Case study with some incredible results, detailing how we redesigned The Norwegian Cancer Society's website using concept phases and the core model. The site works great both for the user and the organization.
3. Ida Aalen
Senior UX designer,
Netlife Research
@idaAa #euroIA
How come
our annual
report isn’t on
the home
page?
4. Why
isn’ t my
department
in the main
menu?
Ida Aalen
Senior UX designer,
Netlife Research
@idaAa #euroIA
How come
our annual
report isn’t on
the home
page?
5. Why
isn’ t my
department
in the main
menu?
Ida Aalen
Senior UX designer,
Netlife Research
@idaAa #euroIA
How come
our annual
report isn’t on
the home
page?
We need a
button on the
home page that
takes you to our
Facebook
profile.
6. Why
isn’ t my
department
in the main
menu?
Ida Aalen
Senior UX designer,
Netlife Research
@idaAa #euroIA
How come
our annual
report isn’t on
the home
page?
We need a
button on the
home page that
takes you to our
Facebook
profile.
I need a
banner for our
latest product
launch.
7. Why
isn’ t my
department
in the main
menu?
Ida Aalen
Senior UX designer,
Netlife Research
@idaAa #euroIA
How come
our annual
report isn’t on
the home
page?
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!
8. Why
isn’ t my
department
in the main
menu?
Ida Aalen
Senior UX designer,
Netlife Research
@idaAa #euroIA
How come
our annual
report isn’t on
the home
page?
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!
Our
competitors
have videos on
their website.
We should
too.
9. Why
isn’ t my
department
in the main
menu?
Ida Aalen
Senior UX designer,
Netlife Research
@idaAa #euroIA
How come
our annual
report isn’t on
the home
page?
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!
Our
competitors
have videos on
their website.
We should
too.
You
should
make more
room for
news.
10. Why
isn’ t my
department
in the main
menu?
Ida Aalen
Senior UX designer,
Netlife Research
@idaAa #euroIA
How come
our annual
report isn’t on
the home
page?
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!
Our
competitors
have videos on
their website.
We should
too.
You
should
make more
room for
news.
I don’t like
purple!!
11. Why
isn’ t my
department
in the main
menu?
Ida Aalen
Senior UX designer,
Netlife Research
@idaAa #euroIA
How come
our annual
report isn’t on
the home
page?
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!
Our
competitors
have videos on
their website.
We should
too.
You
should
make more
room for
news.
I don’t like
purple!!
My son
could have
made a better
website.
43. Lawyer
Prevention
Web editor
Cancer nurse
Design
Socionom
Research
Fundraiser
Cancer care
44. “We need your help to
make sure we build the
website you and your
users need”
45. Core page:
Business goals (achieve at least one) User tasks
Inward paths Core content Forward paths
46. Identify your core pages
This is done by matching business goals and user
needs.
47. Top task survey
“If you’re visiting The Cancer Society’s website, which
five tasks are the most important to you?”
1000+ participants chose between 79 different tasks.
48. 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
6 out of
79 tasks got
25% of the
votes
Top 25%
0 % 1 % 2 % 3 % 4 % 5 % 6 %
49. Core page:
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
Business goals (achieve at least one) User tasks
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Inward paths Core content
Forward paths
50. Core page:
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
Business goals (achieve at least one) User tasks
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Inward paths Core content
Forward paths
51. Core page:
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
Business goals (achieve at least one) User tasks
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Inward paths Core content
Forward paths
52. Core page:
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
Business goals (achieve at least one) User tasks
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Inward paths Core content
Forward paths
53. Core page:
Business goals (achieve at least one) User tasks
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
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GZCORNGňNWPIECPEGTʼn
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+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Inward paths Core content
Forward paths
54. Core page:
Business goals (achieve at least one) User tasks
%CPEGTHQTOU
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Inward paths Core content
Forward paths
55. Core page:
Business goals (achieve at least one) User tasks
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV
5[ORVQOUQHECPEGT
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(QTOQHECPEGT
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*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Inward paths Core content
Forward paths
56. Core page:
Business goals (achieve at least one) User tasks
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV
5[ORVQOUQHECPEGT
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(QTOQHECPEGT
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*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Inward paths Core content
Forward paths
57. Inward paths
How will the user get here? How will they find this
content?
