the core model at ux camp cph 2014
TRANSCRIPT
The Core Model:Getting to business while making friends
Ida Aalen @idaAaUX Camp CPH 2015
@idaAaIda AalenUX Designer
Home page
Home page
Home page
Home page
Home page
Home page
Home page
Googled
Clicked a link on Facebook
Googled
Clicked a link on Facebook
Many users will never see
any other page
Businessgoals
Usertasks
Businessgoals
Usertasks
Businessgoals
Usertasks
Businessgoals
Usertasks
Businessgoals
Usertasks
Businessgoals
Usertasks
Cores
Businessgoals
Usertasks
Cores
Forward paths
The Core Model• The Core is where your users solve
their tasks and you reach yourobjectives
• Paths, not hierarchy• No dead ends
@AreGH
@AreGH
Do your user research
...and establishobjectives!
Core workshopPeople work in pairs,and present their workafter each step
1. Identify core pages2. Inward paths3. Core content4. Forward paths5. Prioritizing core elements
Make cores, not wars
6–14 participantsNo web, design or content skills necessary!
• facilitator (you!)• your team: design, UX, content, etc• people with expert knowledge• content owners• people who should be collaborating, but
aren’t• people with strong opinions about the
website
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Lawyer
PreventionWeb editor
Design
SocionomResearch
Cancer nurse
Fundraiser
Cancer care
Step #1
Identify your core pagesThis is done by matching business goals and user needs.
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
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?
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
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
Step #5
Prioritizing core elementsHow would you place these elements if you only had a mobile screen available?
Updated template!
The core is the same on all devices
Example
Breast cancer
Warning!
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 2014
Cancer line conversations
2006 2007 2008 2009 2010 2011 2012 2013 2014
Cancer line conversations Launch
2006 2007 2008 2009 2010 2011 2012 2013 2014
Cancer line conversations Launch
+43%
2006 2007 2008 2009 2010 2011 2012 2013 2014
Cancer line conversations Launch
+58%+43%
Unique visitors
2010 2011 2012 2013 2014 2015
Unique visitors
2010 2011 2012 2013 2014 2015
Launch
Example
Increasing sales of mobile broad band
0
10000
20000
30000
40000
1 7 13 19 25 31 37 43 49 55 61 67 73 79 85 91 97 103 109 115 121 127 133 139 145 151 157 163 169 175 181 187 193 199 205 211 217 223 229 235 241 247 253 259 265 271 277 283 289 295 301 307 313 319 325 331 337 343 349 355 361 367 373 379 385 391 397 403 409 415 421 427 433 439 445 451 457 463 469 475 481 487 493 499 505 511 517 523 529 535 541 547 553 559 565 571 577 583 589 595 601 607 613 619 625 631 637 643 649 655 661 667 673 679 685 691 697 703 709 715 721 727 733 739 745 751 757 763 769 775 781 787 793 799 805 811 817 823 829 835 841 847 853 859 865 871 877 883 889 895 901 907 913 919 925 931 937 943 949 955 961 967 973 979 985 991 997 1003100910151021102710331039104510511057106310691075108110871093109911051111111711231129113511411147115311591165117111771183118911951201120712131219122512311237124312491255126112671273127912851291129713031309131513211327133313391345135113571363136913751381138713931399140514111417142314291435144114471453145914651471147714831489149515011507151315191525153115371543154915551561156715731579158515911597160316091615162116271633163916451651165716631669167516811687169316991705171117171723172917351741174717531759176517711777178317891795180118071813181918251831183718431849185518611867187318791885189118971903190919151921192719331939194519511957196319691975198119871993199920052011201720232029203520412047205320592065207120772083208920952101210721132119212521312137214321492155216121672173217921852191219722032209221522212227223322392245225122572263226922752281228722932299
Pagev
iews
Pages (ranked)
0
10000
20000
30000
40000
