case study: the evolution of the national cancer institute's content
DESCRIPTION
TRANSCRIPT
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How We’re Creating Future-Ready Content at NCI
AND LIVING TO TELL THE STORY
A Case Study
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PRESENTED BY
Lakshmi Grama
• Senior Digital Content Strategist• National Cancer Institute
Lynn Cheryan
• Associate Creative Director User Experience• Sapient Government Services
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INFORMED BY
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• Part of the National Institutes of Health
• Federal Government's Principal Agency for Cancer Research
• Legislative Mandate to Communicate Research Results
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Overview of NCI’s Content
SOME PERSPECTIVE
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• Core Content—”PDQ” (Physician’s Data Query)
• Patient-education Content
• Fact Sheets
• Articles About Cancer Research
• Spanish Site
NCI’s Content is Authoritative and Trusted
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SOME IS HIGHLY STRUCTURED
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PDQ CONTENT
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FLOWED BEAUTIFULLY TO MOBILE SITE
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METADATA DRIVES FUNCTIONALITY
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SOME IS NOT
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UNSTRUCTURED CONTENT
Source: http://3btheaterposterarchive.wordpress.com/
OF HTML
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WHY WE NEED FUTURE-READY CONTENT
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DIGITAL GOVERNMENT INITIATIVE
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ANALYTICS SINCE LAUNCH OF M.CANCER.GOV
Source: Adobe Analytics
Traffic to Our Mobile Site m.cancer.gov Increased 235%
Traffic to Our Desktop Site from Mobile Devices Increased 183%
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Mobile Traffic IsA KEY REASON WE’RE GOING responsive
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CHALLENGESFUTURE-READY
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TWO PUBLISHING PLATFORMS
PercussionXML Authoring System
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LACK OFLACK OF
GOVERNANCEGOVERNANCE
WITH TEETHWITH TEETH
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PRINT-CENTRIC CONTENT
http://etc.usf.edu/clipart
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EVEN THE URLS ARE PRINT-CENTRIC
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REDUNDANT OR SILOED CONTENTSearch for “Fatigue” and you’ll find—
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LINK FARM PAGES
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TEXT-HEAVY CONTENT
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NCI MISSION
STATEMENT
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CONTENT GAPS
Source: http://epd4k.com/blog/
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EVIDENCE-BASED FOCUS LEADS TO SOME GAPS
If body of research is not great, we may not have information on a topic—even if it is topical
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Well-intentionedWell-intentioned
THAT DIDN’T LAUNCHTHAT DIDN’T LAUNCH
IDEASIDEAS
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NEW CANCER TYPE LANDING PAGES
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Can’t solve a content problem with Technology
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And you Can’t solve a content problem with IA and UX, Either
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It’s time to fix the content
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OUR APPROACH
FUTURE-READY CONTENT
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NCI’S DIGITAL STRATEGY
EVOLVE NCI’S DIGITAL ENTERPRISE INTO DYNAMIC PUBLISHING PLATFORM
CREATE A MORE COHERENT NCI USER EXPERIENCE
MAKE CONTENT MORE ENGAGING AND SHARABLE
FUTURE-PROOF CONTENT AND DISTRIBUTE ANYWHERE
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HIGH-LEVEL PROCESS
repeat
DIGITAL STRATEGY
PROJECT & CHANGE MANAGEMENT
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the Content Owners
http://www.keepcalm-o-matic.co.uk/
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WORKSHOP WITH PRIMARY CONTENT CREATORS
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EDUCATING CONTENT OWNERS THROUGHOUT NCI
OPSOTTC
DCTD
DCEG
OGCR
CGHCCT
DCCPS
FNLCR
OCC
CBIIT
OSPADEA
OHAM
OCE
CCROCNR
CRCHD
CSSI
OADCB
OGA
CCCT
OBF
OARDCPOCG
CCG
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LASER-LIKE FOCUS
CONTENT STRATEGY
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ELEMENTS OF OUR CONTENT STRATEGY
Digital Content Strategy
• Content Vision• Content Governance
Editorial Content Strategy
• Editorial Strategy• Content Production
Technical Content Strategy
• Taxonomy, Metadata & Content Model
• Content Workflow & Metrics
TechnicalContent Strategy
TechnicalContent Strategy Editorial
Content Strategy
Editorial Content Strategy
Digital Content Strategy
Digital Content Strategy
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• New Editorial Strategy
• Make Content More Engaging
• More Shareable
• With Clear “Care Instructions”
CONTENT VISION
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“Care Instructions”
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Source: http://epd4k.com/blog/
FILLING THE CONTENT GAPS
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TECHNICAL CONTENT STRATEGY
• Updating Content Model
• Simplifying
• Adding More Structure
• Supporting Content Syndication
• Adding More Social Media Capabilities
ArticlePress
ReleaseFact
Sheet
Image
Landing Page
Home Page
Cancer Type Home Page
Research Area
Info-graphic
Video Audio
Institu-tion
External Link
List Form
PDQ Summary
Defini-tion
CitationFileMedia
Carousel
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SOCIAL-READY IMAGES• Enhanced image content type that allows us to upload multiple crops
• Using 2X images (twice the resolution for retina displays)
• Using the“Wide Feature” image in social metadata (Open Graph,Twitter, or Flipboard)
• No standards!
