- Using the core model to prioritize content in a responsive website - How content governance is improved by a clear and defined core message - How content is enhanced by working collaboratively and interdisciplinarily - Amazing results!

1. Content against cancer
A case study of The Norwegian Cancer Society online
Ida Aalen
@idaAa
CSForum 2013

2. Senior Interaction Designer at Netlife Research
@idaAa
Hi, my name is
Ida Aalen

3. Agenda
• Using the core model to prioritize content in a responsive
website
• How content governance is improved by a clear and defined
core message
• How content is enhanced by working collaboratively and
interdisciplinarily
• Amazing results!

4. So, who’s Netlife
Research?

5. Netlife Research is:

10. @EirikHafver @ThordFoss
@idaAa

11. The Norwegian Cancer
Society
...before.

14. The
challenge
• 40-45 people was working
decentralized, in silos and
was writing overlapping
content (with no links!)
• The website was
unprioritized and difficult
to navigate
• The content was not
addressing the users’ key
questions

15. The process

16. #1
Finding goals, KPIs and
target audiences

19. Their goals
In general
• Decreasing how many get
cancer
• Increasing how many
survive cancer
• Ensuring quality of life for
cancer patients and their
friends and family

20. Their goals
In general
• Decreasing how many get
cancer
• Increasing how many
survive cancer
• Ensuring quality of life for
cancer patients and their
friends and family
Online
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

21. Target
audiences
Primary
1. Patients
2. Friends and family
3. “The population”
4. Scientists
Secondary
• Professionals
• Media
• Government
• Education
• Sponsors

22. #2
Identifying top user
tasks

23. Whoever
screams highest
will win?

24. Tons of
research
• Focus groups with patients
and next of kin
• Surveys of The Cancer
Society’s reputation
• Analytics
• Interviews with 10
stakeholders and 10
potential users
• Top task survey

25. Top task analysis
aka Customer Carewords:
If you’re visiting The Cancer Society’s website, which of these five
tasks are the most important for you?

26. 0
200
400
600
800
1000
1200
1400
1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76
Vote
Tasks
Some content is
more important

