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Core Model Workshop

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Core Model Workshop

  1. 1. The Core Model: Designing for Top tasks from the inside and out Are Gjertin Urkegjerde Halland June 17th
  2. 2. About me • Senior information architect with 18 years experience • Developed the Core Model in 2006
  3. 3. Netlife Research • Norways premiere user experience agency • User research, strategy, content, design • Customer Carewords partner • Uses the Core Model actively in projects
  4. 4. Agenda • Core model thinking and design for top tasks 1400-1420 • Prioritizing Cores by business goals and user tasks 1420-1445 • Inward paths and content navigation 1445-1500 • Forward paths and business goals 1500-1515 • Content based gradual redesigns 1515-1530 • Governance and continuos maintenance 1530-1545 • Summary and questions 1545-1600
  5. 5. Core model thinking A different approach to website design
  6. 6. The traditional approach to making websites. Frontpage
  7. 7. Over time more and more content is added.
  8. 8. But the user have only one task to fulfill.
  9. 9. 99% of your website is irrelevant for this user.
  10. 10. The other pages are hindering the user in finding the page that he wants.
  11. 11. We need to focus our attention on where the user wants to be.
  12. 12. The Core The optimal information unit ... ... and at least one business goal ... ... that fullfils a defined user task ... ... at the same time.
  13. 13. Business goals User tasks Core pages
  14. 14. The Core Core: Product page
  15. 15. Product page Loan calculator Contact page Or something completely else Core page: Loan calculator Sparebanken Sogn og Fjordane «Apply for a loan» «See repayment plan»
  16. 16. Or something completely else Core: External page Wikipedia page about «brominated flame retardants»
  17. 17. Core: Process with steps The Norwegian Tax Administration (Google translation)
  18. 18. City of Oslo, beta site Core: Self service
  19. 19. Core process Core process: As simple as possible
  20. 20. Product page Loan calculator Contact page Or something completely else Core: Cancer type
  21. 21. Inward paths Forward pathsCore content Core page: Business goals User task
  22. 22. Prioritizing the Cores Use business goals and user tasks to find out where to start
  23. 23. The typical process User task analysis Business goals analysis Core Model Process Concept, content, design and development
  24. 24. Case
  25. 25. What NCS does: • Funds cancer research • Cancer care • Cancer prevention • Advocacy • Information • Fights cancer on a global scale
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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.
  31. 31. 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
  32. 32. Inward paths Forward pathsCore content Core page: Business goal(s) User task(s) Helping patients and their friends and family Treatment Lung cancer Increasing knowledge about cancer Symptoms Prevention Research
  33. 33. Inward paths Forward pathsCore content Core page: Business goal(s) User task(s) Find and apply for a grant Research grant Attract the best applications/projects
  34. 34. Inward paths Forward pathsCore content Core page: Business goal(s) User task(s) Reduce cost by self service Find and apply for kinder garten Kinder garten
  35. 35. Inward paths Forward pathsCore content Core page: Business goal(s) User task(s) <The EU commision goals that can be achieved through this page> <Top user task(s) or questions that this page answers> <Your page> Let’s try it out Fill out the part of the core sheet in front of you and apply it to the page you brought. Use 3 minutes on your own. If you didn’t bring a page or wireframe - think of a page or task you work with. If you don’t know your goals and user tasks - try to guess. If you can not tie a business goal and a user top task to the page - try another page.
  36. 36. Inward paths A different perspective on navigation
  37. 37. Is this really your frontpage?
  38. 38. This is your users frontpage
  39. 39. This is your frontpage. Googled «lung cancer»Googled «mcgovern long neck»Googled «eu research funding»Googled «top task trigger word»
  40. 40. Inward paths to the Cancer Society 2 % 12 % 11 % 76 % Search Referrals Direct traffic Campaigns
  41. 41. Google search Links from other sites Social media Frontpage and menus The Core Inward paths to the Core
  42. 42. Toppmeny Venstre- meny Se også Flere lenker Flere tjenester Navigasjonssti Are we creating navigation overload?
