Find PDF downloads of the core model sheets here: http://bit.ly/core-model
The Norwegian Cancer Society’s (NCS) new website has achieved amazing results:
198% increase in one-time donations
288% increase in monthly donors registered
107% increase in members registered
348% increase in incoming links
80% increase in unique visitors per year
How did we do it? We developed the website around NCS’s core content—information about different types of cancer—and developed a core message and content guidelines that allow NCS to address cancer in an informative, authoritative, and sensitive way, while still focusing on NCS’s main objectives.
In this session you'll learn:
How to use the core model to prioritize content and succeed at content governance
How the core model can be combined with a mobile first and content first approach to achieve a truly collaborative and interdisciplinary team
How content governance is improved by a clear and defined core message
12. 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”
13. 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
14. 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
15. This is a hands on
case study.
• Tools & tricks
• Sketches & examples
• Results! Numbers!
16.
17. What NCS does:
• Funds cancer research
• Cancer care
• Cancer prevention
• Advocacy
• Information
• Fights cancer on a global scale
18. 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
19. 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
20. 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
22. 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
23. 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
26. 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
27. 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.
28. 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%
29. 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
30. 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%
31. 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
43. 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.
44. 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.
45. Why do you need a
concept phase?
• Ensure consistency and alignment
• Identify design and content needs early on
• Early reality check
46. We know now
why, what
and how. It’s
about time
we get more
specific.
68. 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
72. “We need your help to
make sure we build the
website you and your
users need”
73. 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!
74. 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!
75. 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
76. Identify your your core
pages
This is done by matching business goals and user
needs.
77. 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%
78. 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
79. 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
80. 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
81. Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
82. Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
83. Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
84. Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
85. Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
86. Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
88. 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?
89. 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?
90. 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?
91. 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?
92. 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?
93. 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?
94. Core content
What content elements do we need to make sure the
user solves their task (while respecting our objectives)
95. 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?
96. 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?
97. Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
98. Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
99. Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
100. Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
101. Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
103. Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Where
should we send
the user, after
they’ve solved
their primary
task?
104. Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Where
should we send
the user, after
they’ve solved
their primary
task?
105. Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Where
should we send
the user, after
they’ve solved
their primary
task?
106. Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Where
should we send
the user, after
they’ve solved
their primary
task?
107. Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Where
should we send
the user, after
they’ve solved
their primary
task?
108. Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Where
should we send
the user, after
they’ve solved
their primary
task?
109. Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Where
should we send
the user, after
they’ve solved
their primary
task?
112. The challenge
Users were looking for content that supported goal 1 & 2:
• Helping patients, their friends and family
• Increasing knowledge about cancer and prevention
113. The challenge
Users were looking for content that supported goal 1 & 2:
• Helping patients, their friends and family
• Increasing knowledge about cancer and prevention
But none of the user tasks supporting goal 3 & 4 came
up on top:
• Increased self service
• Increasing donations and members
120. Inward paths Core contents & forward paths
Core page:
Business goals (achieve at least one) User tasksIf you
had a small
screen, how
would you
prioritize these
elements?
175. The editors • Signed mandate from
management
• In charge of all content
and development
• Editors know their field
and how to write and user
tasks and goals
• Working collaboratively
and interdisciplinarily
• Departments are sources,
not content owners
178. Web master Web editor
Cancer research
Discussions
& decisions,
not writing
All
content is
revised at
least every 3
months
179. • 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
184. – Before, people had
responsibility for their area
and worked solely with that.
We’re working differently...
Marte Gråberg / @MarteGraberg
Webeditor of kreftforeningen.no
185. ...with our content now than
how we used to. We’re doing
more work together.
Marte Gråberg / @MarteGraberg
Webeditor of kreftforeningen.no
186. Thank you!
kreftforeningen.no
@idaAa or ida@netliferesearch.com
@ThordFoss Graphic Designer
@EirikHafver Content Strategist
@WilhelmJA Frontend Developer
@MarteGraberg Web Editor
@SolheimSlind Web Master
@BeateSorum Fundraiser