Using the core model to reach your objectives - Confab Central 2014

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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 message

Published in: Design, Health & Medicine
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Using the core model to reach your objectives - Confab Central 2014

  1. 1. Content Against Cancer Using the Core Model to Reach Your Objectives Ida Aalen / @idaAa Confab Central May 9th, 2014
  2. 2. Ida Aalen Senior interaction designer, Netlife Research @idaAa
  3. 3. Confab Central Oslo, Norway
  4. 4. CS
  5. 5. IXD CSIXD IXDIXD IXD
  6. 6. IXD GD CSIXD GD IXD GD GDIXD GDGD IXD
  7. 7. IXD GD CSIXD GD IXD GD GDIXDFD GDGD FD IXD
  8. 8. IXD GD PM CSIXD GD IXD GD GDIXDFD GDGD PM PM FD IXD
  9. 9. IXD GD PM CS ADM IXD GD IXD GD GDIXDFD GDGD ADM ADM PM PM FD IXD
  10. 10. 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”
  11. 11. 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
  12. 12. 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
  13. 13. This is a hands on case study. • Tools & tricks • Sketches & examples • Results! Numbers!
  14. 14. What NCS does: • Funds cancer research • Cancer care • Cancer prevention • Advocacy • Information • Fights cancer on a global scale
  15. 15. 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
  16. 16. 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
  17. 17. The NCS redesign project 1. Objectives & target audiences 2. User research 3. Concept & tone of voice 4. Core workshops 5. Design, content & development 6. Governance & iterations
  18. 18. Objectives & user needs
  19. 19. Goals Business 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
  20. 20. Goals Business 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 objectives 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
  21. 21. The only answer I’ve got is do your research, and show it.
  22. 22. 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
  23. 23. 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.
  24. 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 0 % 1 % 2 % 3 % 4 % 5 % 6 % Top 25%
  25. 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
  26. 26. 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%
  27. 27. The challenge User 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
  28. 28. So you’ve got the what and the why. But you don’t know how.
  29. 29. Should content strategists really be the ones deciding how something is best communicated?
  30. 30. Going through user research and objectives @WilhelmJA Front end developer @ThordFoss Graphic designer @EirikHafver Content strategist
  31. 31. Sketching ideas for the website
  32. 32. Feedback from the group
  33. 33. Which ideas are connected? What should we take with us as we move forward?
  34. 34. The NCS had to choose between three concepts.
  35. 35. #1 You are not aloneIn 2009, about 27 500 Norwegians were diagnosed with cancer. 2 out 3 will survive.
  36. 36. 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
  37. 37. #3 A human face I am one of the many who survived leukemia in 2009. This is how I felt
  38. 38. Take “The Encyclopedia” and add a dash of “A human face” and you get The Information Office
  39. 39. 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.
  40. 40. 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.
  41. 41. Why do you need a concept phase? • Ensure consistency and alignment • Identify design and content needs early on • Early reality check
  42. 42. We know now why, what and how. It’s about time we get more specific.
  43. 43. Home page
  44. 44. Home page
  45. 45. Home page
  46. 46. Home page
  47. 47. Home page
  48. 48. Home page
  49. 49. Home page
  50. 50. Home page
  51. 51. Many users will never see any other page
  52. 52. Many users will never see any other page Googled «lung cancer»
  53. 53. Many users will never see any other page Googled «lung cancer» Saw a link on Facebook about cancer research
  54. 54. Business goals User tasks
  55. 55. Business goals User tasks
  56. 56. Business goals User tasks
  57. 57. Business goals User tasks
  58. 58. Business goals User tasks
  59. 59. Business goals User tasks “Lung cancer”
  60. 60. Business goals User tasks Core pages “Lung cancer”
  61. 61. Business goals User tasks Core pages “Lung cancer”“Donate”
  62. 62. Business goals User tasks Core pages “Lung cancer”“Donate”
  63. 63. The Core Model • Core pages is where your users solve their task and you reach your objectives • Paths, not hierarchy • No blind alleys Are Halland @areHalland
  64. 64. Using the core model with your team and your clients
  65. 65. Lawyer Prevention Web editor Design Socionom Research Cancer nurse Fundraiser Cancer care
  66. 66. “We need your help to make sure we build the website you and your users need”
  67. 67. 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!
  68. 68. Participants People... • 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!
  69. 69. Core workshop • Match business goals and user needs • Inward paths • Core content • Outward paths • Prioritizing core elements The paired participants present their ideas to the group between each step
  70. 70. Identify your your core pages This is done by matching business goals and user needs.
  71. 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 0 % 1 % 2 % 3 % 4 % 5 % 6 % Top 25%
  72. 72. 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
  73. 73. 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
  74. 74. 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
  75. 75. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  76. 76. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  77. 77. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  78. 78. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  79. 79. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  80. 80. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  81. 81. Inward paths How will the user get here? How will they find this content?
