Swedish Content Day: Content Against Cancer

Content Against CancerUsing the Core Model to Reach Your Objectives

Ida Aalen / @idaAaSwedish Content DayNovember 20th, 2014

Ida AalenSenior UX designer,Netlife Research

@idaAa

Redesigning the NCS1. Objectives & target audiences2. User research3. Concept & tone of voice4. Core workshops & sketching5. Design, content & development6. Governance & iterations

Redesigning the NCS1. Objectives & target audiences2. User research3. Concept & tone of voice4. Core workshops & sketching5. Design, content & development6. Governance & iterations

Do your user research

...and establishobjectives!

Where to begin?

Home page

Home page

Home page

Home page

Home page

Home page

Home page

Many users will never see

any other page

Many users will never see

any other page

Googled «lung cancer»

Many users will never see

any other page

Googled «lung cancer»

Saw a link on Facebook about cancer research

Many users will never see

any other page

Businessgoals

Usertasks

Businessgoals

Usertasks

Businessgoals

Usertasks

Businessgoals

Usertasks

Businessgoals

Usertasks

Businessgoals

Usertasks

“Lung cancer”

Businessgoals

Usertasks

Core pages

“Lung cancer”

Businessgoals

Usertasks

Core pages

“Lung cancer”“Donate”

Businessgoals

Usertasks

Core pages

“Lung cancer”“Donate”

The Core Model

@AreGH

The Core Model• Core pages is where your users solve

their task and you reach yourobjectives

@AreGH

The Core Model• Core pages is where your users solve

their task and you reach yourobjectives

• Paths, not hierarchy

@AreGH

The Core Model• Core pages is where your users solve

their task and you reach yourobjectives

• Paths, not hierarchy• No blind alleys

@AreGH

Core workshopPeople work in pairs,and present their workafter each step

1. Identify core pages2. Inward paths3. Core content4. Forward paths5. Prioritizing core elements

Core workshopPeople work in pairs,and present their workafter each step

1. Identify core pages2. Inward paths3. Core content4. Forward paths5. Prioritizing core elements

You can download slides & resources later

today!

Lawyer

PreventionWeb editor

Design

SocionomResearch

Cancer nurse

Fundraiser

Cancer care

“We need your help to make sure we build the website you and your users need”

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Step #1

Identify your core pagesThis is done by matching business goals and user needs.

Top task survey

Top task survey«If you’re visiting The Cancer Society’s website, which five tasks are the most important to you?»

Treatment of cancer

Symptoms of cancer

Preventing cancer

Cancer types

Latest research

Choosing a hospital

Patient rights

Next of kin advice

Waiting times

Dietary prevention

0 % 1 % 2 % 3 % 4 % 5 % 6 %

Top 25%

6 out of 79 tasks got 25% of the

votes

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Step #2

Inward pathsHow will the user get here? How will they find this content?

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

How will the user find their way to

this core page?

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

How will the user find their way to

this core page?

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

How will the user find their way to

this core page?

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

How will the user find their way to

this core page?

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

How will the user find their way to

this core page?

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

How will the user find their way to

this core page?

Step #3

Core contentWhat content elements do we need to make sure the user solves their task (while respecting our objectives)

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

What’s the optimal solution, for the user and

for us?

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

What’s the optimal solution, for the user and

for us?

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Step #4

Forward pathsAfter the user has solved their task, where do we want to send them next?

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Where should we send the user, after they’ve solved their primary

task?

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Where should we send the user, after they’ve solved their primary

task?

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Where should we send the user, after they’ve solved their primary

task?

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Where should we send the user, after they’ve solved their primary

task?

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Where should we send the user, after they’ve solved their primary

task?

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Where should we send the user, after they’ve solved their primary

task?

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Where should we send the user, after they’ve solved their primary

task?

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Step #5

Prioritizing core elementsHow would you place these elements if you only had a mobile screen available?

Inward paths Core contents & forward paths

Core page:

Business goals (achieve at least one) User tasks

The core is the same on all devices

Example

Breast cancer

Time on page

Time on page

3:573:48

– More people contact the cancer line now than before, but now they’re more informed when they contact usAnine Wiig DagestadOncology nurse

2006 2007 2008 2009 2010 2011 2012 2013

Cancer line conversations

2006 2007 2008 2009 2010 2011 2012 2013

Cancer line conversations +40%

Launch

Example

Donations

Treatment of cancer

Symptoms of cancer

Preventing cancer

Cancer types

Latest research

Choosing a hospital

Patient rights

Next of kin advice

Waiting times

Dietary prevention

0 % 1 % 2 % 3 % 4 % 5 % 6 %

Top 25%

6 out of 79 tasks got 25% of the

votes

Treatment of cancer

Symptoms of cancer

Preventing cancer

Cancer types

Latest research

Choosing a hospital

Donate

Volunteer

Memory gift

Legacy gift

0 % 1 % 2 % 3 % 4 % 5 % 6 %

Top 25%

6 out of 79 tasks got 25% of the

votes

Treatment of cancer

Symptoms of cancer

Preventing cancer

Cancer types

Latest research

Choosing a hospital

Donate

Volunteer

Memory gift

Legacy gift

0 % 1 % 2 % 3 % 4 % 5 % 6 %

Top 25%

Fundraising-tasks were on the bottom of

the list!

