0
Content against cancer
Ida Aalen @idaAa
Senior interaction designer, Netlife Research
Beate Sørum @BeateSorum
Digital fund...
Agenda
•
•
•

Using the core model to prioritize content in a responsive
website
How content is enhanced by working collab...
What is Netlife
Research?
What is The Norwegian
Cancer Society?
What we do:
•
•
•
•
•
•

fund cancer research
cancer care
cancer prevention
advocacy
information
fighting cancer on a glob...
The Norwegian Cancer
Society website
...before.
«Support us»-menu

Banners;
- become a member
- donate withdrawn coins

Button leading to web shop

@BeateSorum

http://ab...
Why did we need a new
website?
•
•
•

The problem
Overlapping content with
no links
Content did not addressing
the users’ ...
Why did we need a new
website?
•
•
•

The problem
Overlapping content with
no links
Content did not addressing
the users’ ...
The
process

1. Finding goals, KPIs and
target audiences
2. Identifying top user tasks
3. Developing a concept and
tone of...
#1

Finding goals, KPIs and
target audiences
Our goals
•
•
•

In general
Reducing the number of
people who get cancer
Increasing cancer survival
rates
Ensuring quality...
Our goals
•
•
•

In general
Reducing the number of
people who get cancer
Increasing cancer survival
rates
Ensuring quality...
Target
audiences

1.
2.
3.
4.

Primary
Patients
Friends and next of kin
“Average Joe & Jane”
Scientists
Target
audiences

1.
2.
3.
4.

Primary
Patients
Friends and next of kin
“Average Joe & Jane”
Scientists

•
•
•
•
•

Second...
#2

Identifying top user
tasks
Whoever
screams loudest
will win?
Tons of
research

•
•
•
•
•

Focus groups with patients
and next of kin
Surveys of The Cancer
Society’s reputation
Google ...
Top task analysis
“If you’re visiting The Cancer Society’s website, which of
these five tasks are the most important to yo...
1400

1200

Vote

1000

800

600

400

200

0
1

6

11

16

21

26

31

36

41

Tasks

46

51

56

61

66

71

76
Treatment of cancer

Symptoms of cancer

Cancer
treatment,
symptoms, and
prevention was
most
important

Preventing cancer
...
#3

Developing a concept
and tone of voice
Going
through user
research and
goals

@WilhelmJA
Front end
developer

@ThordFoss
Graphic
designer
@EirikHafver
Content
st...
Sketching
ideas for
functionality
and concept
Feedback
from the
group
Which ideas
are
connected?

What
should we
take with us
going next?
Hypothesis:

The users ask Google and not all of the answers
they get are trustworthy. What does the diagnosis
entail? Wha...
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 concept
together
The challenge
•
•
•
•

Users were looking for content that supported goal 1 & 2:
Helping patients, their friends and famil...
This is the
traditional
approach to design,
navigation and
information
architecture

Home page
This is the
traditional
approach to design,
navigation and
information
architecture

Home page
This is the
traditional
approach to design,
navigation and
information
architecture

Home page
This is the
traditional
approach to design,
navigation and
information
architecture

Home page
This is the
traditional
approach to design,
navigation and
information
architecture

Home page
This is the
traditional
approach to design,
navigation and
information
architecture

Home page
This is the
traditional
approach to design,
navigation and
information
architecture

Home page
This is the
traditional
approach to design,
navigation and
information
architecture

Home page
This is the
traditional
approach to design,
navigation and
information
architecture
A lot of your users
will never visit any
other page
A lot of your users
will never visit any
other page

Googled “lung cancer”
A lot of your users
will never visit any
other page

Googled “lung cancer”

Link on Facebook about cancer research
A lot of your users
will never visit any
other page

Googled “lung cancer”

Link on Facebook about cancer research

75% of...
A new approach:
The Core Model
•
•
•

A lot of your users will never see your home page. They get there
via Google, social...
Business
goals

User
tasks
Business
goals

User
tasks
Business
goals

User
tasks
Business
goals

User
tasks
Business
goals

User
tasks
Business
goals

User
tasks

Core pages
Business
goals

User
tasks

Core pages
Using the
core model

•
•

The core

•
•

Core pages are where your
users solve their task - and
you reach your objectives...
Objectives

Ways in

User tasks

Core content

Ways forward
@BeateSorum
Working in
pairs to
identify ways in,
core content
and ways
out

@Mona_Stensrud
People from
different parts of
the organization
were paired
Treatment of cancer

Symptoms of cancer

Cancer
treatment,
symptoms, and
prevention was
most
important

Preventing cancer
...
Core page

Research
project
Core page

Way forward

Research
project

Make a donation
Core page

Research
project

Way forward

Make a donation

Business objective

Increasing
donations and
members
Core page

Way forward

Business objective

Talk to others in
the same situation
Helping
patients, their
family and
friend...
Core page

