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The Core Model: Getting to business while making friends

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Ida Aalen and Audun Rundberg's presentation from Confab Europe 2014.

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The Core Model: Getting to business while making friends

  1. 1. The Core Model: Getting to business while making friends Audun Rundberg @audunru Ida Aalen @idaaa Confab Europe 2014
  2. 2. #confabEU Ida Aalen @idaAa UX Designer Audun Rundberg @audunru Content Strategist
  3. 3. #confabEU Ida Aalen @idaAa UX Designer Why isn’ t my department in the main menu? Audun Rundberg @audunru Content Strategist How come our annual report isn’t on the home page? We need a button on the home page that takes you to our Facebook profile. I need a banner for our latest product launch. Somebody called me last week and couldn’t find vacant positions! Our competitors have videos on their website. We should too. You should make more room for news. I don’t like purple!! My son could have made a better website.
  4. 4. Make cores, not wars
  5. 5. Non-governmental organization Scandinavian Multinational telecommunications company construction company Non-governmental organization
  6. 6. Business goals User tasks
  7. 7. Business goals User tasks
  8. 8. Business goals User tasks
  9. 9. Business goals User tasks
  10. 10. Business goals User tasks
  11. 11. Business goals User tasks Cores
  12. 12. Forward paths Business goals User tasks Cores
  13. 13. The Core Model • The Core is where your users solve their tasks and you reach your objectives • Paths, not hierarchy • No dead ends @AreGH
  14. 14. Do your user research
  15. 15. ...and establish objectives!
  16. 16. Core workshop People work in pairs, and present their work after each step 1. Identify core pages 2. Inward paths 3. Core content 4. Forward paths 5. Prioritizing core elements
  17. 17. 6–14 participants No web, design or content skills necessary! • facilitator (you!) • your team: design, UX, content, etc • people with expert knowledge • content owners • people who should be collaborating, but aren’t • people with strong opinions about the website
  18. 18. Core page: Business goals (achieve at least one) User tasks Inward paths Core content Forward paths
  19. 19. Lawyer Prevention Web editor Cancer nurse Design Socionom Research Fundraiser Cancer care
  20. 20. Step #1 Identify your core pages This is done by matching business goals and user needs.
  21. 21. Top task survey «If you’re visiting The Cancer Society’s website, which five tasks are the most important to you?»
  22. 22. 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 6 out of 79 tasks got 25% of the votes Top 25% 0 % 1 % 2 % 3 % 4 % 5 % 6 %
  23. 23. Core page: Business goals (achieve at least one) User tasks 6TGCVOGPVQHECPEGT 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT %CPEGTV[RGU (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Inward paths Core content Forward paths
  24. 24. Step #2 Inward paths How will the user get here? How will they find this content?
  25. 25. Core page: Business goals (achieve at least one) User tasks Inward paths Core content Forward paths How will the user find their way to this core page?
  26. 26. Core page: Business goals (achieve at least one) User tasks 6TGCVOGPVQHECPEGT 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT %CPEGTV[RGU (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Inward paths Core content Forward paths How will the user find their way to this core page?
  27. 27. Business goals (achieve at least one) User tasks Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn 6TGCVOGPVQHECPEGT 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT %CPEGTV[RGU *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn How will the user find their way to this core page?
  28. 28. Step #3 Core content What content elements do we need to make sure the user solves their task (while respecting our objectives)
  29. 29. Core page: Business goals (achieve at least one) User tasks Inward paths Core content Forward paths What’s the optimal solution, for the user and for us?
  30. 30. Business goals (achieve at least one) User tasks Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn 6TGCVOGPVQHECPEGT 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT %CPEGTV[RGU *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn What’s the optimal solution, for the user and for us?
  31. 31. Business goals (achieve at least one) User tasks Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn 6TGCVOGPVQHECPEGT 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT %CPEGTV[RGU *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn 5[ORVQOUHKTUV /CMGUWTG[QWIQVQVJGFQEVQT FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG 0QVCNNECPEGTHQTOUECP DGRTGXGPVGF4KUM HCEVQTUCPFECWUGUVQQ PQVLWUVRTGXGPVKQP GHHQTVU 5WTXKXCNTCVGU
  32. 32. Step #4 Forward paths After the user has solved their task, where do we want to send them next?
