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Content against cancer
A case study of The Norwegian Cancer Society online
Ida Aalen
@idaAa
CSForum 2013
Senior Interaction Designer at Netlife Research
@idaAa
Hi, my name is
Ida Aalen
Agenda
• Using the core model to prioritize content in a responsive
website
• How content governance is improved by a clea...
So, who’s Netlife
Research?
Netlife Research is:
@EirikHafver @ThordFoss
@idaAa
The Norwegian Cancer
Society
...before.
The
challenge
• 40-45 people was working
decentralized, in silos and
was writing overlapping
content (with no links!)
• Th...
The process
#1
Finding goals, KPIs and
target audiences
Their goals
In general
• Decreasing how many get
cancer
• Increasing how many
survive cancer
• Ensuring quality of life fo...
Their goals
In general
• Decreasing how many get
cancer
• Increasing how many
survive cancer
• Ensuring quality of life fo...
Target
audiences
Primary
1. Patients
2. Friends and family
3. “The population”
4. Scientists
Secondary
• Professionals
• M...
#2
Identifying top user
tasks
Whoever
screams highest
will win?
Tons of
research
• Focus groups with patients
and next of kin
• Surveys of The Cancer
Society’s reputation
• Analytics
• I...
Top task analysis
aka Customer Carewords:
If you’re visiting The Cancer Society’s website, which of these five
tasks are t...
0
200
400
600
800
1000
1200
1400
1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76
Vote
Tasks
Some content is
more important
Tasks
382
Voters
765
Voters
1147
Voters
1530
Voters
1
Behandling av kreft (behandlingsformer, bivirkinger,
risiko, prognos...
Tasks Total Vote
% of Total
Vote 20775
Cumulative
Vote
60
Gi gave til Kreftforeningen (engangsbeløp eller fast
giver) 91 0...
The challenge
Users were only after content that supported goal 1 & 2:
• Helping patients, their friends and family
• Incr...
#3
Developing the core
message
Going
through user
research and
goals
@WilhelmJA @ThordFoss
@EirikHafver
Sketching
ideas for
functionality
and concept
Feedback
from the
group
Which ideas
are
connected?
What
should we
take with us
going next?
Three
different
core
messages
#1 Togetherness
A channel for compassion
and sharing of experiences
and feelings
#2 The Ency...
#1
Togetherness
In 2009, about 27 500 Norwegians
was diagnosed with cancer. 2 out 3
will survive.
0%
10%
20%
30%
40%
50%
60%
1970 1975 1980 1985 1990 1995 2000 2005
#2
The
Encyclopedia
Men Women
More and more people surv...
#3
A human face
I am one of the many
who survived leukemia
in 2009.
This is how I felt
Opplysningskontoret
Anatomitegninger Leonardo da Vinci
Hypothesis:
The users ask Google and not all of the answers
they get are trustworthy. What does the diagnosis
entail? What...
Answer:
Knowledge kills fear. The Cancer Society’s website
is a natural authority on the field. You get verified
answers t...
#4
Bringing goals, user
tasks and the core
message together
Very few
users
visited the
frontpage
2%
12%
11%
76%
Search
Referrals
Direct traffic
Campaigns
Using the
core model
• Core pages are where your
users solve their task - and
you reach your objectives.
• Good ways in an...
Working in
pairs to
identify ways in,
core content
and ways
out
@BeateSorum @Mona_Stensrud
People from
different parts of
the organization
were paired
Helping
patients, their
family and
friends
Waiting for
treatment
Attend a course or
group
Talk to others in
the same situa...
Prevention
Increasing
knowledge
about cancer
and prevention
Cancer forms
Give a donation
Increasing
donations and
members
Cancer
research
#5
Design
https://kreftforeningen.no
Modules
TITTEL
ACTION
OM OSS TJENESTER BLOGG
TITTEL
1
2
3
Player 1: Wilhelm
Lines: 4
Points: 2367
Player 1: Wilhelm
Lines: 4
Points: 2367
The
core
Related Menu
#6
Governance
Web editor
Web editor
Cancer Research Prevention RightsFundraising
Web editor
Cancer Research Prevention RightsFundraising
The editors • Overview of all content
• Knows user tasks and goals
• Working collaboratively
and interdisciplinary
• Edito...
