Churchill Structured Description Guidelines PDF
Churchill Structured Description Guidelines PDF
Churchill Structured Description Guidelines PDF
1. Table of Contents
1. Table of Contents
3. Extraction Requirements
3.1 Pre-check
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3.2 Your Task
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3.3 SRT Components
4. Labelling Steps
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4.3 Step C: Match product attributes
6.1 What are all the potential elements on a Product Details Page ('PDP'), and which are Structured
Description?
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7.3 Step 3: Identify the Header and Body, Content Types and identify the 'Main ‘section
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9. Additional labelling examples
3. Extraction Requirements
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3.1 Pre-check
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Interactive Annotator is a Chrome browser extension. Please make sure you have the Chrome browser installed. To add
the extension to the browser, follow these steps:
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3. Open Chrome and open the Extensions page at chrome://extensions
6. Navigate to the location where you unzipped the downloaded IA build and select the unzipped ‘build’ folder.
The extension should now be added to Chrome.
8. Open a new Chrome tab and load any page (e.g. google.com).
9. Open the Extensions list in Chrome and click on Interactive Annotator to activate the extension.
You can also pin the extension in your browser for easier access.
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10. It is important to have the latest Chrome version. Please ask your team lead for further guidance on this aspect.
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11. Any issues with the above steps please refer to your representative at Appen to troubleshoot.
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3.2 Your Task
1. Install the chrome extension and select the 'Structured Description' use case view in the extension (one time at the
beginning of the first job)
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2. Determine if there are any issues in the URL link preventing you from submitting the requested information.
3. Activate the Chrome extension and use it to annotate the location of Title and Structured Description elements on a
product webpage.
1. Attribute Details: Attributes are the descriptive characteristics that round out the look, feel, and details of a product
(e.g. colour, materials, size, ingredients etc.).
2. Product URL: This is the URL to the product on the seller webpage. The aim of this workflow is to annotate the title
and description-sections from the page this URL goes to, and copy the results to SRT
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3. Decision tree: This is the part to answer questions regarding the job. Specifically if you were able to do the rating or
not. Instructions on how to answer this question are given later.
4. Annotation widget: This is the field box to enter the results copied from the seller website using the Interactive
Annotator tool. There is an 'issues' drop-down, set to ‘No issues’ by default. Use this to mark cases where either:
a. There was no title and no description section available on the seller page, or
b. Title and/or description sections were available, but the website did not allow selecting those page elements
with the tool.
4. Labelling Steps
4.1 Click the product URL
Please click the link to the seller website. This should be displayed under 'Product URL'.
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4.2 Verify the URL
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Ensure the link leads to the right product by evaluating the title, images and description. It might be convenient to open the SRT
tool in one window and the product website in another side by side.
If the seller site asks you to select a country, select US/United States.
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Then, in SRT, select the correct label from the following:
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If the answer is 'Can Label', continue with the following instructions.
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Label Issue Description Notes
Can Label - 1 None - can label Website is automatically Important: If the URL leads you to the right
loaded when selected and product page, but the attributes on the landing page
directed to seller page do not match with that on the SRT job, it is still a valid
job. Please select the correct attributes on the variant
page before starting the labelling. Please refer to the
notes about Attributes matching in the note 2.1. below.
Page Load Error - 2 Blank page/page not found When website link is Under Construction
selected you are directed Upgrade in progress
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Wrong Language - 4 Product page is not in English Foreign language jobs where
MOST of the
product information is NOT in
English. However, if the job is
mainly English and just a few parts
in foreign language (e.g.: Ikea
products are named in
non-English), then this job
language is English and
therefore, you should NOT skip it
and proceed to label it.
Violating/Sensitive Violating Content The image/text contains sensitive In the event you come across any potentially
or violating violating content as listed, please follow the guidance
content such as: below:
- Child Exploitation and/or Child - Escalate the Job ID (incl. SRT link) immediately to
Nudity your manager
- Self Injury and Suicidal Content - Partner/Vendor managers to use the Safety
- Credible Threats, Violence or Escalation form to escalate any safety related content.
