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Core model workshop at Confab Intensive 2015
The document describes The Core Model, a workshop method for structuring digital products and content around user needs and business goals. The workshop is facilitated in 5 steps: 1) Identifying core pages by matching goals and tasks, 2) Defining inward paths to content, 3) Determining core content, 4) Establishing forward paths after tasks are complete, 5) Prioritizing elements for mobile. Examples demonstrate increasing donations, membership and project leads by applying the model. The method emphasizes objectives, core elements, and creative forward paths over traditional site hierarchies.
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Core model workshop at Confab Intensive 2015
- 1. The Core Model: Gettingto business while making friends Ida Aalen @idaaa Audun Rundberg @audunru Confab Intensive 2015
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- 3. Ida Aalen @idaaa UX Designer AudunRundberg @audunru Content Strategist #ConfabINT How come our annual report isn’t on the home page? Why isn’t my department in the main menu? We need a button on the home page that takes you to our Facebook profile. I need a banner for our latest product launch. Somebody called me last week and couldn’t find vacant positions! You should make more room for news. I don’t like purple!! My son could have made a better website.
- 6. Multinational telecommunications company Non-governmental organization Scandinavian constructioncompany Non-governmental organization
- 7. Agenda 09.00 The CoreModel 09.45 Get down to business (and make friends) 12.00 Finished
- 8. Say hello! • What’syour name? • Where do you work? • Pair up! • (Or ‘three’ up if you can’t make pairs)
- 9. Make cores -not wars
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- 11. Googled Clicked a linkon Facebook Many users will never see any other page
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- 13. The Core Model •The Core is where your users solve their tasks and you reach your objectives • Paths, not hierarchy • No dead ends @AreGH
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- 19. What you need •Handouts with the core model (A3) • Handouts with objectives and user needs • Markers and post-its • Room with a projector • 3-4 hours per workshop • 1-3 participants from the digital/web team • 6-14 stakeholders/people from the client • Snacks and lots of coffee!
- 20. 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
- 21. Core workshop People workin 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
- 22. Inward paths ForwardpathsCore content Core page: Business goals (achieve at least one) User tasks
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- 25. Step #1 Identify yourcore pages This is done by matching business goals and user needs
- 26. The Norwegian Cancer Society’sgoals 1. Helping patients and their friends and family 2. Increasing knowledge about cancer and prevention 3. Increasing online self-service 4. Strengthening our position and increasing donations
- 27. Top task survey «Ifyou’re visiting The Cancer Society’s website, which five tasks are the most important to you?»
- 28. Treatment of cancer Symptomsof 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% 1) Helping patients and their friends & family 1) Helping patients and their friends & family 1) Helping patients and their friends & family 2) Increasing knowledge about cancer and prevention 2) Increasing knowledge about cancer and prevention 2) Increasing knowledge about cancer and prevention 2) Increasing knowledge about cancer and prevention 1) Helping patients and their friends & family 1) Helping patients and their friends & family 2) Increasing knowledge about cancer and prevention 6 out of 79 tasks got 25% of the votes
- 29. Inward paths ForwardpathsCore content Core page: Business goals (achieve at least one) User tasks
- 30. Step #2 Inward paths Howwill the user get here? How will they find this content?
- 31. Inward paths ForwardpathsCore content Core page: Business goals (achieve at least one) User tasks How will the user find their way to this core page?
- 32. Inward paths ForwardpathsCore content Core page: Business goals (achieve at least one) User tasks How will the user find their way to this core page?
- 33. Step #3 Core content Whatcontent elements do we need to make sure the user solves their task (while respecting our objectives)
- 34. Inward paths ForwardpathsCore content Core page: Business goals (achieve at least one) User tasks What’s the optimal solution, for the user and for us?
- 35. Inward paths ForwardpathsCore content Core page: Business goals (achieve at least one) User tasks What’s the optimal solution, for the user and for us?
- 36. Inward paths ForwardpathsCore content Core page: Business goals (achieve at least one) User tasks
- 37. Step #4 Forward paths Afterthe user has solved their task, where do we want to send them next?
- 38. Inward paths ForwardpathsCore content Core page: Business goals (achieve at least one) User tasks Where should we send the user, after they’ve solved their primary task?
- 39. Inward paths ForwardpathsCore content Core page: Business goals (achieve at least one) User tasks Where should we send the user, after they’ve solved their primary task?
- 40. Inward paths ForwardpathsCore content Core page: Business goals (achieve at least one) User tasks
- 42. Step #5 Prioritizing coreelements How would you place these elements if you only had a mobile screen available?
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- 46. The core isthe same on all devices
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- 56. – More peoplecontact the cancer line now than before, but now they’re more informed when they contact us Anine Wiig Dagestad Oncology nurse
- 57. 2006 2007 20082009 2010 2011 2012 2013 2014 Cancer line conversations Launch +58% +43%
- 58. Unique visitors 10 20112012 2013 2014 2015 Launch
- 59. Work with the coremodel
- 61. Rainforest Foundation Norway supports indigenouspeople and traditional populations of the world's rainforests in their efforts to protect their environment and secure their customary land rights.
