Content against cancer and the core model at EuroIA2014 in Brussels

Content Against CancerUsing the Core Model to Reach Your Objectives

Ida Aalen / @idaAaEuroIASeptember 25th, 2014

Ida AalenSenior UX designer,Netlife Research

@idaAa #euroIA

Ida AalenSenior UX designer,Netlife Research

@idaAa #euroIAHow come our annual

report isn’t on the home

page?

Ida AalenSenior UX designer,Netlife Research

@idaAa #euroIAHow come our annual

report isn’t on the home

page?

Why isn’ t my

department in the main

menu?

Ida AalenSenior UX designer,Netlife Research

@idaAa #euroIAHow come our annual

report isn’t on the home

page?

Why isn’ t my

department in the main

menu?

We need a button on the

home page that takes you to our

Facebook profile.

Ida AalenSenior UX designer,Netlife Research

@idaAa #euroIAHow come our annual

report isn’t on the home

page?

Why isn’ t my

department in the main

menu?

We need a button on the

home page that takes you to our

Facebook profile.

I need a banner for our latest product

launch.

Ida AalenSenior UX designer,Netlife Research

@idaAa #euroIAHow come our annual

report isn’t on the home

page?

Why isn’ t my

department in the main

menu?

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!

Ida AalenSenior UX designer,Netlife Research

@idaAa #euroIAHow come our annual

report isn’t on the home

page?

Why isn’ t my

department in the main

menu?

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.

Ida AalenSenior UX designer,Netlife Research

@idaAa #euroIAHow come our annual

report isn’t on the home

page?

Why isn’ t my

department in the main

menu?

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.

Ida AalenSenior UX designer,Netlife Research

@idaAa #euroIAHow come our annual

report isn’t on the home

page?

Why isn’ t my

department in the main

menu?

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!!

Ida AalenSenior UX designer,Netlife Research

@idaAa #euroIAHow come our annual

report isn’t on the home

page?

Why isn’ t my

department in the main

menu?

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.

Yeswe

can!

Don’t do anything without knowing objectives &user needs ;)

Where to begin?

Home page

Home page

Home page

Home page

Home page

Home page

Home page

Many users will never see

any other page

Many users will never see

any other page

Googled «lung cancer»

Many users will never see

any other page

Googled «lung cancer»

Saw a link on Facebook about cancer research

Many users will never see

any other page

Businessgoals

Usertasks

Businessgoals

Usertasks

Businessgoals

Usertasks

Businessgoals

Usertasks

Businessgoals

Usertasks

Businessgoals

Usertasks

“Lung cancer”

Businessgoals

Usertasks

Core pages

“Lung cancer”

Businessgoals

Usertasks

Core pages

“Lung cancer”“Donate”

Businessgoals

Usertasks

Core pages

“Lung cancer”“Donate”

The Core Model

@AreGH

The Core Model• Core pages is where your users solve

their task and you reach yourobjectives

@AreGH

The Core Model• Core pages is where your users solve

their task and you reach yourobjectives

• Paths, not hierarchy

@AreGH

The Core Model• Core pages is where your users solve

their task and you reach yourobjectives

• Paths, not hierarchy• No blind alleys

@AreGH

Using the core model on your team or with your clients

Lawyer

Prevention

Web editor

Design

SocionomResearch

Cancer nurse

Fundraiser

Cancer care

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

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Identify your core pagesThis is done by matching business goals and user needs.

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.

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

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Inward pathsHow will the user get here? How will they find this content?

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?

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?

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?

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?

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?

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?

Core contentWhat content elements do we need to make sure the user solves their task (while respecting our objectives)

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?

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?

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Outward pathsAfter the user has solved their task, where do we want to send them next?

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?

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?

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?

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?

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?

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?

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?

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Using mobile to prioritizeHow would you place these elements if you only had a mobile screen available?

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?

Inward paths Core contents & forward paths

Core page:

Business goals (achieve at least one) User tasks

The core is the same on all devices

Early paper sketch Early photoshop sketch HTML & CSS prototype

No “Lorem Ipsum”. We only

used actual content when

designing.

