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The Core Model: 
Getting to business 
while making friends 
Audun Rundberg @audunru 
Ida Aalen @idaaa 
Confab Europe 2014
#confabEU Ida Aalen 
@idaAa 
UX Designer 
Audun Rundberg 
@audunru 
Content Strategist
#confabEU Ida Aalen 
@idaAa 
UX Designer 
Why 
isn’ t my 
department 
in the main 
menu? 
Audun Rundberg 
@audunru 
Content Strategist 
How come 
our annual 
report isn’t on 
the home 
page? 
We need a 
button on the 
home page that 
takes you to our 
Facebook 
profile. 
I need a 
banner for our 
latest product 
launch. 
Somebody 
called me last 
week and couldn’t 
find vacant 
positions! 
Our 
competitors 
have videos on 
their website. 
We should 
too. 
You 
should 
make more 
room for 
news. 
I don’t like 
purple!! 
My son 
could have 
made a better 
website.
The Core Model: Getting to business while making friends
Make cores, 
not wars
Non-governmental organization Scandinavian 
Multinational 
telecommunications company 
construction company 
Non-governmental organization
Business 
goals 
User 
tasks
Business 
goals 
User 
tasks
Business 
goals 
User 
tasks
Business 
goals 
User 
tasks
Business 
goals 
User 
tasks
Business 
goals 
User 
tasks 
Cores
Forward paths 
Business 
goals 
User 
tasks 
Cores
The Core Model 
• The Core is where your users solve 
their tasks and you reach your 
objectives 
• Paths, not hierarchy 
• No dead ends 
@AreGH
Do your 
user 
research
...and establish 
objectives!
Core workshop 
People work in pairs, 
and present their work 
after each step 
1. Identify core pages 
2. Inward paths 
3. Core content 
4. Forward paths 
5. Prioritizing core elements
6–14 participants 
No 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
Core page: 
Business goals (achieve at least one) User tasks 
Inward paths Core content Forward paths
The Core Model: Getting to business while making friends
Lawyer 
Prevention 
Web editor 
Cancer nurse 
Design 
Socionom 
Research 
Fundraiser 
Cancer care
Step #1 
Identify your core pages 
This 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 
6 out of 
79 tasks got 
25% of the 
votes 
Top 25% 
0 % 1 % 2 % 3 % 4 % 5 % 6 %
Core page: 
Business goals (achieve at least one) User tasks 
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Inward paths Core content 
Forward paths
Step #2 
Inward paths 
How will the user get here? How will they find this 
content?
Core page: 
Business goals (achieve at least one) User tasks 
Inward paths Core content Forward paths 
How will 
the user find 
their way to 
this core 
page?
Core page: 
Business goals (achieve at least one) User tasks 
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Inward paths Core content 
Forward paths 
How will 
the user find 
their way to 
this core 
page?
Business goals (achieve at least one) User tasks 
Inward paths Forward paths 
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How will 
the user find 
their way to 
this core 
page?
Step #3 
Core content 
What content elements do we need to make sure the 
user solves their task (while respecting our objectives)
Core page: 
Business goals (achieve at least one) User tasks 
Inward paths Core content Forward paths 
What’s 
the optimal 
solution, for 
the user and 
for us?
Business goals (achieve at least one) User tasks 
Inward paths Forward paths 
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Core content 
Core page: 
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What’s 
the optimal 
solution, for 
the user and 
for us?
Business goals (achieve at least one) User tasks 
Inward paths Forward paths 
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Core content 
Core page: 
)QQINKPIC 
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5[ORVQOUHKTUV 
/CMGUWTG[QWIQVQVJGFQEVQT 
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0QVCNNECPEGTHQTOUECP 
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Step #4 
Forward paths 
After the user has solved their task, where do we want 
to send them next?
Core page: 
Business goals (achieve at least one) User tasks 
Inward paths Core content Forward paths 
Where 
should we send 
the user, after 
they’ve solved 
their primary 
task?
Business goals (achieve at least one) User tasks 
Inward paths Forward paths 
)QQINKPIňNWPI 
ECPEGTʼn 
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Core content 
Core page: 
)QQINKPIC 
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GZCORNGňNWPIECPEGTʼn 
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Where 
/CMGUWTG[QWIQVQVJGFQEVQT 
should we send 
the user, after 
they’ve solved 
their primary 
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task?