1 7 13 19 25 31 37 43 49 55 61 67 73 79 85 91 97 103 109 115 121 127 133 139 145 151 157 163 169 175 181 187 193 199 205 211 217 223 229 235 241 247 253 259 265 271 277 283 289 295 301 307 313 319 325 331 337 343 349 355 361 367 373 379 385 391 397 403 409 415 421 427 433 439 445 451 457 463 469 475 481 487 493 499 505 511 517 523 529 535 541 547 553 559 565 571 577 583 589 595 601 607 613 619 625 631 637 643 649 655 661 667 673 679 685 691 697 703 709 715 721 727 733 739 745 751 757 763 769 775 781 787 793 799 805 811 817 823 829 835 841 847 853 859 865 871 877 883 889 895 901 907 913 919 925 931 937 943 949 955 961 967 973 979 985 991 997 1003100910151021102710331039104510511057106310691075108110871093109911051111111711231129113511411147115311591165117111771183118911951201120712131219122512311237124312491255126112671273127912851291129713031309131513211327133313391345135113571363136913751381138713931399140514111417142314291435144114471453145914651471147714831489149515011507151315191525153115371543154915551561156715731579158515911597160316091615162116271633163916451651165716631669167516811687169316991705171117171723172917351741174717531759176517711777178317891795180118071813181918251831183718431849185518611867187318791885189118971903190919151921192719331939194519511957196319691975198119871993199920052011201720232029203520412047205320592065207120772083208920952101210721132119212521312137214321492155216121672173217921852191219722032209221522212227223322392245225122572263226922752281228722932299
Pagev
iews
Everyone agrees these
pages are important
Pages (ranked)
1 7 13 19 25 31 37 43 49 55 61 67 73 79 85 91 97 103 109 115 121 127 133 139 145 151 157 163 169 175 181 187 193 199 205 211 217 223 229 235 241 247 253 259 265 271 277 283 289 295 301 307 313 319 325 331 337 343 349 355 361 367 373 379 385 391 397 403 409 415 421 427 433 439 445 451 457 463 469 475 481 487 493 499 505 511 517 523 529 535 541 547 553 559 565 571 577 583 589 595 601 607 613 619 625 631 637 643 649 655 661 667 673 679 685 691 697 703 709 715 721 727 733 739 745 751 757 763 769 775 781 787 793 799 805 811 817 823 829 835 841 847 853 859 865 871 877 883 889 895 901 907 913 919 925 931 937 943 949 955 961 967 973 979 985 991 997 1003100910151021102710331039104510511057106310691075108110871093109911051111111711231129113511411147115311591165117111771183118911951201120712131219122512311237124312491255126112671273127912851291129713031309131513211327133313391345135113571363136913751381138713931399140514111417142314291435144114471453145914651471147714831489149515011507151315191525153115371543154915551561156715731579158515911597160316091615162116271633163916451651165716631669167516811687169316991705171117171723172917351741174717531759176517711777178317891795180118071813181918251831183718431849185518611867187318791885189118971903190919151921192719331939194519511957196319691975198119871993199920052011201720232029203520412047205320592065207120772083208920952101210721132119212521312137214321492155216121672173217921852191219722032209221522212227223322392245225122572263226922752281228722932299
«But my pages are important
too!»
Pages (ranked)
Our products• Subscriptions• Pricing• Coverage• Buy
What are the different subscriptions?
What’s the price?
Coverage
My connection
isn’t working!
Reorganizing the content
using the core model
+80%
Sales of mobile broad band
Customer support emails
Number of pages
-35%-80%
Example
Increasing 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%
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
One time donations+602%
Regular donors
+704%
One time donations+602%
Regular donors
+704%
One time donations+602%
Regular donors sum+847%
Regular donorsx8
One time donationsx7
Regular donors sum
x9
2011 2012 2013 2014
Annual income, regular donors (web)
2011 2012 2013 2014
Annual income, regular donors (web)
2011 2012 2013 2014
Annual income, regular donors (web)
Launch
2011 2012 2013 2014
Annual income, regular donors (web)
Launch
2011 2012 2013 2014
Annual income, regular donors (web)
Launch
Improved forms
2011 2012 2013 2014
Annual income, regular donors (web)
Launch
Improved forms
2011 2012 2013 2014
Annual income, regular donors (web)
Launch
Improved forms
Example
Increasing membership
How do you increase membership when the idea of membership can be frightening?
Rehabilitation
IT
Fundraising
Webmaster
Member services
Living with loss of vision
User task
Increase member-
ship
Objective
Call us for advice
Living with loss of vision
User task Forward path
Increase member-
ship
Objective
How do you get from core pages to design and content creation?
We built the core
model into Statamic
Fundraising
Information Web editor
Rehabilitation
FundraisingPolitics
IT
Did you notice I didn’t show any home pages?
Takeaways• 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
