The Core Model at UX Camp CPH 2014

3,678 views

Published on

Published in: Design

The Core Model at UX Camp CPH 2014

  1. 1. The Core Model: Getting to business while making friends Ida Aalen @idaAa UX Camp CPH 2015
  2. 2. @idaAa Ida Aalen UX Designer
  3. 3. Home page
  4. 4. Home page
  5. 5. Home page
  6. 6. Home page
  7. 7. Home page
  8. 8. Home page
  9. 9. Home page
  10. 10. Googled Clicked a link on Facebook
  11. 11. Googled Clicked a link on Facebook Many users will never see any other page
  12. 12. Business goals User tasks
  13. 13. Business goals User tasks
  14. 14. Business goals User tasks
  15. 15. Business goals User tasks
  16. 16. Business goals User tasks
  17. 17. Business goals User tasks Cores
  18. 18. Business goals User tasks Cores Forward paths
  19. 19. The Core Model • The Core is where your users solve their tasks and you reach your objectives • Paths, not hierarchy • No dead ends @AreGH
  20. 20. @AreGH
  21. 21. Do your user research
  22. 22. ...and establish objectives!
  23. 23. 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
  24. 24. Make cores, not wars
  25. 25. 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
  26. 26. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  27. 27. Lawyer Prevention Web editor Design Socionom Research Cancer nurse Fundraiser Cancer care
  28. 28. Step #1 Identify your core pages This is done by matching business goals and user needs.
  29. 29. Top task survey «If you’re visiting The Cancer Society’s website, which five tasks are the most important to you?»
  30. 30. 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
  31. 31. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  32. 32. Step #2 Inward paths How will the user get here? How will they find this content?
  33. 33. 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?
  34. 34. Step #3 Core content What content elements do we need to make sure the user solves their task (while respecting our objectives)
  35. 35. 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?
  36. 36. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  37. 37. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  38. 38. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  39. 39. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  40. 40. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  41. 41. Step #4 Forward paths After the user has solved their task, where do we want to send them next?
  42. 42. 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?
  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
  45. 45. Step #5 Prioritizing core elements How would you place these elements if you only had a mobile screen available?
  46. 46. Updated template!
  47. 47. The core is the same on all devices
  48. 48. Example Breast cancer
  49. 49. Warning!
  50. 50. Time on page
  51. 51. Time on page 3:57 3:48
  52. 52. – More people contact the cancer line now than before, but now they’re more informed when they contact us Anine Wiig Dagestad Oncology nurse
  53. 53. 2006 2007 2008 2009 2010 2011 2012 2013 2014 Cancer line conversations
  54. 54. 2006 2007 2008 2009 2010 2011 2012 2013 2014 Cancer line conversations Launch
  55. 55. 2006 2007 2008 2009 2010 2011 2012 2013 2014 Cancer line conversations Launch +43%
  56. 56. 2006 2007 2008 2009 2010 2011 2012 2013 2014 Cancer line conversations Launch +58% +43%
  57. 57. Unique visitors 2010 2011 2012 2013 2014 2015
  58. 58. Unique visitors 2010 2011 2012 2013 2014 2015 Launch
  59. 59. Example Increasing sales of mobile broad band
  60. 60. 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)
  61. 61. 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)
  62. 62. 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)
  63. 63. Our products • Subscriptions • Pricing • Coverage • Buy
  64. 64. What are the different subscriptions?
  65. 65. What’s the price?
  66. 66. Coverage
  67. 67. My connection isn’t working!
  68. 68. Reorganizing the content using the core model
  69. 69. +80% Sales of mobile broad band Customer support emails Number of pages -35%-80%
  70. 70. Example Increasing donations
  71. 71. 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
  72. 72. 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
  73. 73. Research project User task Increase donations Objective
  74. 74. Make a donation Research project User task Forward path Increase donations Objective
  75. 75. Portable donation forms!
  76. 76. Portable donation form
  77. 77. 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
  78. 78. Make a donation User task Increase donations Objective
  79. 79. Recurring donation Make a donation User task Forward path Increase donations Objective
  80. 80. One time donations +602%
  81. 81. Regular donors +704% One time donations +602%
  82. 82. Regular donors +704% One time donations +602% Regular donors sum +847%
  83. 83. Regular donors x8 One time donations x7 Regular donors sum x9
  84. 84. 2011 2012 2013 2014 Annual income, regular donors (web)
  85. 85. 2011 2012 2013 2014 Annual income, regular donors (web)
  86. 86. 2011 2012 2013 2014 Annual income, regular donors (web) Launch
  87. 87. 2011 2012 2013 2014 Annual income, regular donors (web) Launch
  88. 88. 2011 2012 2013 2014 Annual income, regular donors (web) Launch Improved forms
  89. 89. 2011 2012 2013 2014 Annual income, regular donors (web) Launch Improved forms
  90. 90. 2011 2012 2013 2014 Annual income, regular donors (web) Launch Improved forms
  91. 91. Example Increasing membership
  92. 92. How do you increase membership when the idea of membership can be frightening?
  93. 93. Rehabilitation IT Fundraising Webmaster Member services
  94. 94. Living with loss of vision User task Increase member- ship Objective
  95. 95. Call us for advice Living with loss of vision User task Forward path Increase member- ship Objective
  96. 96. How do you get from core pages to design and content creation?
  97. 97. We built the core model into Statamic
  98. 98. Fundraising Information Web editor Rehabilitation Fundraising Politics IT
  99. 99. Did you notice I didn’t show any home pages?
  100. 100. 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
  101. 101. Ida Aalen / @idaAa ida@netliferesearch.com Thank you! (Ask me for a Webdagene discount!) Slides & resources:

×