– We have five questions that
we use to find out whether
new content should be
added to the website or not.
Marte Gråberg
...
1. Who’s the target audience?
2. Does this content cover
some need or task for this
target audience? Which?
3. Does this c...
But what about
campaigns?
Results
+20 %
– More people than earlier
contact the cancer line, but
now they’re more informed
when they contact us
Anine Wiig Dagestad...
0
10
20
30
40
2010 2011 2012 2013 (so far)
Source: Cancer society ...and
October and
November
always gets
most
mentions
– We’re seeing more press
with basic “cut and paste”
from our pages, especially
on prevention
Marte Gråberg / @MarteGraber...
– We’re spending more time
going through our pages,
watching the statistics and
making sure the pages...
Marte Gråberg / @...
...answer the questions that
are being raised by media.
Marte Gråberg / @MarteGraberg
Webeditor of kreftforeningen.no
One time
donations
+70 %
One time
donations
+70 %
Donations
total
+73 %
Monthly
donations
+88 %
One time
donations
+70 %
Donations
total
+73 %
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 m...
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 m...
– Before, people had
responsibility for their area
and worked solely with that.
We’re working differently...
Marte Gråberg...
...with our content now than
how we used to. We’re doing
more work together.
Marte Gråberg / @MarteGraberg
Webeditor of kr...
Questions?
@idaAa or ida@netliferesearch.com
@ThordFoss Graphic Designer
@EirikHafver Content Strategist
@WilhelmJA Fronte...
Ida Aalen
ida@netliferesearch.com
+47 45 24 24 12
@idaAa
Thank you!
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
Content Against Cancer - CSForum13 Helsinki
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Content Against Cancer - CSForum13 Helsinki

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- Using the core model to prioritize content in a responsive website
- How content governance is improved by a clear and defined core message
- How content is enhanced by working collaboratively and interdisciplinarily
- Amazing results!

Published in: Design, Health & Medicine

Transcript of "Content Against Cancer - CSForum13 Helsinki"

  1. 1. Content against cancer A case study of The Norwegian Cancer Society online Ida Aalen @idaAa CSForum 2013
  2. 2. Senior Interaction Designer at Netlife Research @idaAa Hi, my name is Ida Aalen
  3. 3. Agenda • Using the core model to prioritize content in a responsive website • How content governance is improved by a clear and defined core message • How content is enhanced by working collaboratively and interdisciplinarily • Amazing results!
  4. 4. So, who’s Netlife Research?
  5. 5. Netlife Research is:
  6. 6. @EirikHafver @ThordFoss @idaAa
  7. 7. The Norwegian Cancer Society ...before.
  8. 8. The challenge • 40-45 people was working decentralized, in silos and was writing overlapping content (with no links!) • The website was unprioritized and difficult to navigate • The content was not addressing the users’ key questions
  9. 9. The process
  10. 10. #1 Finding goals, KPIs and target audiences
  11. 11. Their goals In general • Decreasing how many get cancer • Increasing how many survive cancer • Ensuring quality of life for cancer patients and their friends and family
  12. 12. Their goals In general • Decreasing how many get cancer • Increasing how many survive cancer • Ensuring quality of life for cancer patients and their friends and family Online 1. Helping patients and their friends and family 2. Increasing knowledge about cancer and prevention 3. Increasing online self service 4. Improving our reputation and position
  13. 13. Target audiences Primary 1. Patients 2. Friends and family 3. “The population” 4. Scientists Secondary • Professionals • Media • Government • Education • Sponsors
  14. 14. #2 Identifying top user tasks
  15. 15. Whoever screams highest will win?
