Top Task Design: The Key to Integrating Content Strategy for Mobile and Traditional Websites © Robert E. Johnson 2011 J.Bo...
1. Content Strategy in a Mobile World Bob Johnson Consulting, LLC
We have to solve the dilemma… <ul><li>“ Short is too long. Ultra-short rules the day” in mobile content. </li></ul><ul><ul...
Content strategy questions… <ul><li>How will we decide what content to highlight in 3 to 5 mobile home page links? </li></...
Where are we going with mobile? <ul><li>“ We have to  focus on making  any and every  task doable on a mobile device . Bec...
Interactive tasks for mobile… http://bit.ly/q8XfvB <ul><li>Calculate college costs… 77% </li></ul><ul><li>Calculate schola...
25% smartphones world wide… http://bit.ly/grclDr Bob Johnson Consulting, LLC
Smartphones in the U.S. in 2011… http://pewinternet.org/Reports/2011/Smartphones.aspx <ul><li>35% of people 18+ have smart...
The Law of Top Tasks… <ul><li>Not all tasks are equal… </li></ul><ul><li>Visitors determine the most important </li></ul>B...
Some tasks are just more important… Mike Atyeo at NeoInsight, Ottawa, Canada 1. Find a Person 2. Procedures, Policies... 3...
Mobile success key… top 5% content Mike Atyeo at NeoInsight, Ottawa, Canada The Long Neck Target audiences’ votes on their...
Top Tasks on the Home Page Mike Atyeo at NeoInsight, Ottawa, Canada <ul><li>Top tasks should be easy to do quickly, withou...
The Top Task Law… Mike Atyeo at NeoInsight, Ottawa, Canada Tasks supported by your website Priority tasks users want to do...
6 top tasks for local government… http://www.liverpool.gov.uk/ Bob Johnson Consulting, LLC
Converted to mobile… Bob Johnson Consulting, LLC
2. Why is top task content important? Bob Johnson Consulting, LLC
Major reason people go to your website… <ul><li>Complete a task </li></ul>Bob Johnson Consulting, LLC
A bad website experience will… <ul><li>Weaken, even destroy a brand… </li></ul>Bob Johnson Consulting, LLC
Impact on higher education recruiting… http://bit.ly/q8XfvB <ul><li>“ Probably” drop if can’t find what’s needed… </li></u...
The Golden Rule… <ul><li>5 seconds to connect </li></ul>Bob Johnson Consulting, LLC
Web visitors scan first,  read second… <ul><li>If people can’t scan a page, they leave it </li></ul>Bob Johnson Consulting...
Websites often hide 3 to 5 top tasks… <ul><li>You very likely don’t have more than 3 to 5 top tasks for each audience </li...
L ong necks and long tails… <ul><li>“ Much of the long tail is a dead zone… full of dead and useless content.” </li></ul><...
3. Top task design examples from traditional websites… Bob Johnson Consulting, LLC
3 top tasks for insurance… http://www.statefarm.com/ Bob Johnson Consulting, LLC
Tasks moved to mobile site… Bob Johnson Consulting, LLC
Some traditional sites are almost top task ready for mobile… Bob Johnson Consulting, LLC
3-4 top tasks for admissions cycle… http://admissions.lakeheadu.ca/ Bob Johnson Consulting, LLC
6 top professional school tasks… http://management.bu.edu/index.shtml Bob Johnson Consulting, LLC
3 top student service tasks… http://www.uio.no/english/student-life/ Bob Johnson Consulting, LLC
5 top tasks for alumni accounts… http://www.alumni.hbs.edu/lefa/ Bob Johnson Consulting, LLC
4. Design, navigation points… Bob Johnson Consulting, LLC
First impression… this? Bob Johnson Consulting, LLC
Or give people a choice? Bob Johnson Consulting, LLC
Navigation by icons or… Bob Johnson Consulting, LLC
Navigation by words… Bob Johnson Consulting, LLC
Critical point on links… Make sure a finger tip will work… Bob Johnson Consulting, LLC
How will you convert this Home page… Bob Johnson Consulting, LLC
To this Home page? Bob Johnson Consulting, LLC
Solution… only audience paths on the Home page Bob Johnson Consulting, LLC
“ Start” page for “Future Students”…  Bob Johnson Consulting, LLC
“ Start” page for “UBC Community”…  Bob Johnson Consulting, LLC
Be wary of transitions like this… Bob Johnson Consulting, LLC
And like this… Bob Johnson Consulting, LLC
5. Identifying top tasks… <ul><li>Review your analytics </li></ul><ul><li>Start a survey </li></ul>Bob Johnson Consulting,...
