What we learned from creating a tagging taxonomy - Method in Madness by Dovetail

My ideas for tags

• in Procedural
  • Nature: what is the nature of what the customer is expressing? The most valuable is for them to outline their behaviour allowing the researcher to understand the reality of their experience. But sometimes they'll suggest an idea, make a complaint, ask a question etc which is still worth storing and sharing.
    • Behaviour
    • Suggestion
    • Complaint
    • Question
    • Statement
• In experience
  • Theme: what is their expressed idea connected to in terms of the main buckets of ways a product can be improved?
    • Performance: speed, crashes, freezes, hangs, etc
    • Usability: mental effort required, findability, convenience
    • Usefulness: how valuable is it to them, how often is it valuable,
    • Price

Dovetail's taxonomy

• Procedural
  • Date: date research happened
  • Researcher: full name of person who mined the nugget
    • full name
  • Reviewer: full name of person who reviewed the nugget
    • Full name
  • Methodology: research methodology used to collect the data
    • Interview
    • Usability test
    • Field observation
    • Card sorting
    • etc
  • Project: the internal [company] project name related to the nugget
    • Continuous research
    • Bimodal MVP 2021
  • Evidence link: the link to the evidence in google drive
  • Media type: the medium used for supporting the observation
    • video
    • audio
    • image
    • document
  • Status:
    • Created
    • Rerviewed
    • Rejected
    • Published
• Product
  • Product: the [company] product/service that is relevant to the observation
    • web app X
    • iphone app x
  • Retention: a binary indication about whether or not this nugget is related to customer churn
    • Retention
• Demographics
  • Segment: the customer group the participant belongs to (if its for a recipient only project)
    • bimodal
  • Geography
    • City
    • State
    • Country
  • Age
    • Less than 18
    • 18-25
    • 26-35
    • 36-45
    • 46-55
    • 56-65
    • 66-75
    • More than 75
• Experience
  • Observation: a concise summary of the experience, what was observed or learned as well as what explains it. Single experience per nugget
  • Experience vector: an indication of whether the experience described in the observation is positive or negative.
    • Positive
    • Negative
  • Frequency: how often the experience affected the individual person, how often the persona encounters the experience or how often the person will be confronted with this need.
    • Once
    • several times
    • often
  • Emotions: The emotions the person expresses(verbally or non-verbally) while expressing the experience
    • Joy
    • Sadness
    • Acceptance
    • Disgust
    • Fear
    • Anger
    • Surprise
    • Anticipation
    • contentment
    • frustration
  • Magnitude: The size of the effect of the experience in the observation. This is strongly correlated with the experience vector.
  • Golden: Well-articulated insights, or ones which make a strong case that makes it hard to dismiss. They suggest major challenges with our brand and track that back to the cause in the user experience.
• Service