  43. 43. Research shows that users focus on content, not navigation
  44. 44. Telenor got rid of top and le menus, and made content based navigation
  45. 45. Inward paths Forward pathsCore content Core page: Goal (achieve at least one) User task What keywords do users search for on Google to get here? What other sites and pages should link to this one? What other sources, digital or analog should lead to this page? How can social media help driving traffic to this page? Primary, prioritized scenario, following the primary Call to action Secondary scenario, less important Calls to action Other digital and analog contact points (phone, email, etc) Leave the site Let’s try it Fill out the part of the core sheet in front of you and apply it to the page you brought. Use 3 minutes on your own. What do people search for? How can social media help driving traffic to this page? What other sites and pages should link to this one? What other sources, digital or analog should lead to this page?
  46. 46. Forward paths How to reach your strategic goals when your users are not so interested
  47. 47. Business goals User tasks Core pages
  48. 48. User task: Calculate interest rates to compare mortgage offerings «Apply for a loan» «See repayment plan» Strategic goal: Increase number of mortgage customers
  49. 49. ex. contact Forward paths needs to be placed in the right context
  50. 50. Prioritized links to relevant pages in context is a better alternative to news on the frontpage.
  51. 51. Forward path - the NCS’s opinion
  52. 52. Forward path - links to research and treatment
  53. 53. Treatment of cancer Symptoms of cancer Preventing cancer Cancer types Latest research Choosing a hospital Patient rights Next of kin Waiting times Dietary prevention 0 % 1 % 2 % 3 % 4 % 5 % 6 % Top 25% Cancer treatment, symptoms, and prevention was most important 0.4% vote for “Donate” and “Volunteer”
  54. 54. 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
  55. 55. Make a donation Increasing donations and members Research project Core page Forward path Business objective
  56. 56. Donate now!Recurring giSponsor a child Become a member Volunteer Follow us on Facebook Subscribe to newsletter Order brochure Download app Join our #Instagram competition The Paradox of Choice
  57. 57. Donate now! Recurring giSponsor Member Volunteer Follow on facebook Subscribe Order Download app Join our #instagram competition The Paradox of Choice
  58. 58. Buy Donate Contact Share Forward paths from the Core The Core
  59. 59. Inward paths Forward pathsCore content Core page: Goal (achieve at least one) User task What keywords do users search for on Google to get here? What other sites and pages should link to this one? What other sources, digital or analog should lead to this page? How can social media help driving traffic to this page? Primary, prioritized scenario, following the primary Call to action Secondary scenario, less important Calls to action Other digital and analog contact points (phone, email, etc) Leave the site Let’s try it Fill out the part of the core sheet in front of you and apply it to the page you brought. Use 3 minutes on your own. Primary, prioritized scenario, following the primary Call to action Secondary scenario, less important Calls to action Other digital and analog contact points (phone, email, etc) points (phone, email, etc) points (phone, email, etc)
  60. 60. Core based redesign Continuos development and improvement of core pages in stead of big bang redesigns
  61. 61. Core clusters
  62. 62. Old and new in parallell
  63. 63. Continous maintenance Governance should focus on improving core pages
  64. 64. Web editor Cancer Research Prevention RightsFundraising
  65. 65. The editors • Signed mandate from management • In charge of all content and development • Overview of user tasks and goals • Editors know their field and how to write and • Working collaboratively and interdisciplinarily
  66. 66. Web master Web editor Cancer research Rights Prevention Weekly 2 hour meetings
  67. 67. Web master Web editor Cancer research Analytics on the agenda every week
  68. 68. Web master Web editor Cancer research Discussions & decisions, not writing All content is revised at least every 3 months
  69. 69. • 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
  70. 70. Pre-qualification of new content
  71. 71. Core model workshop
  72. 72. Typical process User task analysis Business goals analysis Core model workshop Concept and design
  73. 73. Full day workshop with all involved
  74. 74. Inward paths Forward pathsCore contents Core page: Business goals (achieve at least one) User tasks Basic template (A3 prints)
  75. 75. Inward paths Forward pathsCore contents Core page: Business goals (achieve at least one) User tasks What’s the optimal solution, for the user and for us?