58. Core page:
Business goals (achieve at least one) User tasks
Inward paths Core content Forward paths
How will
the user find
its way to this
core page?
59. Core page:
Business goals (achieve at least one) User tasks
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
6TGCVOGPVQHECPEGT
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Inward paths Core content
Forward paths
How will
the user find
its way to this
core page?
60. Core page:
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
6TGCVOGPVQHECPEGT
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
How will
the user find
its way to this
core page?
61. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
6TGCVOGPVQHECPEGT
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
U[ORVQO
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
How will
the user find
its way to this
core page?
62. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
6TGCVOGPVQHECPEGT
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
How will
the user find
its way to this
core page?
63. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
6TGCVOGPVQHECPEGT
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
ňNWPIECPEGTʼn
DTQEJWTG
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
How will
the user find
its way to this
core page?
64. Core content
What content elements do we need to make sure the
user solves their task (while respecting our objectives)
65. Core page:
Business goals (achieve at least one) User tasks
Inward paths Core content Forward paths
What’s
the optimal
solution, for
the user and
for us?
66. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
6TGCVOGPVQHECPEGT
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
ňNWPIECPEGTʼn
DTQEJWTG
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
What’s
the optimal
solution, for
the user and
for us?
67. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
6TGCVOGPVQHECPEGT
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
ňNWPIECPEGTʼn
DTQEJWTG
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
68. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
6TGCVOGPVQHECPEGT
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
ňNWPIECPEGTʼn
DTQEJWTG
(QTOQHECPEGT
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5[ORVQOUHKTUV
69. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
6TGCVOGPVQHECPEGT
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
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*QOGRCIG!
ňNWPIECPEGTʼn
DTQEJWTG
(QTOQHECPEGT
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5[ORVQOUHKTUV
/CMGUWTG[QWIQVQVJGFQEVQT
FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG
72. Outward paths
After the user has solved their task, where do we want
to send them next?
73. Core page:
Business goals (achieve at least one) User tasks
Inward paths Core content Forward paths
Where
should we send
the user, after
they’ve solved
their primary
task?
74. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
6TGCVOGPVQHECPEGT
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
ňNWPIECPEGTʼn
DTQEJWTG
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
5[ORVQOUHKTUV
Where
/CMGUWTG[QWIQVQVJGFQEVQT
should we send
the user, after
they’ve solved
their primary
FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG
0QVCNNECPEGTHQTOUECP
DGRTGXGPVGF4KUM
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GHHQTVU
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task?
75. (QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
6TGCVOGPVQHECPEGT
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
ňNWPIECPEGTʼn
DTQEJWTG
%CPEGTNKPG
Business goals (achieve at least one) User tasks
5[ORVQOUHKTUV
Where
/CMGUWTG[QWIQVQVJGFQEVQT
should we send
the user, after
they’ve solved
their primary
FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG
0QVCNNECPEGTHQTOUECP
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task?
76. (QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
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+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
ňNWPIECPEGTʼn
DTQEJWTG
%CPEGTNKPG
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Business goals (achieve at least one) User tasks
5[ORVQOUHKTUV
Where
/CMGUWTG[QWIQVQVJGFQEVQT
should we send
the user, after
they’ve solved
their primary
FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG
0QVCNNECPEGTHQTOUECP
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task?
77. (QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV
5[ORVQOUQHECPEGT
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+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
ňNWPIECPEGTʼn
DTQEJWTG
%CPEGTNKPG
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4KIJVU
Business goals (achieve at least one) User tasks
5[ORVQOUHKTUV
Where
/CMGUWTG[QWIQVQVJGFQEVQT
should we send
the user, after
they’ve solved
their primary
FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG
0QVCNNECPEGTHQTOUECP
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task?