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Calls to Violence Any other non-safety related violating content, please
- Sexual Content and/or Nudity raise it to your Meta PDO Contact.
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- Hate Speech
- Acts of Terrorism
- Human Trafficking
- Bullying and Harassment
If the selection is 'Can Label - 1', continue with the following instructions.
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4.3 Match product attributes
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Check whether any of the below cases apply, and take the relevant actions:
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4.3.1: The product page has different attribute values than SRT
Make sure the seller website page has the same attribute values selected. This is important as the title and description could
change based on the selected attributes.
Example: SRT shows attribute values as 'color: Black' and 'size: XL'.
Action: Select the attributes ‘Black’ and ‘XL’ on the product page.
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4.3.2: The product page has more attribute types than SRT
Look for attribute types on the product page that are not shown in SRT.
Example: The product page has 'color' and 'pattern' as selectable attributes, but SRT only shows 'pattern'.
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Action: Click through all values for the unlisted variant (in this case 'color'), and see if there are any changes to the title, or any
description sections.
If there are changes, mark this as 'Missing context/Conflicting info' If nothing changes, continue
4.3.3: The product page has fewer attribute types than SRT
Look for attribute types in SRT that are not shown on the product page.
Example: the product page has only 'color' as a selectable attribute, but SRT shows 'color' and ‘pattern’.
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1. Use IA to select the title and description sections from the product page
5. Labelling guidance
This section focuses on which parts of a product page should be identified as each field. This is described separately from the
method used to capture these parts of the page, ie how to use IA.
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For details on how to use IA to annotate the elements you have identified, see section 6.
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5.1 Labelling the title
Most of the time the title will be in a large and/or bold font to clearly indicate this is the title of the product, as in the below image:
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The above illustration shows the main parts of the Product page where ‘Title’ might be present . It is usually in one of the
4 locations illustrated in the above image. Please note that there could be other product details such as brand
information above/below to the Title field, but we are only interested in the Main Title.
Brand should not be selected as the Title even if it is written in bigger font (Example 26).
At times, brand can form part of the full title (Example 21)
Title may not be so clear in all cases and at times, it will need to be selected from other parts of the page such as the
Breadcrumbs section- Please see example below
Title should not include price , availability or sale information. If these are present along with Title, take care to avoid
these while selecting in IA
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For more details on how to use IA to do the labelling, see sections 7 and 8.
Structured Description Elements: The headers (optional) and text blocks that address product functionality, features, and
details.
Product Details, Features: the highlights of the product's key uses, operations, or benefits.
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Specifications / Dimension: details of product breakdown or measurements.
Fit & Size Details: Information on how the product may fit. I.e. "loose", "short", "model wears a size…".
Headers / No Header
Differentiation in format/layout
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Text Blocks
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Highlight Icons
Priority Ranking: Look for sections/tabs on the product page that describe the product. When picking a tab/section to expand,
look for these headings and in this priority, picking the first case that matches:
Text near the title, next to the product image, and in close proximity to the swatch and price element
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'Description' heading
Whichever comes first on the page, within all sections with headings:
'Product Details'
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'Features'
'Specifications'
Whichever comes first on the page, within all sections with headings:
'Dimensions'
'Material / Ingredients'
'Fabric Care'
The non-main sections should be marked as being either ‘adjacent’ or ‘distant’, depending on how prominent they are on the
page. ‘Adjacent’ means less prominent than ‘main’, but more prominent than ‘distant’.
In general, an ‘adjacent’ section is one that is adjacent to (i.e. near to) the main section, and belongs to a ‘section group’, a
series of sections with a similar style, usually each with headings (‘Material’, ‘Care’ etc.). All sections within this group should be
marked ‘adjacent’.
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A ‘distant’ section is any section more ‘distant’, i.e. further down the page, than the main and adjacent sections. They are often
less structured than the main or adjacent sections, with different styling and sizes to each other. To see these distant sections,
you must sometimes scroll down the page.
First, identify the first ‘section-group’ on the page, if any exists. A section group consists of one of:
1. A sequence of collapsible sections where you click on the heading to show the contents
2. A sequence of tabs where you click on each tab to show the contents
3. A sequence of headings and bodies where the headings and bodies have the same styling between sections, like the
first two cases, but the contents aren’t collapsible Here are examples of each section-group type:
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Mark all sections belonging to the section-group as ‘adjacent’ (except for the main section, if it also belongs
to this section-group).
