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?

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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.

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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

#5

Designhttps://kreftforeningen.no

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

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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 %

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250 kr500 kr

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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!