top task design: the key to integrating content strategy for mobile & traditional websites
Post on 12-Sep-2014
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Creating effective content for mobile websites & apps requires first understanding the top tasks that people wish to complete as the starting place for content strategy. Review examples of successful sites, perils to avoid, key research from Jakob Nielsen, and management advice from Mike Atyeo at NeoInsight.TRANSCRIPT
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11
Top Task Design: The Key to Integrating Content Strategy for Mobile and Traditional Websites
© Robert E. Johnson 2011© Robert E. Johnson 2011
J.Boye Aarhus 11J.Boye Aarhus 11Web & Intranet ConferenceWeb & Intranet Conference
November 8, 2011November 8, 2011
1. Content Strategy in a 1. Content Strategy in a Mobile WorldMobile World
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 22
We have to solve the dilemma…We have to solve the dilemma…
““Short is too long. Ultra-short rules the Short is too long. Ultra-short rules the day” in mobile content.day” in mobile content.– Jakob NielsenJakob Nielsen– Alertbox: August 1, 2011 Alertbox: August 1, 2011 http://bit.ly/pftKhp
How much of your content is “dead” & How much of your content is “dead” & “useless” junk that impedes navigation & “useless” junk that impedes navigation & search results?search results?– Gerry McGovernGerry McGovern
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 33
Content strategy questions…Content strategy questions…
How will we decide what content to How will we decide what content to highlight in 3 to 5 mobile home page links?highlight in 3 to 5 mobile home page links?
How will we decide what other content to How will we decide what other content to convert to mobile website?convert to mobile website?
If we decide some content is not needed If we decide some content is not needed on mobile… is it really needed on the on mobile… is it really needed on the “traditional” website?“traditional” website?
Task importance is key to a right answerTask importance is key to a right answer
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 44
Where are we going with mobile?Where are we going with mobile?
“We have to focus on making any and every task doable on a mobile device. Because sooner mobile will be the number one channel. And we’d better be prepared for that, wouldn’t you say?”– Boudewijn Bugter, Sabel Communications
and Customer Carewords Partner, Netherlands
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 55
Interactive tasks for mobile…Interactive tasks for mobile…http://bit.ly/q8XfvBhttp://bit.ly/q8XfvB
Calculate college costs…Calculate college costs… 77%77%
Calculate scholarships…Calculate scholarships… 75%75%
Schedule a visit…Schedule a visit… 65%65%
Watch videos…Watch videos… 64%64%
Access social media…Access social media… 62%62%
IM admissions reps…IM admissions reps… 52%52%
Complete application form…Complete application form… 44%44%
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 66
25% smartphones world wide…25% smartphones world wide…http://bit.ly/grclDrhttp://bit.ly/grclDr
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 77
Smartphones in the U.S. in 2011…Smartphones in the U.S. in 2011…http://pewinternet.org/Reports/2011/Smartphones.aspxhttp://pewinternet.org/Reports/2011/Smartphones.aspx
35% of people 18+ have smartphones35% of people 18+ have smartphones
25% of smartphone owners go online 25% of smartphone owners go online “mostly” with the phone“mostly” with the phone
Expect both percentages to increaseExpect both percentages to increase
Highest ownership and use: 26 to 34 yearsHighest ownership and use: 26 to 34 years
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 88
The Law of Top Tasks…The Law of Top Tasks…
Not all tasks are equal…Not all tasks are equal… Visitors determine the most importantVisitors determine the most important
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 99
Some tasks are just more important…Some tasks are just more important…Mike Atyeo at NeoInsight, Ottawa, CanadaMike Atyeo at NeoInsight, Ottawa, Canada
1. Find a Person2. Procedures, Policies...
3. Corporate News
4. Training, Learning
30,000 Intranet users... 4 Countries...
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Carewords
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The Long Neck
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Target audiences’ votes on their top tasks
Mobile success key… top 5% contentMobile success key… top 5% contentMike Atyeo at NeoInsight, Ottawa, CanadaMike Atyeo at NeoInsight, Ottawa, Canada
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1111
Top Tasks on the Home PageTop Tasks on the Home PageMike Atyeo at NeoInsight, Ottawa, CanadaMike Atyeo at NeoInsight, Ottawa, Canada
Top tasks should be easy to do quickly, without errors
Users should be able to start a top task on the Home page
The Top Task Law…The Top Task Law…Mike Atyeo at NeoInsight, Ottawa, CanadaMike Atyeo at NeoInsight, Ottawa, Canada
Tasks supported by your website
Priority tasks users want to do on your website
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1313
6 top tasks for local government…6 top tasks for local government…http://www.liverpool.gov.uk/http://www.liverpool.gov.uk/
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1414
Converted to mobile…Converted to mobile…
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2. Why is top task content 2. Why is top task content important?important?