- 62. With our goalof preserving the rainforest, we advocate for the rights of its indigenous inhabitants.
- 63. Our operations arefunded by public authorities, as well as private donors and sponsors.
- 64. Step #1 Identify yourcore pages This is done by matching business goals and user needs
- 65. Business goals 1. Increasefinancial support 2. Engage more people in the work to protect the rainforest 3. Increase the knowledge about the rainforest and about our work
- 66. User tasks 1. Findout how I as a consumer can reduce the pressure on the rainforest 2. Learn more about the work of the Rainforest Foundation 3. Results of the work of the Rainforest foundation 4. Learn more about the rainforest (including animals, plants, climate and indiginous people) 5. Find out if a product contains palm oil 6. Supporting the work of the Rainforest Foundation 7. See what threats the rainforest is facing 8. What is the current state of the rainforest? 9. Find out what kind of woods that are categorized as tropical timber 10. Become a sponsor 11. Contacting the Rainforest Foundation 12. Read the latest news/current subjects
- 67. Core pages 1. Supportthe Rainforest Foundation 2. Threats to the rainforest 3. Palm oil 4. Our work in the Amazon
- 68. Inward paths ForwardpathsCore content Core page: Business goals (achieve at least one) User tasks Write down the goals and user tasks for your core page Don’t fill out the rest of the sheet
- 69. Step #2 Inward paths Howwill the user get here? How will they find this content?
- 70. Inward paths ForwardpathsCore content Core page: Business goals (achieve at least one) User tasks How will the user find their way to this core page? Keep the user tasks in mind 7minutes
- 71. Share with your table •Each pair tells the rest of the table what they came up with • Steal ideas!!!
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- 73. Step #3 Core content Whatcontent elements do we need to make sure the user solves their task (while respecting our objectives)
- 74. Increasing sales of mobilebroad band
- 75. Pageviews 0 10000 20000 30000 40000 1 7 1319 25 31 37 43 49 55 61 67 73 79 85 91 97 103 109 115 121 127 133 139 145 151 157 163 Everyone agrees these pages are important «But my pages are important too!» Pages (ranked)
- 76. What are thedifferent subscriptions? What’s the price? Coverage My connection isn’t working!
- 77. Reorganizing the content usingthe core model
- 78. Why doesn’t it work? Coverage What’s the price? Whatare the different subscriptions?
- 79. +80% Sales of mobile broadband Customer support emails Number of pages -35%-80%
- 81. Inward paths ForwardpathsCore content Core page: Business goals (achieve at least one) User tasks What’s the optimal solution, for the user and for us? Keep in mind your goals and the user tasks 15minutes
- 82. Share with your table •Each pair tells the rest of the table what they came up with • Steal ideas!!!
- 83. Step #4 Forward paths Afterthe user has solved their task, where do we want to send them next?
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- 85. Treatment of cancer Symptomsof 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
- 86. Treatment of cancer Symptomsof 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
- 87. Goals 1. Helping patientsand their friends and family ✔ 2. Increasing knowledge about cancer and prevention ✔ 3. Increasing online self-service ✔ 4. Strengthening our position and increasing donations ✖
- 88. Make a donation Research project User taskForward path Increase donations Objective
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- 92. Treatment of cancer Symptomsof 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
- 93. Recurring donation Make a donation User taskForward path Increase donations Objective
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- 97. 2011 2012 20132014 Annual income, regular donors (web) Launch Improved forms
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- 99. How do youincrease membership when the idea of membership can be frightening?
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- 104. Call us for advice Livingwith loss of vision User task Forward path Increase member- ship Objective
- 105. Inward paths ForwardpathsCore content Core page: Business goals (achieve at least one) User tasks Where should we send the user, after they’ve solved their primary task? Keep your goals in mind 7minutes
- 106. Share with your table •Each pair tells the rest of the table what they came up with • Steal ideas!!!
- 107. Step #5 Prioritizing coreelements How would you place these elements if you only had a mobile screen available?
- 108. Prioritizing core elements Inwardpaths Core contents & forward paths Core page: Business goals (achieve at least one) User tasks
- 109. Share with your table •Each pair tells the rest of the table what they came up with • Steal ideas!!!
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- 111. How do youget from core pages to design and content creation?
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- 117. Add to cart 1 Bridge(18.000 tonnes) Portable “buy a bridge” forms!
- 118. Contact project manager Key people in projects Usertask Forward path Increase project leads Objective
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- 121. Each pair writes theirtext in Google Docs
- 123. Did you notice we nevershowed you the home pages?
- 124. Takeaways • Objectives anduser tasks first • Start with the core • Get rid of dead ends • Be creative about your forward paths • Home page last, not first
- 125. Ida Aalen /@idaaa ida@netliferesearch.com Audun Rundberg / @audunru audun@netliferesearch.com Thank you!