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Inward paths Forward paths 
)QQINKPIňNWPI 
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Core content 
Core page: 
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ňNWPIECPEGTʼn 
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%CPEGTNKPG 
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Business goals (achieve at least one) User tasks 
5[ORVQOUHKTUV 
Where 
/CMGUWTG[QWIQVQVJGFQEVQT 
should we send 
the user, after 
they’ve solved 
their primary 
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task?
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GZCORNGňNWPIECPEGTʼn 
Inward paths Forward paths 
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Core content 
Core page: 
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ňNWPIECPEGTʼn 
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Business goals (achieve at least one) User tasks 
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The Core Model: Getting to business while making friends
Step #5 
Prioritizing core 
elements 
How would you place these elements if you only had a 
mobile screen available?
Core page: 
Business goals (achieve at least one) User tasks 
Inward paths Core contents  forward paths
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The core is 
the same on 
all devices
Where does 
the core 
model fit in 
your 
process? 
Let’s look at 4 examples
Warning!
Example #1 
Increasing sales of 
mobile broad band
40000 
30000 
Pageviews 20000 
10000 
0 
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 Pages (ranked)
40000 
30000 
Pageviews 
20000 
10000 
0 
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 Everyone 
agrees these 
pages are 
important 
Pages (ranked)
«But my pages 
are important 
too!» 
2137 2143 2149 2155 2161 2167 2173 2179 2185 2191 2197 2203 2209 2215 2221 2227 2233 2239 2245 2251 2257 2263 2269 2275 2281 2287 2293 2299 
Pages (ranked)
Home page
Home page
Home page
Home page
Home page
Home page
Home page
Our products 
• Subscriptions 
• Pricing 
• Coverage 
• Buy
The Core Model: Getting to business while making friends
What are the different subscriptions?
What’s the price?
Coverage
My 
connection 
isn’t 
working!
The Core Model: Getting to business while making friends
Reorganizing 
the content 
using the core 
model
Why 
doesn’t it 
work? 
Coverage 
What’s 
the 
price? 
What are the 
different 
subscriptions?
Number of 
pages 
-80%
Sales of mobile 
broad band 
+80% 
Number of 
pages 
-80%
Sales of mobile 
broad band 
+80% 
Customer support 
emails 
Number of 
pages 
-80% -35%
Example #2 
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 
6 out of 
79 tasks got 
25% of the 
votes 
Top 25% 
0 % 1 % 2 % 3 % 4 % 5 % 6 %
Treatment of cancer 
Symptoms of cancer 
Preventing cancer 
Cancer types 
Latest research 
Choosing a hospital 
Donate 
Volunteer 
Memory gift 
Legacy gift 
6 out of 
79 tasks got 
25% of the 
votes 
Top 25% 
Fundraising-tasks 
were on 
the bottom of 
the list! 
0 % 1 % 2 % 3 % 4 % 5 % 6 %
User task 
Research 
project 
Objective 
Increase 
donations
User task Forward path 
Make a 
donation 
Research 
project 
Objective 
Increase 
donations
Portable 
donation forms!
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
Portable 
donation 
form
Treatment of cancer 
Symptoms of cancer 
Preventing cancer 
Cancer types 
Latest research 
Choosing a hospital 
Donate 
Volunteer 
Memory gift 
Legacy gift 
Top 25% 
But 
some 
people are 
actually 
coming to 
donate 
0 % 1 % 2 % 3 % 4 % 5 % 6 %
User task 
Make a 
donation 
Objective 
Increase 
donations
User task Forward path 
Recurring 
donation 
Make a 
donation 
Objective 
Increase 
donations
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
One time 
donations 
+198%
One time 
donations 
+198% 
Regular 
donors 
+288%
One time 
donations 
+198% 
Regular 
donors 
+288% 
Regular 
donors sum 
+382%
One time 
donations 
x3 
Regular 
donors 
x4 
Regular 
donors sum 
x5
Annual income, regular 
donors (web) 
2011 2012 2013 2014 (so far)
Annual income, regular 
donors (web) 
2011 2012 2013 2014 (so far)
Annual income, regular 
donors (web) 
Launch 
2011 2012 2013 2014 (so far)
Annual income, regular 
donors (web) 
Launch 
2011 2012 2013 2014 (so far)
Annual income, regular 
donors (web) 
Launch 
2011 2012 2013 2014 (so far)
Example #3 
Gaining leads for 
construction projects
The Core Model: Getting to business while making friends
Bridge (18.000 tonnes) 
1 
Add to cart 
Portable 
“buy a bridge” 
forms!
