Webinar: Content against cancer
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How to succeed with your content. Video will be online here: http://www.customercarewords.com/webinar-previous.html
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Webinar: Content against cancer
- 1. Content against cancer Ida Aalen @idaAa Senior interaction designer, Netlife Research Beate Sørum @BeateSorum Digital fundraising, The Norwegian Cancer Society
- 2. Agenda • • • Using the core model to prioritize content in a responsive website How content is enhanced by working collaboratively and interdisciplinarily Amazing results!
- 6. What is The Norwegian Cancer Society?
- 7. What we do: • • • • • • fund cancer research cancer care cancer prevention advocacy information fighting cancer on a global scale
- 8. The Norwegian Cancer Society website ...before.
- 13. «Support us»-menu Banners; - become a member - donate withdrawn coins Button leading to web shop @BeateSorum http://about.me/beatesorum
- 14. Why did we need a new website? • • • The problem Overlapping content with no links Content did not addressing the users’ key questions Difficult to navigate and not prioritized
- 15. Why did we need a new website? • • • The problem Overlapping content with no links Content did not addressing the users’ key questions Difficult to navigate and not prioritized • • • How did that happen? Too many stakeholders 40-45 people were working in decentralized silos 6 year old website with a rigid information architecture and equal weight to all sections
- 16. The process 1. Finding goals, KPIs and target audiences 2. Identifying top user tasks 3. Developing a concept and tone of voice 4. The Core Model: Bringing goals, user tasks and the concept together 5. Design, content and development 6. Governance and development
- 17. #1 Finding goals, KPIs and target audiences
- 20. Our goals • • • In general Reducing the number of people who get cancer Increasing cancer survival rates Ensuring quality of life for cancer patients and their family and close friends
- 21. Our goals • • • In general Reducing the number of people who get cancer Increasing cancer survival rates Ensuring quality of life for cancer patients and their family and close friends 1. 2. 3. 4. Online Helping patients and their friends and family Increasing knowledge about cancer and prevention Increasing online self service Improving our reputation and position
- 22. Target audiences 1. 2. 3. 4. Primary Patients Friends and next of kin “Average Joe & Jane” Scientists
- 23. Target audiences 1. 2. 3. 4. Primary Patients Friends and next of kin “Average Joe & Jane” Scientists • • • • • Secondary Professionals Media Government Education Sponsors
- 26. Tons of research • • • • • Focus groups with patients and next of kin Surveys of The Cancer Society’s reputation Google Analytics Interviews with 10 stakeholders and 10 potential users Top task survey
- 27. Top task analysis “If you’re visiting The Cancer Society’s website, which of these five tasks are the most important to you?”
- 29. Treatment of cancer Symptoms of cancer Cancer treatment, symptoms, and prevention was most important Preventing cancer Cancer types Latest research Choosing a hospital Top 25% Patient rights 0.4% vote for “Donate” and “Volunteer” Next of kin Waiting times Dietary prevention 0 % 1 % 2 % 3 % 4 % 5 % 6 %
- 30. #3 Developing a concept and tone of voice
- 31. Going through user research and goals @WilhelmJA Front end developer @ThordFoss Graphic designer @EirikHafver Content strategist
- 34. Which ideas are connected? What should we take with us going next?
- 35. 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, and behind all the statistics, doctor’s coats and bureaucracy there are human beings wanting to help.
- 36. 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 facless institution, but competent professionals with a name and a face.
- 37. #4 Bringing goals, user tasks and the concept together
- 38. 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
- 39. This is the traditional approach to design, navigation and information architecture Home page
- 40. This is the traditional approach to design, navigation and information architecture Home page
- 41. This is the traditional approach to design, navigation and information architecture Home page
- 42. This is the traditional approach to design, navigation and information architecture Home page
- 43. This is the traditional approach to design, navigation and information architecture Home page
- 44. This is the traditional approach to design, navigation and information architecture Home page
- 45. This is the traditional approach to design, navigation and information architecture Home page
- 46. This is the traditional approach to design, navigation and information architecture Home page
- 47. This is the traditional approach to design, navigation and information architecture
- 48. A lot of your users will never visit any other page
- 49. A lot of your users will never visit any other page Googled “lung cancer”
- 50. A lot of your users will never visit any other page Googled “lung cancer” Link on Facebook about cancer research
- 51. A lot of your users will never visit any other page Googled “lung cancer” Link on Facebook about cancer research 75% of the traffic to The Norwegian Cancer Society from Google
- 52. A new approach: The Core Model • • • A lot of your users will never see your home page. They get there via Google, social media and links We have to stop using hierarchy and categories as our starting point We need to start with the answers to your users need, and work from there
- 60. Using the core model • • The core • • Core pages are where your users solve their task - and you reach your objectives. Good ways in and making sure there are no blind alleys, becomes more important than structure and hierarchy The core is the same on all devices Letting the user finish her task first, lets us better guide her next actions
- 61. Objectives Ways in User tasks Core content Ways forward
- 62. @BeateSorum Working in pairs to identify ways in, core content and ways out @Mona_Stensrud
- 63. People from different parts of the organization were paired
- 66. Treatment of cancer Symptoms of cancer Cancer treatment, symptoms, and prevention was most important Preventing cancer Cancer types Latest research Choosing a hospital Top 25% Patient rights 0.4% vote for “Donate” and “Volunteer” Next of kin Waiting times Dietary prevention 0 % 1 % 2 % 3 % 4 % 5 % 6 %
- 68. Core page Way forward Research project Make a donation
- 69. Core page Research project Way forward Make a donation Business objective Increasing donations and members
- 70. Core page Way forward Business objective Talk to others in the same situation Helping patients, their family and friends Waiting for treatment Attend a course or group
- 71. Core page Cancer forms Way forward Prevention Business objective Increasing knowledge about cancer and prevention
- 73. Early paper sketch Byline A human face?
