Intelligent Content: A Case Study

Intelligent Content: A Case Study
Lisa Goldberg | User Focus | October 19, 2012

© COPYRIGHT 2012 SAPIENT CORPORATION 1

Agenda

1. Welcome
2. What is Intelligent Content?
3. Case Study: m.cancer.gov
4. Q&A


What is Intelligent Content?


“ You can let your content go, without
fearing where it will end up. But you’ve
got to start with some structure.”
– Sara Wachter-Boettcher, “Responsive-Ready Content”
http://sarawb.com/2012/03/07/content-strategy-responsive-design/


COPE: Responsive Design is Not Always the Answer

All of your content might not
be suitable for mobile
Many formats
Mobile web
Mobile apps
EBooks
Other sites across the
enterprise
Syndication
E-Learning
Print
More?


Evaluate Existing Content

What is the purpose of the content?
Who is the target audience?
What do we want them to do with the content?
In what formats does the content appear?
What content is reused now? Could be reused in the future?


Finding Patterns: Define the Semantic Markup

Examples: How do these pieces of content
Long Title relate to one another?
Short Title How might they be reused?
Long Description
Short Description
Publication Date
Byline
Author Bio
Contact Information
Image
Video
Audio
Ratings


Separate Presentation from Content

Tables
Images and other multimedia
Quotes
Link references/URLs


Define Content Types and their Relationships

Source: http://www.alistapart.com/articles/strategic-content-management/


Case Study: m.cancer.gov


The National Cancer Institute

The U.S. government’s principal agency for cancer research
One of 27 institutes and centers that form the National Institutes of Health
Sapient has worked for NCI’s Office of Communications and Education
(OCE) since April 2010
OCE provides evidence-based cancer information through many channels:
digital, print, and a live help service


Cancer.gov: Overview

NCI’s enterprise website,
hosted in Percussion
Nearly 3 million visits/month
Evidence-based health
information
Approximately 30,000 pages in
English and Spanish
Primary Audiences: Patients
and Caregivers, Health
Professionals, Researchers,
Advocates, Strategic
Influencers


m.cancer.gov: NCI’s First Mobile Website

Launched February 15, 2012
Also hosted in Percussion
Different site structure
Mobile phones (not tablets) are
redirected to m.cancer.gov
Approximately 700 pages in
English and Spanish
296,489 mobile phone
visits/month
Primary Audience: People
looking for patient and
caregiver information


Why Didn’t we Use a Responsive Design for Cancer.gov?

Not all target audiences are looking for cancer content on their phones;
patient content was the highest priority
No need to optimize for tablets
Cancer.gov was not designed with “mobile first” in mind
Lack of navigation
Lack of semantic markup and content standards
If we restructured all legacy content, we would not have met our deadline
The mobile site is responsive; its layout scales for different devices


“There simply isn't room in a 320 by 480 pixel
screen for extraneous, unnecessary elements.
You have to prioritize.”

– Luke Wroblewski, “Mobile First,” November 3, 2009


Selecting Content for Mobile: Key Questions

Is the content popular on mobile already?
Is the content optimized for search engines?
Is the content relevant for patients, caregivers, or general audiences?
How long is the content?
Will the format work on a small screen? If not, how much work will be
required to change it?
Can we eliminate extraneous graphics?
How many links are embedded in the content?
Is it available in Spanish? If not, will it be translated?
Will this content be ready in time for the site launch?


Most Popular Cancer.gov Sections on Mobile Devices
(Consistent Each Month)

Source: Omniture Mobile Report Page Views for May 2011

Content Types Included in First Release

Home page
Landing pages
Cancer type home pages
General pages
News releases
PDQ patient treatment summaries
Fact sheets (Q&As)


Home Page


Mobile Footer


Landing Page


Cancer Type Home Page


General Page


News Release


Dictionary of Cancer Terms


Language Toggle


Same Interface, Different Process


PDQ (Physician Data Query) Treatment Summary on
Cancer.gov


PDQ Treatment Summary on m.cancer.gov


Fact Sheet


Content Challenges

Restructuring content
Creating custom content
Lack of standards for content
and markup
Tables
Links and URLs in content
Images
Limitations based on content
type
Last-minute content
emergencies
Even with automation, adding
content to Percussion is painful


Spreadsheet for Content Migration


Percussion Interface


Final Result

Simple interface; during usability testing, even inexperienced mobile users
could navigate the site
Comprehensive content for patients, caregivers, and general audiences
 Information about treatments for almost 100 types of cancer
 More general information such as coping and side effects
 Dictionary of Cancer Terms
 Cancer research news
 Information about NCI
 One click to call or email the Cancer Information Service
 Easy to share content
 Easy to view NCI’s other social media channels
 Analytics support our design decisions


“Dear NCI, today was my first time using
mobile cancer.gov. Really like this!!
Very easy to navigate on my phone!!
Great use of federal resources!”
– Email from mobile user, March 24, 2012


Content Modeling: An Essential UX Skill

Source: http://www.alistapart.com/articles/strategic-content-management/


Questions?

“Future-Ready Content,” A List Apart, by Sara Wachter-Boettcher (2/28/12)

Managing Enterprise Content: A Unified Content Strategy, by Ann Rockley
and Charles Cooper


Thank You!

Lisa Goldberg
lgoldberg@sapient.com | @LisaGDC | http://www.linkedin.com/in/lisagoldberg

Sapient Government Services
sapient.com | @sapientgov


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