Core model to 
the rescue
The Core Model: Getting to business while making friends
User task 
Key people 
in projects 
Objective 
Increase 
project 
leads
User task Forward path 
Contact 
project 
manager 
Key people 
in projects 
Objective 
Increase 
project 
leads
Ferdigstilt 
Vår 2014 – Høst 2015 
Omfang 
59 leiligheter, 1 næringslokale 
205 mill. kr eks. mva, 
10.100 m2 areal 
Byggherre 
Sørenga Utvikling AS 
Arkitekt 
Felix Arkitekter 
MENY 
Sørengautstikkeren 
Alle 103 
prosjekt Oslo 
Alle 20 boligprosjekt Oslo 
Sometimes a 
realistic 
prototype still 
isn’t enough
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
Oslo
Oslo 
Hammerfest 
1332 km
Oslo 
Hammerfest 
Paris 
1332 km 
1342 km
Pair 
writing
Web Writing 101 
• Most important thing first 
• Short 
• Understandable 
• Scannable
Web Writing 101 
• Most important thing first 
• Short 
• Understandable 
• Scannable 
Bullet points
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
Web manager 
East 
Web manager 
East 
North 
South 
West
Before writing, each 
pair has to answer 
these questions and 
present before the 
whole group. 
• Which objectives will 
this page help us achieve? 
• What are the user tasks? 
• What words do we need to 
use for the users to 
understand us? 
• What are the forward 
paths?
Each pair 
writes their text 
in Google Docs
Example #4 
Increasing membership
How do you increase 
membership when the 
idea of membership 
can be frightening?
Rehabilitation 
IT 
Fundraising 
Webmaster 
Member services
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
User task 
Living with 
loss of vision 
Objective 
Increase 
member-ship
User task Forward path 
Call us for 
advice 
Living with 
loss of vision 
Objective 
Increase 
member-ship
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
User task 
Products 
for the 
visually 
impaired 
Objective 
Increase 
member-ship
User task Forward path 
Become a 
member 
Products 
for the 
visually 
impaired 
Objective 
Increase 
member-ship
Fundraising 
Fundraising 
Information Web editor 
Rehabilitation 
Politics 
IT
The core 
model is 
built in to 
the CMS
Did you 
notice we 
never 
showed you 
the home 
pages?
Takeaways 
• Objectives and user tasks first 
• Start with the core 
• Get rid of blind alleys 
• Be creative about your forward 
paths 
• Home page last, not first 
Slides and resources: 
bit.ly/confab-core
The Core Model: Getting to business while making friends
Thank you! Slides and 
Audun Rundberg / @audunru 
audun@netliferesearch.com 
resources: 
bit.ly/ 
confab-core 
Ida Aalen / @idaAa 
ida@netliferesearch.com

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The Core Model: Getting to business while making friends

  • 1. The Core Model: Getting to business while making friends Audun Rundberg @audunru Ida Aalen @idaaa Confab Europe 2014
  • 2. #confabEU Ida Aalen @idaAa UX Designer Audun Rundberg @audunru Content Strategist
  • 3. #confabEU Ida Aalen @idaAa UX Designer Why isn’ t my department in the main menu? Audun Rundberg @audunru Content Strategist How come our annual report isn’t on the home page? We need a button on the home page that takes you to our Facebook profile. I need a banner for our latest product launch. Somebody called me last week and couldn’t find vacant positions! Our competitors have videos on their website. We should too. You should make more room for news. I don’t like purple!! My son could have made a better website.
  • 6. Non-governmental organization Scandinavian Multinational telecommunications company construction company Non-governmental organization
  • 12. Business goals User tasks Cores
  • 13. Forward paths Business goals User tasks Cores
  • 14. The Core Model • The Core is where your users solve their tasks and you reach your objectives • Paths, not hierarchy • No dead ends @AreGH
  • 15. Do your user research
  • 17. Core workshop People work in pairs, and present their work after each step 1. Identify core pages 2. Inward paths 3. Core content 4. Forward paths 5. Prioritizing core elements
  • 18. 6–14 participants No 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
  • 19. Core page: Business goals (achieve at least one) User tasks Inward paths Core content Forward paths
  • 21. Lawyer Prevention Web editor Cancer nurse Design Socionom Research Fundraiser Cancer care
  • 22. Step #1 Identify your core pages This is done by matching business goals and user needs.
  • 23. Top task survey «If you’re visiting The Cancer Society’s website, which five tasks are the most important to you?»