78. (QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV
5[ORVQOUQHECPEGT
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6TGCVOGPVQHECPEGT
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
ňNWPIECPEGTʼn
DTQEJWTG
%CPEGTNKPG
2TGXGPVKQP
4KIJVU
0%5QRKPKQP
QPVJKUUWDLGEV
Business goals (achieve at least one) User tasks
5[ORVQOUHKTUV
Where
/CMGUWTG[QWIQVQVJGFQEVQT
should we send
the user, after
they’ve solved
their primary
FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG
0QVCNNECPEGTHQTOUECP
DGRTGXGPVGF4KUM
HCEVQTUCPFECWUGUVQQ
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GHHQTVU
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task?
79. (QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV
5[ORVQOUQHECPEGT
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+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
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DTQEJWTG
%CPEGTNKPG
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Business goals (achieve at least one) User tasks
5[ORVQOUHKTUV
Where
/CMGUWTG[QWIQVQVJGFQEVQT
should we send
the user, after
they’ve solved
their primary
FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG
0QVCNNECPEGTHQTOUECP
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task?
82. Using mobile to
prioritize
How would you place these elements if you only had a
mobile screen available?
83. Core page:
BusineIsfs ygooaul s (achieve at least one) User tasks
had a small
screen, how
would you
prioritize these
elements?
Inward paths Core contents forward paths
84. Core page:
Business goals (achieve at least one) User tasks
Inward paths Core contents forward paths
100. 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
6 out of
79 tasks got
25% of the
votes
Top 25%
0 % 1 % 2 % 3 % 4 % 5 % 6 %
101. Treatment of cancer
Symptoms of cancer
Preventing cancer
Cancer types
Latest research
Choosing a hospital
Donate
Volunteer
Memory gift
Legacy gift
6 out of
79 tasks got
25% of the
votes
Top 25%
Fundraising
was at the
bottom...
0 % 1 % 2 % 3 % 4 % 5 % 6 %
108. Treatment of cancer
Symptoms of cancer
Preventing cancer
Cancer types
Latest research
Choosing a hospital
Donate
Volunteer
Memory gift
Legacy gift
Top 25%
But
some
people are
actually
coming to
donate
0 % 1 % 2 % 3 % 4 % 5 % 6 %
151. The editors • Signed mandate from
management
• In charge of all content
and development
152. The editors • Signed mandate from
management
• In charge of all content
and development
• Overview of user tasks and
goals
153. The editors • Signed mandate from
management
• In charge of all content
and development
• Overview of user tasks and
goals
• Editors know their field
and how to write and
154. The editors • Signed mandate from
management
• In charge of all content
and development
• Overview of user tasks and
goals
• Editors know their field
and how to write and
• Working collaboratively
and interdisciplinarily
155. Web master
Web editor
Cancer research
Rights
Weekly 2
hour
meetings
Prevention
156. Web master
Web editor
Cancer research
Analytics
on the
agenda
every week
157. Web master Web editor
Cancer research
Discussions
decisions,
not writing
All
content is
revised at
least every 3
months
160. • Who’s the target
audience?
• Which target audience
need or task does this
content cover?
5 questions
the NCS
asks about
content
161. • Who’s the target
audience?
• Which target audience
need or task does this
content cover?
• Which NCS objective
does the content cover?
5 questions
the NCS
asks about
content
162. • Who’s the target
audience?
• Which target audience
need or task does this
content cover?
• Which NCS objective
does the content cover?
• How will this content be
found and used by the
user?
5 questions
the NCS
asks about
content
163. • Who’s the target
audience?
• Which target audience
need or task does this
content cover?
• Which NCS objective
does the content cover?
• How will this content be
found and used by the
user?
• Why is the website the right
channel for this content?
5 questions
the NCS
asks about
content