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Using the core model to reach your objectives - Confab Central 2014

The document presents a case study on redesigning the Norwegian Cancer Society's (NCS) website to better serve user needs and meet organizational goals. It outlines the importance of creating appropriate, useful, user-centered, and clear content, emphasizing user research and the core model for effective content strategy. The project involved workshops, objectives alignment, and iterative governance to enhance user engagement and increase knowledge about cancer while improving online self-service and fundraising efforts.

Design◦Health & Medicine◦
Related topics:
Responsive Design Insights• Content Strategy•
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Content Against Cancer Using the Core Model to Reach Your Objectives Ida Aalen / @idaAa Confab Central May 9th, 2014
Ida Aalen Senior interaction designer, Netlife Research @idaAa
Confab Central Oslo, Norway
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Good content is... • Appropriate: publish content that is right for the user and for the business • Useful: define a clear, specific purpose for each piece of content; evaluate content against this purpose • User-centered: adopt the cognitive frameworks of your users • Clear: Seek clarity in all things • Consistent: mandate consistency, within reason • Concise: omit needless content • Supported: Publish no content without a support plan Erin Kissane, “The Elements of Content Strategy”
Good content is... • Appropriate: publish content that is right for the user and for the business • Useful: define a clear, specific purpose for each piece of content; evaluate content against this purpose • User-centered: adopt the cognitive frameworks of your users • Clear: Seek clarity in all things • Consistent: mandate consistency, within reason • Concise: omit needless content • Supported: Publish no content without a support plan Erin Kissane, “The Elements of Content Strategy” Concept phase
Good content is... • Appropriate: publish content that is right for the user and for the business • Useful: define a clear, specific purpose for each piece of content; evaluate content against this purpose • User-centered: adopt the cognitive frameworks of your users • Clear: Seek clarity in all things • Consistent: mandate consistency, within reason • Concise: omit needless content • Supported: Publish no content without a support plan Erin Kissane, “The Elements of Content Strategy” The Core Model
This is a hands on case study. • Tools & tricks • Sketches & examples • Results! Numbers!
What NCS does: • Funds cancer research • Cancer care • Cancer prevention • Advocacy • Information • Fights cancer on a global scale
Online however... • 5000 pages of overlapping content with very few links • Content was accurate, but didn’t address key user needs • Difficult to navigate and not prioritized
How did it happen? • 40-45 people had access • Departments were in charge of their own sections • Limited centralized supervision • 6 year old website with a rigid information architecture
The NCS redesign project 1. Objectives & target audiences 2. User research 3. Concept & tone of voice 4. Core workshops 5. Design, content & development 6. Governance & iterations
Objectives & user needs
Goals Business goals • Reducing the number of people who develop cancer • Increasing cancer survival rates • Ensuring quality of life for cancer patients and their family and close friends
Goals Business goals • Reducing the number of people who develop cancer • Increasing cancer survival rates • Ensuring quality of life for cancer patients and their family and close friends Online objectives 1. Helping patients and their friends and family 2. Increasing knowledge about cancer and prevention 3. Increasing online self- service 4. Improving our reputation and position
The only answer I’ve got is do your research, and show it.
User research at the NCS • Focus groups with patients and next of kin • Surveys of The Cancer Society’s reputation • Web Analytics • Interviews with 10 stakeholders and 10 potential users • Top task survey
Top task survey “If you’re visiting The Cancer Society’s website, which five tasks are the most important to you?” 1385 participants chose between 79 different tasks.
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%
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 Will gift 0 % 1 % 2 % 3 % 4 % 5 % 6 % Top 25%
The challenge User looked for content that supported goals 1 & 2: • Helping patients, their friends and family • Increasing knowledge about cancer and prevention But none of the user tasks supporting goals 3 & 4 came up on top: • Increased self-service • Increasing donations and members
So you’ve got the what and the why. But you don’t know how.
Should content strategists really be the ones deciding how something is best communicated?
Going through user research and objectives @WilhelmJA Front end developer @ThordFoss Graphic designer @EirikHafver Content strategist
Sketching ideas for the website
Feedback from the group
Which ideas are connected? What should we take with us as we move forward?
The NCS had to choose between three concepts.
#1 You are not aloneIn 2009, about 27 500 Norwegians were diagnosed with cancer. 2 out 3 will survive.
0% 10% 20% 30% 40% 50% 60% 1970 1975 1980 1985 1990 1995 2000 2005 #2 The Encyclopedia Men Women More and more people survive leukemia
#3 A human face I am one of the many who survived leukemia in 2009. This is how I felt
Take “The Encyclopedia” and add a dash of “A human face” and you get The Information Office
Hypothesis: The users ask Google and not all of the answers they get are trustworthy. What does the diagnosis entail? What are my chances? What did the doctor really say? How do I avoid getting the same disease as my mother? The answers exist. Behind all the statistics, doctor’s coats and bureaucracy there are human beings wanting to help.
Answer: Knowledge kills fear. The Cancer Society’s website is a natural authority on the field. You get verified answers that are easy to understand. You can see who says what. It’s not a faceless institution, but competent professionals with names and faces.
Why do you need a concept phase? • Ensure consistency and alignment • Identify design and content needs early on • Early reality check
We know now why, what and how. It’s about time we get more specific.
Home page
Home page
Home page
Home page
Home page
Home page
Home page
Home page
Many users will never see any other page
Many users will never see any other page Googled «lung cancer»
Many users will never see any other page Googled «lung cancer» Saw a link on Facebook about cancer research
Business goals User tasks
Business goals User tasks
Business goals User tasks
Business goals User tasks
Business goals User tasks
Business goals User tasks “Lung cancer”
Business goals User tasks Core pages “Lung cancer”
Business goals User tasks Core pages “Lung cancer”“Donate”
Business goals User tasks Core pages “Lung cancer”“Donate”
The Core Model • Core pages is where your users solve their task and you reach your objectives • Paths, not hierarchy • No blind alleys Are Halland @areHalland
Using the core model with your team and your clients
Lawyer Prevention Web editor Design Socionom Research Cancer nurse Fundraiser Cancer care
“We need your help to make sure we build the website you and your users need”
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 your team • 6-14 participants from the client • Snacks and lots of coffee!
Participants People... • from your team: design, UX, content, etc • who’ll work with the content • with strong opinions about the website • who should be collaborating, but aren’t • from relevant fields or departments No web, design or content skills necessary!
Core workshop • Match business goals and user needs • Inward paths • Core content • Outward paths • Prioritizing core elements The paired participants present their ideas to the group between each step
Identify your your core pages This is done by matching business goals and user needs.
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%
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% 1) Helping patients and their friends & family 1) Helping patients and their friends & family 1) Helping patients and their friends & family 1) Helping patients and their friends & family 1) Helping patients and their friends & family
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% 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
Cancer form • lung cancer Rights & advice • sick leave during treatment • right to second opinion Research project • genetic testing for accurate prognosis of prostate cancer Prevention effort • sun and solarium • diet Some of the core pages we worked with
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
Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
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 its way to this core page?
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?
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?
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?
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?
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?
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 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