27. Tasks
382
Voters
765
Voters
1147
Voters
1530
Voters
1
Behandling av kreft (behandlingsformer, bivirkinger,
risiko, prognoser osv) 6.4% 6.0% 6.0% 5.9%
2 Symptomer på kreft 3.9% 4.2% 4.2% 4.1%
3 Forebygge kreft - hva kan du gjøre? 3.9% 4.0% 3.6% 3.8%
4 Kreftformer (symptomer, prognoser, behandling) 2.8% 3.8% 3.8% 3.7%
5 Forskning (nyeste resultater) 2.2% 2.5% 3.2% 3.6%
6
Sykehusvalg for kreftbehandling (ventetider, best tilbud
osv) 3.0% 2.9% 3.1% 3.1%
7 Pasienter - hvilke rettigheter har man? 3.0% 2.9% 2.9% 2.8%
8
Pårørende - hvordan takle det? (ta vare på seg selv,
forholde seg til kreftrammet osv) 3.0% 2.7% 2.4% 2.5%
9 Ventetider (behandling, rekonstruksjon, rehabilitering) 2.4% 2.9% 2.6% 2.4%
10 Kosthold for å forebygge kreft 2.2% 2.0% 2.0% 2.2%
11 Undersøke seg selv - slik gjør man det 2.2% 2.4% 2.3% 2.2%
12 Spørre fagfolk om råd (e-post, telefon, chat osv) 2.4% 2.3% 2.0% 2.1%
13 Barn og unge med kreft 2.6% 2.6% 2.4% 2.1%
14 Mistanke om kreft 2.3% 2.3% 2.2% 2.0%
15
Masseundersøkelser/screening (mammografi, prostata,
livmorhals osv) 2.0% 2.3% 2.0% 2.0%
16
Livet etter kreftbehandlingen (tilbake til jobb og
hverdag) 1.8% 2.2% 1.9% 1.9%
17 Diagnoser (ulike kreftformer) 2.0% 2.0% 2.0% 1.9%
18 Legebesøk - hva bør man tenke på og spørre om? 2.0% 2.0% 2.0% 1.8%
19 NAV og sykehus - hjelp til å forstå regelverket 1.7% 1.9% 1.9% 1.8%
20 Kurs og grupper for kreftrammede og pårørende 1.0% 1.6% 1.6% 1.7%
Top 25%
26-50%
51-75%
Tasks
382
Voters
765
Voters
1147
Voters
1530
Voters
1
Behandling av kreft (behandlingsformer, bivirkinger,
risiko, prognoser osv) 6.4% 6.0% 6.0% 5.9%
2 Symptomer på kreft 3.9% 4.2% 4.2% 4.1%
3 Forebygge kreft - hva kan du gjøre? 3.9% 4.0% 3.6% 3.8%
4 Kreftformer (symptomer, prognoser, behandling) 2.8% 3.8% 3.8% 3.7%
5 Forskning (nyeste resultater) 2.2% 2.5% 3.2% 3.6%
6
Sykehusvalg for kreftbehandling (ventetider, best tilbud
osv) 3.0% 2.9% 3.1% 3.1%
7 Pasienter - hvilke rettigheter har man? 3.0% 2.9% 2.9% 2.8%
8
Pårørende - hvordan takle det? (ta vare på seg selv,
forholde seg til kreftrammet osv) 3.0% 2.7% 2.4% 2.5%
9 Ventetider (behandling, rekonstruksjon, rehabilitering) 2.4% 2.9% 2.6% 2.4%
10 Kosthold for å forebygge kreft 2.2% 2.0% 2.0% 2.2%
11 Undersøke seg selv - slik gjør man det 2.2% 2.4% 2.3% 2.2%
12 Spørre fagfolk om råd (e-post, telefon, chat osv) 2.4% 2.3% 2.0% 2.1%
13 Barn og unge med kreft 2.6% 2.6% 2.4% 2.1%
14 Mistanke om kreft 2.3% 2.3% 2.2% 2.0%
15
Masseundersøkelser/screening (mammografi, prostata,
livmorhals osv) 2.0% 2.3% 2.0% 2.0%
16
Livet etter kreftbehandlingen (tilbake til jobb og
hverdag) 1.8% 2.2% 1.9% 1.9%
17 Diagnoser (ulike kreftformer) 2.0% 2.0% 2.0% 1.9%
18 Legebesøk - hva bør man tenke på og spørre om? 2.0% 2.0% 2.0% 1.8%
19 NAV og sykehus - hjelp til å forstå regelverket 1.7% 1.9% 1.9% 1.8%
20 Kurs og grupper for kreftrammede og pårørende 1.0% 1.6% 1.6% 1.7%
Cancer
treatment,
symptoms, and
prevention was
most
important

28. Tasks Total Vote
% of Total
Vote 20775
Cumulative
Vote
60
Gi gave til Kreftforeningen (engangsbeløp eller fast
giver) 91 0.4% 96.8%
61 Frivillig innsats 75 0.4% 97.2%
62 Lokale kontorer til Kreftforeningen 71 0.3% 97.5%
63 Vardesenteret (åpningstider, kontaktinformasjon, tilbud) 69 0.3% 97.9%
64 Hjelpemidler (proteser, parykk osv) 63 0.3% 98.2%
65 Nettbutikk (Rosa sløyfe, Livestrong-bånd osv) 55 0.3% 98.5%
66 Ansatte i Kreftforeningen 53 0.3% 98.7%
67 Seksualitet og kreft 39 0.2% 98.9%
68 Ledige stillinger 35 0.2% 99.1%
69 Pressemeldinger 27 0.1% 99.2%
70 Donasjon i forbindelse med begravelse 26 0.1% 99.3%
71 Testament - hjelp til å skrive testamentet 24 0.1% 99.4%
72 Årsoppgave til selvangivelsen 22 0.1% 99.5%
73 Bedrift/næringsliv - hvordan støtte Kreftforeningen? 22 0.1% 99.6%
74 Årsberetningen til Kreftforeningen 16 0.1% 99.7%
75 Starte en innsamling 15 0.1% 99.8%
76
Endre/registrere opplysninger om giver/medlem
(adresse, fødselsnummer, beløp osv) 14 0.1% 99.9%
77 Minnegave 13 0.1% 99.9%
78 Skattefradrag for gaver til Kreftforeningen 8 0.0% 100.0%
79 Testamentarisk gave (hvordan gi) 8 0.0% 100.0%
0.4% vote for
“Donate” and
“Volunteer”