  82. 82. 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?
  83. 83. 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?
  84. 84. 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?
  85. 85. 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?
  86. 86. 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?
  87. 87. 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?
  88. 88. Core content What content elements do we need to make sure the user solves their task (while respecting our objectives)
  89. 89. 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?
  90. 90. 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?
  91. 91. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  92. 92. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  93. 93. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  94. 94. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  95. 95. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  96. 96. Outward paths After the user has solved their task, where do we want to send them next?
  97. 97. 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?
  98. 98. 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?
  99. 99. 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?
  100. 100. 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?
  101. 101. 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?
  102. 102. 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?
  103. 103. 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?
  104. 104. The challenge
  105. 105. The challenge Users were looking for content that supported goal 1 & 2: • Helping patients, their friends and family • Increasing knowledge about cancer and prevention
  106. 106. The challenge Users 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
  107. 107. Research project Core page
  108. 108. Make a donation Research project Core page Outward path
  109. 109. Make a donation Increasing donations and members Research project Core page Outward path Business objective
  110. 110. Prioritizing within the core How would you place these elements if you only had a mobile screen available?
  111. 111. 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?
  112. 112. The core is the same on all devices
  113. 113. Where does the core model fit in your process?
  114. 114. The core model can be put to good use by any web discipline.
  115. 115. There is no discipline who doesn’t care about what needs to be on the page and why.
  116. 116. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  117. 117. Core workshops = collaboration • Between client and consultant • Across departments • Across disciplines The best alignment tool I’ve found.
  118. 118. Core pages = starting points • Content templates • Design • Information architecture The homepage is often the last thing we design.
  119. 119. Let’s see what happens with all those core sheets.
  120. 120. A human face? Early paper sketch Byline
  121. 121. A human face? That’s more like it! Early paper sketch Early photoshop sketch Byline
  122. 122. Early paper sketch Early photoshop sketch HTML & CSS prototype No “Lorem Ipsum”. We only used actual content when designing.
  123. 123. The core Related Menu
  124. 124. Example Breast cancer
  125. 125. Example Donations
  126. 126. Remember that we’re only 5 million
  127. 127. But... Does it work?
  128. 128. Unique visitors 2010 2011 20142013 Launch 2012
  129. 129. – More people contact the cancer line now than before, but now they’re more informed when they contact us Anine Wiig Dagestad
  130. 130. 2006 2007 2008 2009 2010 2011 2012 2013 Cancer line conversations +40% Launch
  131. 131. TITTEL 1 2 3
  132. 132. Player 1: Wilhelm Lines: 4 Points: 2367
  133. 133. Keeping priorities from small screens pays off
  134. 134. Monthly donors +288% One time donations +198% Monthly donors sum +382%
  135. 135. Members +107%
  136. 136. Annual value of monthly donors online 2011 2012 2013 2014 (so far) Launch
  137. 137. Christmas campaign
  138. 138. Christmas campaign 15%
  139. 139. Christmas campaign 15% 17%
  140. 140. Christmas campaign 15% 17% 10%
  141. 141. Membership campaign 2,5%
  142. 142. Membership campaign 2,5% 6,5%
  143. 143. Membership campaign 2,5% 6,5% 7,3%
  144. 144. Governance
  145. 145. Web editor Thanks to a lot of lobbying by @EirikHafver
  146. 146. Web editor Cancer Research Prevention RightsFundraising Thanks to a lot of lobbying by @EirikHafver
  147. 147. Web editor Cancer Research Prevention RightsFundraising Thanks to a lot of lobbying by @EirikHafver
  148. 148. 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
  149. 149. Web master Web editor Cancer research Rights Prevention Weekly 2 hour meetings
  150. 150. Web master Web editor Cancer research Analytics on the agenda every week
  151. 151. Web master Web editor Cancer research Discussions & decisions, not writing All content is revised at least every 3 months
  152. 152. • 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
  153. 153. Content audits
  154. 154. Web editorCancer care Rights @audunru Fundraising Cancer research
  155. 155. Web master Cancer care Editorial
  156. 156. – Before, people had responsibility for their area and worked solely with that. We’re working differently... Marte Gråberg / @MarteGraberg Webeditor of kreftforeningen.no
  157. 157. ...with our content now than how we used to. We’re doing more work together. Marte Gråberg / @MarteGraberg Webeditor of kreftforeningen.no
  158. 158. Thank you! kreftforeningen.no @idaAa or ida@netliferesearch.com @ThordFoss Graphic Designer @EirikHafver Content Strategist @WilhelmJA Frontend Developer @MarteGraberg Web Editor @SolheimSlind Web Master @BeateSorum Fundraiser
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