2017 Main Conference Talk
This session discusses our journey to discover values-based information seeking behavior. We use health care decision-making as the primary example, and identify a set of key design principles for enabling discovery and implementation of values-based user experiences.
Taxonomy Strategies spent almost a year developing a taxonomy to support consumers in making better healthcare decisions. From an information science perspective, this was an information seeking problem. From a healthcare perspective, this was a quality of care problem. But research shows that consumers are more interested in patient narratives than quality of care measures. In our project we reviewed query logs from a patient referral and consumer health information websites; we interviewed subject matter experts inside and outside of the government; and we conducted ad hoc interviews with people encountered in our research including health care professionals such as medical social workers, and friends and loved ones to elicit stories related to the health care decisions they help others make, or that they make themselves.
At the end of the project we delivered and validated a consumer-oriented health care taxonomy, but in our project post-mortem we realized that there was something intrinsically missing from the planned website content and design. Life events-based decision-making is made on criteria that are different from what policy makers focus on. For example, policy makers are concerned about delivering good outcomes in the most cost-effective way, while consumers are concerned about affordability—both criteria are related to cost but they are framed very differently. Worse, while people will watch a dozen videos when they are choosing a bicycle bell, following a diagnosis of stage 1 breast cancer they are typically handed one or two referrals to specialists and rarely consult more before getting radiation therapy.
About the speaker(s)
Joseph Busch is Founder & Principal at Taxonomy Strategies. He is a knowledge leader in metadata frameworks and taxonomy strategies for global 2000 companies, government agencies, and NGO’s. He was a Senior Principal at Project Performance Corporation (PPC), and a principal of the start-up company Metacode that was sold to the content management company Interwoven in 2001. Interwoven is now owned by Autonomy.
Mr. Busch is an authority in the field of information science, a Past President of the American Society for Information Science and Technology, and a former member of the Board of Directors of the Dublin Core Metadata Initiative. He is a frequent speaker on metadata, taxonomy, semantic technologies, indexing, classification research, information retrieval and other information management topics.
Susan Golden is a taxonomist, ontologist, metadata specialist, and content manager, with experience designing, building and maintaining taxonomies for enterprise intranets and for unstructured, data-rich, consumer-facing products.
Vivian Bliss is a taxonomist and information architect at Taxonomy Strategies.
Madonnalisa Chan is a consultant in content and user experience design, focusing on strategic design for brands and applications. She partners with businesses to identify challenges, create solutions, and help them achieve their goals. For over 20 years, she has come alongside colleagues and clients in cross-functional teams to build innovative products in fast-paced environments and achieve measurable results.
Madonnalisa’s goal with every project is to invest in the people she’s working with and act as a bridge between groups, both to facilitate communication within teams and to provide strategic solutions, not only for the project at hand, but also for the business at large. Transparency, integrity, and relationship-building operate at the core of everything she does. She is also involved with a variety of organizations that promote women in design and technology including PDX Women in Technology and Women Talk Design as well as being one of the founders of the IA Institute and helping birth Boxes and Arrows. She has attended the IA Summit/Conference on and off since the beginning in 2000.