- 74. Early paper sketch Early photoshop sketch Byline That’s more like it! A human face?
- 75. Early paper sketch Early photoshop sketch HTML & CSS prototype No “Lorem Ipsum”. We only used actual content when designing.
- 80. We used the core model to overcome the fact that fundraising wasn’t a top task
- 81. The paradox of choice The idea that more choices actually lead to fewer actions.
- 82. Follow us on Facebook Sponsor a child Recurring gift Subscribe to newsletter Donate now! Order brochure Become a member Download app Join our #Instagram competition Volunteer
- 83. Donate now! Follow on facebook Sponsor Recurring gift Order Subscribe Member Download app Join our #instagram competition Volunteer
- 87. We can put forms on any page we like, they’re “portable” Facebook Landing page Cancer research Direct mail Ads Donate
- 90. #6 Governance
- 91. Web editor
- 94. The editors • • • • • Thanks to a lot of lobbying by @EirikHafver • Signed mandate from management Overview of all content Knows user tasks and goals Working collaboratively and interdisciplinary Editors know their field and know how to write The departments no longer own the content - they’re sources
- 95. A cultural change in how we treat our content
- 96. – We have five questions that we use to find out whether new content should be added to the website or not. Marte Gråberg Webeditor of kreftforeningen.no
- 97. 5 questions The Cancer Society ask about (new) content 1. Who’s the target audience? 2. Does this content cover some need or task for this target audience? Which? 3. Does this content cover a strategic goal for The Cancer Society? Which? 4. Describe how you imagine this content will be found and used by the user 5. Why is the website the right channel for this content?
- 98. Top user tasks This part of the home page has not changed since launch
- 99. Dynamic content At the bottom of the home page, the Cancer Society can highlight current events
- 100. Results
- 102. +20 %
- 103. – More people than earlier contact the cancer line, but now they’re more informed when they contact us Anine Wiig Dagestad Web editor and cancer nurse
- 105. When Norway’s biggest newspaper needs to explain what NET cancer is... VG.no links to NCS April May June July August September October
- 106. – We’re seeing more press with basic “cut and paste” from our pages, especially on prevention Marte Gråberg / @MarteGraberg Webeditor of kreftforeningen.no
- 109. One time donations +70 % Donations total +73 % Monthly donations +88 %
- 110. 100% 90% 250 kr 500 kr 80% 70% 60% 50% 40% 30% 20% 10% 0% 2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug 2013 sep
- 111. 100% 90% Default changed from 250 kr to 500 kr 250 kr 500 kr 80% 70% 60% 50% 40% 30% 20% 10% 0% 2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug 2013 sep
- 112. New members +164 %
- 113. – Before, people had responsibility for their area and worked solely with that. We’re working differently... Marte Gråberg / @MarteGraberg Webeditor of kreftforeningen.no
- 114. ...with our content now than how we used to. We’re doing more work together. Marte Gråberg / @MarteGraberg Webeditor of kreftforeningen.no
- 115. Questions? @idaAa or ida@netliferesearch.com @BeateSorum or beate.sorum@kreftforeningen.no @ThordFoss Graphic Designer @EirikHafver Content Strategist @WilhelmJA Frontend Developer @MarteGraberg Web Editor @SolheimSlind Web Master
- 116. Thank you! Ida Aalen @idaAa Senior interaction designer, Netlife Research Beate Sørum @BeateSorum Digital fundraising, The Norwegian Cancer Society