1 st  step: review analytics… <ul><li>Start with web analytics… </li></ul><ul><ul><li>Most visited pages </li></ul></ul><u...
2 nd  step: ask your visitors… <ul><li>Add a survey to your website… </li></ul><ul><ul><li>“ What is your primary task in ...
Key survey points… <ul><li>Ask people to pick no more than 5 top tasks from no more than 100 possibilities </li></ul><ul><...
Creating top task survey choices… <ul><li>What do people “search” for on your site? </li></ul><ul><li>What keywords to peo...
6. Management notes… Bob Johnson Consulting, LLC
Changing the culture… Bob Johnson Consulting, LLC From... To... “ Let’s fix the website...” “ Let’s fix the Top Tasks...” ...
Task Priority & Info Architecture Mike Atyeo at NeoInsight, Ottawa, Canada <ul><li>Start 2 or 3 top tasks on the Home page...
Manage users’ tasks… <ul><li>5% of a website delivers 25% of its value . </li></ul><ul><li>There are a small number of ‘to...
Case study #1: Making a Higher Education Inquiry University of British Columbia Bob Johnson Consulting, LLC
Starting at the mobile site… Bob Johnson Consulting, LLC
To email from mobile site… Bob Johnson Consulting, LLC
To short website “inquiry” form… Bob Johnson Consulting, LLC
To easy-to-scan online response… Bob Johnson Consulting, LLC
Case study #2: Donating from a Smartphone Susan G. Komen for the Cure Bob Johnson Consulting, LLC
From the Komen mobile website… Bob Johnson Consulting, LLC
Start with the gift amount… Bob Johnson Consulting, LLC
Add personal information… Bob Johnson Consulting, LLC
Finish with payment information… Bob Johnson Consulting, LLC
Revisiting 7 main points… <ul><li>People visit websites to compete top tasks </li></ul><ul><li>A poor experience damages y...
The Holy Grail… one website <ul><li>One website for every access point </li></ul>Bob Johnson Consulting, LLC
Sources for top tasks and mobile… Bob Johnson Consulting, LLC
The U.S. government… http://1.usa.gov/4kgbK8 Bob Johnson Consulting, LLC
Gerry McGovern…  http://www.customercarewords.com/the-long-neck.html Bob Johnson Consulting, LLC
Jakob Nielsen on mobile… http://www.useit.com/alertbox/mobile-usability.html Bob Johnson Consulting, LLC
“ The Stranger’s Long Neck”… Bob Johnson Consulting, LLC
Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC 226 Chauncey Court Marshall, MI 49068  248.766.6425  [...
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Top Task Design: The Key to Integrating Content Strategy for Mobile & Traditional Websites

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Creating effective content for mobile websites & apps requires first understanding the top tasks that people wish to complete as the starting place for content strategy. Review examples of successful sites, perils to avoid, key research from Jakob Nielsen, and management advice from Mike Atyeo at NeoInsight.