• Twitter: 120 X 120 , less than 1MB
• Facebook: At least 1200 X 630, less than 5MB
• Flipboard: At least 400 pixels in smallest dimension; standard aspect ratios
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BEST PRACTICES
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ScottJust Interested
“Looking for a few quick pieces of information”
Causes, risks
Antonio/ClaudiaCo-Browsers
“Finding out what we need to know”
Causes, prevention, treatment
JanineSearching for
Questions
“Coming to grips with a new cancer diagnosis”
Basics, Treatment
MartinLooking Forward
“Ready to get past cancer”
Prevention
Doug & LauraSurrogate for
Patient
“’Running interference,‘ so she can get better”
Clinical trials, cancer news
Prevention Screening Testing Treatment
BarbaraDesignated
Searcher
“Using my skills to help my friends”
Treatment, Trials
CynthiaPersistence
Pays Off
“Finding answers to specific questions”
Side effects, tips, support
Latha, RNFront-Line Nurse
“Helping my patients get through treatment”
Large suburban cancer center
“This is my expertise”
Large suburban practice
Dr. HenryOncologist Health
Professionals
Patients, Friends, Family
Dr. SandraHanding Off
“I leave cancer to the specialists”
Solo practice, small town
Dr. StuartMaking the Transition
“I want to be ready to talk to the ‘big boys’”
Small suburban practice
Mary, LPNCommunity
Nurse
“I’m the front line on prevention and testing”
Urban women’s health center
Dr. BorisStaying Involved
“They are my patients; I’m part of their team”
Urban medical system clinic
PersonalInterest
In TreatmentMaking Decisions Handling Side Effects
NewDiagnosis
Recurrence SurvivorsGeneral Interest
Patricia, RNResearch
Coordinator
“Digging deep for the answers we need”
Rural hospital oncology center
Karl, RNLibrarian
“Giving patients the information they need”
Cancer center
INFORMED BY USER RESEARCH
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. focus on patient-
As NCI’s first ever mobile site, m.cancer.gov provides comprehensive cancer information in a simple interface.
Users can find information about treatments for almost 100 types of cancer, as well as general information about coping and side effects; the Dictionary of Cancer Terms; cancer research news; and information about NCI.
All content can be easily shared via email or social networks, and each page contains links to NCI’s other online channels: the full Cancer.gov site, Facebook, Twitter, and YouTube.
Be mindful of future reuse when defining content types: when generating cancer data and information, standardize content from the start so it can be used across platforms•Use semantic markup•Create a universal style guide for content
Consider the user’s needs and habits: use metrics and analytics to understand your users so that the mobile functionality you create responds to their needs.•Determine whether an app or a site is best based on the behaviors of the users and the nature of the data.
Be consistent and efficient: share content between your web- and mobile-based sites to standardize content and avoid rework.
USING ANALYTICS TO DRIVE USER-CENTERED DESIGN
NCI Office of Communications & Education
WHAT IS NCI?
CANCER.GOV PLATFORM
LAYING THE GROUNDWORK
SITE USAGE
USER-CENTERED DESIGN
GETTING STARTED
THE STRATEGY
THE OUTCOME
INSTANT ACCESS TO CANCER INFORMATION
212,000
THE RESULTS ARE IN THE NUMBERS
11% 44%Average number of mobile phone visits per month
Increase in English calls to 800-4-CANCER
Increase in Spanish calls
to 800-4-
CANCER1BEST PRACTICES LEARNED KEY TAKEAWAYS
• Identify a need for a mobile site based on analytics. Do you have a high number of site visitors already using mobile devices?