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1616
Major reason people go to your Major reason people go to your website…website…
Complete a taskComplete a task
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A bad website experience will…A bad website experience will…
Weaken, even destroy a Weaken, even destroy a brand…brand…
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Impact on higher education recruiting…Impact on higher education recruiting…http://bit.ly/q8XfvBhttp://bit.ly/q8XfvB
““Probably” drop if can’t find what’s needed…Probably” drop if can’t find what’s needed…– Students… Students… 17%17%– Parents…Parents… 16%16%
Did drop a school from my list…Did drop a school from my list…– Students… Students… 20%20%– Parents…Parents… 13%13%
Create “some negative effect”…Create “some negative effect”…– Students…Students… 47%47%– Parents…Parents… 57%57%
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1919
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2020
The Golden Rule…The Golden Rule…
5 seconds to connect5 seconds to connect
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2121
Web visitors scan first, Web visitors scan first, read second…read second…
If people can’t scan a page, they leave it
Websites often hide 3 to 5 top tasks…Websites often hide 3 to 5 top tasks…
You very likely don’t have more than 3 to 5 You very likely don’t have more than 3 to 5 top tasks for each audiencetop tasks for each audience– How many links on your home page?How many links on your home page?– How many links on your “Quick Links”?How many links on your “Quick Links”?
Mixing top tasks for different audiences on Mixing top tasks for different audiences on a single, crowded page is dangerousa single, crowded page is dangerous
How will you decide a few top tasks for How will you decide a few top tasks for mobile design?mobile design?
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2222
LLong necks and long tails…ong necks and long tails…
““Much of the long tail Much of the long tail is a dead zone… full is a dead zone… full of dead and useless of dead and useless content.”content.”– Gerry McGovernGerry McGovern
Long tail content gets Long tail content gets found in search and found in search and included in linksincluded in links
““Mobile” can’t afford Mobile” can’t afford thisthis
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3. Top task design examples 3. Top task design examples from traditional websites…from traditional websites…
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3 top tasks for insurance…3 top tasks for insurance…http://www.statefarm.com/http://www.statefarm.com/
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Tasks moved to mobile site…Tasks moved to mobile site…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2626
Some traditional sites are almost Some traditional sites are almost top task ready for mobile…top task ready for mobile…
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3-4 top tasks for admissions cycle…3-4 top tasks for admissions cycle…http://admissions.lakeheadu.ca/http://admissions.lakeheadu.ca/
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6 top professional school tasks…6 top professional school tasks…http://management.bu.edu/index.shtmlhttp://management.bu.edu/index.shtml
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3 top student service tasks…3 top student service tasks…http://www.uio.no/english/student-life/http://www.uio.no/english/student-life/
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5 top tasks for alumni accounts…5 top tasks for alumni accounts…http://www.alumni.hbs.edu/lefa/http://www.alumni.hbs.edu/lefa/
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3131
4. Design, navigation points…4. Design, navigation points…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3232
First impression… this?First impression… this?
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Or give people a choice?Or give people a choice?
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3434
Navigation by icons or…Navigation by icons or…
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Navigation by words…Navigation by words…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3636
Critical point on links…Critical point on links…
Make sure a finger tip will Make sure a finger tip will work…work…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3737
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3838
How will you convert this Home How will you convert this Home page…page…
To this Home page?To this Home page?
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3939
Solution… only audience paths on Solution… only audience paths on the Home pagethe Home page
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4040
““Start” page for “Future Students”… Start” page for “Future Students”…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4141
““Start” page for “UBC Start” page for “UBC Community”… Community”…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4242
Be wary of transitions like this…Be wary of transitions like this…
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And like this…And like this…
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5. Identifying top tasks…5. Identifying top tasks…
Review your analyticsReview your analytics Start a surveyStart a survey
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4545
11stst step: review analytics… step: review analytics…
Start with web analytics…Start with web analytics…– Most visited pagesMost visited pages– Pages where people spend the most timePages where people spend the most time– Search phrases people use to find your siteSearch phrases people use to find your site– Search phrases people use within your siteSearch phrases people use within your site
http://1.usa.gov/4kgbK8http://1.usa.gov/4kgbK8
Do different reviews for “new” and Do different reviews for “new” and “returning” visitors“returning” visitorsMarketers: most attention to “new” visitorsMarketers: most attention to “new” visitors
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4646
22ndnd step: ask your visitors… step: ask your visitors…
Add a survey to your website…Add a survey to your website…– ““What is your primary task in coming to the What is your primary task in coming to the
site today?”site today?”– ““How easy or difficult was it to complete that How easy or difficult was it to complete that
task, on a scale of 1 to 5?”task, on a scale of 1 to 5?”http://1.usa.gov/4kgbK8http://1.usa.gov/4kgbK8
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4747
Key survey points…Key survey points…
Ask people to pick no more than 5 top Ask people to pick no more than 5 top tasks from no more than 100 possibilitiestasks from no more than 100 possibilities– People will struggle to think of more than 5People will struggle to think of more than 5
Make them select in 5 minutes or lessMake them select in 5 minutes or less
Try for answers from at least 100 peopleTry for answers from at least 100 people
In every case, you’ll see:In every case, you’ll see:– A “Long Neck” with just a few tasksA “Long Neck” with just a few tasks– A “Long Tail” with the rest of the tasksA “Long Tail” with the rest of the tasks
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4848
Creating top task survey choices…Creating top task survey choices…
What do people “search” for on your site?What do people “search” for on your site?