Cancer forms

Way forward

Prevention

Business objective

Increasing
knowledge
about cancer
and prevention
#5

Design, content and
development
https://kreftforeningen.no
Early paper sketch

Byline

A human
face?
Early paper sketch

Early photoshop sketch

Byline

That’s more
like it!
A human
face?
Early paper sketch

Early photoshop sketch

HTML & CSS prototype

No “Lorem
Ipsum”. We only
used actual
content when
desig...
The
core

Related

Menu
Lung
cancer

Symptoms

Help line
Prevention
and causes

Diagnosing

Opinion
Note

Prevalence
and
survival
rates
We used the core model
to overcome the fact
that fundraising wasn’t
a top task
The paradox of choice
The idea that more choices actually lead to fewer
actions.
Follow us on Facebook
Sponsor a child

Recurring gift

Subscribe to newsletter

Donate now!

Order brochure

Become a
memb...
Donate now!

Follow on facebook
Sponsor

Recurring gift
Order

Subscribe
Member
Download app

Join our #instagram competit...
We can put forms on any page we like, they’re
“portable”

Facebook
Landing page
Cancer
research
Direct
mail

Ads

Donate
@BeateSorum

http://about.me/beatesorum
@BeateSorum

http://about.me/beatesorum
#6

Governance
Web editor
Web editor

Cancer

Fundraising Research

Prevention

Rights
Web editor

Cancer

Fundraising Research

Prevention

Rights
The editors

•
•
•
•
•

Thanks
to a lot of
lobbying by
@EirikHafver

•

Signed mandate from
management
Overview of all con...
A cultural change in
how we treat our
content
–

We have five questions that
we use to find out whether
new content should be
added to the website or not.
Marte Gråberg...
5 questions
The Cancer
Society ask
about
(new)
content

1. Who’s the target audience?
2. Does this content cover
some need...
Top user tasks
This part of the
home page has
not changed since
launch
Dynamic
content
At the bottom of
the home page,
the Cancer
Society can
highlight current
events
Results
+20 %
–

More people than earlier
contact the cancer line, but
now they’re more informed
when they contact us
Anine Wiig Dagesta...
40

“Source: Cancer society”

30

20

10

0

2010

2011

2012

2013 (so far)
When Norway’s biggest
newspaper needs to
explain what NET
cancer is...
VG.no links
to NCS

April

May

June

July

August
...
–

We’re seeing more press
with basic “cut and paste”
from our pages, especially
on prevention
Marte Gråberg / @MarteGrabe...
One time
donations

+70 %
Donations
total

+73 %
Monthly
donations

+88 %
100%

90%

250 kr
500 kr

80%

70%

60%

50%

40%

30%

20%

10%

0%
2012 sep

2012 okt

2012 nov

2012 des

2013 jan

201...
100%

90%

Default
changed from
250 kr to 500 kr

250 kr
500 kr

80%

70%

60%

50%

40%

30%

20%

10%

0%
2012 sep

2012...
New
members

+164 %
–

Before, people had
responsibility for their area
and worked solely with that.
We’re working differently...
Marte Gråber...
...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
@BeateSorum or beate.sorum@kreftforeningen.no
@ThordFoss Graphic Designer
@Ei...
Thank you!
Ida Aalen @idaAa
Senior interaction designer, Netlife Research
Beate Sørum @BeateSorum
Digital fundraising, The...
Webinar: Content against cancer
Webinar: Content against cancer
Webinar: Content against cancer
Webinar: Content against cancer
Webinar: Content against cancer
Webinar: Content against cancer
Webinar: Content against cancer
Webinar: Content against cancer
Webinar: Content against cancer
Webinar: Content against cancer
Webinar: Content against cancer
Webinar: Content against cancer
Webinar: Content against cancer
Webinar: Content against cancer
Webinar: Content against cancer
Webinar: Content against cancer
Upcoming SlideShare
Loading in...5
×

Webinar: Content against cancer

1,117

Published on

How to succeed with your content. Video will be online here: http://www.customercarewords.com/webinar-previous.html

Published in: Technology, Health & Medicine

Transcript of "Webinar: Content against cancer"

