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.
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
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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
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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
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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
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the optimal
solution, for
the user and
for us?
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
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the user, after
they’ve solved
their primary
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Core content
Core page:
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Business goals (achieve at least one) User tasks
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should we send
the user, after
they’ve solved
their primary
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task?
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 %
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 %
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
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?
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