• Cater the mobile site content to its users’ needs based on the most popular content that can be made mobile-ready.
• Design the mobile site with the user in mind. For example, NCI creates site content in both English and Spanish to provide for underserved audiences.
• Establish a set of baseline standards and procedures for future content development and continue to develop those standards.
10Named one of top 10 federal mobile apps2
A division of the National Institutes of Health, the National Cancer Institute (NCI) is the federal government's principal agency for cancer research and training.
Utilizing shared content from NCI’s enterprise website, m.cancer.gov optimizes NCI’s digital communication channels through enhanced access and usability.
Cancer.gov is a multi-channel, interactive digital content stream connecting and engaging with audiences where they are, via their chosen channel. Mobile provides additional reach beyond the main website and social media channels.
With 30,000 pages of evidence-based health information, Cancer.gov currently receives nearly three million visits each month from patients, caregivers, health professionals, researchers, and strategic influencers.
• Metrics showed that more and more people were visiting Cancer.gov on their mobile devices each month.
• For many underserved populations, mobile devices are the only connection to the Internet.
• Focus groups with user representatives revealed what content was of most interest.
• Based on user research, m.cancer.gov focuses on content for patients, their friends and families.
• Analytics and focus groups helped drive the focus of what content to include on the site.
References: 1 (In the first 6 months after launch)2 Government Computer News http://gcn.com/articles/2012/07/16/agencies-build-digital-government-with-apps.aspx
Data from user research and analytics indicates a focus on patient- and caregiver-oriented content for the first mobile site release.
NCI then used analytics to identify the most popular content on Cancer.gov and made it mobile-ready and search-optimized.
• Evidence-based information about treatments for almost 100 types of cancer
• General information such as coping and side effects
• Dictionary of Cancer Terms• Cancer research news• Information about NCI
• Share content between sites in a Content Management System: content can be updated simultaneously on both Cancer.gov and m.cancer.gov.
• Use “mobile first” principles to design a streamlined site that contains a wealth of information and is easy to use.
• Build a site that is bilingual (English/Spanish) to reach underserved populations that rely heavily on mobile Internet access.
Comprehensive content for audiences in a simple and easily navigable site:
Most Popular Content
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IA Informed Content—CONTENT Informed IA
• Re-architecting entire site
• Review content strategy and goals with content writers
• Draft sitemap (IA) guides content development—shows them the gaps that need to be filled
• Iterate IA and Content Strategy reviews of the content as it evolves
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PROJECT& CHANGEMANAGEMENT
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Change Management—Everyone Has a Need for
Control
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COMMUNICATION & TRANSPARENCY
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CREATING FUTURE-READY CONTENT
What’s taking shape
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STRUCTURED
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FACT SHEETS
Recently structured to optimize display on our mobile site
• Each question/answer pair is a separate content structure
• Structure is important for our mobile site• Enables accordions
• Enables button to call our Cancer Information Service hotline
• We streamlined mobile presentation, for example• No fact sheet “branding”
• No key points
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MODULAR & REUSABLE CONTENT • Reusable components
• Relates to content model
• Drives functionality
We Are:
• Adding more structure to image content type
• Creating new infographic content type since these can render as a page for syndication
• Planning to use taxonomy terms to associate research articles to major topic areas across the new information architecture
Title
Video Chunk
Text Chunk
Key Points Chunk
Infographic Chunk
Boilerplate Chunk
ImageChunk
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IDENTIFYING OPPORTUNITIES
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TAKING DOWN HTML BOOKLETS
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FINDABLE
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SEO-AT-A-GLANCE
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Planning for a “Metator”
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TRANSPORTABLE
Source: http://www.walls360.com/Star-Trek-Enterprise-Transporter-II-p/124.htm
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ENABLING CONTENT SYNDICATIONFacebook
TV/VideoGamesNew Social Networking
RSS
Apps
Widgets
Partner sites/apps
m.cdc.gov
EHR
Content
Content Services
API
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INCREASE AUDIENCE
ENGAGEMENT
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SOCIAL-READY
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PRESENTED MORE GRAPHICALLY
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WITH MORE MULTIMEDIA
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We’re doing it all in Spanish, too!
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WISH US LUCK!
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QUESTIONS?
Lakshmi Grama
• Senior Digital Content Strategist• National Cancer Institute
@lgrama
Lynn Cheryan
• Associate Creative Director User Experience• Sapient Government Services
@lcheryan