  1. 1. Content against cancer Ida Aalen @idaAa Senior interaction designer, Netlife Research Beate Sørum @BeateSorum Digital fundraising, The Norwegian Cancer Society
  2. 2. Agenda • • • Using the core model to prioritize content in a responsive website How content is enhanced by working collaboratively and interdisciplinarily Amazing results!
  3. 3. What is Netlife Research?
  4. 4. What is The Norwegian Cancer Society?
  5. 5. What we do: • • • • • • fund cancer research cancer care cancer prevention advocacy information fighting cancer on a global scale
  6. 6. The Norwegian Cancer Society website ...before.
  7. 7. «Support us»-menu Banners; - become a member - donate withdrawn coins Button leading to web shop @BeateSorum http://about.me/beatesorum
  8. 8. Why did we need a new website? • • • The problem Overlapping content with no links Content did not addressing the users’ key questions Difficult to navigate and not prioritized
  9. 9. Why did we need a new website? • • • The problem Overlapping content with no links Content did not addressing the users’ key questions Difficult to navigate and not prioritized • • • How did that happen? Too many stakeholders 40-45 people were working in decentralized silos 6 year old website with a rigid information architecture and equal weight to all sections
  10. 10. The process 1. Finding goals, KPIs and target audiences 2. Identifying top user tasks 3. Developing a concept and tone of voice 4. The Core Model: Bringing goals, user tasks and the concept together 5. Design, content and development 6. Governance and development
  11. 11. #1 Finding goals, KPIs and target audiences
  12. 12. Our goals • • • In general Reducing the number of people who get cancer Increasing cancer survival rates Ensuring quality of life for cancer patients and their family and close friends
  13. 13. Our goals • • • In general Reducing the number of people who get cancer Increasing cancer survival rates Ensuring quality of life for cancer patients and their family and close friends 1. 2. 3. 4. Online Helping patients and their friends and family Increasing knowledge about cancer and prevention Increasing online self service Improving our reputation and position
  14. 14. Target audiences 1. 2. 3. 4. Primary Patients Friends and next of kin “Average Joe & Jane” Scientists
  15. 15. Target audiences 1. 2. 3. 4. Primary Patients Friends and next of kin “Average Joe & Jane” Scientists • • • • • Secondary Professionals Media Government Education Sponsors
  16. 16. #2 Identifying top user tasks
  17. 17. Whoever screams loudest will win?
  18. 18. Tons of research • • • • • Focus groups with patients and next of kin Surveys of The Cancer Society’s reputation Google Analytics Interviews with 10 stakeholders and 10 potential users Top task survey
  19. 19. Top task analysis “If you’re visiting The Cancer Society’s website, which of these five tasks are the most important to you?”
  20. 20. 1400 1200 Vote 1000 800 600 400 200 0 1 6 11 16 21 26 31 36 41 Tasks 46 51 56 61 66 71 76
  21. 21. Treatment of cancer Symptoms of cancer Cancer treatment, symptoms, and prevention was most important Preventing cancer Cancer types Latest research Choosing a hospital Top 25% Patient rights 0.4% vote for “Donate” and “Volunteer” Next of kin Waiting times Dietary prevention 0 % 1 % 2 % 3 % 4 % 5 % 6 %
  22. 22. #3 Developing a concept and tone of voice
  23. 23. Going through user research and goals @WilhelmJA Front end developer @ThordFoss Graphic designer @EirikHafver Content strategist
  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. 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.
  28. 28. 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.
  29. 29. #4 Bringing goals, user tasks and the concept together
  30. 30. 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
  31. 31. This is the traditional approach to design, navigation and information architecture Home page
  32. 32. This is the traditional approach to design, navigation and information architecture Home page
  33. 33. This is the traditional approach to design, navigation and information architecture Home page
  34. 34. This is the traditional approach to design, navigation and information architecture Home page
  35. 35. This is the traditional approach to design, navigation and information architecture Home page
  36. 36. This is the traditional approach to design, navigation and information architecture Home page
  37. 37. This is the traditional approach to design, navigation and information architecture Home page
  38. 38. This is the traditional approach to design, navigation and information architecture Home page
  39. 39. This is the traditional approach to design, navigation and information architecture
  40. 40. A lot of your users will never visit any other page
  41. 41. A lot of your users will never visit any other page Googled “lung cancer”
  42. 42. A lot of your users will never visit any other page Googled “lung cancer” Link on Facebook about cancer research
  43. 43. A lot of your users will never visit any other page Googled “lung cancer” Link on Facebook about cancer research 75% of the traffic to The Norwegian Cancer Society from Google
  44. 44. A new approach: The Core Model • • • A lot of your users will never see your home page. They get there via Google, social media and links We have to stop using hierarchy and categories as our starting point We need to start with the answers to your users need, and work from there
