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- Using the core model to prioritize content in a responsive website - How content governance is improved by a clear and defined core message - How content is enhanced by working collaboratively and interdisciplinarily - Amazing results!
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Content against cancerA case study of The Norwegian Cancer Society online
Ida Aalen@idaAaCSForum 2013
Senior Interaction Designer at Netlife Research
@idaAa
Hi, my name isIda Aalen
Agenda• Using the core model to prioritize content in a responsive
website• How content governance is improved by a clear and defined
core message• How content is enhanced by working collaboratively and
interdisciplinarily• Amazing results!
So, who’s Netlife Research?
Netlife Research is:
@EirikHafver @ThordFoss
@idaAa
The Norwegian Cancer Society...before.
The challenge
• 40-45 people was working decentralized, in silos and was writing overlapping content (with no links!)
• The website was unprioritized and difficult to navigate
• The content was not addressing the users’ key questions
The process
#1
Finding goals, KPIs and target audiences
Their goalsIn general
• Decreasing how many get cancer
• Increasing how many survive cancer
• Ensuring quality of life for cancer patients and their friends and family
Their goalsIn general
• Decreasing how many get cancer
• Increasing how many survive cancer
• Ensuring quality of life for cancer patients and their friends and family
Online1. Helping patients and their
friends and family2. Increasing knowledge
about cancer and prevention
3. Increasing online self service
4. Improving our reputation and position
Target audiences
Primary1. Patients2. Friends and family3. “The population”4. Scientists
Secondary• Professionals• Media• Government• Education• Sponsors
#2
Identifying top user tasks
Whoever screams highest
will win?
Tons of research
• Focus groups with patients and next of kin
• Surveys of The Cancer Society’s reputation
• Analytics• Interviews with 10
stakeholders and 10 potential users
• Top task survey
Top task analysisaka Customer Carewords:
If you’re visiting The Cancer Society’s website, which of these five tasks are the most important for you?
0
200
400
600
800
1000
1200
1400
1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76
Vote
Tasks
Some content is more important
Tasks382 Voters
765 Voters
1147 Voters
1530 Voters
1Behandling av kreft (behandlingsformer, bivirkinger, risiko, prognoser osv) 6.4% 6.0% 6.0% 5.9%
2 Symptomer på kreft 3.9% 4.2% 4.2% 4.1%3 Forebygge kreft - hva kan du gjøre? 3.9% 4.0% 3.6% 3.8%4 Kreftformer (symptomer, prognoser, behandling) 2.8% 3.8% 3.8% 3.7%5 Forskning (nyeste resultater) 2.2% 2.5% 3.2% 3.6%
6Sykehusvalg for kreftbehandling (ventetider, best tilbud osv) 3.0% 2.9% 3.1% 3.1%
7 Pasienter - hvilke rettigheter har man? 3.0% 2.9% 2.9% 2.8%
8Pårørende - hvordan takle det? (ta vare på seg selv, forholde seg til kreftrammet osv) 3.0% 2.7% 2.4% 2.5%
9 Ventetider (behandling, rekonstruksjon, rehabilitering) 2.4% 2.9% 2.6% 2.4%10 Kosthold for å forebygge kreft 2.2% 2.0% 2.0% 2.2%11 Undersøke seg selv - slik gjør man det 2.2% 2.4% 2.3% 2.2%12 Spørre fagfolk om råd (e-post, telefon, chat osv) 2.4% 2.3% 2.0% 2.1%13 Barn og unge med kreft 2.6% 2.6% 2.4% 2.1%14 Mistanke om kreft 2.3% 2.3% 2.2% 2.0%
15Masseundersøkelser/screening (mammografi, prostata, livmorhals osv) 2.0% 2.3% 2.0% 2.0%
16Livet etter kreftbehandlingen (tilbake til jobb og hverdag) 1.8% 2.2% 1.9% 1.9%