  • 24. 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 6 out of 79 tasks got 25% of the votes Top 25% 0 % 1 % 2 % 3 % 4 % 5 % 6 %
  • 25. Core page: Business goals (achieve at least one) User tasks 6TGCVOGPVQHECPEGT 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT %CPEGTV[RGU (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Inward paths Core content Forward paths
  • 26. Step #2 Inward paths How will the user get here? How will they find this content?
  • 27. Core page: Business goals (achieve at least one) User tasks Inward paths Core content Forward paths How will the user find their way to this core page?
  • 28. Core page: Business goals (achieve at least one) User tasks 6TGCVOGPVQHECPEGT 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT %CPEGTV[RGU (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Inward paths Core content Forward paths How will the user find their way to this core page?
  • 29. Business goals (achieve at least one) User tasks Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn 6TGCVOGPVQHECPEGT 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT %CPEGTV[RGU *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn How will the user find their way to this core page?
  • 30. Step #3 Core content What content elements do we need to make sure the user solves their task (while respecting our objectives)
  • 31. Core page: Business goals (achieve at least one) User tasks Inward paths Core content Forward paths What’s the optimal solution, for the user and for us?
  • 32. Business goals (achieve at least one) User tasks Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn 6TGCVOGPVQHECPEGT 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT %CPEGTV[RGU *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn What’s the optimal solution, for the user and for us?
  • 33. Business goals (achieve at least one) User tasks Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn 6TGCVOGPVQHECPEGT 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT %CPEGTV[RGU *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn 5[ORVQOUHKTUV /CMGUWTG[QWIQVQVJGFQEVQT FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG 0QVCNNECPEGTHQTOUECP DGRTGXGPVGF4KUM HCEVQTUCPFECWUGUVQQ PQVLWUVRTGXGPVKQP GHHQTVU 5WTXKXCNTCVGU
  • 34. Step #4 Forward paths After the user has solved their task, where do we want to send them next?
  • 35. Core page: Business goals (achieve at least one) User tasks Inward paths Core content Forward paths Where should we send the user, after they’ve solved their primary task?
  • 36. Business goals (achieve at least one) User tasks Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn 6TGCVOGPVQHECPEGT 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT %CPEGTV[RGU *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn 5[ORVQOUHKTUV Where /CMGUWTG[QWIQVQVJGFQEVQT should we send the user, after they’ve solved their primary FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG 0QVCNNECPEGTHQTOUECP DGRTGXGPVGF4KUM HCEVQTUCPFECWUGUVQQ PQVLWUVRTGXGPVKQP GHHQTVU 5WTXKXCNTCVGU task?
  • 37. (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn 6TGCVOGPVQHECPEGT 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT %CPEGTV[RGU *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG %CPEGTNKPG 2TGXGPVKQP 4KIJVU 0%5QRKPKQP QPVJKUUWDLGEV Business goals (achieve at least one) User tasks 5[ORVQOUHKTUV Where /CMGUWTG[QWIQVQVJGFQEVQT should we send the user, after they’ve solved their primary FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG 0QVCNNECPEGTHQTOUECP DGRTGXGPVGF4KUM HCEVQTUCPFECWUGUVQQ PQVLWUVRTGXGPVKQP GHHQTVU 5WTXKXCNTCVGU task?
  • 38. (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn 6TGCVOGPVQHECPEGT 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT %CPEGTV[RGU *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG %CPEGTNKPG 2TGXGPVKQP 4KIJVU 0%5QRKPKQP QPVJKUUWDLGEV Business goals (achieve at least one) User tasks 5[ORVQOUHKTUV /CMGUWTG[QWIQVQVJGFQEVQT FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG 0QVCNNECPEGTHQTOUECP DGRTGXGPVGF4KUM HCEVQTUCPFECWUGUVQQ PQVLWUVRTGXGPVKQP GHHQTVU 5WTXKXCNTCVGU
  • 40. Step #5 Prioritizing core elements How would you place these elements if you only had a mobile screen available?
  • 41. Core page: Business goals (achieve at least one) User tasks Inward paths Core contents forward paths
  • 44. The core is the same on all devices
  • 45. Where does the core model fit in your process? Let’s look at 4 examples
  • 47. Example #1 Increasing sales of mobile broad band
  • 48. 40000 30000 Pageviews 20000 10000 0 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 Pages (ranked)
  • 49. 40000 30000 Pageviews 20000 10000 0 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 Everyone agrees these pages are important Pages (ranked)
  • 50. «But my pages are important too!» 2137 2143 2149 2155 2161 2167 2173 2179 2185 2191 2197 2203 2209 2215 2221 2227 2233 2239 2245 2251 2257 2263 2269 2275 2281 2287 2293 2299 Pages (ranked)
  • 58. Our products • Subscriptions • Pricing • Coverage • Buy
  • 60. What are the different subscriptions?