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Top Task Design: The Key to Integrating Content Strategy for Mobile & Traditional Websites

  1. 1. Top Task Design: The Key to Integrating Content Strategy for Mobile and Traditional Websites © Robert E. Johnson 2011 J.Boye Aarhus 11 Web & Intranet Conference November 8, 2011 Bob Johnson Consulting, LLC
  2. 2. 1. Content Strategy in a Mobile World Bob Johnson Consulting, LLC
  3. 3. We have to solve the dilemma… <ul><li>“ Short is too long. Ultra-short rules the day” in mobile content. </li></ul><ul><ul><li>Jakob Nielsen </li></ul></ul><ul><ul><li>Alertbox: August 1, 2011 http://bit.ly/pftKhp </li></ul></ul><ul><li>How much of your content is “dead” & “useless” junk that impedes navigation & search results? </li></ul><ul><ul><li>Gerry McGovern </li></ul></ul>Bob Johnson Consulting, LLC
  4. 4. Content strategy questions… <ul><li>How will we decide what content to highlight in 3 to 5 mobile home page links? </li></ul><ul><li>How will we decide what other content to convert to mobile website? </li></ul><ul><li>If we decide some content is not needed on mobile… is it really needed on the “traditional” website? </li></ul><ul><li>Task importance is key to a right answer </li></ul>Bob Johnson Consulting, LLC
  5. 5. Where are we going with mobile? <ul><li>“ We have to focus on making  any and every  task doable on a mobile device . Because sooner mobile will be the number one channel. And we’d better be prepared for that, wouldn’t you say?” </li></ul><ul><ul><li>Boudewijn Bugter, Sabel Communications and Customer Carewords Partner, Netherlands </li></ul></ul>Bob Johnson Consulting, LLC
  6. 6. Interactive tasks for mobile… http://bit.ly/q8XfvB <ul><li>Calculate college costs… 77% </li></ul><ul><li>Calculate scholarships… 75% </li></ul><ul><li>Schedule a visit… 65% </li></ul><ul><li>Watch videos… 64% </li></ul><ul><li>Access social media… 62% </li></ul><ul><li>IM admissions reps… 52% </li></ul><ul><li>Complete application form… 44% </li></ul>Bob Johnson Consulting, LLC
  7. 7. 25% smartphones world wide… http://bit.ly/grclDr Bob Johnson Consulting, LLC
  8. 8. Smartphones in the U.S. in 2011… http://pewinternet.org/Reports/2011/Smartphones.aspx <ul><li>35% of people 18+ have smartphones </li></ul><ul><li>25% of smartphone owners go online “mostly” with the phone </li></ul><ul><li>Expect both percentages to increase </li></ul><ul><li>Highest ownership and use: 26 to 34 years </li></ul>Bob Johnson Consulting, LLC
  9. 9. The Law of Top Tasks… <ul><li>Not all tasks are equal… </li></ul><ul><li>Visitors determine the most important </li></ul>Bob Johnson Consulting, LLC
  10. 10. Some tasks are just more important… Mike Atyeo at NeoInsight, Ottawa, Canada 1. Find a Person 2. Procedures, Policies... 3. Corporate News 4. Training, Learning 30,000 Intranet users... 4 Countries... Bob Johnson Consulting, LLC
  11. 11. Mobile success key… top 5% content Mike Atyeo at NeoInsight, Ottawa, Canada The Long Neck Target audiences’ votes on their top tasks Bob Johnson Consulting, LLC
  12. 12. Top Tasks on the Home Page Mike Atyeo at NeoInsight, Ottawa, Canada <ul><li>Top tasks should be easy to do quickly, without errors </li></ul><ul><li>Users should be able to start a top task on the Home page </li></ul>
  13. 13. The Top Task Law… Mike Atyeo at NeoInsight, Ottawa, Canada Tasks supported by your website Priority tasks users want to do on your website Bob Johnson Consulting, LLC
  14. 14. 6 top tasks for local government… http://www.liverpool.gov.uk/ Bob Johnson Consulting, LLC
  15. 15. Converted to mobile… Bob Johnson Consulting, LLC
  16. 16. 2. Why is top task content important? Bob Johnson Consulting, LLC
  17. 17. Major reason people go to your website… <ul><li>Complete a task </li></ul>Bob Johnson Consulting, LLC
  18. 18. A bad website experience will… <ul><li>Weaken, even destroy a brand… </li></ul>Bob Johnson Consulting, LLC
  19. 19. Impact on higher education recruiting… http://bit.ly/q8XfvB <ul><li>“ Probably” drop if can’t find what’s needed… </li></ul><ul><ul><li>Students… 17% </li></ul></ul><ul><ul><li>Parents… 16% </li></ul></ul><ul><li>Did drop a school from my list… </li></ul><ul><ul><li>Students… 20% </li></ul></ul><ul><ul><li>Parents… 13% </li></ul></ul><ul><li>Create “some negative effect”… </li></ul><ul><ul><li>Students… 47% </li></ul></ul><ul><ul><li>Parents… 57% </li></ul></ul>Bob Johnson Consulting, LLC
  20. 20. The Golden Rule… <ul><li>5 seconds to connect </li></ul>Bob Johnson Consulting, LLC
  21. 21. Web visitors scan first, read second… <ul><li>If people can’t scan a page, they leave it </li></ul>Bob Johnson Consulting, LLC