6 out of 79 tasks got 25% of the

votes

Research project

User task

Increase donations

Objective

Make a donation

Research project

User task Forward path

Increase donations

Objective

Portabledonation forms!

Portable donation

form

Treatment of cancer

Symptoms of cancer

Preventing cancer

Cancer types

Latest research

Choosing a hospital

Donate

Volunteer

Memory gift

Legacy gift

0 % 1 % 2 % 3 % 4 % 5 % 6 %

Top 25%

But some

people are actually

coming to donate

Make a donation

User task

Increase donations

Objective

Recurring donation

Make a donation

User task Forward path

Increase donations

Objective

Keeping priorities from small screens pays off

One time donations+198%

Regular donors

+288%

One time donations+198%

Regular donors

+288%

One time donations+198%

Regular donors sum+382%

Regular donorsx4

One time donations

x3

Regular donors sum

x5

2011 2012 2013 2014 (so far)

Annual income, regular donors (web)

2011 2012 2013 2014 (so far)

Annual income, regular donors (web)

2011 2012 2013 2014 (so far)

Annual income, regular donors (web)

Launch

2011 2012 2013 2014 (so far)

Annual income, regular donors (web)

Launch

2011 2012 2013 2014 (so far)

Annual income, regular donors (web)

Launch

Example

Microsites and campaigns

Beate Sørum / @BeateSorum

Rådgiver digital kommunikasjon og fundraising i Kreftforeningen

– Med nytt kampanjenettsted fra gang til gang, og produkt til produkt, har du heller ingen læring.Beate Sørum / @BeateSorumRådgiver digital kommunikasjon og fundraising i Kreftforeningen

– Du finner ikke ut hva på nettstedet som fungerer, og kan aldri forbedre deg, fordi alt for mye er forskjellig fra gang til gang.Beate Sørum / @BeateSorumRådgiver digital kommunikasjon og fundraising i Kreftforeningen

– Når vi kan lage kampanjenettstedene selv ut i fra en verktøykasse, sparer vi mye i både tid og penger på design og utvikling.Beate Sørum / @BeateSorumRådgiver digital kommunikasjon og fundraising i Kreftforeningen

– Vi kan bruke kreftene på godt innhold og budskap i stedet, og vi forbedrer oss hele tiden.Beate Sørum / @BeateSorumRådgiver digital kommunikasjon og fundraising i Kreftforeningen

Content principles for microsites

Content principles for microsites

1) No duplicate content

Content principles for microsites

1) No duplicate content• We will not compete with

ourselves on google and do double the work

Content principles for microsites

1) No duplicate content• We will not compete with

ourselves on google and do double the work

• Instead, we’ll show what we do by linking to main site (and back)

Content principles for microsites

1) No duplicate content• We will not compete with

ourselves on google and do double the work

• Instead, we’ll show what we do by linking to main site (and back)

2) Thinking ahead

Content principles for microsites

1) No duplicate content• We will not compete with

ourselves on google and do double the work

• Instead, we’ll show what we do by linking to main site (and back)

2) Thinking ahead• General info at main site

Content principles for microsites

1) No duplicate content• We will not compete with

ourselves on google and do double the work

• Instead, we’ll show what we do by linking to main site (and back)

2) Thinking ahead• General info at main site• Microsite content is a part

of main site content work

Christmas campaign

Christmas campaign15%

Christmas campaign15% 17%

Christmas campaign15% 17%

10%

Less content, better results

5 questions the NCS asks about content

• Who’s the target audience?5 questions

the NCS asks about content

• Who’s the target audience?

• Which target audience need or task does this content cover?

5 questions the NCS asks about content

• Who’s the target audience?

• Which target audience need or task does this content cover?

• Which NCS objective does the content cover?

5 questions the NCS asks about content

• Who’s the target audience?

• Which target audience need or task does this content cover?

• Which NCS objective does the content cover?

• How will this content be found and used by the user?

5 questions the NCS asks about content

• Who’s the target audience?

• Which target audience need or task does this content cover?

• Which NCS objective does the content cover?

• How will this content be found and used by the user?

• Why is the website the right channel for this content?

5 questions the NCS asks about content

Unique visitors

2010 2011 201420132012

Unique visitors

2010 2011 20142013

Launch

2012

Target groups

Direkte1. Pasienter2. Pårørende3. Befolkningen 4. Forskere

Indirekte• Fagfolk• Media• Myndigheter• Utdanning• Samarbeidspartnere

When Norway’s biggest newspaper needs to explain NET cancer

April Mai Juni Juli August September Oktober

DesktopTabletSmartphones Text

Cold water challenge

DesktopTabletSmartphones Text

Cold water challenge

3,5million NOKin 2 weeks

Did you notice I never showed you the home page?

Frågor?• Objectives and user tasks first• Start with the core• Get rid of dead ends• Be creative about your forward

paths• Home page last, not first

Tack!@idaAa eller ida@netliferesearch.com