November 26, 2001 New Thinking:
Web classification is essential

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• Classification is historically associated with libraries and as such is not seen as a critical function of a commercial organization.
• Classification is seen as something technical rather than strategic. Senior managers thus rarely get involved in designing classification.
• There is rarely a link between the act of classification and its impact. The organization does not see the frustrated and confused website visitor as they click their way through a poorly designed classification.

Classification design is a complex and difficult process for the following reasons:

• There is no 'right' way to classify content. If you give 10 experts a website to classify, chances are they will all come up with slightly different classification designs for the website. The more content, the more divergent these designs will become.
• Website classification impacts both the 'map' and the 'geography'. Classification is not simply about mapping content that is already on a website. It also dictates the very structure of the website.
• Website classification is an ongoing process prone to error. Each time a new document of content is published on the website it needs to be classified. If the document is classified wrongly, then it undermines the entire classification design.
• Website visitors are impatient. They demand a classification that is simple and intuitive. While highly desirable, this is not always possible where large quantities of content are involved. Thus, there is often a trade-off between designing a classification that is comprehensive and one that is 'user-friendly.'
• The organization often has a preexisting classification that is understood by its employees but not by its customers. A difficult decision needs to be made with regard to whether to design two classifications or create a single unified classification that is understood by both.

However complex classification is, it needs to be embraced. Here are some things to keep in mind when approaching its design:

• Get senior management involved particularly for the design of the top level of the classification. Whether, for example, you choose 'Products,' 'Services' or 'Solutions' says a lot about what type of organization you are.
• Treat classification like it is the foundation and architecture of your website. It thus requires careful design upfront and is not something you should be constantly changing.
• Design the classification for the person who is most likely to use it. Make sure that the terms you are using are understandable to this person.
• Mock up and test the classification. Watch how people use it.
• Strive to have consistent classification across your websites. This will be easier to manage and will create a more familiar environment for website visitors.

Before the Web, classification was some peripheral activity that happened deep in the bowels of the library. But the Web is a library. It is a place where people come to quickly find content. Quality classification facilitates them in doing that.


Gerry McGovern

 

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