Core model thinking at the Norwegian Cancer Society - Responsive Day Out Brighton, June 27th

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A 20 minute case study of how we use the core model and mobile first thinking to redesign the Norwegian Cancer Society's website. Find resources here: http://bit.ly/core-brighton

Published in: Design, Health & Medicine

Core model thinking at the Norwegian Cancer Society - Responsive Day Out Brighton, June 27th

  1. 1. The Core Model @idaAa / Ida Aalen Responsive Day Out June 27th bit.ly/ core-brighton
  2. 2. Redesigning the NCS 1. Objectives & target audiences 2. User research 3. Concept & tone of voice 4. Core workshops & sketching 5. Design, content & development 6. Governance & iterations
  3. 3. Don’t do anything without knowing objectives & user needs ;)
  4. 4. Top task survey “If you’re visiting The Cancer Society’s website, which five tasks are the most important to you?” 1000+ participants chose between 79 different tasks.
  5. 5. 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
  6. 6. Home page
  7. 7. Home page
  8. 8. Home page
  9. 9. Home page
  10. 10. Home page
  11. 11. Home page
  12. 12. Home page
  13. 13. Many users will never see any other page
  14. 14. Many users will never see any other page
  15. 15. Googled «lung cancer» Many users will never see any other page
  16. 16. Googled «lung cancer» Saw a link on Facebook about cancer research Many users will never see any other page
  17. 17. Business goals User tasks
  18. 18. Business goals User tasks
  19. 19. Business goals User tasks
  20. 20. Business goals User tasks
  21. 21. Business goals User tasks
  22. 22. Business goals User tasks “Lung cancer”
  23. 23. Business goals User tasks Core pages “Lung cancer”
  24. 24. Business goals User tasks Core pages “Lung cancer”“Donate”
  25. 25. Business goals User tasks Core pages “Lung cancer”“Donate”
  26. 26. The Core Model @AreGH
  27. 27. The Core Model • Core pages is where your users solve their task and you reach your objectives @AreGH
  28. 28. The Core Model • Core pages is where your users solve their task and you reach your objectives • Paths, not hierarchy @AreGH
  29. 29. The Core Model • Core pages is where your users solve their task and you reach your objectives • Paths, not hierarchy • No blind alleys @AreGH
  30. 30. Using the core model on your team or with your clients
  31. 31. Lawyer Prevention Web editor Design Socionom Research Cancer nurse Fundraiser Cancer care
  32. 32. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  33. 33. Identify your core pages This is done by matching business goals and user needs.
  34. 34. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  35. 35. Inward paths How will the user get here? How will they find this content?
  36. 36. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks How will the user find its way to this core page?
  37. 37. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks How will the user find its way to this core page?
  38. 38. Core content What content elements do we need to make sure the user solves their task (while respecting our objectives)
  39. 39. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks What’s the optimal solution, for the user and for us?
  40. 40. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks What’s the optimal solution, for the user and for us?
  41. 41. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  42. 42. Outward paths After the user has solved their task, where do we want to send them next?
  43. 43. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks Where should we send the user, after they’ve solved their primary task?
  44. 44. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks Where should we send the user, after they’ve solved their primary task?
  45. 45. Using mobile to prioritize How would you place these elements if you only had a mobile screen available?
  46. 46. Inward paths Core contents & forward paths Core page: Business goals (achieve at least one) User tasksIf you had a small screen, how would you prioritize these elements?
  47. 47. The core is the same on all devices
  48. 48. Early paper sketch Early photoshop sketch HTML & CSS prototype No “Lorem Ipsum”. We only used actual content when designing.
  49. 49. Example Breast cancer
  50. 50. Time on page 3:573:48
  51. 51. Example Donations
  52. 52. 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
  53. 53. Treatment of cancer Symptoms of cancer Preventing cancer Cancer types Latest research Choosing a hospital Donate Volunteer Memory gift Will gift 0 % 1 % 2 % 3 % 4 % 5 % 6 % Top 25% 6 out of 79 tasks got 25% of the votes Fundraising was at the bottom...
  54. 54. Research project Core page
  55. 55. Make a donation Research project Core page Outward path
  56. 56. Portable donation forms!
  57. 57. But... Does it work?
  58. 58. Unique visitors 2010 2011 20142013 Launch 2012
  59. 59. 2006 2007 2008 2009 2010 2011 2012 2013 Cancer line conversations +40% Launch
  60. 60. TITTEL 1 2 3
  61. 61. Player 1: Wilhelm Lines: 4 Points: 2367
  62. 62. Keeping priorities from small screens pays off
  63. 63. One time donations +198%
  64. 64. Regular donors +288% One time donations +198%
  65. 65. Regular donors +288% One time donations +198% Regular donors sum +382%
  66. 66. Regular donors x4 One time donations x3 Regular donors sum x5
  67. 67. Members +107%
  68. 68. Members x2
  69. 69. 2011 2012 2013 2014 (so far) Annual income, regular donors (web)
  70. 70. 2011 2012 2013 2014 (so far) Annual income, regular donors (web) Launch
  71. 71. 2011 2012 2013 2014 (so far) Annual income, regular donors (web) Launch
  72. 72. 2011 2012 2013 2014 (so far) Annual income, regular donors (web) Launch
  73. 73. Christmas campaign
  74. 74. Christmas campaign 15%
  75. 75. Christmas campaign 15% 17%
  76. 76. Christmas campaign 15% 17% 10%
  77. 77. Membership campaign
  78. 78. Membership campaign 2,5%
  79. 79. Membership campaign 2,5% 6,5%
  80. 80. Membership campaign 2,5% 6,5% 7,3%
  81. 81. Desktop Tablet Smartphones Text Cold water challenge 3,5 million NOK in 2 weeks
  82. 82. Thank you! @idaAa or ida@netliferesearch.com Slides & resources: bit.ly/core-brighton

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