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Print material
Inward paths Forward pathsCore content
Core page:
Goal (achieve at least one) User task
What keywords do users search for
...
Inward paths Core content
What keywords do users search for
on Google to get here?
What other sites and pages should
link ...
6-up
1-up
The Core Model:
Designing for Top tasks
from the inside and out
Are Gjertin Urkegjerde Halland
June 16th
About me
• Senior information architect
with 18 years experience
• Developed the Core Model
in 2006
Netlife Research
• Norways premiere user experience agency
• User research, strategy, content, design
• Customer Carewords...
Agenda
• Core model thinking and design for top tasks 1400-1420
• Prioritizing Cores by business goals and user tasks 1420...
Core model thinking
A different approach to website design
The traditional
approach to making
websites.
Frontpage
Over time more and
more content is
added.
But the user have
only one task to
fulfill.
99% of your website
is irrelevant for this
user.
The other pages
are hindering the
user in finding the
page that he wants.
We need to focus
our attention on
where the user
wants to be.
The Core
The optimal
information unit ...
... and at least one
business goal ...
... that fullfils a
defined user task ...
....
Business
goals
User
tasks
Core pages
The Core
Core:
Product page
Product page
Loan calculator
Contact page
Or something completely else
Core page:
Loan calculator
Sparebanken Sogn og Fjor...
Or something completely else
Core:
External page
Wikipedia page about «brominated flame retardants»
Core:
Process with steps
The Norwegian Tax Administration (Google translation)
City of Oslo, beta site
Core:
Self service
Core process
Core process:
As simple as
possible
Product page
Loan calculator
Contact page
Or something completely else
Core:
Cancer type
Inward paths Forward pathsCore content
Core page:
Business goals User task
Prioritizing the Cores
Use business goals and user tasks to find out where to
start
The typical process
User task
analysis
Business goals
analysis
Core Model Process
Concept, content,
design and
development
Case
What NCS does:
• Funds cancer research
• Cancer care
• Cancer prevention
• Advocacy
• Information
• Fights cancer on a glo...
Online however...
• 5000 pages of overlapping content with very few links
• Content was accurate, but didn’t address key u...
How did it happen?
• 40-45 people had access
• Departments were in charge of their own sections
• Limited centralized supe...
Goals
Business goals
• Reducing the number of
people who develop cancer
• Increasing cancer survival
rates
• Ensuring qual...
User
research at
the NCS
• Focus groups with patients
and next of kin
• Surveys of The Cancer
Society’s reputation
• Web A...
Top task survey
“If you’re visiting The Cancer Society’s website, which
five tasks are the most important to you?”
1385 pa...
Treatment of cancer
Symptoms of cancer
Preventing cancer
Cancer types
Latest research
Choosing a hospital
Patient rights
N...
Inward paths Forward pathsCore content
Core page:
Business goal(s) User task(s)
Helping patients and their friends and fam...
Inward paths Forward pathsCore content
Core page:
Business goal(s) User task(s)
Find and apply for a grant
Research grant
...
Inward paths Forward pathsCore content
Core page:
Business goal(s) User task(s)
Reduce cost by self service Find and apply...
Inward paths Forward pathsCore content
Core page:
Business goal(s) User task(s)
<The EU commision goals that
can be achiev...
Inward paths
A different perspective on navigation
Is this really your
frontpage?
This is your users
frontpage
This is your
frontpage.
Googled «lung cancer»Googled «mcgovern long neck»Googled «eu research funding»Googled «top task tr...
Inward
paths to
the Cancer
Society
2 %
12 %
11 %
76 %
Search
Referrals
Direct traffic
Campaigns
Google
search
Links from
other sites
Social
media
Frontpage
and menus
The Core
Inward paths
to the Core
Toppmeny
Venstre-
meny
Se også
Flere lenker
Flere
tjenester
Navigasjonssti
Are we creating
navigation
overload?
Research shows
that users focus on
content, not
navigation
Telenor got rid of
top and le menus,
and made content
based navigation
Inward paths Forward pathsCore content
Core page:
Goal (achieve at least one) User task
What keywords do users search for
...
Forward paths
How to reach your strategic goals when your users are
not so interested
Business
goals
User
tasks
Core pages
User task:
Calculate interest
rates to compare
mortgage offerings
«Apply for a loan»
«See repayment plan»
Strategic goal:
I...
ex. contact
Forward paths
needs to be placed
in the right context
Prioritized links to
relevant pages in
context is a better
alternative to news
on the frontpage.
Forward path - the
NCS’s opinion
Forward path - links to
research and treatment
Treatment of cancer
Symptoms of cancer
Preventing cancer
Cancer types
Latest research
Choosing a hospital
Patient rights
N...
Treatment of cancer
Symptoms of cancer
Preventing cancer
Cancer types
Latest research
Choosing a hospital
Patient rights
N...
The challenge
User looked for content that supported goals 1 & 2:
• Helping patients, their friends and family
• Increasin...
