Emma Chittenden

Emma Chittenden
Taxonomy Director
Web Whisperer, UK

I’m an information architect and experience strategy director. I’ve spent the last 14 years working for a variety of different clients, from the Nuclear Decommissioning Authority (my first taxonomy design, 14 years ago), to Pearson more recently. I have a variety of different specialisms, but my strengths lie with designing customer focused taxonomies for new startups and digital transformation programmes. I piece together disparate and often complex language to produce structures that help customers navigate their way through websites with ease. This includes expertise in testing tree structures, designing navigation UIs, and designing customer focused taxonomies. Some of the projects I’ve worked on include simplifying First Great Western’s website structure to reduce clicks and increase online revenue; restructuring the booking flow for the London Eye to increase average basket spend; redesigning the customer journey for the Open University and creating a standardised taxonomy for Pearson’s web estate as part of their digital transformation programme. I live in Wiltshire with my dog - who is often found joining me on video calls.