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Case study with some incredible results, detailing how we redesigned The Norwegian Cancer Society's website using concept phases and the core model. The site works great both for the user and the organization.
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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 [email protected]
bit.ly/core-euroia
Thank you!@idaAa or [email protected]
bit.ly/core-euroia