  16. 16. Tons of research • Focus groups with patients and next of kin • Surveys of The Cancer Society’s reputation • Analytics • Interviews with 10 stakeholders and 10 potential users • Top task survey
  17. 17. Top task analysis aka Customer Carewords: If you’re visiting The Cancer Society’s website, which of these five tasks are the most important for you?
  18. 18. 0 200 400 600 800 1000 1200 1400 1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 Vote Tasks Some content is more important
  19. 19. Tasks 382 Voters 765 Voters 1147 Voters 1530 Voters 1 Behandling av kreft (behandlingsformer, bivirkinger, risiko, prognoser osv) 6.4% 6.0% 6.0% 5.9% 2 Symptomer på kreft 3.9% 4.2% 4.2% 4.1% 3 Forebygge kreft - hva kan du gjøre? 3.9% 4.0% 3.6% 3.8% 4 Kreftformer (symptomer, prognoser, behandling) 2.8% 3.8% 3.8% 3.7% 5 Forskning (nyeste resultater) 2.2% 2.5% 3.2% 3.6% 6 Sykehusvalg for kreftbehandling (ventetider, best tilbud osv) 3.0% 2.9% 3.1% 3.1% 7 Pasienter - hvilke rettigheter har man? 3.0% 2.9% 2.9% 2.8% 8 Pårørende - hvordan takle det? (ta vare på seg selv, forholde seg til kreftrammet osv) 3.0% 2.7% 2.4% 2.5% 9 Ventetider (behandling, rekonstruksjon, rehabilitering) 2.4% 2.9% 2.6% 2.4% 10 Kosthold for å forebygge kreft 2.2% 2.0% 2.0% 2.2% 11 Undersøke seg selv - slik gjør man det 2.2% 2.4% 2.3% 2.2% 12 Spørre fagfolk om råd (e-post, telefon, chat osv) 2.4% 2.3% 2.0% 2.1% 13 Barn og unge med kreft 2.6% 2.6% 2.4% 2.1% 14 Mistanke om kreft 2.3% 2.3% 2.2% 2.0% 15 Masseundersøkelser/screening (mammografi, prostata, livmorhals osv) 2.0% 2.3% 2.0% 2.0% 16 Livet etter kreftbehandlingen (tilbake til jobb og hverdag) 1.8% 2.2% 1.9% 1.9% 17 Diagnoser (ulike kreftformer) 2.0% 2.0% 2.0% 1.9% 18 Legebesøk - hva bør man tenke på og spørre om? 2.0% 2.0% 2.0% 1.8% 19 NAV og sykehus - hjelp til å forstå regelverket 1.7% 1.9% 1.9% 1.8% 20 Kurs og grupper for kreftrammede og pårørende 1.0% 1.6% 1.6% 1.7% Top 25% 26-50% 51-75% Tasks 382 Voters 765 Voters 1147 Voters 1530 Voters 1 Behandling av kreft (behandlingsformer, bivirkinger, risiko, prognoser osv) 6.4% 6.0% 6.0% 5.9% 2 Symptomer på kreft 3.9% 4.2% 4.2% 4.1% 3 Forebygge kreft - hva kan du gjøre? 3.9% 4.0% 3.6% 3.8% 4 Kreftformer (symptomer, prognoser, behandling) 2.8% 3.8% 3.8% 3.7% 5 Forskning (nyeste resultater) 2.2% 2.5% 3.2% 3.6% 6 Sykehusvalg for kreftbehandling (ventetider, best tilbud osv) 3.0% 2.9% 3.1% 3.1% 7 Pasienter - hvilke rettigheter har man? 3.0% 2.9% 2.9% 2.8% 8 Pårørende - hvordan takle det? (ta vare på seg selv, forholde seg til kreftrammet osv) 3.0% 2.7% 2.4% 2.5% 9 Ventetider (behandling, rekonstruksjon, rehabilitering) 2.4% 2.9% 2.6% 2.4% 10 Kosthold for å forebygge kreft 2.2% 2.0% 2.0% 2.2% 11 Undersøke seg selv - slik gjør man det 2.2% 2.4% 2.3% 2.2% 12 Spørre fagfolk om råd (e-post, telefon, chat osv) 2.4% 2.3% 2.0% 2.1% 13 Barn og unge med kreft 2.6% 2.6% 2.4% 2.1% 14 Mistanke om kreft 2.3% 2.3% 2.2% 2.0% 15 Masseundersøkelser/screening (mammografi, prostata, livmorhals osv) 2.0% 2.3% 2.0% 2.0% 16 Livet etter kreftbehandlingen (tilbake til jobb og hverdag) 1.8% 2.2% 1.9% 1.9% 17 Diagnoser (ulike kreftformer) 2.0% 2.0% 2.0% 1.9% 18 Legebesøk - hva bør man tenke på og spørre om? 2.0% 2.0% 2.0% 1.8% 19 NAV og sykehus - hjelp til å forstå regelverket 1.7% 1.9% 1.9% 1.8% 20 Kurs og grupper for kreftrammede og pårørende 1.0% 1.6% 1.6% 1.7% Cancer treatment, symptoms, and prevention was most important
