Intelligent Content: A Case StudyLisa Goldberg | User Focus | October 19, 2012         © COPYRIGHT 2012 SAPIENT CORPORATIO...
Agenda1.  Welcome2.  What is Intelligent Content?3.  Case Study: m.cancer.gov4.  Q&A       © COPYRIGHT 2012 SAPIENT CORPOR...
What is Intelligent Content?    © COPYRIGHT 2012 SAPIENT CORPORATION   3
“ You can let your content go, withoutfearing where it will end up. But you’ve   got to start with some structure.”       ...
COPE: Responsive Design is Not Always the Answer" All of your content might not be  suitable for mobile" Many formats    "...
Evaluate Existing Content" What is the purpose of the content?" Who is the target audience?" What do we want them to do wi...
Finding Patterns: Define the Semantic Markup" Examples:                                 " How do these pieces of content  ...
Separate Presentation from Content" Tables" Images and other multimedia" Quotes" Link references/URLs     © COPYRIGHT 2012...
Define Content Types and their Relationships                  Source: http://www.alistapart.com/articles/strategic-content...
Case Study: m.cancer.gov    © COPYRIGHT 2012 SAPIENT CORPORATION   10
The National Cancer Institute" The U.S. government’s principal agency for cancer research" One of 27 institutes and center...
Cancer.gov: Overview" NCI’s enterprise website,  hosted in Percussion" Nearly 3 million visits/month" Evidence-based healt...
m.cancer.gov: NCI’s First Mobile Website" Launched February 15, 2012" Also hosted in Percussion" Different site structure"...
Why Didn’t we Use a Responsive Design for Cancer.gov?" Not all target audiences are looking for cancer content on their ph...
“There simply isnt room in a 320 by 480 pixel screen for extraneous, unnecessary elements.                        You have...
Selecting Content for Mobile: Key Questions" Is the content popular on mobile already?" Is the content optimized for searc...
Most Popular Cancer.gov Sections on Mobile Devices  (Consistent Each Month)       Other, 84534, 21%                       ...
Content Types Included in First Release" Home page" Landing pages" Cancer type home pages" General pages" News releases" P...
Home Page    © COPYRIGHT 2012 SAPIENT CORPORATION   19
Mobile Footer     © COPYRIGHT 2012 SAPIENT CORPORATION   20
Landing Page    © COPYRIGHT 2012 SAPIENT CORPORATION   21
Cancer Type Home Page    © COPYRIGHT 2012 SAPIENT CORPORATION   22
General Page    © COPYRIGHT 2012 SAPIENT CORPORATION   23
News Release    © COPYRIGHT 2012 SAPIENT CORPORATION   24
Dictionary of Cancer Terms     © COPYRIGHT 2012 SAPIENT CORPORATION   25
Language Toggle    © COPYRIGHT 2012 SAPIENT CORPORATION   26
Same Interface, Different Process     © COPYRIGHT 2012 SAPIENT CORPORATION   27
PDQ (Physician Data Query) Treatment Summary onCancer.gov    © COPYRIGHT 2012 SAPIENT CORPORATION          28
PDQ Treatment Summary on m.cancer.gov    © COPYRIGHT 2012 SAPIENT CORPORATION   29
Fact Sheet     © COPYRIGHT 2012 SAPIENT CORPORATION   30
Content Challenges" Restructuring content" Creating custom content" Lack of standards for content  and markup    "   Table...
Spreadsheet for Content Migration     © COPYRIGHT 2012 SAPIENT CORPORATION   32
Percussion Interface     © COPYRIGHT 2012 SAPIENT CORPORATION   33
Final Result" Simple interface; during usability testing, even inexperienced mobile users  could navigate the site" Compre...
“Dear NCI, today was my first time using  mobile cancer.gov. Really like this!!  Very easy to navigate on my phone!!      ...
Content Modeling: An Essential UX SkillSource: 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 ...
Thank You!Lisa Goldberglgoldberg@sapient.com | @LisaGDC | http://www.linkedin.com/in/lisagoldbergSapient Government Servic...
Upcoming SlideShare
Loading in …5
×

Intelligent content a case study

733 views

Published on

Given a

Published in: Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
733
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
11
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Intelligent content a case study

