Using Ontologies to define the experience landscape

Everyone talks about big data, but no one really talks about ontologies (see: Parmenides) i.e. big data’s learned and humane sibling, both big data and structured information prove to best serve people.

Problem space

In a siloed corporation, various business units tend to use different terminology to explain the customer facing problems, a federated approach to problem resolution can be ineffective or at least inefficient. Coupled withe the fact the UX and design resources, especially the less experienced ones, repeatedly fail to understand the complete landscape, losing designs in translation even when talking among each other.

So we had to understand what step could be taken to create a common nomenclature to allow all to explore from the same hymn sheet.

Design processes

  • Work with the UX and Design to understand how they think the various parts of the digital experience should be defined
  • Then subsequently work with product owners and content teams to understand if these definitions are indeed correct
  • Iterate through these definitions in and organic fashion


  • Developed an approach to define the various customer journeys and mindsets
  • and using those definitions, how the customer navigates through the correctly defined landscape

Applied capabilities


  • Leading and facilitating workshops and focus groups
  • Stakeholder and client relationship management
  • Feature prioritisation and product roadmap development


  • Task modelling
  • Online analytics
  • Content strategy

UX Design

  • User story mapping
  • Data design
  • Scenarios, User journeys and storyboarding


  • Others

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