Core model workshop at Confab Intensive 2015

transcript

The Core Model: Getting to business while making friends

Ida Aalen @idaaa Audun Rundberg @audunru Confab Intensive 2015

Confab Intensive

Oslo, Norway

Ida Aalen

@idaaa

UX Designer

Audun Rundberg

@audunru

Content Strategist

#ConfabINT

How 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!

You should make more

room for news.

I don’t like purple!!

My son could have made a

better website.

Multinational telecommunications company

Non-governmental organizationScandinavian

construction company

Non-governmental organization

Agenda

09.00 The Core Model

09.45 Get down to business (and make friends)

12.00 Finished

Say hello! • What’s your name? • Where do you work? • Pair up! • (Or ‘three’ up if you can’t make pairs)

Make cores - not wars

Home page

Googled

Clicked a link on Facebook

Many users will never see

any other page

Businessgoals

Usertasks

Forward paths

The Core Model • The Core is where your users solve

their tasks and you reach yourobjectives

• Paths, not hierarchy • No dead ends

@AreGH

Do your user research

...and establishobjectives!

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 the digital/web team • 6-14 stakeholders/people from the client • Snacks and lots of coffee!

6–14 participants No web, design or content skills necessary!

• facilitator (you!) • your team: design, UX, content, etc • people with expert knowledge • content owners • people who should be collaborating, but aren’t • people with strong opinions about the website

Core workshop

People work in pairs,and present their workafter each step

1. Identify core pages 2. Inward paths 3. Core content 4. Forward paths 5. Prioritizing core elements

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Socionom

LawyerCancer nurse

Design

Research

Cancer care

Prevention

Web editor

Fundraiser

Step #1

Identify your core pages This is done by matching business goals and user needs

The Norwegian Cancer Society’s goals1. Helping patients and their friends and family 2. Increasing knowledge about cancer and prevention 3. Increasing online self-service 4. Strengthening our position and increasing donations

Top task survey

«If you’re visiting The Cancer Society’s website, which five tasks are the most important to you?»

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

2) Increasing knowledge about cancer and prevention

1) Helping patients and their friends & family

2) Increasing knowledge about cancer and prevention

6 out of 79 tasks got 25% of the

Core page:

Step #2

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

Core page:

How will the user find their

way to this core page?

Core page:

How will the user find their

way to this core page?

Step #3

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

Core page:

What’s the optimal

solution, for the user and for

Core page:

What’s the optimal

solution, for the user and for

Core page:

Step #4

Forward paths After the user has solved their task, where do we want to send them next?

Core page:

Where should we send the user, after they’ve solved their

primary task?

Core page:

Where should we send the user, after they’ve solved their

primary task?

Core page:

Step #5

Prioritizing core elements How would you place these elements if you only had a mobile screen available?

Updated template!

The core is the same on all devices

Example

Breast cancer

Warning!

Time on page

– More people contact the cancer line now than before, but now they’re more informed when they contact us Anine Wiig Dagestad

Oncology nurse

2006 2007 2008 2009 2010 2011 2012 2013 2014

Cancer line conversations Launch

+58%+43%

Unique visitors

2010 2011 2012 2013 2014 2015

Launch

Work with the core model

Rainforest Foundation Norway supports indigenous people and traditional populations of the world's rainforests in their efforts to protect their environment and secure their customary land rights.

With our goal of preserving the rainforest, we advocate for the rights of its indigenous inhabitants.

Our operations are funded by public authorities, as well as private donors and sponsors.

Step #1

Identify your core pages This is done by matching business goals and user needs

Business goals 1. Increase financial support

2. Engage more people in the work to protect the rainforest

3. Increase the knowledge about the rainforest and about

our work

User tasks1. Find out how I as a consumer can

reduce the pressure on the rainforest 2. Learn more about the work of the

Rainforest Foundation 3. Results of the work of the Rainforest

foundation 4. Learn more about the rainforest

(including animals, plants, climate and indiginous people)

5. Find out if a product contains palm oil

6. Supporting the work of the Rainforest Foundation

7. See what threats the rainforest is facing

8. What is the current state of the rainforest?

9. Find out what kind of woods that are categorized as tropical timber

10. Become a sponsor 11. Contacting the Rainforest Foundation 12. Read the latest news/current subjects

Core pages 1. Support the Rainforest Foundation

2. Threats to the rainforest

3. Palm oil

4. Our work in the Amazon

Core page:

Write down the goals and user

tasks for your core page

Don’t fill out the rest of the sheet

Step #2

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

Core page:

How will the user find their way to

this core page?

Keep the user tasks in mind

minutes

Share with your table

• Each pair tells the rest of the table what they came up with

• Steal ideas!!!

Step #3

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

Increasing sales of mobile broad band

1 7 13 19 25 31 37 43 49 55 61 67 73 79 85 91 97 103 109 115 121 127 133 139 145 151 157 163

Everyone agrees these pages are

important

«But my pages are important too!»

Pages (ranked)

What are the different subscriptions?

What’s the price?

Coverage

My connection

isn’t working!

Reorganizing the content using the

core model

Why doesn’t it

Coverage

What’s the price?

What are the different

subscriptions?

Sales of mobile broad band

Customer support emails

Number of pages

-35%-80%

Core page:

What’s the optimal solution, for the user and

for us?

Keep in mind your

goals and the user tasks 15

minutes

• Steal ideas!!!

Step #4

Forward paths After the user has solved their task, where do we want to send them next?

Example

Increasing 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%

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%

Fundraising-tasks were on the bottom of

the list!

1. Helping patients and their friends and family ✔ 2. Increasing knowledge about cancer and prevention ✔ 3. Increasing online self-service ✔ 4. Strengthening our position and increasing donations ✖

Make a donation

Research project

User task Forward path

Increase donations

Objective

Portabledonation forms!

Portable donation

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

Recurring donation

Make a donation

Increase donations

Objective

Regular donors

One time donations

Regular donors sum

Regular donors

One time donations

Regular donors sum

2011 2012 2013 2014

Annual income, regular donors (web)

Launch

Improved forms

Example

Increasing membership

How do you increase membership when the idea of membership can be frightening?

Rehabilitation

Fundraising

Webmaster

Member services

Call us for advice

Living with loss of vision

Increase member-

Objective

Core page:

Where should we send the user, after they’ve solved their primary

Keep your goals in mind

minutes

• Steal ideas!!!

Step #5

Prioritizing core elements How would you place these elements if you only had a mobile screen available?

Prioritizingcore elements Inward paths

Core contents & forward paths

Core page:

• Steal ideas!!!

Example

From workshop to website

How do you get from core pages to design and content creation?

Core page

Transport page

Example

Gaining leads for construction projects

Add to cart

Bridge (18.000 tonnes)

Portable“buy a bridge”

forms!

Contact project

manager

Key people in projects

Increase project leads

Objective

Web manager

Each pair writes their text in

Google Docs

Did you notice we never showed you the home pages?

Takeaways • Objectives and user tasks first • Start with the core • Get rid of dead ends • Be creative about your forward

paths • Home page last, not first

Ida Aalen / @idaaa

ida@netliferesearch.com

Audun Rundberg / @audunru

audun@netliferesearch.com

Thank you!