Mark all non-main sections which don’t belong to this section-group as ‘distant’. These distant sections should be either not part
of any section-group, or part of a section-group that is further down the page than the first group.
The result of this should be that a product page should fall into one of these cases:
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One main section, one or more adjacent sections, and one or more distant sections
One main section, one or more adjacent sections, and no distant sections
One main section, no adjacent sections, and one or more distant sections
2. Swatch: The swatch variant(s), header, and details directly below or beside the swatch variant.
3. Ancillary Element: Product page elements or structure that contain (1) general brand details + infrastructure, (2) non-
product related information (3) cannot be extracted due to our PDP structure. Check out our Glossary of "Ancillary
Header" labels: a. Title / Sub Title
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b. Price / Promo Price / Payment Options
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c. Shipping / Returns / Warranty / Packaging, on its own, i.e. not followed by any valid product-description.
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h. Membership status, email subscription content
k. Legal footnotes
This section describes the technical details of how to use IA to capture the relevant parts of the page. See section 5 for
guidance on which parts of the page should be selected as title and description sections.
1. Activate the IA extension in the Chrome browser toolbar (puzzle piece icon on the top right side) by clicking it, as
shown below. If you see a reload button, please click it.
2. You can pin the tool to stay directly on your Chrome Toolbar for easy access. Click the pushpin icon, circled in the
below example image, next to the Interactive Annotator button.
3. Once you’ve clicked on the IA tool, you will see the tool pop up on the left side of the page, as shown below, circled in
red. Select the correct use case relevant to the workflow (one-time action at the beginning of labeling).
4. We are only interested in ‘Structured Description’ for this workflow, so please select the view specific to the ‘Structured
Description’ use-case.
5. Once you have clicked ‘Structured Description’, the tool will appear as it does below. Click ‘Start.’
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Click ‘Start’ under the ‘Title’ section
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1. Boxes will highlight automatically in blue. Click the box with the heading you want to capture.
2. After you click the box, the tool will show the selected element’s text content.
4. Click ‘Start Again’ if you have not captured the correct data.
5. After clicking ‘Confirm’ you will return to the previous screen with the ‘Title’ field filled in.
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6.3.1 Label the section heading
2. Boxes will highlight automatically in blue. Click the box with the heading you want to capture.
3. After you click the box, the tool will show the selected element’s text content.
5. Click 'Start Again' if you have not captured the correct data.
6. After clicking 'Confirm', you will return to the previous screen with the 'Heading' field filled in.
7. Note: there may be no heading for some description sections. In this case, leave the 'Heading' section blank and
move straight to ‘Body’ annotation.
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6.3.2 Label the section body
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1. Under 'Body', click 'Start'
2. Boxes will highlight automatically in blue. Click the box with the heading you want to capture.
3. After you click the box, the tool will show the selected element’s text content.
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4. Click 'Confirm' if it’s displayed correctly.
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5. Click 'Start Again' if you have not captured the correct data.
6. After clicking 'Confirm', you will return to the previous screen with the 'Body’ field filled in.
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(image above)
Determine whether the section is the main section, an adjacent section, or a distant section. Click the
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corresponding option in the tool.
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6.3.4 Confirm the section, and add the rest of the sections
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1. IMPORTANT!Click 'Copy to Clipboard'.Without this step, the job can not be completed. Once you complete the annotation, scroll
down in the extension to see a button named 'Copy to Clipboard' as shown above.
2. Go immediately to the SRT job, then paste the results into the annotations widget.
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Elements: The identified section, area, image, icons, etc on a PDP. Check out the glossary in 6.5 for visual examples
for each element.
Structured Description: The headers (if applicable) and text blocks that address product functionality, features, and
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details as defined in the SD breakdown.
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Main Description: The prominent text block regarding the product overview, usage, or features.