  33. 33. Core page: Business goals (achieve at least one) User tasks Inward paths Core content Forward paths Where should we send the user, after they’ve solved their primary task?
  34. 34. Business goals (achieve at least one) User tasks Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn 6TGCVOGPVQHECPEGT 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT %CPEGTV[RGU *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn 5[ORVQOUHKTUV Where /CMGUWTG[QWIQVQVJGFQEVQT should we send the user, after they’ve solved their primary FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG 0QVCNNECPEGTHQTOUECP DGRTGXGPVGF4KUM HCEVQTUCPFECWUGUVQQ PQVLWUVRTGXGPVKQP GHHQTVU 5WTXKXCNTCVGU task?
  35. 35. (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn 6TGCVOGPVQHECPEGT 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT %CPEGTV[RGU *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG %CPEGTNKPG 2TGXGPVKQP 4KIJVU 0%5QRKPKQP QPVJKUUWDLGEV Business goals (achieve at least one) User tasks 5[ORVQOUHKTUV Where /CMGUWTG[QWIQVQVJGFQEVQT should we send the user, after they’ve solved their primary FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG 0QVCNNECPEGTHQTOUECP DGRTGXGPVGF4KUM HCEVQTUCPFECWUGUVQQ PQVLWUVRTGXGPVKQP GHHQTVU 5WTXKXCNTCVGU task?
  36. 36. (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn 6TGCVOGPVQHECPEGT 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT %CPEGTV[RGU *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG %CPEGTNKPG 2TGXGPVKQP 4KIJVU 0%5QRKPKQP QPVJKUUWDLGEV Business goals (achieve at least one) User tasks 5[ORVQOUHKTUV /CMGUWTG[QWIQVQVJGFQEVQT FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG 0QVCNNECPEGTHQTOUECP DGRTGXGPVGF4KUM HCEVQTUCPFECWUGUVQQ PQVLWUVRTGXGPVKQP GHHQTVU 5WTXKXCNTCVGU
  37. 37. Step #5 Prioritizing core elements How would you place these elements if you only had a mobile screen available?
  38. 38. Core page: Business goals (achieve at least one) User tasks Inward paths Core contents forward paths
  39. 39. The core is the same on all devices
  40. 40. Where does the core model fit in your process? Let’s look at 4 examples
  41. 41. Warning!
  42. 42. Example #1 Increasing sales of mobile broad band
  43. 43. 40000 30000 Pageviews 20000 10000 0 1 7 13 19 25 31 37 43 49 55 61 67 73 79 85 91 97 103 109 115 121 127 133 139 145 151 157 Pages (ranked)
  44. 44. 40000 30000 Pageviews 20000 10000 0 1 7 13 19 25 31 37 43 49 55 61 67 73 79 85 91 97 103 109 115 121 127 133 139 145 151 157 Everyone agrees these pages are important Pages (ranked)
  45. 45. «But my pages are important too!» 2137 2143 2149 2155 2161 2167 2173 2179 2185 2191 2197 2203 2209 2215 2221 2227 2233 2239 2245 2251 2257 2263 2269 2275 2281 2287 2293 2299 Pages (ranked)
  46. 46. Home page
  47. 47. Home page
  48. 48. Home page
  49. 49. Home page
  50. 50. Home page
  51. 51. Home page
  52. 52. Home page
  53. 53. Our products • Subscriptions • Pricing • Coverage • Buy
  54. 54. What are the different subscriptions?
  55. 55. What’s the price?
  56. 56. Coverage
  57. 57. My connection isn’t working!
  58. 58. Reorganizing the content using the core model
  59. 59. Why doesn’t it work? Coverage What’s the price? What are the different subscriptions?