17 Diagnoser (ulike kreftformer) 2.0% 2.0% 2.0% 1.9%18 Legebesøk - hva bør man tenke på og spørre om? 2.0% 2.0% 2.0% 1.8%19 NAV og sykehus - hjelp til å forstå regelverket 1.7% 1.9% 1.9% 1.8%20 Kurs og grupper for kreftrammede og pårørende 1.0% 1.6% 1.6% 1.7%
Top 25%
26-50%
51-75%
Tasks382 Voters
765 Voters
1147 Voters
1530 Voters
1Behandling av kreft (behandlingsformer, bivirkinger, risiko, prognoser osv) 6.4% 6.0% 6.0% 5.9%
2 Symptomer på kreft 3.9% 4.2% 4.2% 4.1%3 Forebygge kreft - hva kan du gjøre? 3.9% 4.0% 3.6% 3.8%4 Kreftformer (symptomer, prognoser, behandling) 2.8% 3.8% 3.8% 3.7%5 Forskning (nyeste resultater) 2.2% 2.5% 3.2% 3.6%
6Sykehusvalg for kreftbehandling (ventetider, best tilbud osv) 3.0% 2.9% 3.1% 3.1%
7 Pasienter - hvilke rettigheter har man? 3.0% 2.9% 2.9% 2.8%
8Pårørende - hvordan takle det? (ta vare på seg selv, forholde seg til kreftrammet osv) 3.0% 2.7% 2.4% 2.5%
9 Ventetider (behandling, rekonstruksjon, rehabilitering) 2.4% 2.9% 2.6% 2.4%10 Kosthold for å forebygge kreft 2.2% 2.0% 2.0% 2.2%11 Undersøke seg selv - slik gjør man det 2.2% 2.4% 2.3% 2.2%12 Spørre fagfolk om råd (e-post, telefon, chat osv) 2.4% 2.3% 2.0% 2.1%13 Barn og unge med kreft 2.6% 2.6% 2.4% 2.1%14 Mistanke om kreft 2.3% 2.3% 2.2% 2.0%
15Masseundersøkelser/screening (mammografi, prostata, livmorhals osv) 2.0% 2.3% 2.0% 2.0%
16Livet etter kreftbehandlingen (tilbake til jobb og hverdag) 1.8% 2.2% 1.9% 1.9%
17 Diagnoser (ulike kreftformer) 2.0% 2.0% 2.0% 1.9%18 Legebesøk - hva bør man tenke på og spørre om? 2.0% 2.0% 2.0% 1.8%19 NAV og sykehus - hjelp til å forstå regelverket 1.7% 1.9% 1.9% 1.8%20 Kurs og grupper for kreftrammede og pårørende 1.0% 1.6% 1.6% 1.7%
Top 25%
26-50%
51-75%
Cancer treatment,
symptoms, and prevention was
most important
Tasks Total Vote% of Total Vote 20775
Cumulative Vote
Cumulative Tasks
60Gi gave til Kreftforeningen (engangsbeløp eller fast giver) 91 0.4% 96.8% 75.9%
61 Frivillig innsats 75 0.4% 97.2% 77.2%62 Lokale kontorer til Kreftforeningen 71 0.3% 97.5% 78.5%
63 Vardesenteret (åpningstider, kontaktinformasjon, tilbud) 69 0.3% 97.9% 79.7%64 Hjelpemidler (proteser, parykk osv) 63 0.3% 98.2% 81.0%65 Nettbutikk (Rosa sløyfe, Livestrong-bånd osv) 55 0.3% 98.5% 82.3%66 Ansatte i Kreftforeningen 53 0.3% 98.7% 83.5%67 Seksualitet og kreft 39 0.2% 98.9% 84.8%68 Ledige stillinger 35 0.2% 99.1% 86.1%69 Pressemeldinger 27 0.1% 99.2% 87.3%70 Donasjon i forbindelse med begravelse 26 0.1% 99.3% 88.6%71 Testament - hjelp til å skrive testamentet 24 0.1% 99.4% 89.9%72 Årsoppgave til selvangivelsen 22 0.1% 99.5% 91.1%73 Bedrift/næringsliv - hvordan støtte Kreftforeningen? 22 0.1% 99.6% 92.4%74 Årsberetningen til Kreftforeningen 16 0.1% 99.7% 93.7%75 Starte en innsamling 15 0.1% 99.8% 94.9%
76Endre/registrere opplysninger om giver/medlem (adresse, fødselsnummer, beløp osv) 14 0.1% 99.9% 96.2%
77 Minnegave 13 0.1% 99.9% 97.5%78 Skattefradrag for gaver til Kreftforeningen 8 0.0% 100.0% 98.7%79 Testamentarisk gave (hvordan gi) 8 0.0% 100.0% 100.0%
0.4% vote for “Donate” and “Volunteer”
The challengeUsers were only after content that supported goal 1 & 2:
• Helping patients, their friends and family• Increasing knowledge about cancer and prevention
But none of the user tasks supporting goal 3 & 4 came up on top:
• Increased self service• Increasing donations and members
#3
Developing the core message
Going through user research and
goals
@WilhelmJA @ThordFoss@EirikHafver
Sketching ideas for
functionality and concept
Feedback from the group
Which ideas are
connected?
What should we
take with us going next?
