search © 2012 Hedden Information Management 7
  • 8. Facets © 2012 Hedden Information Management 8
  • 9. Facets 9 © 2012 Hedden Information Management 9
  • 10. E-Commerce Taxonomy Design Challenges 1. Distinguishing a subcategory from a facet value 2. Different categorization methods and category cross-overs 3. Related items and accessories 4. Sort order options: alphabetically or not 5. Competitor website comparisons 6. Web site vs. physical store organization 7. Business needs vs. taxonomy standards/best practices © 2012 Hedden Information Management 10
  • 11. Challenge 1. Subcategory vs. Facet Value Categories and subcategories are: • Things, products, nouns, items that can stand by themselves • e.g. Sweater Facets and their values are: • Characteristics, descriptions, adjectives, dimensions of things, which do not stand by themselves • e.g. Blue © 2012 Hedden Information Management 11
  • 12. Challenge 1. Subcategory vs. Facet Value Problem: Modifier + Noun Example: Flannel Shirts Should it be: Category: Noun Shirts Subcategory: Modifier + Noun > Flannel Shirts OR should it be: Category: Noun Category: Shirts Facet value: Modifier Fabric (facet): Flannel © 2012 Hedden Information Management 12
  • 13. Challenge 1. Subcategory vs. Facet Value Considerations: • Is the modifier an obvious value of an facet? Do customers consider Flannel a kind of fabric or a subtype of shirt? • Are there other products (other than shirts) in the same website that also have this modifier (such as flannel sleepwear)? • Is the list of facets already quite long? • Are the levels of subcategories already deep enough? © 2012 Hedden Information Management 13
  • 14. Challenge 2. Categorization and Cross-Overs Multiple categorization examples: • Women’s Shoes – in Women’s Clothing; in Shoes • Office Furniture – in Office Products; in Furniture Cross-over product examples: • Home Theater – in TV/Video; in Audio/Stereo • Printer-Scanner-Faxes – in Printers; in Scanners; in Fax Machines © 2012 Hedden Information Management 14
  • 15. Challenge 2. Categorization and Cross-Overs Put in both locations – Polyhierarchy OK, but… • Too much polyhierarchy confuses the tree structure. Polyhierarchies work better for specific terms/categories at the lowest level or second-lowest with small sub-hierarchies, (e.g. Fitness GPS Watches in GPS Systems, in Portable Fitness Electronics, and in Watches), not large hierarchy branches. • Systems may not fully support polyhierarchy • Breadcrumb trail may be only a fixed path, not dynamic/not user’s path. © 2012 Hedden Information Management 15
  • 16. Challenge 2. Categorization and Cross-Overs Breadcrumb trail may not reflect the user’s navigation path, but rather only the other, one fixed hierarchy, path of the polyhierarchy. © 2012 Hedden Information Management 16
  • 17. Challenge 3. Related Items • E-Commerce Taxonomies tend to be simple hierarchical. They usually don’t have “related terms” relationships. • Individual products (SKUs) can be manually related. • Product categories (taxonomy terms) are usually not related. Special cases: • Accessories to products • Related services Examples: • Accessories to Products: Camera Accessories • Related Services: Delivery and Setup/Installation Services © 2012 Hedden Information Management 17
  • 18. Challenge 3. Related Items Issue: Where to put related items in an hierarchical-only taxonomy – As narrower terms – In a separate hierarchy – Both © 2012 Hedden Information Management 18
  • 19. Challenge 3. Related Items Related accessories narrower terms: Whether to rename the parent category to include related accessories Computers or Computers & Accessories . Laptop Computers . Laptop Computers . Desktop Computers . Desktop Computers . iPad, Tablet & eReaders . iPad, Tablet & eReaders . Monitors . Monitors . Mice & Keyboards . Mice & Keyboards . Printers & Scanners . Printers & Scanners . Computer Memory . Computer Memory . Computer Components . Computer Components . Computer Accessories . Computer Accessories © 2012 Hedden Information Management 19
  • 20. Challenge 3. Related Items Related services listed as a narrower term under products © 2012 Hedden Information Management 20
  • 21. Challenge 3. Related Items Related items and services listed in a separate hierarchy 21 © 2012 Hedden Information Management 21
  • 22. Challenge 4. Display Sort Order Choice Could be alphabetical or could be “logical” © 2012 Hedden Information Management 22
  • 23. Challenge 5. Comparing with Competitors 1. Need to distinguish comparing design with comparing content organization. 2. There may not be a 100% identical competitor. Each retailer has a slightly different focus. – Target – general, but no major appliances – Sears – general, plus automotive parts – Walmart – general, plus pharmacy – Best Buy – electronics focus, plus appliances, furniture, etc. – Sam’s Club – general, no clothing; plus pharmacy & grocery – Amazon – book and media focus; plus everything else 3. Brand retailers (e.g. clothing) try to differentiate themselves. © 2012 Hedden Information Management 23
  • 24. Challenge 6. Comparing with Physical Stores There may be a push to organize the product taxonomy in conformity with store layout and organization. • Loyal customers might understand it. • But are customers divided by store loyalty or by physical store vs. online shoppers? Factors may be unique to physical stores: • Newest/hottest products at the entrance • Small accessories in the checkout lines • Larger items in the back • Use of aisle end-caps for featured items • Creative use of physical space © 2012 Hedden Information Management 24
  • 25. Challenge 7. Business Needs vs. Best Practices Possible taxonomy requests for “business needs” that challenge taxonomy standards or best practices: • Creating new top level categories for relatively small, hot categories, that belong under existing top categories • Creating multiple polyhierarchies for a product category to help promote it • Creating intermediate level categories to group and promote related subcategories, not to serve navigation © 2012 Hedden Information Management 25
  • 26. Challenge 7. Business Needs vs. Best Practices Solution to taxonomy requests for “business needs” that challenge taxonomy standards or best practices: Create more than one navigation path 1. Accurate hierarchies (such as in left-hand margin) 2. Promotional categories (in central space) Create a “featured” category that is manually maintained © 2012 Hedden Information Management 26
  • 27. Challenge 7. Business Needs vs. Best Practices • List of next level categories may differ in the true taxonomy of the left hand navigation, compared with the central area. © 2012 Hedden Information Management 27
  • 28. 28 Please change this text in the masterHedden Information Management © 2012 templates 28
  • 29. Conclusions • Product taxonomies are not as simple to create as expected. • Taxonomy design may be under constraints. • Business needs can challenge taxonomy standards. • Creative solutions may be needed. • Consider customer perspectives, use cases, and scenarios. © 2012 Hedden Information Management 29
  • 30. Questions/Contact Heather Hedden Hedden Information Management Carlisle, MA heather@hedden.net www.hedden-information.com www.accidental-taxonomist.blogspot.com www.linkedin.com/in/hedden Twitter: @hhedden 978-467-5195 © 2012 Hedden Information Management 30