Foredrag på Bio Rigoletto i Stockholm 20. november 2014.

1. Content Against Cancer
Using the Core Model to Reach Your Objectives
Ida Aalen / @idaAa
Swedish Content Day
November 20th, 2014

2. Ida Aalen
Senior UX designer,
Netlife Research
@idaAa

4. Redesigning the NCS
1. Objectives & target audiences
2. User research
3. Concept & tone of voice
4. Core workshops & sketching
5. Design, content & development
6. Governance & iterations

5. Redesigning the NCS
1. Objectives & target audiences
2. User research
3. Concept & tone of voice
4. Core workshops & sketching
5. Design, content & development
6. Governance & iterations

6. Do your
user
research

7. ...and establish
objectives!

8. Where to begin?

9. Home page

10. Home page

11. Home page

12. Home page

13. Home page

14. Home page

15. Home page

17. Many users
will never see
any other page

18. Many users
will never see
any other page

19. Googled «lung cancer»
Many users
will never see
any other page

20. Googled «lung cancer»
Saw a link on Facebook about
cancer research
Many users
will never see
any other page

21. Business
goals
User
tasks

22. Business
goals
User
tasks

23. Business
goals
User
tasks

24. Business
goals
User
tasks

25. Business
goals
User
tasks

26. Business
goals
“Lung cancer”
User
tasks

27. Business
goals
“Lung cancer”
User
tasks
Core pages

28. “Donate” “Lung cancer”
Business
goals
User
tasks
Core pages

29. “Donate” “Lung cancer”
Business
goals
User
tasks
Core pages

30. The Core Model
@AreGH

31. The Core Model
• Core pages is where your users solve
their task and you reach your
objectives
@AreGH

32. The Core Model
• Core pages is where your users solve
their task and you reach your
objectives
• Paths, not hierarchy
@AreGH

33. The Core Model
• Core pages is where your users solve
their task and you reach your
objectives
• Paths, not hierarchy
• No blind alleys
@AreGH

34. Core workshop
People work in 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

35. Core workshop
People work in 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
You can
download slides
& resources later
today!

36. Lawyer
Prevention
Web editor
Cancer nurse
Design
Socionom
Research
Fundraiser
Cancer care

37. “We need your help to
make sure we build the
website you and your
users need”

38. Core page:
Business goals (achieve at least one) User tasks
Inward paths Core content Forward paths

39. Step #1
Identify your core pages
This is done by matching business goals and user
needs.

40. Top task survey

41. Top task survey
«If you’re visiting The Cancer Society’s website, which
five tasks are the most important to you?»

42. 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 %

43. Core page:
Business goals (achieve at least one) User tasks
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Inward paths Core content
Forward paths

44. Core page:
Business goals (achieve at least one) User tasks
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Inward paths Core content
Forward paths

45. Core page:
Business goals (achieve at least one) User tasks
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+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Inward paths Core content
Forward paths

46. Step #2
Inward paths
How will the user get here? How will they find this
content?

47. Core page:
Business goals (achieve at least one) User tasks
Inward paths Core content Forward paths
How will
the user find
their way to
this core
page?

48. Core page:
Business goals (achieve at least one) User tasks
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%CPEGTV[RGU
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+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Inward paths Core content
Forward paths
How will
the user find
their way to
this core
page?

49. Core page:
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
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+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
How will
the user find
their way to
this core
page?

50. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
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Core content
Core page:
)QQINKPIC
U[ORVQO
(QTOQHECPEGT
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How will
the user find
their way to
this core
page?

51. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
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Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
How will
the user find
their way to
this core
page?

52. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
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Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
ňNWPIECPEGTʼn
DTQEJWTG
(QTOQHECPEGT
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How will
the user find
their way to
this core
page?

53. Step #3
Core content
What content elements do we need to make sure the
user solves their task (while respecting our objectives)

54. 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?

55. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
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+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
ňNWPIECPEGTʼn
DTQEJWTG
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
What’s
the optimal
solution, for
the user and
for us?

56. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
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Core content
Core page:
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57. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
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5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
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Core content
Core page:
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ňNWPIECPEGTʼn
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58. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
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5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
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+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
ňNWPIECPEGTʼn
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FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG

59. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
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5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
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Core content
Core page:
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0QVCNNECPEGTHQTOUECP
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GHHQTVU

60. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
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+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
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GHHQTVU
5WTXKXCNTCVGU

61. Step #4
Forward paths
After the user has solved their task, where do we want
to send them next?

62. 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?

63. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
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Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
ňNWPIECPEGTʼn
DTQEJWTG
(QTOQHECPEGT
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5[ORVQOUHKTUV
Where
/CMGUWTG[QWIQVQVJGFQEVQT
should we send
the user, after
they’ve solved
their primary
FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG
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task?

64. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
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5[ORVQOUQHECPEGT
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Core content
Core page:
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ňNWPIECPEGTʼn
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Where
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should we send
the user, after
they’ve solved
their primary
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task?

65. (QTOQHECPEGT
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Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
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5[ORVQOUQHECPEGT
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Core content
Core page:
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ňNWPIECPEGTʼn
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%CPEGTNKPG
Business goals (achieve at least one) User tasks
5[ORVQOUHKTUV
Where
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should we send
the user, after
they’ve solved
their primary
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task?

66. (QTOQHECPEGT
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Inward paths Forward paths
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Core content
Core page:
)QQINKPIC
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*QOGRCIG!
ňNWPIECPEGTʼn
DTQEJWTG
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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?

67. (QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
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Core content
Core page:
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ňNWPIECPEGTʼn
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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
DGRTGXGPVGF4KUM
HCEVQTUCPFECWUGUVQQ
PQVLWUVRTGXGPVKQP
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task?

68. (QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
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+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
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*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
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task?

69. (QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
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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
/CMGUWTG[QWIQVQVJGFQEVQT
FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG
0QVCNNECPEGTHQTOUECP
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HCEVQTUCPFECWUGUVQQ
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GHHQTVU
5WTXKXCNTCVGU

71. Step #5
Prioritizing core
elements
How would you place these elements if you only had a
mobile screen available?

72. Core page:
Business goals (achieve at least one) User tasks
Inward paths Core contents forward paths

75. The core is
the same on
all devices

76. Example
Breast cancer

82. Time on page

83. Time on page
3:57
3:48

86. – More people contact the
cancer line now than before,
but now they’re more
informed when they contact
us
Anine Wiig Dagestad
Oncology nurse

87. Cancer line
conversations
2006 2007 2008 2009 2010 2011 2012 2013

88. Cancer line
conversations Launch
+40%
2006 2007 2008 2009 2010 2011 2012 2013

89. Example
Donations

90. 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 %

91. 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%
0 % 1 % 2 % 3 % 4 % 5 % 6 %

92. 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-tasks
were on
the bottom of
the list!
0 % 1 % 2 % 3 % 4 % 5 % 6 %

