using the core model to reach your objectives - confab central 2014
DESCRIPTION
Find PDF downloads of the core model sheets here: http://bit.ly/core-model The Norwegian Cancer Society’s (NCS) new website has achieved amazing results: 198% increase in one-time donations 288% increase in monthly donors registered 107% increase in members registered 348% increase in incoming links 80% increase in unique visitors per year How did we do it? We developed the website around NCS’s core content—information about different types of cancer—and developed a core message and content guidelines that allow NCS to address cancer in an informative, authoritative, and sensitive way, while still focusing on NCS’s main objectives. In this session you'll learn: How to use the core model to prioritize content and succeed at content governance How the core model can be combined with a mobile first and content first approach to achieve a truly collaborative and interdisciplinary team How content governance is improved by a clear and defined core messageTRANSCRIPT
Content Against CancerUsing the Core Model to Reach Your Objectives
Ida Aalen / @idaAaConfab CentralMay 9th, 2014
Ida AalenSenior interaction designer,Netlife Research
@idaAa
ConfabCentral
Oslo, Norway
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Good content is...• Appropriate: publish content that is right for the user and for
the business• Useful: define a clear, specific purpose for each piece of
content; evaluate content against this purpose• User-centered: adopt the cognitive frameworks of your users• Clear: Seek clarity in all things• Consistent: mandate consistency, within reason• Concise: omit needless content• Supported: Publish no content without a support plan
Erin Kissane, “The Elements of Content Strategy”
Good content is...• Appropriate: publish content that is right for the user and for
the business• Useful: define a clear, specific purpose for each piece of
content; evaluate content against this purpose• User-centered: adopt the cognitive frameworks of your users• Clear: Seek clarity in all things• Consistent: mandate consistency, within reason• Concise: omit needless content• Supported: Publish no content without a support plan
Erin Kissane, “The Elements of Content Strategy”
Concept phase
Good content is...• Appropriate: publish content that is right for the user and for
the business• Useful: define a clear, specific purpose for each piece of
content; evaluate content against this purpose• User-centered: adopt the cognitive frameworks of your users• Clear: Seek clarity in all things• Consistent: mandate consistency, within reason• Concise: omit needless content• Supported: Publish no content without a support plan
Erin Kissane, “The Elements of Content Strategy”
The Core Model
This is a hands on case study.
• Tools & tricks• Sketches & examples• Results! Numbers!
What NCS does:• Funds cancer research• Cancer care• Cancer prevention• Advocacy• Information• Fights cancer on a global scale
Online however...• 5000 pages of overlapping content with very few links• Content was accurate, but didn’t address key user needs• Difficult to navigate and not prioritized
How did it happen?• 40-45 people had access• Departments were in charge of their own sections• Limited centralized supervision • 6 year old website with a rigid information architecture
The NCS redesign project
1. Objectives & target audiences
2. User research3. Concept & tone of voice4. Core workshops5. Design, content &
development6. Governance & iterations
Objectives & user needs
GoalsBusiness goals
• Reducing the number of people who develop cancer
• Increasing cancer survival rates
• Ensuring quality of life for cancer patients and their family and close friends
GoalsBusiness goals
• Reducing the number of people who develop cancer
• Increasing cancer survival rates
• Ensuring quality of life for cancer patients and their family and close friends
Online objectives1. Helping patients and their
friends and family2. Increasing knowledge
about cancer and prevention
3. Increasing online self-service
4. Improving our reputation and position
The only answer I’ve got is do your research,and show it.
User research at the NCS
• Focus groups with patients and next of kin
• Surveys of The Cancer Society’s reputation
• Web Analytics• Interviews with 10
stakeholders and 10 potential users
• Top task survey
Top task survey“If you’re visiting The Cancer Society’s website, which five tasks are the most important to you?”
1385 participants chose between 79 different tasks.
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%
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
Will gift
0 % 1 % 2 % 3 % 4 % 5 % 6 %
Top 25%
The challengeUser looked for content that supported goals 1 & 2:
• Helping patients, their friends and family• Increasing knowledge about cancer and prevention
But none of the user tasks supporting goals 3 & 4 came up on top:
• Increased self-service• Increasing donations and members
So you’vegot the what and the why. But you don’t know how.
Should content strategists really be the ones deciding how something is best communicated?
Going through user research and
objectives
@WilhelmJAFront end developer
@ThordFossGraphic designer
@EirikHafverContent strategist
Sketching ideas for the
website
Feedback from the group
Which ideas are
connected?
What should we
take with us as we move
forward?
The NCS had to choose between three concepts.
#1You are not
aloneIn 2009, about 27 500 Norwegians were diagnosed with cancer. 2 out 3 will survive.
0%
10%
20%
30%
40%
50%
60%
1970 1975 1980 1985 1990 1995 2000 2005
#2The
Encyclopedia
Men Women
More and more people survive leukemia
#3A human
face
I am one of the many who survived leukemia in 2009.This is how I felt
Take “The Encyclopedia”and add a dash of “A human face” and you get
TheInformation Office
Hypothesis:The users ask Google and not all of the answers they get are trustworthy. What does the diagnosis entail? What are my chances? What did the doctor really say? How do I avoid getting the same disease as my mother?
The answers exist. Behind all the statistics, doctor’s coats and bureaucracy there are human beings wanting to help.
Answer:Knowledge kills fear. The Cancer Society’s website is a natural authority on the field. You get verified answers that are easy to understand. You can see who says what. It’s not a faceless institution, but competent professionals with names and faces.
Why do you need a concept phase?