What keywords to people use to find you?What keywords to people use to find you?
Interview people in direct contact with Interview people in direct contact with customerscustomers
Use navigation terms on your site nowUse navigation terms on your site now
Search competitive sites for variations on Search competitive sites for variations on these termsthese terms
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4949
6. Management notes…6. Management notes…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5050
Changing the culture…Changing the culture…From... To...
“Let’s fix the website...” “Let’s fix the Top Tasks...”
Let’s get a new Search Engine...
Ensure the top 50 internal searches return excellent results.
Revising our taxonomy and Information Architecture...
Bringing Top Task links and functionality up the hierarchy.
Let’s buy the (Silver Bullet/ Magic Wand) CMS...
Make sure content for Top Tasks is excellent.
Let’s customize our weblog metrics...
Measuring Top Task performance.
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5151
Task Priority & Info ArchitectureTask Priority & Info ArchitectureMike Atyeo at NeoInsight, Ottawa, CanadaMike Atyeo at NeoInsight, Ottawa, Canada
1.Start 2 or 3 top tasks on the Home page2.Categorized links on home page lead to high
priority tasks on level 2 pages3.Medium priority tasks accessible from level 2
landing pages or ‘hub’ pages4.Low priority tasks start three levels down in
architecture… review these again for deletion5.Maybe some of these shouldn’t even be
done on the website… esp. in mobile!
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Tasks
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5252
Manage users’ tasks…Manage users’ tasks…
5% of a website delivers 25% of its value.
There are a small number of ‘top tasks’ which users prioritize far above others.
These top tasks should be the basis for:•Site architecture•Benchmarking•Allocation of resources•Prioritization of projects•Performance measurement
Tasks
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5353
Case study #1: Making a Higher Case study #1: Making a Higher Education InquiryEducation Inquiry
University of British ColumbiaUniversity of British Columbia
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5454
Starting at the mobile site…Starting at the mobile site…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5555
To email from mobile site…To email from mobile site…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5656
To short website “inquiry” form…To short website “inquiry” form…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5757
To easy-to-scan online response…To easy-to-scan online response…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5858
Case study #2: Donating from a Case study #2: Donating from a SmartphoneSmartphone
Susan G. Komen for the CureSusan G. Komen for the Cure
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5959
From the Komen mobile website…From the Komen mobile website…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6060
Start with the gift amount…Start with the gift amount…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6161
Add personal information…Add personal information…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6262
Finish with payment information…Finish with payment information…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6363
Revisiting 7 main points…Revisiting 7 main points…
People visit websites to compete top tasksPeople visit websites to compete top tasksA poor experience damages your brandA poor experience damages your brandUse of smartphones to access the Internet is Use of smartphones to access the Internet is growinggrowingPeople will expect a good mobile experiencePeople will expect a good mobile experienceMobile requires cleaner, simpler designMobile requires cleaner, simpler designMobile design must highlight top tasksMobile design must highlight top tasksContent strategy should focus on reducing Content strategy should focus on reducing contentcontent
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6464
The Holy Grail… one websiteThe Holy Grail… one website
One website for every One website for every access pointaccess point
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Sources for top tasks and Sources for top tasks and mobile…mobile…
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The U.S. government…The U.S. government…http://1.usa.gov/4kgbK8http://1.usa.gov/4kgbK8
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6767
Gerry McGovern… Gerry McGovern… http://www.customercarewords.com/the-long-neck.htmlhttp://www.customercarewords.com/the-long-neck.html
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6868
Jakob Nielsen on mobile…Jakob Nielsen on mobile…http://www.useit.com/alertbox/mobile-usability.htmlhttp://www.useit.com/alertbox/mobile-usability.html
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6969
““The Stranger’s Long Neck”…The Stranger’s Long Neck”…
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7070
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 7171
Thank You!Thank You!
Bob Johnson, Ph.D.Bob Johnson, Ph.D.PresidentPresident
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC226 Chauncey Court226 Chauncey CourtMarshall, MI 49068Marshall, MI 49068
248.766.6425 248.766.6425 [email protected]
Customer Carewords Research for Online Marketing Success: Customer Carewords Research for Online Marketing Success:
http://www.bobjohnsonconsulting.com/customercarewords.htmlhttp://www.bobjohnsonconsulting.com/customercarewords.html