  20. 20. Tasks Total Vote % of Total Vote 20775 Cumulative Vote 60 Gi gave til Kreftforeningen (engangsbeløp eller fast giver) 91 0.4% 96.8% 61 Frivillig innsats 75 0.4% 97.2% 62 Lokale kontorer til Kreftforeningen 71 0.3% 97.5% 63 Vardesenteret (åpningstider, kontaktinformasjon, tilbud) 69 0.3% 97.9% 64 Hjelpemidler (proteser, parykk osv) 63 0.3% 98.2% 65 Nettbutikk (Rosa sløyfe, Livestrong-bånd osv) 55 0.3% 98.5% 66 Ansatte i Kreftforeningen 53 0.3% 98.7% 67 Seksualitet og kreft 39 0.2% 98.9% 68 Ledige stillinger 35 0.2% 99.1% 69 Pressemeldinger 27 0.1% 99.2% 70 Donasjon i forbindelse med begravelse 26 0.1% 99.3% 71 Testament - hjelp til å skrive testamentet 24 0.1% 99.4% 72 Årsoppgave til selvangivelsen 22 0.1% 99.5% 73 Bedrift/næringsliv - hvordan støtte Kreftforeningen? 22 0.1% 99.6% 74 Årsberetningen til Kreftforeningen 16 0.1% 99.7% 75 Starte en innsamling 15 0.1% 99.8% 76 Endre/registrere opplysninger om giver/medlem (adresse, fødselsnummer, beløp osv) 14 0.1% 99.9% 77 Minnegave 13 0.1% 99.9% 78 Skattefradrag for gaver til Kreftforeningen 8 0.0% 100.0% 79 Testamentarisk gave (hvordan gi) 8 0.0% 100.0% 0.4% vote for “Donate” and “Volunteer”
  21. 21. The challenge Users were only after 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
  22. 22. #3 Developing the core message
  23. 23. Going through user research and goals @WilhelmJA @ThordFoss @EirikHafver
  24. 24. Sketching ideas for functionality and concept
  25. 25. Feedback from the group
  26. 26. Which ideas are connected? What should we take with us going next?
  27. 27. Three different core messages #1 Togetherness A channel for compassion and sharing of experiences and feelings #2 The Encyclopedia Authorative, trustworthy and matter-of-factly #3 A human face Experiences and advice is individualized and personified
  28. 28. #1 Togetherness In 2009, about 27 500 Norwegians was diagnosed with cancer. 2 out 3 will survive.
  29. 29. 0% 10% 20% 30% 40% 50% 60% 1970 1975 1980 1985 1990 1995 2000 2005 #2 The Encyclopedia Men Women More and more people survive leukemia
  30. 30. #3 A human face I am one of the many who survived leukemia in 2009. This is how I felt
  31. 31. Opplysningskontoret Anatomitegninger Leonardo da Vinci
  32. 32. 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, and behind all the statistics, doctor’s coats and bureaucracy there are human beings wanting to help.
  33. 33. 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 facless institution, but competent professionals with a name and a face.