Ancillary Element: Product page elements or structure that contain (1) general brand details + infrastructure, (2) non-
product related information (3) cannot be extracted due to our PDP structure
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Swatch: The swatch variant, header, and details directly below or beside the swatch variant.
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“If Applicable”: Product pages may vary based on the category. Therefore, we may not see every element type across
all product pages.
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Here are the different elements which might appear on a PDP, with visual examples.
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The product URL should lead you to the right product page.
Once you open the link, check if the link leads you to the same product shown in the SRT job.
Select 'Yes' if the URL leads you to the right product page. Please see all available options and corresponding criteria in
the table below.
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Yes URL leads to the right
product
40 nt a website is loaded. We
can still complete the job
by by suppressing it (e.g.,
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closing or clicking out of
the popup) and continuing
to label as normal. You will
not need to add any
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personal information or
details to any website. If
you are unable to load the
site once clicking out of the
pop up then this job will
need to be labelled Broken
Link.
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Broken Link
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Leads to a page on
a different website
Leads to a
nonproduct page
even if it is on the
correct shop
website
Wrong product
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Violating content
The image/text contains
sensitive or violating In the event you
content such as: come across any
potentially
violating content
Child Exploitation
as listed, please
and/or Child
follow the
Nudity
guidance below:
Self-Injury and
Escalate the Job ID
Suicidal Content
(incl. SRT link)
Credible Threats, immediately to
your manager
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Violence or Calls
to Violence
Partner managers
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Sexual Content should use the
Safety
and/or Nudity
Escalations Form
Hate Speech to route Job IDs to
the Safety team.
40 nt Acts of Terrorism
Human
Any non safety
related violating
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content needs to
Trafficking
be raised to the
Bullying and PDO Contact.
Harassment
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Skip
Webpage
requests/directs
you to Login page
Bidding, auction or
large ecommerce
platform with their
own apps/domain
as: (e.g.: Alibaba,
AliExpress,
Amazon, Curtsy,
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Ebay, Etsy,
PriceRunner,
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TaoBao, etc).
Foreign language
jobs where most
of the product
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NOT in English. If
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the job is mainly
English and just a
few parts in
foreign language
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(e.g.: Ikea
products are
named in non-
English), then this
job language is
English and
therefore you
should NOT skip it
and proceed to
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label it.
message)
1. Activate the IA extension in the Chrome browser toolbar (puzzle piece icon on the top right side) by clicking it, as
shown below. If you see a reload button, please click it.
a. You can pin the tool to stay directly on your Chrome Toolbar for easy access.
Click the pushpin icon, circled in the below example image, next to the
2. Once you’ve clicked on the IA tool, you will see the tool pop up on the left side of the page, as shown below, circled in
red. Select the correct use case relevant to the workflow (one-time action at the beginning of labeling).
a. We are only interested in “Structured Description” for this workflow, so please select the view specific to the
“Structured Description” use case.
3. Once you have clicked the “Structured Description” selection, the tool will appear as it does below. Click “Start.”
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8.3 Step 3: Identify the Header and Body, Content Types and identify the 'Main' section
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Refer to the table “Part one: How to extract SD from a PDP” for a detailed breakdown on extraction rules.
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8.3.1 Label the Heading
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2. Boxes will highlight automatically in blue. Click on the box with the header you want to capture.
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3. After you click the box containing the “heading” field, the tool will display the inputted data.
b. Hit “Start Again” if you have not captured the correct data.
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4. After clicking “Confirm,” you will return to the IA tool’s screen with the “heading” field filled in.
5. Note: there may be no headers for certain Structured Descriptions elements. In this case, leave the “Heading” section
blank and move straight to ‘Body’ annotation.
2. Boxes will highlight automatically in blue. Click on the box with the header you want to capture.
3. After you click the box containing the “body” field, the tool will display the inputted data.
b. Hit “Start Again” if you have not captured the correct data.
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8.3.3 Label the Content types
1. Once you’ve labeled the Heading and Body, determine all “content types” appearing in this structured description
section from the dropdown menu in the IA tool. See section
6.5section for definitions of each type.
1. Only do this when ALL of the Headings and Bodies have been labeled on the PDP
2 When you’ve identified the main description look for the corresponding text block in the
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