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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 [email protected]