93. User task
Research
project
Objective
Increase
donations

94. User task Forward path
Make a
donation
Research
project
Objective
Increase
donations

95. Portable
donation forms!

98. Portable
donation
form

99. 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 %

100. User task
Make a
donation
Objective
Increase
donations

101. User task Forward path
Recurring
donation
Make a
donation
Objective
Increase
donations

103. Keeping
priorities
from small
screens
pays off

105. One time
donations
+198%

106. One time
donations
+198%
Regular
donors
+288%

107. One time
donations
+198%
Regular
donors
+288%
Regular
donors sum
+382%

108. One time
donations
x3
Regular
donors
x4
Regular
donors sum
x5

109. Annual income, regular
donors (web)
2011 2012 2013 2014 (so far)

110. Annual income, regular
donors (web)
2011 2012 2013 2014 (so far)

111. Annual income, regular
donors (web)
Launch
2011 2012 2013 2014 (so far)

112. Annual income, regular
donors (web)
Launch
2011 2012 2013 2014 (so far)

113. Annual income, regular
donors (web)
Launch
2011 2012 2013 2014 (so far)

114. Example
Microsites and
campaigns

116. Beate Sørum / @BeateSorum
Rådgiver digital kommunikasjon
og fundraising i Kreftforeningen

117. – Med nytt kampanjenettsted
fra gang til gang, og produkt
til produkt, har du heller
ingen læring.
Beate Sørum / @BeateSorum
Rådgiver digital kommunikasjon og fundraising i Kreftforeningen

118. – Du finner ikke ut hva på
nettstedet som fungerer, og
kan aldri forbedre deg, fordi
alt for mye er forskjellig fra
gang til gang.
Beate Sørum / @BeateSorum
Rådgiver digital kommunikasjon og fundraising i Kreftforeningen

123. – Når vi kan lage
kampanjenettstedene selv ut
i fra en verktøykasse, sparer
vi mye i både tid og penger
på design og utvikling.
Beate Sørum / @BeateSorum
Rådgiver digital kommunikasjon og fundraising i Kreftforeningen

124. – Vi kan bruke kreftene på
godt innhold og budskap i
stedet, og vi forbedrer oss
hele tiden.
Beate Sørum / @BeateSorum
Rådgiver digital kommunikasjon og fundraising i Kreftforeningen

125. Content
principles
for
microsites

126. Content
principles
for
microsites
1) No duplicate content

127. Content
principles
for
microsites
1) No duplicate content
• We will not compete with
ourselves on google and do
double the work

128. Content
principles
for
microsites
1) No duplicate content
• We will not compete with
ourselves on google and do
double the work
• Instead, we’ll show what
we do by linking to main
site (and back)

129. Content
principles
for
microsites
1) No duplicate content
• We will not compete with
ourselves on google and do
double the work
• Instead, we’ll show what
we do by linking to main
site (and back)
2) Thinking ahead

130. Content
principles
for
microsites
1) No duplicate content
• We will not compete with
ourselves on google and do
double the work
• Instead, we’ll show what
we do by linking to main
site (and back)
2) Thinking ahead
• General info at main site

131. Content
principles
for
microsites
1) No duplicate content
• We will not compete with
ourselves on google and do
double the work
• Instead, we’ll show what
we do by linking to main
site (and back)
2) Thinking ahead
• General info at main site
• Microsite content is a part
of main site content work

134. Christmas campaign

135. Christmas campaign
15%

136. Christmas campaign
15% 17%

137. Christmas campaign
15% 17%
10%

138. Less
content,
better
results

139. 5 questions
the NCS
asks about
content

140. audience? 5 questions
the NCS
asks about
content
• Who’s the target

141. • Who’s the target
audience?
• Which target audience
need or task does this
content cover?
5 questions
the NCS
asks about
content

142. • 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

143. • 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

144. • 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

145. Unique visitors
2010 2011 2012 2013 2014

146. Unique visitors
Launch
2010 2011 2012
2013 2014

147. Target
groups
Direkte
1. Pasienter
2. Pårørende
3. Befolkningen
4. Forskere
Indirekte
• Fagfolk
• Media
• Myndigheter
• Utdanning
• Samarbeidspartnere

151. When Norway’s biggest
newspaper needs to
explain NET cancer
April Mai Juni Juli August September Oktober

155. Cold water challenge
Text
Smartphones
Tablet
Desktop

156. Cold water challenge
Text
Smartphones
Tablet
Desktop
3,5
million NOK
in 2 weeks

157. Did you
notice I never
showed you
the home
page?

160. Frågor?
• Objectives and user tasks first
• Start with the core
• Get rid of dead ends
• Be creative about your forward
paths
• Home page last, not first

161. Tack!
@idaAa eller
ida@netliferesearch.com