Webinar: Content against cancer

Content against cancer

Ida Aalen @idaAaSenior interaction designer, Netlife Research

Beate Sørum @BeateSorumDigital fundraising, The Norwegian Cancer Society

Agenda• Using the core model to prioritize content in a responsive

website• How content is enhanced by working collaboratively and

interdisciplinarily• Amazing results!

What is Netlife Research?

What is The Norwegian Cancer Society?

What we do:• fund cancer research• cancer care• cancer prevention• advocacy• information• fighting cancer on a global scale

The Norwegian Cancer Society website...before.

lørdag 22. juni 13

lørdag 22. juni 13

lørdag 22. juni 13

lørdag 22. juni 13

@BeateSorum http://about.me/beatesorum

«Support us»-menu

Banners; - become a member- donate withdrawn coins

Button leading to web shop

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

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

The process

1. Finding goals, KPIs and target audiences

2. Identifying top user tasks3. Developing a concept and

tone of voice4. The Core Model: Bringing

goals, user tasks and the concept together

5. Design, content and development

6. Governance and development

#1

Finding goals, KPIs and target audiences

Our goalsIn 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

Our goalsIn 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

Online1. Helping patients and their

friends and family2. Increasing knowledge

about cancer and prevention

3. Increasing online self service

4. Improving our reputation and position

Target audiences

Primary1. Patients2. Friends and next of kin3. “Average Joe & Jane”4. Scientists

Target audiences

Primary1. Patients2. Friends and next of kin3. “Average Joe & Jane”4. Scientists

Secondary• Professionals• Media• Government• Education• Sponsors

#2

Identifying top user tasks

Whoever screams loudest

will win?

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

Top task analysis“If you’re visiting The Cancer Society’s website, which of these five tasks are the most important to you?”

0

200

400

600

800

1000

1200

1400

1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76

Vote

Tasks

Treatment of cancer

Symptoms of cancer

Preventing cancer

Cancer types

Latest research

Choosing a hospital

Patient rights

Next of kin

Waiting times

Dietary prevention

0 % 1 % 2 % 3 % 4 % 5 % 6 %

Top 25%

Cancer treatment,

symptoms, and prevention was

most important

0.4% vote for “Donate” and “Volunteer”

#3

Developing a concept and tone of voice

Going through user research and

goals

@WilhelmJAFront end developer

@ThordFossGraphicdesigner

@EirikHafverContent

strategist

Sketching ideas for

functionality and concept

Feedback from the group

Which ideas are

connected?

What should we

take with us going next?

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.

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.

#4

Bringing goals, user tasks and the concept together

The challengeUsers 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

Home pageThis is the traditional

approach to design, navigation and

information architecture

Home pageThis is the traditional

approach to design, navigation and

information architecture

Home pageThis is the traditional

approach to design, navigation and

information architecture

Home pageThis is the traditional

approach to design, navigation and

information architecture

Home pageThis is the traditional

approach to design, navigation and

information architecture

Home pageThis is the traditional

approach to design, navigation and

information architecture

Home pageThis is the traditional

approach to design, navigation and

information architecture

Home pageThis is the traditional

approach to design, navigation and

information architecture

This is the traditional

approach to design, navigation and

information architecture

A lot of your users will never visit any

other page

Googled “lung cancer”

A lot of your users will never visit any

other page

Googled “lung cancer”

Link on Facebook about cancer research

A lot of your users will never visit any

other page

Googled “lung cancer”

Link on Facebook about cancer research

A lot of your users will never visit any

other page

75% of the traffic to The Norwegian

Cancer Society from Google

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

Businessgoals

Usertasks

Businessgoals

Usertasks

Businessgoals

Usertasks

Businessgoals

Usertasks

Businessgoals

Usertasks

Businessgoals

Usertasks

Core pages

Businessgoals

Usertasks

Core pages

Using the core model

• 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

The core

Objectives User tasks

Ways in Core content Ways forward

Working in pairs to

identify ways in, core content

and ways out

@BeateSorum @Mona_Stensrud

People from different parts of the organization

were paired

Treatment of cancer

Symptoms of cancer

Preventing cancer

Cancer types

Latest research

Choosing a hospital

Patient rights

Next of kin

Waiting times

Dietary prevention

0 % 1 % 2 % 3 % 4 % 5 % 6 %

Top 25%

Cancer treatment,

symptoms, and prevention was

most important

0.4% vote for “Donate” and “Volunteer”

Research project

Core page

Make a donationResearch project

Core page Way forward

Make a donationIncreasing

donations and members

Research project

Core page Way forward Business objective

Helping patients, their

family and friends

Waiting for treatment

Attend a course or group

Talk to others in the same situation

Core page Way forward Business objective

Prevention

Increasing knowledge

about cancer and prevention

Cancer forms

Core page Way forward Business objective

#5

Design, content and developmenthttps://kreftforeningen.no

A human face?

Byline

Early paper sketch

A human face?

That’s more like it!

Byline

Early paper sketch Early photoshop sketch

Early paper sketch Early photoshop sketch HTML & CSS prototype

No “Lorem Ipsum”. We only

used actual content when

designing.

The core Related Menu

Symptoms

Lung cancer

Help line

Prevention and causes

Diagnosing

Opinion

Prevalence and survival rates

Note

We used the core model to overcome the fact that fundraising wasn’t a top task

The paradox of choiceThe idea that more choices actually lead to fewer actions.

Donate now!Recurring giftSponsor a child Become a member Volunteer

Follow us on Facebook Subscribe to newsletter

Order brochure Download app

Join our #Instagram competition

Donate now!

Recurring giftSponsor Member Volunteer

Follow on facebook Subscribe

Order Download app

Join our #instagram competition

We can put forms on any page we like, they’re “portable”

Landing page Donate

Facebook

Direct mail Ads

Cancer research

@BeateSorum http://about.me/beatesorum

@BeateSorum http://about.me/beatesorum

#6

Governance

Web editor

Web editor

Cancer Research Prevention RightsFundraising

Web editor

Cancer Research Prevention RightsFundraising

The editors • 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

Thanks to a lot of

lobbying by @EirikHafver

A cultural change in how we treat our content

– We have five questions that we use to find out whether new content should be added to the website or not.Marte GråbergWebeditor of kreftforeningen.no

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?

5 questions The Cancer Society ask about (new) content

Top user tasksThis part of the home page has not changed since launch

Dynamic contentAt the bottom of the home page, the Cancer Society can highlight current events

Results

+20 %

– More people than earlier contact the cancer line, but now they’re more informed when they contact usAnine Wiig DagestadWeb editor and cancer nurse

0

10

20

30

40

2010 2011 2012 2013 (so far)

“Source: Cancer society”

When Norway’s biggest newspaper needs to explain what NETcancer is...

VG.no links to NCS

April May June July August September October

– We’re seeing more press with basic “cut and paste” from our pages, especially on preventionMarte Gråberg / @MarteGrabergWebeditor of kreftforeningen.no

Monthly donations

+88 %

One time donations

+70 %

Donations total

+73 %

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100%

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

250 kr500 kr

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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

250 kr500 kr

Default changed from 250 kr to 500 kr

New members

+164 %

– Before, people had responsibility for their area and worked solely with that.We’re working differently... Marte Gråberg / @MarteGrabergWebeditor of kreftforeningen.no

...with our content now than how we used to. We’re doing more work together.

Marte Gråberg / @MarteGrabergWebeditor of kreftforeningen.no

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

Thank you!

Ida Aalen @idaAaSenior interaction designer, Netlife Research

Beate Sørum @BeateSorumDigital fundraising, The Norwegian Cancer Society