  76. 76. Core model workshop • Introduction to core model thinking • Prioritize core pages based on user tasks and business goals with notes on the wall • Brainstorm approaches to solving core problems with 6-up or other brainstorming techniques • Detail solution in content driven design with 1-up/google docs • Prioritize content with mobile first template • Discuss inward and forward paths
  77. 77. Core model workshop • Introduction to core model thinking • Prioritize core pages based on user tasks and business goals with notes on the wall • Brainstorm approaches to solving core problems with 6-up or other brainstorming techniques • Detail solution in content driven design with 1-up/google docs • Prioritize content with mobile first template • Discuss inward and forward paths
  78. 78. Goal 1 Goal 2 Goal 3 Task 2 Task 1 Task 5 Task 4 Task 9 Task 7
  79. 79. Core model workshop • Introduction to core model thinking • Prioritize core pages based on user tasks and business goals with notes on the wall • Brainstorm approaches to solving core problems with 6-up or other brainstorming techniques • Detail solution in content driven design with 1-up/google docs • Prioritize content with mobile first template • Discuss inward and forward paths
  80. 80. 6-up idea generation
  81. 81. Core model workshop • Introduction to core model thinking • Prioritize core pages based on user tasks and business goals with notes on the wall • Brainstorm approaches to solving core problems with 6-up or other brainstorming techniques • Detail solution in content driven design with 1-up/ google docs • Prioritize content with mobile first template • Discuss inward and forward paths
  82. 82. 1-up idea detailing
  83. 83. Core model workshop • Introduction to core model thinking • Prioritize core pages based on user tasks and business goals with notes on the wall • Brainstorm approaches to solving core problems with 6-up or other brainstorming techniques • Detail solution in content driven design with 1-up/google docs • Prioritize content with mobile first template • Discuss inward and forward paths
  84. 84. Inward paths Forward pathsCore contents Core page: Business goals (achieve at least one) User tasks For prioritizing elements (mobile first approach)
  85. 85. TITTEL 1 2 3
  86. 86. Keeping priorities from small screens pays off
  87. 87. Unique visitors 2010 2011 20142013 Launch 2012
  88. 88. – More people contact the cancer line now than before, but now they’re more informed when they contact us Anine Wiig Dagestad
  89. 89. 2006 2007 2008 2009 2010 2011 2012 2013 Cancer line conversations +40% Launch
  90. 90. Monthly donors +288% One time donations +198% Monthly donors sum +382%
  91. 91. Members +107%
  92. 92. Annual value of monthly donors online 2011 2012 2013 2014 (march) Launch
  93. 93. Summary
  94. 94. Inward paths Forward pathsCore content Core page: Goal (achieve at least one) User task What keywords do users search for on Google to get here? What other sites and pages should link to this one? What other sources, digital or analog should lead to this page? How can social media help driving traffic to this page? Primary, prioritized scenario, following the primary Call to action Secondary scenario, less important Calls to action Other digital and analog contact points (phone, email, etc) Leave the site
  95. 95. How to use it • Thinking tool • Prioritization tool • Communication tool Design for top tasks from the inside and out!
  96. 96. Thank you and good luck! are@netliferesearch.com
  97. 97. Print material
  98. 98. Inward paths Forward pathsCore content Core page: Goal (achieve at least one) User task What keywords do users search for on Google to get here? What other sites and pages should link to this one? What other sources, digital or analog should lead to this page? How can social media help driving traffic to this page? Primary, prioritized scenario, following the primary Call to action Secondary scenario, less important Calls to action Other digital and analog contact points (phone, email, etc) Leave the site
  99. 99. Inward paths Core content What keywords do users search for on Google to get here? What other sites and pages should link to this one? What other sources, digital or analog should lead to this page? How can social media help driving traffic to this page? Core page: Goal (achieve at least one) User task
  100. 100. 6-up
  101. 101. 1-up

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