Three different core messages
#1 TogethernessA channel for compassion and sharing of experiences and feelings
#2 The EncyclopediaAuthorative, trustworthy and matter-of-factly
#3 A human faceExperiences and advice is individualized and personified
#1Togetherness
In 2009, about 27 500 Norwegians was diagnosed with cancer. 2 out 3 will survive.
0%
10%
20%
30%
40%
50%
60%
1970 1975 1980 1985 1990 1995 2000 2005
#2The
Encyclopedia
Men Women
More and more people survive leukemia
#3A human face
I am one of the many who survived leukemia in 2009.This is how I felt
Opplysningskontoret
Anatomitegninger Leonardo da Vinci
Hypothesis:The users ask Google and not all of the answers they get are trustworthy. What does the diagnosis entail? What are my chances? What did the doctor really say? How do I avoid getting the same disease as my mother?
The answers exist, and behind all the statistics, doctor’s coats and bureaucracy there are human beings wanting to help.
Answer:Knowledge kills fear. The Cancer Society’s website is a natural authority on the field. You get verified answers that are easy to understand. You can see who says what. It’s not a facless institution, but competent professionals with a name and a face.
#4
Bringing goals, user tasks and the core message together
Very few users visited the frontpage
2%12%
11%
76%SearchReferralsDirect trafficCampaigns
Using the core model
• Core pages are where your users solve their task - and you reach your objectives.
• Good ways in and making sure there are no blind alleys, becomes more important than structure and hierarchy
• The core is the same on all devices
The core
Working in pairs to
identify ways in, core content
and ways out
@BeateSorum @Mona_Stensrud
People from di!erent parts of the organization
were paired
Helping patients, their
family and friends
Waiting for treatment
Attend a course or group
Talk to others in the same situation
Prevention
Increasing knowledge
about cancer and prevention
Cancer forms
Give a donationIncreasing
donations and members
Cancer research
ModulesTITTEL
ACTION
OM OSS TJENESTER BLOGG
TITTEL
123
Player 1: WilhelmLines: 4Points: 2367
Player 1: WilhelmLines: 4Points: 2367
The core Related Menu
#6
Governance
Web editor
Web editor
Cancer Research Prevention RightsFundraising
Web editor
Cancer Research Prevention RightsFundraising
The editors • Overview of all content• Knows user tasks and goals• Working collaboratively
and interdisciplinary• Editors know their field
and know how to write• The departments no longer
own the content - they’re sourcesThanks
to a lot of lobbying by @EirikHafver
– We have five questions that we use to find out whether new content should be added to the website or not.Marte GråbergWebeditor of kreftforeningen.no
1. Who’s the target audience?2. Does this content cover
some need or task for this target audience? Which?
3. Does this content cover a strategic goal for The Cancer Society? Which?
4. Describe how you imagine this content will be found and used by the user
5. Why is the website the right channel for this content?
5 questions The Cancer Society ask about (new) content
But what about campaigns?
Results
+20 %
– More people than earlier contact the cancer line, but now they’re more informed when they contact usAnine Wiig DagestadWeb editor and cancer nurse
0
10
20
30
40
2010 2011 2012 2013 (so far)
Source: Cancer society ...and October and November
always gets most
mentions
– We’re seeing more press with basic “cut and paste” from our pages, especially on preventionMarte Gråberg / @MarteGrabergWebeditor of kreftforeningen.no
– We’re spending more time going through our pages, watching the statistics and making sure the pages...Marte Gråberg / @MarteGrabergWebeditor of kreftforeningen.no
...answer the questions that are being raised by media.
Marte Gråberg / @MarteGrabergWebeditor of kreftforeningen.no
One time donations
+70 %
One time donations
+70 %
Donations total
+73 %
Monthly donations
+88 %
One time donations
+70 %
Donations total
+73 %
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug
250 kr500 kr
0%
10%
20%
30%
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50%
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70%
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90%
100%
2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug
250 kr500 kr
Default changed from 250 kr to 500 kr thanks
to @BeateSorum
– Before, people had responsibility for their area and worked solely with that.We’re working differently... Marte Gråberg / @MarteGrabergWebeditor of kreftforeningen.no
...with our content now than how we used to. We’re doing more work together.
Marte Gråberg / @MarteGrabergWebeditor of kreftforeningen.no
Questions?@idaAa or ida@netliferesearch.com
@ThordFoss Graphic Designer@EirikHafver Content Strategist@WilhelmJA Frontend Developer@MarteGraberg Web Editor@SolheimSlind Web Master@BeateSorum Digital Fundraising
Ida Aalenida@netliferesearch.com+47 45 24 24 12@idaAa
Thank you!
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