  1. 1. Intelligent Content: A Case StudyLisa Goldberg | User Focus | October 19, 2012 © COPYRIGHT 2012 SAPIENT CORPORATION 1
  2. 2. Agenda1.  Welcome2.  What is Intelligent Content?3.  Case Study: m.cancer.gov4.  Q&A © COPYRIGHT 2012 SAPIENT CORPORATION 2
  3. 3. What is Intelligent Content? © COPYRIGHT 2012 SAPIENT CORPORATION 3
  4. 4. “ You can let your content go, withoutfearing 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/ © COPYRIGHT 2012 SAPIENT CORPORATION 4
  5. 5. 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? © COPYRIGHT 2012 SAPIENT CORPORATION 5
  6. 6. 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? © COPYRIGHT 2012 SAPIENT CORPORATION 6
  7. 7. 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 © COPYRIGHT 2012 SAPIENT CORPORATION 7
  8. 8. Separate Presentation from Content" Tables" Images and other multimedia" Quotes" Link references/URLs © COPYRIGHT 2012 SAPIENT CORPORATION 8
  9. 9. Define Content Types and their Relationships Source: http://www.alistapart.com/articles/strategic-content-management/ © COPYRIGHT 2012 SAPIENT CORPORATION 9
  10. 10. Case Study: m.cancer.gov © COPYRIGHT 2012 SAPIENT CORPORATION 10
  11. 11. 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 © COPYRIGHT 2012 SAPIENT CORPORATION 11
  12. 12. 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 © COPYRIGHT 2012 SAPIENT CORPORATION 12
  13. 13. 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 © COPYRIGHT 2012 SAPIENT CORPORATION 13
  14. 14. 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 © COPYRIGHT 2012 SAPIENT CORPORATION 14
  15. 15. “There simply isnt room in a 320 by 480 pixel screen for extraneous, unnecessary elements. You have to prioritize.” – Luke Wroblewski, “Mobile First,” November 3, 2009 © COPYRIGHT 2012 SAPIENT CORPORATION 15
  16. 16. 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? © COPYRIGHT 2012 SAPIENT CORPORATION 16
  17. 17. Most Popular Cancer.gov Sections on Mobile Devices (Consistent Each Month) Other, 84534, 21% NCI Fact Sheets, 82602, 21% NCI Home, 11914, 3% PDQ Adult Treatment (Spanish), 12553, 3% PDQ Adult Treatment, 72228, 18% Cancer Topics (Other), 12908, 3% Coping with Cancer, 16389, 4% What You Need to Cancer Types, Know, 51699, 13% 54973, 14%Source: Omniture Mobile Report Page Views for May 2011 © COPYRIGHT 2012 SAPIENT CORPORATION 17
  18. 18. 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) © COPYRIGHT 2012 SAPIENT CORPORATION 18
  19. 19. Home Page © COPYRIGHT 2012 SAPIENT CORPORATION 19
  20. 20. Mobile Footer © COPYRIGHT 2012 SAPIENT CORPORATION 20
  21. 21. Landing Page © COPYRIGHT 2012 SAPIENT CORPORATION 21
  22. 22. Cancer Type Home Page © COPYRIGHT 2012 SAPIENT CORPORATION 22
  23. 23. General Page © COPYRIGHT 2012 SAPIENT CORPORATION 23
  24. 24. News Release © COPYRIGHT 2012 SAPIENT CORPORATION 24
  25. 25. Dictionary of Cancer Terms © COPYRIGHT 2012 SAPIENT CORPORATION 25
  26. 26. Language Toggle © COPYRIGHT 2012 SAPIENT CORPORATION 26
  27. 27. Same Interface, Different Process © COPYRIGHT 2012 SAPIENT CORPORATION 27
  28. 28. PDQ (Physician Data Query) Treatment Summary onCancer.gov © COPYRIGHT 2012 SAPIENT CORPORATION 28
  29. 29. PDQ Treatment Summary on m.cancer.gov © COPYRIGHT 2012 SAPIENT CORPORATION 29
  30. 30. Fact Sheet © COPYRIGHT 2012 SAPIENT CORPORATION 30
  31. 31. 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 © COPYRIGHT 2012 SAPIENT CORPORATION 31
  32. 32. Spreadsheet for Content Migration © COPYRIGHT 2012 SAPIENT CORPORATION 32
  33. 33. Percussion Interface © COPYRIGHT 2012 SAPIENT CORPORATION 33
  34. 34. 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 © COPYRIGHT 2012 SAPIENT CORPORATION 34
  35. 35. “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 © COPYRIGHT 2012 SAPIENT CORPORATION 35
  36. 36. Content Modeling: An Essential UX SkillSource: http://www.alistapart.com/articles/strategic-content-management/ © COPYRIGHT 2012 SAPIENT CORPORATION 36
  37. 37. Questions?“Future-Ready Content,” A List Apart, by Sara Wachter-Boettcher (2/28/12)Managing Enterprise Content: A Unified Content Strategy, by Ann Rockleyand Charles Cooper © COPYRIGHT 2012 SAPIENT CORPORATION 37
  38. 38. Thank You!Lisa Goldberglgoldberg@sapient.com | @LisaGDC | http://www.linkedin.com/in/lisagoldbergSapient Government Servicessapient.com | @sapientgov © COPYRIGHT 2012 SAPIENT CORPORATION 38

×