Make a donation
Increasing
donations and
members
Research
project
Core page Forward path Business objective
Donate now!Recurring giSponsor a child
Become a
member
Volunteer
Follow us on Facebook Subscribe to newsletter
Order broc...
Donate now!
Recurring giSponsor Member Volunteer
Follow on facebook Subscribe
Order Download app
Join our #instagram comp...
Buy
Donate
Contact
Share
Forward paths
from the Core
The Core
Inward paths Forward pathsCore content
Core page:
Goal (achieve at least one) User task
What keywords do users search for
...
Core based redesign
Continuos development and improvement of core
pages in stead of big bang redesigns
Core clusters
Old and new in parallell
Continous maintenance
Governance should focus on improving core pages
Gerry-slide
Web editor
Cancer Research Prevention RightsFundraising
Thanks to a lot of lobbying by @EirikHafver
The editors • Signed mandate from
management
• In charge of all content
and development
• Overview of user tasks and
goals...
Web master
Web editor
Cancer research
Rights
Prevention
Weekly 2
hour
meetings
Web master
Web editor
Cancer research
Analytics
on the
agenda
every week
Web master Web editor
Cancer research
Discussions
& decisions,
not writing
All
content is
revised at
least every 3
months
• Who’s the target
audience?
• Which target audience
need or task does this
content cover?
• Which NCS objective does
the ...
Pre-qualification of
new content
Core model workshop
Typical process
User task
analysis
Business goals
analysis
Core model
workshop
Concept and
design
Full day
workshop with
all involved
Inward paths Forward pathsCore contents
Core page:
Business goals (achieve at least one) User tasks
Basic template
(A3 pri...
Inward paths Forward pathsCore contents
Core page:
Business goals (achieve at least one) User tasks
What’s the
optimal sol...
Core model workshop
• Introduction to core model thinking
• Prioritize core pages based on user tasks and business goals
w...
Core model workshop
• Introduction to core model thinking
• Prioritize core pages based on user tasks and business
goals w...
Goal 1 Goal 2 Goal 3
Task 2 Task 1
Task 5
Task 4
Task 9
Task 7
Core model workshop
• Introduction to core model thinking
• Prioritize core pages based on user tasks and business goals
w...
6-up idea
generation
Core model workshop
• Introduction to core model thinking
• Prioritize core pages based on user tasks and business goals w...
1-up idea
detailing
Core model workshop
• Introduction to core model thinking
• Prioritize core pages based on user tasks and business goals
w...
Inward paths Forward pathsCore contents
Core page:
Business goals (achieve at least one) User tasks
For prioritizing
eleme...
TITTEL
1
2
3
Keeping
priorities
from small
screens
pays off
Unique visitors
2010 2011 20142013
Launch
2012
– More people contact the
cancer line now than before,
but now they’re more
informed when they contact
us
Anine Wiig Dages...
2006 2007 2008 2009 2010 2011 2012 2013
Cancer line
conversations +40%
Launch
Monthly
donors
+288%
One time
donations
+198%
Monthly
donors sum
+382%
Members
+107%
Annual value of monthly
donors online
2011 2012 2013 2014 (march)
Launch
Summary
Inward paths Forward pathsCore content
Core page:
Goal (achieve at least one) User task
What keywords do users search for
...
How to use it
• Thinking tool
• Prioritization tool
• Communication tool
Design for top tasks from the inside and out
Questions or
comments?
Ws core model sep 11 2014
Ws core model sep 11 2014
Ws core model sep 11 2014
Ws core model sep 11 2014
Ws core model sep 11 2014
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Ws core model sep 11 2014

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Ws core model sep 11 2014

  1. 1. Print material
  2. 2. 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
  3. 3. 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
  4. 4. 6-up
  5. 5. 1-up
  6. 6. The Core Model: Designing for Top tasks from the inside and out Are Gjertin Urkegjerde Halland June 16th
  7. 7. About me • Senior information architect with 18 years experience • Developed the Core Model in 2006
  8. 8. Netlife Research • Norways premiere user experience agency • User research, strategy, content, design • Customer Carewords partner • Uses the Core Model actively in projects
  9. 9. 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
  10. 10. Core model thinking A different approach to website design
  11. 11. The traditional approach to making websites. Frontpage
  12. 12. Over time more and more content is added.
  13. 13. But the user have only one task to fulfill.
  14. 14. 99% of your website is irrelevant for this user.
  15. 15. The other pages are hindering the user in finding the page that he wants.
  16. 16. We need to focus our attention on where the user wants to be.
  17. 17. The Core The optimal information unit ... ... and at least one business goal ... ... that fullfils a defined user task ... ... at the same time.
