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The Core Model:
Getting to business
while making friends
Ida Aalen @idaAa
UX Camp CPH 2015
@idaAa
Ida Aalen
UX Designer
Home page
Home page
Home page
Home page
Home page
Home page
Home page
The Core Model at UX Camp CPH 2014
Googled
Clicked a link on Facebook
Googled
Clicked a link on Facebook
Many users
will never see
any other page
Business
goals
User
tasks
Business
goals
User
tasks
Business
goals
User
tasks
Business
goals
User
tasks
Business
goals
User
tasks
Business
goals
User
tasks
Cores
Business
goals
User
tasks
Cores
Forward paths
The Core Model
• The Core is where your users solve
their tasks and you reach your
objectives
• Paths, not hierarchy
• No dead ends
@AreGH
@AreGH
The Core Model at UX Camp CPH 2014
The Core Model at UX Camp CPH 2014
Do your
user
research
...and establish
objectives!
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
The Core Model at UX Camp CPH 2014
Make cores,
not wars
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
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
The Core Model at UX Camp CPH 2014
Lawyer
Prevention
Web editor
Design
Socionom
Research
Cancer nurse
Fundraiser
Cancer care
Step #1
Identify your core pages
This is done by matching business goals and user
needs.
Top task survey
«If you’re visiting The Cancer Society’s website, which
five tasks are the most important to you?»
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
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Step #2
Inward paths
How will the user get here? How will they find this
content?
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
How will
the user find
their way to
this core
page?
Step #3
Core content
What content elements do we need to make sure the
user solves their task (while respecting our objectives)
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?
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Step #4
Forward paths
After the user has solved their task, where do we want
to send them next?
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?
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?
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Step #5
Prioritizing core
elements
How would you place these elements if you only had a
mobile screen available?
The Core Model at UX Camp CPH 2014
The Core Model at UX Camp CPH 2014
Updated
template!
The core is
the same on
all devices
Example
Breast cancer
Warning!
The Core Model at UX Camp CPH 2014
The Core Model at UX Camp CPH 2014
The Core Model at UX Camp CPH 2014
The Core Model at UX Camp CPH 2014
The Core Model at UX Camp CPH 2014
Time on page
Time on page
3:57
3:48
The Core Model at UX Camp CPH 2014
The Core Model at UX Camp CPH 2014
– More people contact the
cancer line now than before,
but now they’re more
informed when they contact
us
Anine Wiig Dagestad
Oncology nurse
2006 2007 2008 2009 2010 2011 2012 2013 2014
Cancer line
conversations
2006 2007 2008 2009 2010 2011 2012 2013 2014
Cancer line
conversations Launch
2006 2007 2008 2009 2010 2011 2012 2013 2014
Cancer line
conversations Launch
+43%
2006 2007 2008 2009 2010 2011 2012 2013 2014
Cancer line
conversations Launch
+58%
+43%
Unique visitors
2010 2011 2012 2013 2014 2015
Unique visitors
2010 2011 2012 2013 2014 2015
Launch
The Core Model at UX Camp CPH 2014
The Core Model at UX Camp CPH 2014
The Core Model at UX Camp CPH 2014
Example
Increasing sales of
mobile broad band
0
10000
20000
30000
40000
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 15
Pageviews
Pages (ranked)
0
10000
20000
30000
40000
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 15
Pageviews
Everyone
agrees these
pages are
important
Pages (ranked)
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
«But my pages
are important
too!»
Pages (ranked)
Our products
• Subscriptions
• Pricing
• Coverage
• Buy
The Core Model at UX Camp CPH 2014
What are the different subscriptions?
What’s the price?
Coverage
My
connection
isn’t
working!
The Core Model at UX Camp CPH 2014
Reorganizing
the content
using the core
model
+80%
Sales of mobile
broad band
Customer support
emails
Number of
pages
-35%-80%
Example
Increasing donations
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
Treatment of cancer
Symptoms of cancer
Preventing cancer
Cancer types
Latest research
Choosing a hospital
Donate
Volunteer
Memory gift
Legacy gift
0 % 1 % 2 % 3 % 4 % 5 % 6 %
Top 25%
Fundraising-
tasks were on
the bottom of
the list!
6 out of
79 tasks got
25% of the
votes
Research
project
User task
Increase
donations
Objective
Make a
donation
Research
project
User task Forward path
Increase
donations
Objective
Portable
donation forms!
The Core Model at UX Camp CPH 2014
The Core Model at UX Camp CPH 2014
Portable
donation
form
Treatment of cancer
Symptoms of cancer
Preventing cancer
Cancer types
Latest research
Choosing a hospital
Donate
Volunteer
Memory gift
Legacy gift
0 % 1 % 2 % 3 % 4 % 5 % 6 %
Top 25%
But
some
people are
actually
coming to
donate
Make a
donation
User task
Increase
donations
Objective
Recurring
donation
Make a
donation
User task Forward path
Increase
donations
Objective
The Core Model at UX Camp CPH 2014
The Core Model at UX Camp CPH 2014
One time
donations
+602%
Regular
donors
+704%
One time
donations
+602%
Regular
donors
+704%
One time
donations
+602%
Regular
donors sum
+847%
Regular
donors
x8
One time
donations
x7
Regular
donors sum
x9
2011 2012 2013 2014
Annual income, regular
donors (web)
2011 2012 2013 2014
Annual income, regular
donors (web)
2011 2012 2013 2014
Annual income, regular
donors (web)
Launch
2011 2012 2013 2014
Annual income, regular
donors (web)
Launch
2011 2012 2013 2014
Annual income, regular
donors (web)
Launch
Improved forms
2011 2012 2013 2014
Annual income, regular
donors (web)
Launch
Improved forms
2011 2012 2013 2014
Annual income, regular
donors (web)
Launch
Improved forms
Example
Increasing membership
How do you increase
membership when the
idea of membership
can be frightening?
Rehabilitation
IT
Fundraising
Webmaster
Member services
The Core Model at UX Camp CPH 2014
The Core Model at UX Camp CPH 2014
The Core Model at UX Camp CPH 2014
Living with
loss of vision
User task
Increase
member-
ship
Objective
Call us for
advice
Living with
loss of vision
User task Forward path
Increase
member-
ship
Objective
The Core Model at UX Camp CPH 2014
How do you get from
core pages to design
and content creation?
The Core Model at UX Camp CPH 2014
The Core Model at UX Camp CPH 2014
The Core Model at UX Camp CPH 2014
The Core Model at UX Camp CPH 2014
We built
the core
model into
Statamic
Fundraising
Information Web editor
Rehabilitation
Fundraising
Politics
IT
The Core Model at UX Camp CPH 2014
The Core Model at UX Camp CPH 2014
The Core Model at UX Camp CPH 2014
The Core Model at UX Camp CPH 2014
Did you
notice I
didn’t show
any home
pages?
Takeaways
• Objectives and user tasks first
• Start with the core
• Get rid of dead ends
• Be creative about your forward
paths
• Home page last, not first
Ida Aalen / @idaAa
ida@netliferesearch.com
Thank you!
(Ask me for a Webdagene discount!)
Slides & resources:

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