Example

Breast cancer

Time on page

Time on page

3:573:48

Example

Donations

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

Treatment of cancer

Symptoms of cancer

Preventing cancer

Cancer types

Latest research

Choosing a hospital

Donate

Volunteer

Memory gift

Legacy gift

0 % 1 % 2 % 3 % 4 % 5 % 6 %

Top 25%

6 out of 79 tasks got 25% of the

votes

Fundraising was at the bottom...

Research project

Core page

Make a donation

Research project

Core page Outward path

Portabledonation forms!

Treatment of cancer

Symptoms of cancer

Preventing cancer

Cancer types

Latest research

Choosing a hospital

Donate

Volunteer

Memory gift

Legacy gift

0 % 1 % 2 % 3 % 4 % 5 % 6 %

Top 25%

But some

people are actually

coming to donate

Donation

User task

Recurring donation

Donation

User task Forward path

But... Does it work?

Unique visitors

2010 2011 201420132012

Unique visitors

2010 2011 20142013

Launch

2012

– More people contact the cancer line now than before, but now they’re more informed when they contact usAnine Wiig DagestadOncology nurse

2006 2007 2008 2009 2010 2011 2012 2013

Cancer line conversations

2006 2007 2008 2009 2010 2011 2012 2013

Cancer line conversations +40%

Launch

TITTEL

123

ACTION

Player 1: WilhelmLines: 4Points: 2367

Player 1: WilhelmLines: 4Points: 2367

Keeping priorities from small screens pays off

One time donations

+198%

Regular donors

+288%

One time donations

+198%

Regular donors

+288%

One time donations

+198%

Regular donors sum

+382%

Regular donors

x4

One time donations

x3

Regular donors sum

x5

Members

+107%

Members

x2

2011 2012 2013 2014 (by august)

Annual income, regular donors (web)

2011 2012 2013 2014 (by august)

Annual income, regular donors (web)

2011 2012 2013 2014 (by august)

Annual income, regular donors (web)

Launch

2011 2012 2013 2014 (by august)

Annual income, regular donors (web)

Launch

2011 2012 2013 2014 (by august)

Annual income, regular donors (web)

Launch

Christmas campaign

Christmas campaign

15%

Christmas campaign

15% 17%

Christmas campaign

15% 17%

10%

Governance

Web editor

Thanks to a lot of lobbying by @EirikHafver

Web editor

Cancer

Thanks to a lot of lobbying by @EirikHafver

Web editor

Cancer Fundraising

Thanks to a lot of lobbying by @EirikHafver

Web editor

Cancer ResearchFundraising

Thanks to a lot of lobbying by @EirikHafver

Web editor

Cancer Research PreventionFundraising

Thanks to a lot of lobbying by @EirikHafver

Web editor

Cancer Research Prevention RightsFundraising

Thanks to a lot of lobbying by @EirikHafver

Web editor

Cancer Research Prevention RightsFundraising

Thanks to a lot of lobbying by @EirikHafver

The editors

The editors • Signed mandate from management

The editors • Signed mandate from management

• In charge of all content and development

The editors • Signed mandate from management

• In charge of all content and development

• Overview of user tasks and goals

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

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

Web master

Web editor

Cancer research

RightsPrevention

Weekly 2 hour

meetings

Web masterWeb editor

Cancer research

Analytics on the

agenda every week

Web master Web editor

Cancer research

Discussions & decisions, not writing

All content is revised at

least every 3 months

5 questions the NCS asks about content

• Who’s the target audience?5 questions

the NCS asks about content

• Who’s the target audience?

• Which target audience need or task does this content cover?

5 questions the NCS asks about content

• 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

• 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

• 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

Did you notice I never showed you the home page?

Top user tasks

Top user tasks

This part of the homepage has not changed since launch

Dynamic content

Dynamic content

At the bottom of the homepage, the Cancer Society can highlight current events

Questions?@idaAa or ida@netliferesearch.com

bit.ly/core-euroia

Thank you!@idaAa or ida@netliferesearch.com

bit.ly/core-euroia