  18. 18. Business goals User tasks Core pages
  19. 19. The Core Core: Product page
  20. 20. 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»
  21. 21. Or something completely else Core: External page Wikipedia page about «brominated flame retardants»
  22. 22. Core: Process with steps The Norwegian Tax Administration (Google translation)
  23. 23. City of Oslo, beta site Core: Self service
  24. 24. Core process Core process: As simple as possible
  25. 25. Product page Loan calculator Contact page Or something completely else Core: Cancer type
  26. 26. Inward paths Forward pathsCore content Core page: Business goals User task
  27. 27. Prioritizing the Cores Use business goals and user tasks to find out where to start
  28. 28. The typical process User task analysis Business goals analysis Core Model Process Concept, content, design and development
  29. 29. Case
  30. 30. What NCS does: • Funds cancer research • Cancer care • Cancer prevention • Advocacy • Information • Fights cancer on a global scale
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. 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.
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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.
  41. 41. Inward paths A different perspective on navigation
  42. 42. Is this really your frontpage?
  43. 43. This is your users frontpage
  44. 44. This is your frontpage. Googled «lung cancer»Googled «mcgovern long neck»Googled «eu research funding»Googled «top task trigger word»
  45. 45. Inward paths to the Cancer Society 2 % 12 % 11 % 76 % Search Referrals Direct traffic Campaigns
  46. 46. Google search Links from other sites Social media Frontpage and menus The Core Inward paths to the Core
  47. 47. Toppmeny Venstre- meny Se også Flere lenker Flere tjenester Navigasjonssti Are we creating navigation overload?
  48. 48. Research shows that users focus on content, not navigation
  49. 49. Telenor got rid of top and le menus, and made content based navigation
  50. 50. 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?
  51. 51. Forward paths How to reach your strategic goals when your users are not so interested
  52. 52. Business goals User tasks Core pages
  53. 53. User task: Calculate interest rates to compare mortgage offerings «Apply for a loan» «See repayment plan» Strategic goal: Increase number of mortgage customers
  54. 54. ex. contact Forward paths needs to be placed in the right context
  55. 55. Prioritized links to relevant pages in context is a better alternative to news on the frontpage.
  56. 56. Forward path - the NCS’s opinion
  57. 57. Forward path - links to research and treatment
  58. 58. 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% Case NCS: 6 out of 79 tasks got 25% of the votes
  59. 59. 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”
  60. 60. 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
  61. 61. Make a donation Increasing donations and members Research project Core page Forward path Business objective
  62. 62. 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
  63. 63. Donate now! Recurring giSponsor Member Volunteer Follow on facebook Subscribe Order Download app Join our #instagram competition The Paradox of Choice
  64. 64. Buy Donate Contact Share Forward paths from the Core The Core
  65. 65. 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)
  66. 66. Core based redesign Continuos development and improvement of core pages in stead of big bang redesigns
  67. 67. Core clusters
  68. 68. Old and new in parallell
  69. 69. Continous maintenance Governance should focus on improving core pages
  70. 70. Gerry-slide
  71. 71. Web editor Cancer Research Prevention RightsFundraising Thanks to a lot of lobbying by @EirikHafver
  72. 72. 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
  73. 73. Web master Web editor Cancer research Rights Prevention Weekly 2 hour meetings
  74. 74. Web master Web editor Cancer research Analytics on the agenda every week
  75. 75. Web master Web editor Cancer research Discussions & decisions, not writing All content is revised at least every 3 months
  76. 76. • 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
  77. 77. Pre-qualification of new content
  78. 78. Core model workshop
  79. 79. Typical process User task analysis Business goals analysis Core model workshop Concept and design
  80. 80. Full day workshop with all involved
  81. 81. Inward paths Forward pathsCore contents Core page: Business goals (achieve at least one) User tasks Basic template (A3 prints)
  82. 82. 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?
  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. 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
  85. 85. Goal 1 Goal 2 Goal 3 Task 2 Task 1 Task 5 Task 4 Task 9 Task 7
  86. 86. 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
  87. 87. 6-up idea generation
  88. 88. 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
  89. 89. 1-up idea detailing
  90. 90. 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
  91. 91. Inward paths Forward pathsCore contents Core page: Business goals (achieve at least one) User tasks For prioritizing elements (mobile first approach)
  92. 92. TITTEL 1 2 3
  93. 93. Keeping priorities from small screens pays off
  94. 94. Unique visitors 2010 2011 20142013 Launch 2012
  95. 95. – More people contact the cancer line now than before, but now they’re more informed when they contact us Anine Wiig Dagestad
  96. 96. 2006 2007 2008 2009 2010 2011 2012 2013 Cancer line conversations +40% Launch
  97. 97. Monthly donors +288% One time donations +198% Monthly donors sum +382%
  98. 98. Members +107%
  99. 99. Annual value of monthly donors online 2011 2012 2013 2014 (march) Launch
  100. 100. Summary
  101. 101. 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
  102. 102. How to use it • Thinking tool • Prioritization tool • Communication tool Design for top tasks from the inside and out
  103. 103. Questions or comments?

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