29. The challenge
Users were only after 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

30. #3
Developing the core
message

31. Going
through user
research and
goals
@WilhelmJA @ThordFoss
@EirikHafver

32. Sketching
ideas for
functionality
and concept

33. Feedback
from the
group

34. Which ideas
are
connected?
What
should we
take with us
going next?

35. Three
different
core
messages
#1 Togetherness
A channel for compassion
and sharing of experiences
and feelings
#2 The Encyclopedia
Authorative, trustworthy
and matter-of-factly
#3 A human face
Experiences and advice is
individualized and
personified

37. #1
Togetherness
In 2009, about 27 500 Norwegians
was diagnosed with cancer. 2 out 3
will survive.

38. 0%
10%
20%
30%
40%
50%
60%
1970 1975 1980 1985 1990 1995 2000 2005
#2
The
Encyclopedia
Men Women
More and more people survive leukemia

39. #3
A human face
I am one of the many
who survived leukemia
in 2009.
This is how I felt

40. Opplysningskontoret
Anatomitegninger Leonardo da Vinci

41. 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.

42. 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.

43. #4
Bringing goals, user
tasks and the core
message together

44. Very few
users
visited the
frontpage
2%
12%
11%
76%
Search
Referrals
Direct traffic
Campaigns

45. Using the
core model
• 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
The core

47. Working in
pairs to
identify ways in,
core content
and ways
out
@BeateSorum @Mona_Stensrud

48. People from
different parts of
the organization
were paired

51. Helping
patients, their
family and
friends
Waiting for
treatment
Attend a course or
group
Talk to others in
the same situation

52. Prevention
Increasing
knowledge
about cancer
and prevention
Cancer forms

53. Give a donation
Increasing
donations and
members
Cancer
research

54. #5
Design
https://kreftforeningen.no

62. Modules
TITTEL
ACTION
OM OSS TJENESTER BLOGG

66. TITTEL
1
2
3

67. Player 1: Wilhelm
Lines: 4
Points: 2367

68. Player 1: Wilhelm
Lines: 4
Points: 2367

69. The
core
Related Menu

73. #6
Governance

74. Web editor

75. Web editor
Cancer Research Prevention RightsFundraising

76. Web editor
Cancer Research Prevention RightsFundraising

77. The editors • 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
sourcesThanks
to a lot of
lobbying by
@EirikHafver

78. – 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

79. 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?
5 questions
The Cancer
Society ask
about
(new)
content

82. But what about
campaigns?

88. Results

91. +20 %

92. – 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

93. 0
10
20
30
40
2010 2011 2012 2013 (so far)
Source: Cancer society ...and
October and
November
always gets
most
mentions

94. – We’re seeing more press
with basic “cut and paste”
from our pages, especially
on prevention
Marte Gråberg / @MarteGraberg
Webeditor of kreftforeningen.no

95. – We’re spending more time
going through our pages,
watching the statistics and
making sure the pages...
Marte Gråberg / @MarteGraberg
Webeditor of kreftforeningen.no

96. ...answer the questions that
are being raised by media.
Marte Gråberg / @MarteGraberg
Webeditor of kreftforeningen.no

98. One time
donations
+70 %

99. One time
donations
+70 %
Donations
total
+73 %

100. Monthly
donations
+88 %
One time
donations
+70 %
Donations
total
+73 %

101. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug
250 kr
500 kr

102. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug
250 kr
500 kr
Default changed from
250 kr to 500 kr thanks
to @BeateSorum

103. – Before, people had
responsibility for their area
and worked solely with that.
We’re working differently...
Marte Gråberg / @MarteGraberg
Webeditor of kreftforeningen.no

104. ...with our content now than
how we used to. We’re doing
more work together.
Marte Gråberg / @MarteGraberg
Webeditor of kreftforeningen.no

105. Questions?
@idaAa or ida@netliferesearch.com
@ThordFoss Graphic Designer
@EirikHafver Content Strategist
@WilhelmJA Frontend Developer
@MarteGraberg Web Editor
@SolheimSlind Web Master
@BeateSorum Digital Fundraising

106. Ida Aalen
ida@netliferesearch.com
+47 45 24 24 12
@idaAa
Thank you!