  22. 22. Websites often hide 3 to 5 top tasks… <ul><li>You very likely don’t have more than 3 to 5 top tasks for each audience </li></ul><ul><ul><li>How many links on your home page? </li></ul></ul><ul><ul><li>How many links on your “Quick Links”? </li></ul></ul><ul><li>Mixing top tasks for different audiences on a single, crowded page is dangerous </li></ul><ul><li>How will you decide a few top tasks for mobile design? </li></ul>Bob Johnson Consulting, LLC
  23. 23. L ong necks and long tails… <ul><li>“ Much of the long tail is a dead zone… full of dead and useless content.” </li></ul><ul><ul><li>Gerry McGovern </li></ul></ul><ul><li>Long tail content gets found in search and included in links </li></ul><ul><li>“ Mobile” can’t afford this </li></ul>Bob Johnson Consulting, LLC
  24. 24. 3. Top task design examples from traditional websites… Bob Johnson Consulting, LLC
  25. 25. 3 top tasks for insurance… http://www.statefarm.com/ Bob Johnson Consulting, LLC
  26. 26. Tasks moved to mobile site… Bob Johnson Consulting, LLC
  27. 27. Some traditional sites are almost top task ready for mobile… Bob Johnson Consulting, LLC
  28. 28. 3-4 top tasks for admissions cycle… http://admissions.lakeheadu.ca/ Bob Johnson Consulting, LLC
  29. 29. 6 top professional school tasks… http://management.bu.edu/index.shtml Bob Johnson Consulting, LLC
  30. 30. 3 top student service tasks… http://www.uio.no/english/student-life/ Bob Johnson Consulting, LLC
  31. 31. 5 top tasks for alumni accounts… http://www.alumni.hbs.edu/lefa/ Bob Johnson Consulting, LLC
  32. 32. 4. Design, navigation points… Bob Johnson Consulting, LLC
  33. 33. First impression… this? Bob Johnson Consulting, LLC
  34. 34. Or give people a choice? Bob Johnson Consulting, LLC
  35. 35. Navigation by icons or… Bob Johnson Consulting, LLC
  36. 36. Navigation by words… Bob Johnson Consulting, LLC
  37. 37. Critical point on links… Make sure a finger tip will work… Bob Johnson Consulting, LLC
  38. 38. How will you convert this Home page… Bob Johnson Consulting, LLC
  39. 39. To this Home page? Bob Johnson Consulting, LLC
  40. 40. Solution… only audience paths on the Home page Bob Johnson Consulting, LLC
  41. 41. “ Start” page for “Future Students”… Bob Johnson Consulting, LLC
  42. 42. “ Start” page for “UBC Community”… Bob Johnson Consulting, LLC
  43. 43. Be wary of transitions like this… Bob Johnson Consulting, LLC
  44. 44. And like this… Bob Johnson Consulting, LLC
  45. 45. 5. Identifying top tasks… <ul><li>Review your analytics </li></ul><ul><li>Start a survey </li></ul>Bob Johnson Consulting, LLC
  46. 46. 1 st step: review analytics… <ul><li>Start with web analytics… </li></ul><ul><ul><li>Most visited pages </li></ul></ul><ul><ul><li>Pages where people spend the most time </li></ul></ul><ul><ul><li>Search phrases people use to find your site </li></ul></ul><ul><ul><li>Search phrases people use within your site </li></ul></ul><ul><ul><ul><li>http://1.usa.gov/4kgbK8 </li></ul></ul></ul><ul><li>Do different reviews for “new” and “returning” visitors </li></ul><ul><li>Marketers: most attention to “new” visitors </li></ul>Bob Johnson Consulting, LLC
  47. 47. 2 nd step: ask your visitors… <ul><li>Add a survey to your website… </li></ul><ul><ul><li>“ What is your primary task in coming to the site today?” </li></ul></ul><ul><ul><li>“ How easy or difficult was it to complete that task, on a scale of 1 to 5?” </li></ul></ul><ul><ul><ul><li>http://1.usa.gov/4kgbK8 </li></ul></ul></ul>Bob Johnson Consulting, LLC
  48. 48. Key survey points… <ul><li>Ask people to pick no more than 5 top tasks from no more than 100 possibilities </li></ul><ul><ul><li>People will struggle to think of more than 5 </li></ul></ul><ul><li>Make them select in 5 minutes or less </li></ul><ul><li>Try for answers from at least 100 people </li></ul><ul><li>In every case, you’ll see: </li></ul><ul><ul><li>A “Long Neck” with just a few tasks </li></ul></ul><ul><ul><li>A “Long Tail” with the rest of the tasks </li></ul></ul>Bob Johnson Consulting, LLC
  49. 49. Creating top task survey choices… <ul><li>What do people “search” for on your site? </li></ul><ul><li>What keywords to people use to find you? </li></ul><ul><li>Interview people in direct contact with customers </li></ul><ul><li>Use navigation terms on your site now </li></ul><ul><li>Search competitive sites for variations on these terms </li></ul>Bob Johnson Consulting, LLC
  50. 50. 6. Management notes… Bob Johnson Consulting, LLC
  51. 51. Changing the culture… Bob Johnson Consulting, LLC From... To... “ Let’s fix the website...” “ Let’s fix the Top Tasks...” Let’s get a new Search Engine... Ensure the top 50 internal searches return excellent results. Revising our taxonomy and Information Architecture... Bringing Top Task links and functionality up the hierarchy. Let’s buy the ( Silver Bullet/ Magic Wand ) CMS... Make sure content for Top Tasks is excellent. Let’s customize our weblog metrics... Measuring Top Task performance.