  45. 45. Business goals User tasks
  46. 46. Business goals User tasks
  47. 47. Business goals User tasks
  48. 48. Business goals User tasks
  49. 49. Business goals User tasks
  50. 50. Business goals User tasks Core pages
  51. 51. Business goals User tasks Core pages
  52. 52. Using the core model • • The core • • 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 Letting the user finish her task first, lets us better guide her next actions
  53. 53. Objectives Ways in User tasks Core content Ways forward
  54. 54. @BeateSorum Working in pairs to identify ways in, core content and ways out @Mona_Stensrud
  55. 55. People from different parts of the organization were paired
  56. 56. Treatment of cancer Symptoms of cancer Cancer treatment, symptoms, and prevention was most important Preventing cancer Cancer types Latest research Choosing a hospital Top 25% Patient rights 0.4% vote for “Donate” and “Volunteer” Next of kin Waiting times Dietary prevention 0 % 1 % 2 % 3 % 4 % 5 % 6 %
  57. 57. Core page Research project
  58. 58. Core page Way forward Research project Make a donation
  59. 59. Core page Research project Way forward Make a donation Business objective Increasing donations and members
  60. 60. Core page Way forward Business objective Talk to others in the same situation Helping patients, their family and friends Waiting for treatment Attend a course or group
  61. 61. Core page Cancer forms Way forward Prevention Business objective Increasing knowledge about cancer and prevention
  62. 62. #5 Design, content and development https://kreftforeningen.no
  63. 63. Early paper sketch Byline A human face?
  64. 64. Early paper sketch Early photoshop sketch Byline That’s more like it! A human face?
  65. 65. Early paper sketch Early photoshop sketch HTML & CSS prototype No “Lorem Ipsum”. We only used actual content when designing.
  66. 66. The core Related Menu
  67. 67. Lung cancer Symptoms Help line
  68. 68. Prevention and causes Diagnosing Opinion
  69. 69. Note Prevalence and survival rates
  70. 70. We used the core model to overcome the fact that fundraising wasn’t a top task
  71. 71. The paradox of choice The idea that more choices actually lead to fewer actions.
  72. 72. Follow us on Facebook Sponsor a child Recurring gift Subscribe to newsletter Donate now! Order brochure Become a member Download app Join our #Instagram competition Volunteer
  73. 73. Donate now! Follow on facebook Sponsor Recurring gift Order Subscribe Member Download app Join our #instagram competition Volunteer
  74. 74. We can put forms on any page we like, they’re “portable” Facebook Landing page Cancer research Direct mail Ads Donate
  75. 75. @BeateSorum http://about.me/beatesorum
  76. 76. @BeateSorum http://about.me/beatesorum
  77. 77. #6 Governance
  78. 78. Web editor
  79. 79. Web editor Cancer Fundraising Research Prevention Rights
  80. 80. Web editor Cancer Fundraising Research Prevention Rights
  81. 81. The editors • • • • • Thanks to a lot of lobbying by @EirikHafver • Signed mandate from management 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 sources
  82. 82. A cultural change in how we treat our content
  83. 83. – 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
  84. 84. 5 questions The Cancer Society ask about (new) content 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?
  85. 85. Top user tasks This part of the home page has not changed since launch
  86. 86. Dynamic content At the bottom of the home page, the Cancer Society can highlight current events
  87. 87. Results
  88. 88. +20 %
  89. 89. – 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
  90. 90. 40 “Source: Cancer society” 30 20 10 0 2010 2011 2012 2013 (so far)
  91. 91. When Norway’s biggest newspaper needs to explain what NET cancer is... VG.no links to NCS April May June July August September October
  92. 92. – We’re seeing more press with basic “cut and paste” from our pages, especially on prevention Marte Gråberg / @MarteGraberg Webeditor of kreftforeningen.no
  93. 93. One time donations +70 % Donations total +73 % Monthly donations +88 %
  94. 94. 100% 90% 250 kr 500 kr 80% 70% 60% 50% 40% 30% 20% 10% 0% 2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug 2013 sep
  95. 95. 100% 90% Default changed from 250 kr to 500 kr 250 kr 500 kr 80% 70% 60% 50% 40% 30% 20% 10% 0% 2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug 2013 sep
  96. 96. New members +164 %
  97. 97. – Before, people had responsibility for their area and worked solely with that. We’re working differently... Marte Gråberg / @MarteGraberg Webeditor of kreftforeningen.no
  98. 98. ...with our content now than how we used to. We’re doing more work together. Marte Gråberg / @MarteGraberg Webeditor of kreftforeningen.no
  99. 99. Questions? @idaAa or ida@netliferesearch.com @BeateSorum or beate.sorum@kreftforeningen.no @ThordFoss Graphic Designer @EirikHafver Content Strategist @WilhelmJA Frontend Developer @MarteGraberg Web Editor @SolheimSlind Web Master
  100. 100. Thank you! Ida Aalen @idaAa Senior interaction designer, Netlife Research Beate Sørum @BeateSorum Digital fundraising, The Norwegian Cancer Society
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×