  34. 34. #4 Bringing goals, user tasks and the core message together
  35. 35. Very few users visited the frontpage 2% 12% 11% 76% Search Referrals Direct traffic Campaigns
  36. 36. Using the core model • Core pages are where your users solve their task - and you reach your objectives. • Good ways in and making sure there are no blind alleys, becomes more important than structure and hierarchy • The core is the same on all devices The core
  37. 37. Working in pairs to identify ways in, core content and ways out @BeateSorum @Mona_Stensrud
  38. 38. People from different parts of the organization were paired
  39. 39. Helping patients, their family and friends Waiting for treatment Attend a course or group Talk to others in the same situation
  40. 40. Prevention Increasing knowledge about cancer and prevention Cancer forms
  41. 41. Give a donation Increasing donations and members Cancer research
  42. 42. #5 Design https://kreftforeningen.no
  43. 43. Modules TITTEL ACTION OM OSS TJENESTER BLOGG
  44. 44. TITTEL 1 2 3
  45. 45. Player 1: Wilhelm Lines: 4 Points: 2367
  46. 46. Player 1: Wilhelm Lines: 4 Points: 2367
  47. 47. The core Related Menu
  48. 48. #6 Governance
  49. 49. Web editor
  50. 50. Web editor Cancer Research Prevention RightsFundraising
  51. 51. Web editor Cancer Research Prevention RightsFundraising
  52. 52. The editors • Overview of all content • Knows user tasks and goals • Working collaboratively and interdisciplinary • Editors know their field and know how to write • The departments no longer own the content - they’re sourcesThanks to a lot of lobbying by @EirikHafver
  53. 53. – We have five questions that we use to find out whether new content should be added to the website or not. Marte Gråberg Webeditor of kreftforeningen.no
  54. 54. 1. Who’s the target audience? 2. Does this content cover some need or task for this target audience? Which? 3. Does this content cover a strategic goal for The Cancer Society? Which? 4. Describe how you imagine this content will be found and used by the user 5. Why is the website the right channel for this content? 5 questions The Cancer Society ask about (new) content
  55. 55. But what about campaigns?
  56. 56. Results
  57. 57. +20 %
  58. 58. – More people than earlier contact the cancer line, but now they’re more informed when they contact us Anine Wiig Dagestad Web editor and cancer nurse
  59. 59. 0 10 20 30 40 2010 2011 2012 2013 (so far) Source: Cancer society ...and October and November always gets most mentions
  60. 60. – We’re seeing more press with basic “cut and paste” from our pages, especially on prevention Marte Gråberg / @MarteGraberg Webeditor of kreftforeningen.no
  61. 61. – We’re spending more time going through our pages, watching the statistics and making sure the pages... Marte Gråberg / @MarteGraberg Webeditor of kreftforeningen.no
  62. 62. ...answer the questions that are being raised by media. Marte Gråberg / @MarteGraberg Webeditor of kreftforeningen.no
  63. 63. One time donations +70 %
  64. 64. One time donations +70 % Donations total +73 %
  65. 65. Monthly donations +88 % One time donations +70 % Donations total +73 %
  66. 66. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug 250 kr 500 kr
  67. 67. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug 250 kr 500 kr Default changed from 250 kr to 500 kr thanks to @BeateSorum
  68. 68. – Before, people had responsibility for their area and worked solely with that. We’re working differently... Marte Gråberg / @MarteGraberg Webeditor of kreftforeningen.no
  69. 69. ...with our content now than how we used to. We’re doing more work together. Marte Gråberg / @MarteGraberg Webeditor of kreftforeningen.no
  70. 70. Questions? @idaAa or ida@netliferesearch.com @ThordFoss Graphic Designer @EirikHafver Content Strategist @WilhelmJA Frontend Developer @MarteGraberg Web Editor @SolheimSlind Web Master @BeateSorum Digital Fundraising
  71. 71. Ida Aalen ida@netliferesearch.com +47 45 24 24 12 @idaAa Thank you!
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