intelligent content a case study
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© COPYRIGHT 2012 SAPIENT CORPORATION 1
Lisa Goldberg | User Focus | October 19, 2012
Intelligent Content: A Case Study
© COPYRIGHT 2012 SAPIENT CORPORATION 2
Agenda
1. Welcome
2. What is Intelligent Content?
3. Case Study: m.cancer.gov
4. Q&A
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What is Intelligent Content?
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“ You can let your content go, without fearing where it will end up. But you’ve
got to start with some structure.”
– Sara Wachter-Boettcher, “Responsive-Ready Content” http://sarawb.com/2012/03/07/content-strategy-responsive-design/
© COPYRIGHT 2012 SAPIENT CORPORATION 5
COPE: Responsive Design is Not Always the Answer
" All of your content might not be suitable for mobile
" Many formats " Mobile web
" Mobile apps
" EBooks
" Other sites across the enterprise
" Syndication
" E-Learning
" More?
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" What is the purpose of the content?
" Who is the target audience?
" What do we want them to do with the content?
" In what formats does the content appear?
" What content is reused now? Could be reused in the future?
Evaluate Existing Content
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Finding Patterns: Define the Semantic Markup
" Examples: " Long Title
" Short Title
" Long Description
" Short Description
" Publication Date
" Byline
" Author Bio
" Contact Information
" Image
" Video
" Audio
" Ratings
" How do these pieces of content relate to one another?
" How might they be reused?
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Separate Presentation from Content
" Tables
" Images and other multimedia
" Quotes
" Link references/URLs
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Define Content Types and their Relationships
Source: http://www.alistapart.com/articles/strategic-content-management/
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Case Study: m.cancer.gov
© COPYRIGHT 2012 SAPIENT CORPORATION 11
The National Cancer Institute
" The U.S. government’s principal agency for cancer research
" One of 27 institutes and centers that form the National Institutes of Health
" Sapient has worked for NCI’s Office of Communications and Education (OCE) since April 2010
" OCE provides evidence-based cancer information through many channels: digital, print, and a live help service
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Cancer.gov: Overview
" NCI’s enterprise website, hosted in Percussion
" Nearly 3 million visits/month
" Evidence-based health information
" Approximately 30,000 pages in English and Spanish
" Primary Audiences: Patients and Caregivers, Health Professionals, Researchers, Advocates, Strategic Influencers
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m.cancer.gov: NCI’s First Mobile Website
" Launched February 15, 2012
" Also hosted in Percussion
" Different site structure
" Mobile phones (not tablets) are redirected to m.cancer.gov
" Approximately 700 pages in English and Spanish
" 296,489 mobile phone visits/month
" Primary Audience: People looking for patient and caregiver information
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Why Didn’t we Use a Responsive Design for Cancer.gov?
" Not all target audiences are looking for cancer content on their phones; patient content was the highest priority
" No need to optimize for tablets
" Cancer.gov was not designed with “mobile first” in mind " Lack of navigation
" Lack of semantic markup and content standards
" If we restructured all legacy content, we would not have met our deadline
" The mobile site is responsive; its layout scales for different devices
© COPYRIGHT 2012 SAPIENT CORPORATION 15
“There simply isn't room in a 320 by 480 pixel screen for extraneous, unnecessary elements.
You have to prioritize.”
– Luke Wroblewski, “Mobile First,” November 3, 2009
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Selecting Content for Mobile: Key Questions
" Is the content popular on mobile already?
" Is the content optimized for search engines?
" Is the content relevant for patients, caregivers, or general audiences?
" How long is the content?
" Will the format work on a small screen? If not, how much work will be required to change it?
" Can we eliminate extraneous graphics?
" How many links are embedded in the content?
" Is it available in Spanish? If not, will it be translated?
" Will this content be ready in time for the site launch?
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Most Popular Cancer.gov Sections on Mobile Devices (Consistent Each Month)
NCI Fact Sheets, 82602, 21%
PDQ Adult Treatment, 72228,
18%
Cancer Types, 54973, 14%
What You Need to Know, 51699, 13%
Coping with Cancer, 16389, 4%
Cancer Topics (Other), 12908, 3%
PDQ Adult Treatment
(Spanish), 12553, 3%
NCI Home, 11914, 3%
Other, 84534, 21%
Source: Omniture Mobile Report Page Views for May 2011
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Content Types Included in First Release
" Home page
" Landing pages
" Cancer type home pages
" General pages
" News releases
" PDQ patient treatment summaries
" Fact sheets (Q&As)
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Home Page
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Mobile Footer
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Landing Page
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Cancer Type Home Page
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General Page
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News Release
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Dictionary of Cancer Terms
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Language Toggle
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Same Interface, Different Process
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PDQ (Physician Data Query) Treatment Summary on Cancer.gov
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PDQ Treatment Summary on m.cancer.gov
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Fact Sheet
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Content Challenges
" Restructuring content
" Creating custom content
" Lack of standards for content and markup " Tables
" Links and URLs in content
" Images
" Limitations based on content type
" Last-minute content emergencies
" Even with automation, adding content to Percussion is painful
© COPYRIGHT 2012 SAPIENT CORPORATION 32
Spreadsheet for Content Migration
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Percussion Interface
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Final Result
" Simple interface; during usability testing, even inexperienced mobile users could navigate the site
" Comprehensive content for patients, caregivers, and general audiences " Information about treatments for almost 100 types of cancer
" More general information such as coping and side effects
" Dictionary of Cancer Terms
" Cancer research news
" Information about NCI
" One click to call or email the Cancer Information Service
" Easy to share content
" Easy to view NCI’s other social media channels
" Analytics support our design decisions
© COPYRIGHT 2012 SAPIENT CORPORATION 35
“Dear NCI, today was my first time using mobile cancer.gov. Really like this!!
Very easy to navigate on my phone!! Great use of federal resources!”
– Email from mobile user, March 24, 2012
© COPYRIGHT 2012 SAPIENT CORPORATION 36
Content Modeling: An Essential UX Skill
Source: http://www.alistapart.com/articles/strategic-content-management/
© COPYRIGHT 2012 SAPIENT CORPORATION 37
Questions?
“Future-Ready Content,” A List Apart, by Sara Wachter-Boettcher (2/28/12) Managing Enterprise Content: A Unified Content Strategy, by Ann Rockley and Charles Cooper
© COPYRIGHT 2012 SAPIENT CORPORATION 38
Thank You!
Lisa Goldberg lgoldberg@sapient.com | @LisaGDC | http://www.linkedin.com/in/lisagoldberg Sapient Government Services sapient.com | @sapientgov
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