  52. 52. Task Priority & Info Architecture Mike Atyeo at NeoInsight, Ottawa, Canada <ul><li>Start 2 or 3 top tasks on the Home page </li></ul><ul><li>Categorized links on home page lead to high priority tasks on level 2 pages </li></ul><ul><li>Medium priority tasks accessible from level 2 landing pages or ‘hub’ pages </li></ul><ul><li>Low priority tasks start three levels down in architecture… review these again for deletion </li></ul><ul><li>Maybe some of these shouldn’t even be done on the website… esp. in mobile! </li></ul>1 2 3 4 5 Tasks Votes Bob Johnson Consulting, LLC
  53. 53. Manage users’ tasks… <ul><li>5% of a website delivers 25% of its value . </li></ul><ul><li>There are a small number of ‘top tasks’ which users prioritize far above others. </li></ul><ul><li>These top tasks should be the basis for: </li></ul><ul><ul><li>Site architecture </li></ul></ul><ul><ul><li>Benchmarking </li></ul></ul><ul><ul><li>Allocation of resources </li></ul></ul><ul><ul><li>Prioritization of projects </li></ul></ul><ul><ul><li>Performance measurement </li></ul></ul>Tasks Bob Johnson Consulting, LLC
  54. 54. Case study #1: Making a Higher Education Inquiry University of British Columbia Bob Johnson Consulting, LLC
  55. 55. Starting at the mobile site… Bob Johnson Consulting, LLC
  56. 56. To email from mobile site… Bob Johnson Consulting, LLC
  57. 57. To short website “inquiry” form… Bob Johnson Consulting, LLC
  58. 58. To easy-to-scan online response… Bob Johnson Consulting, LLC
  59. 59. Case study #2: Donating from a Smartphone Susan G. Komen for the Cure Bob Johnson Consulting, LLC
  60. 60. From the Komen mobile website… Bob Johnson Consulting, LLC
  61. 61. Start with the gift amount… Bob Johnson Consulting, LLC
  62. 62. Add personal information… Bob Johnson Consulting, LLC
  63. 63. Finish with payment information… Bob Johnson Consulting, LLC
  64. 64. Revisiting 7 main points… <ul><li>People visit websites to compete top tasks </li></ul><ul><li>A poor experience damages your brand </li></ul><ul><li>Use of smartphones to access the Internet is growing </li></ul><ul><li>People will expect a good mobile experience </li></ul><ul><li>Mobile requires cleaner, simpler design </li></ul><ul><li>Mobile design must highlight top tasks </li></ul><ul><li>Content strategy should focus on reducing content </li></ul>Bob Johnson Consulting, LLC
  65. 65. The Holy Grail… one website <ul><li>One website for every access point </li></ul>Bob Johnson Consulting, LLC
  66. 66. Sources for top tasks and mobile… Bob Johnson Consulting, LLC
  67. 67. The U.S. government… http://1.usa.gov/4kgbK8 Bob Johnson Consulting, LLC
  68. 68. Gerry McGovern… http://www.customercarewords.com/the-long-neck.html Bob Johnson Consulting, LLC
  69. 69. Jakob Nielsen on mobile… http://www.useit.com/alertbox/mobile-usability.html Bob Johnson Consulting, LLC
  70. 70. “ The Stranger’s Long Neck”… Bob Johnson Consulting, LLC
  71. 71. Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC 226 Chauncey Court Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html Bob Johnson Consulting, LLC

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