  • 65. Reorganizing the content using the core model
  • 66. Why doesn’t it work? Coverage What’s the price? What are the different subscriptions?
  • 68. Sales of mobile broad band +80% Number of pages -80%
  • 69. Sales of mobile broad band +80% Customer support emails Number of pages -80% -35%
  • 71. 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 6 out of 79 tasks got 25% of the votes Top 25% 0 % 1 % 2 % 3 % 4 % 5 % 6 %
  • 72. Treatment of cancer Symptoms of cancer Preventing cancer Cancer types Latest research Choosing a hospital Donate Volunteer Memory gift Legacy gift 6 out of 79 tasks got 25% of the votes Top 25% Fundraising-tasks were on the bottom of the list! 0 % 1 % 2 % 3 % 4 % 5 % 6 %
  • 73. User task Research project Objective Increase donations
  • 74. User task Forward path Make a donation Research project Objective Increase donations
  • 79. Treatment of cancer Symptoms of cancer Preventing cancer Cancer types Latest research Choosing a hospital Donate Volunteer Memory gift Legacy gift Top 25% But some people are actually coming to donate 0 % 1 % 2 % 3 % 4 % 5 % 6 %
  • 80. User task Make a donation Objective Increase donations
  • 81. User task Forward path Recurring donation Make a donation Objective Increase donations
  • 85. One time donations +198% Regular donors +288%
  • 86. One time donations +198% Regular donors +288% Regular donors sum +382%
  • 87. One time donations x3 Regular donors x4 Regular donors sum x5
  • 88. Annual income, regular donors (web) 2011 2012 2013 2014 (so far)
  • 89. Annual income, regular donors (web) 2011 2012 2013 2014 (so far)
  • 90. Annual income, regular donors (web) Launch 2011 2012 2013 2014 (so far)
  • 91. Annual income, regular donors (web) Launch 2011 2012 2013 2014 (so far)
  • 92. Annual income, regular donors (web) Launch 2011 2012 2013 2014 (so far)
  • 93. Example #3 Gaining leads for construction projects
  • 95. Bridge (18.000 tonnes) 1 Add to cart Portable “buy a bridge” forms!
  • 96. Core model to the rescue
  • 98. User task Key people in projects Objective Increase project leads
  • 99. User task Forward path Contact project manager Key people in projects Objective Increase project leads
  • 100. Ferdigstilt Vår 2014 – Høst 2015 Omfang 59 leiligheter, 1 næringslokale 205 mill. kr eks. mva, 10.100 m2 areal Byggherre Sørenga Utvikling AS Arkitekt Felix Arkitekter MENY Sørengautstikkeren Alle 103 prosjekt Oslo Alle 20 boligprosjekt Oslo Sometimes a realistic prototype still isn’t enough
  • 103. Oslo
  • 105. Oslo Hammerfest Paris 1332 km 1342 km
  • 107. Web Writing 101 • Most important thing first • Short • Understandable • Scannable
  • 108. Web Writing 101 • Most important thing first • Short • Understandable • Scannable Bullet points
  • 111. Web manager East Web manager East North South West
  • 112. Before writing, each pair has to answer these questions and present before the whole group. • Which objectives will this page help us achieve? • What are the user tasks? • What words do we need to use for the users to understand us? • What are the forward paths?
  • 113. Each pair writes their text in Google Docs
  • 114. Example #4 Increasing membership
  • 115. How do you increase membership when the idea of membership can be frightening?
  • 116. Rehabilitation IT Fundraising Webmaster Member services
  • 119. User task Living with loss of vision Objective Increase member-ship
  • 120. User task Forward path Call us for advice Living with loss of vision Objective Increase member-ship
  • 124. User task Products for the visually impaired Objective Increase member-ship
  • 125. User task Forward path Become a member Products for the visually impaired Objective Increase member-ship
  • 126. Fundraising Fundraising Information Web editor Rehabilitation Politics IT
  • 127. The core model is built in to the CMS
  • 128. Did you notice we never showed you the home pages?
  • 129. Takeaways • Objectives and user tasks first • Start with the core • Get rid of blind alleys • Be creative about your forward paths • Home page last, not first Slides and resources: bit.ly/confab-core
  • 131. Thank you! Slides and Audun Rundberg / @audunru audun@netliferesearch.com resources: bit.ly/ confab-core Ida Aalen / @idaAa ida@netliferesearch.com