  60. 60. Number of pages -80%
  61. 61. Sales of mobile broad band +80% Number of pages -80%
  62. 62. Sales of mobile broad band +80% Customer support emails Number of pages -80% -35%
  63. 63. Example #2 Increasing donations
  64. 64. 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 6 out of 79 tasks got 25% of the votes Top 25% 0 % 1 % 2 % 3 % 4 % 5 % 6 %
  65. 65. Treatment of cancer Symptoms of cancer Preventing cancer Cancer types Latest research Choosing a hospital Donate Volunteer Memory gift Legacy gift 6 out of 79 tasks got 25% of the votes Top 25% Fundraising-tasks were on the bottom of the list! 0 % 1 % 2 % 3 % 4 % 5 % 6 %
  66. 66. User task Research project Objective Increase donations
  67. 67. User task Forward path Make a donation Research project Objective Increase donations
  68. 68. Portable donation forms!
  69. 69. Portable donation form
  70. 70. Treatment of cancer Symptoms of cancer Preventing cancer Cancer types Latest research Choosing a hospital Donate Volunteer Memory gift Legacy gift Top 25% But some people are actually coming to donate 0 % 1 % 2 % 3 % 4 % 5 % 6 %
  71. 71. User task Make a donation Objective Increase donations
  72. 72. User task Forward path Recurring donation Make a donation Objective Increase donations
  73. 73. One time donations +198%
  74. 74. One time donations +198% Regular donors +288%
  75. 75. One time donations +198% Regular donors +288% Regular donors sum +382%
  76. 76. One time donations x3 Regular donors x4 Regular donors sum x5
  77. 77. Annual income, regular donors (web) 2011 2012 2013 2014 (so far)
  78. 78. Annual income, regular donors (web) 2011 2012 2013 2014 (so far)
  79. 79. Annual income, regular donors (web) Launch 2011 2012 2013 2014 (so far)
  80. 80. Annual income, regular donors (web) Launch 2011 2012 2013 2014 (so far)
  81. 81. Annual income, regular donors (web) Launch 2011 2012 2013 2014 (so far)
  82. 82. Example #3 Gaining leads for construction projects
  83. 83. Bridge (18.000 tonnes) 1 Add to cart Portable “buy a bridge” forms!
  84. 84. Core model to the rescue
  85. 85. User task Key people in projects Objective Increase project leads
  86. 86. User task Forward path Contact project manager Key people in projects Objective Increase project leads
  87. 87. Ferdigstilt Vår 2014 – Høst 2015 Omfang 59 leiligheter, 1 næringslokale 205 mill. kr eks. mva, 10.100 m2 areal Byggherre Sørenga Utvikling AS Arkitekt Felix Arkitekter MENY Sørengautstikkeren Alle 103 prosjekt Oslo Alle 20 boligprosjekt Oslo Sometimes a realistic prototype still isn’t enough
  88. 88. Oslo
  89. 89. Oslo Hammerfest 1332 km
  90. 90. Oslo Hammerfest Paris 1332 km 1342 km
  91. 91. Pair writing
  92. 92. Web Writing 101 • Most important thing first • Short • Understandable • Scannable
  93. 93. Web Writing 101 • Most important thing first • Short • Understandable • Scannable Bullet points
  94. 94. Web manager East Web manager East North South West
  95. 95. Before writing, each pair has to answer these questions and present before the whole group. • Which objectives will this page help us achieve? • What are the user tasks? • What words do we need to use for the users to understand us? • What are the forward paths?
  96. 96. Each pair writes their text in Google Docs
  97. 97. Example #4 Increasing membership
  98. 98. How do you increase membership when the idea of membership can be frightening?
  99. 99. Rehabilitation IT Fundraising Webmaster Member services
  100. 100. User task Living with loss of vision Objective Increase member-ship
  101. 101. User task Forward path Call us for advice Living with loss of vision Objective Increase member-ship
  102. 102. User task Products for the visually impaired Objective Increase member-ship
  103. 103. User task Forward path Become a member Products for the visually impaired Objective Increase member-ship
  104. 104. Fundraising Fundraising Information Web editor Rehabilitation Politics IT
  105. 105. The core model is built in to the CMS
  106. 106. Did you notice we never showed you the home pages?
  107. 107. Takeaways • Objectives and user tasks first • Start with the core • Get rid of blind alleys • Be creative about your forward paths • Home page last, not first Slides and resources: bit.ly/confab-core
  108. 108. Thank you! Slides and Audun Rundberg / @audunru audun@netliferesearch.com resources: bit.ly/ confab-core Ida Aalen / @idaAa ida@netliferesearch.com

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