• Ensure consistency and alignment• Identify design and content needs early on• Early reality check
We know now why, what and how. It’s about time we get more specific.
Home page
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
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• Core pages is where your users solve
their task and you reach yourobjectives
• Paths, not hierarchy• No blind alleys
Are Halland@areHalland
Usingthe core model with your team and your clients
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”
What you need• Handouts with the core model (A3)• Handouts with objectives and user needs• Markers and post-its• Room with a projector• 3-4 hours per workshop• 1-3 participants from your team• 6-14 participants from the client• Snacks and lots of coffee!
ParticipantsPeople...
• from your team: design, UX, content, etc• who’ll work with the content• with strong opinions about the website• who should be collaborating, but aren’t• from relevant fields or departments
No web, design or content skills necessary!
Core workshop• Match business goals and user needs • Inward paths• Core content• Outward paths• Prioritizing core elements
The paired participantspresent their ideas to thegroup between each step
Identify your your core pagesThis is done by matching business goals and user needs.
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%
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%
1) Helping patients and their friends & family
1) Helping patients and their friends & family
1) Helping patients and their friends & family
1) Helping patients and their friends & family
1) Helping patients and their friends & family
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%
1) Helping patients and their friends & family
1) Helping patients and their friends & family
1) Helping patients and their friends & family
2) Increasing knowledge about cancer and prevention
2) Increasing knowledge about cancer and prevention
2) Increasing knowledge about cancer and prevention
2) Increasing knowledge about cancer and prevention
1) Helping patients and their friends & family
1) Helping patients and their friends & family
2) Increasing knowledge about cancer and prevention
Cancer form• lung cancer
Rights & advice• sick leave during treatment• right to second opinion
Research project• genetic testing for accurate
prognosis of prostate cancer
Prevention effort• sun and solarium• diet
Some of the core pages we worked with
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
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
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
its 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
its 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
its 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
its 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
its 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
its way to this core page?
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
Outward 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?
The challenge
The challengeUsers were looking for content that supported goal 1 & 2:
• Helping patients, their friends and family• Increasing knowledge about cancer and prevention
The challengeUsers were looking for content that supported goal 1 & 2:
• Helping patients, their friends and family• Increasing knowledge about cancer and prevention
But none of the user tasks supporting goal 3 & 4 came up on top:
• Increased self service• Increasing donations and members
Research project
Core page
Make a donation
Research project
Core page Outward path
Make a donation
Increasing donations
and members
Research project
Core page Outward path Business objective
Prioritizing within the coreHow 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 tasksIf you had a small screen, how would you
prioritize these elements?
The core is the same on all devices
Where does the core model fit in your process?
The core model can be put to good use by any web discipline.
There is no discipline who doesn’t care about what needs to be on the page and why.
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Core workshops = collaboration
• Between client and consultant• Across departments• Across disciplines
The best alignment tool I’ve found.
Core pages = starting points
• Content templates• Design• Information architecture
The homepage is often thelast thing we design.
Let’s see what happens with all those core sheets.
A human face?
Early paper sketch
Byline
A human face?
That’s more like
it!
Early paper sketch Early photoshop sketch
Byline
Early paper sketch Early photoshop sketch HTML & CSS prototype
No “Lorem Ipsum”. We only
used actual content when
designing.
The core Related Menu
Example
Breast cancer
Example
Donations
Remember that we’re
only 5 million
But... Does it work?
Unique visitors
2010 2011 20142013
Launch
2012
– More people contact the cancer line now than before, but now they’re more informed when they contact usAnine Wiig Dagestad
2006 2007 2008 2009 2010 2011 2012 2013
Cancer line conversations +40%
Launch
TITTEL
123
Player 1: WilhelmLines: 4Points: 2367
Keeping priorities from small screens pays off
Monthly donors
+288%
One time donations+198%
Monthly donors sum+382%
Members+107%
Annual value of monthly donors online
2011 2012 2013 2014 (so far)
Launch
Christmas campaign
Christmas campaign15%
Christmas campaign15% 17%
Christmas campaign15% 17%
10%
Membership campaign
2,5%
Membership campaign
2,5%
6,5%
Membership campaign
2,5%
6,5%
7,3%
Governance
Web editor
Thanks to a lot of lobbying by @EirikHafver
Web editor
Cancer Research Prevention RightsFundraising
Thanks to a lot of lobbying by @EirikHafver
Web editor
Cancer Research Prevention RightsFundraising
Thanks to a lot of lobbying by @EirikHafver
The editors • Signed mandate from management
• In charge of all content and development
• Editors know their field and how to write and user tasks and goals
• Working collaboratively and interdisciplinarily
• Departments are sources, not content owners
Web masterWeb editor
Cancer research
RightsPrevention
Weekly 2 hour
meetings
Web masterWeb editor
Cancer research
Analytics on the
agenda every week
Web master Web editor
Cancer research
Discussions & decisions, not writing
All content is revised at
least every 3 months
• 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
Contentaudits
Web editorCancer care
Rights
@audunru
Fundraising
Cancer research
Web master
Cancer care
Editorial
– Before, people had responsibility for their area and worked solely with that.We’re working differently... Marte Gråberg / @MarteGrabergWebeditor of kreftforeningen.no
...with our content now than how we used to. We’re doing more work together.
Marte Gråberg / @MarteGrabergWebeditor of kreftforeningen.no
Thank you!kreftforeningen.no
@idaAa or [email protected]
@ThordFoss Graphic Designer@EirikHafver Content Strategist@WilhelmJA Frontend Developer@MarteGraberg Web Editor@SolheimSlind Web Master@BeateSorum Fundraiser