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Content Against Cancer 
Using the Core Model to Reach Your Objectives 
Ida Aalen / @idaAa 
EuroIA 
September 25th, 2014
Ida Aalen 
Senior UX designer, 
Netlife Research 
@idaAa #euroIA
Ida Aalen 
Senior UX designer, 
Netlife Research 
@idaAa #euroIA 
How come 
our annual 
report isn’t on 
the home 
page?
Why 
isn’ t my 
department 
in the main 
menu? 
Ida Aalen 
Senior UX designer, 
Netlife Research 
@idaAa #euroIA 
How come...
Why 
isn’ t my 
department 
in the main 
menu? 
Ida Aalen 
Senior UX designer, 
Netlife Research 
@idaAa #euroIA 
How come...
Why 
isn’ t my 
department 
in the main 
menu? 
Ida Aalen 
Senior UX designer, 
Netlife Research 
@idaAa #euroIA 
How come...
Why 
isn’ t my 
department 
in the main 
menu? 
Ida Aalen 
Senior UX designer, 
Netlife Research 
@idaAa #euroIA 
How come...
Why 
isn’ t my 
department 
in the main 
menu? 
Ida Aalen 
Senior UX designer, 
Netlife Research 
@idaAa #euroIA 
How come...
Why 
isn’ t my 
department 
in the main 
menu? 
Ida Aalen 
Senior UX designer, 
Netlife Research 
@idaAa #euroIA 
How come...
Why 
isn’ t my 
department 
in the main 
menu? 
Ida Aalen 
Senior UX designer, 
Netlife Research 
@idaAa #euroIA 
How come...
Why 
isn’ t my 
department 
in the main 
menu? 
Ida Aalen 
Senior UX designer, 
Netlife Research 
@idaAa #euroIA 
How come...
Yes 
we 
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
Business 
goals 
User 
tasks
Business 
goals 
User 
tasks
Business 
goals 
User 
tasks
Business 
goals 
User 
tasks
Business 
goals 
User 
tasks
Business 
goals 
“Lung cancer” 
User 
tasks
Business 
goals 
“Lung cancer” 
User 
tasks 
Core pages
“Donate” “Lung cancer” 
Business 
goals 
User 
tasks 
Core pages
“Donate” “Lung cancer” 
Business 
goals 
User 
tasks 
Core pages
The Core Model 
@AreGH
The Core Model 
• Core pages is where your users solve 
their task and you reach your 
objectives 
@AreGH
The Core Model 
• Core pages is where your users solve 
their task and you reach your 
objectives 
• Paths, not hierarchy ...
The Core Model 
• Core pages is where your users solve 
their task and you reach your 
objectives 
• Paths, not hierarchy ...
Using the core model on 
your team or with your 
clients
Lawyer 
Prevention 
Web editor 
Cancer nurse 
Design 
Socionom 
Research 
Fundraiser 
Cancer care
“We need your help to 
make sure we build the 
website you and your 
users need”
Core page: 
Business goals (achieve at least one) User tasks 
Inward paths Core content Forward paths
Identify your core pages 
This 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...
Treatment of cancer 
Symptoms of cancer 
Preventing cancer 
Cancer types 
Latest research 
Choosing a hospital 
Patient ri...
Core page: 
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn 
Business goals (achieve at least one) User tasks 
*GNRKPIRCVKGPVUCPFVJGKTHTK...
Core page: 
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn 
Business goals (achieve at least one) User tasks 
*GNRKPIRCVKGPVUCPFVJGKTHTK...
Core page: 
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn 
Business goals (achieve at least one) User tasks 
*GNRKPIRCVKGPVUCPFVJGKTHTK...
Core page: 
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn 
Business goals (achieve at least one) User tasks 
*GNRKPIRCVKGPVUCPFVJGKTHTK...
Core page: 
Business goals (achieve at least one) User tasks 
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV 
5[ORVQOUQHECPEGT 
2T...
Core page: 
Business goals (achieve at least one) User tasks 
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV 
5[ORVQOUQHECPEGT 
2T...
Core page: 
Business goals (achieve at least one) User tasks 
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV 
5[ORVQOUQHECPEGT 
2T...
Core page: 
Business goals (achieve at least one) User tasks 
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV 
5[ORVQOUQHECPEGT 
2T...
Inward paths 
How will the user get here? How will they find this 
content?
Core page: 
Business goals (achieve at least one) User tasks 
Inward paths Core content Forward paths 
How will 
the user ...
Core page: 
Business goals (achieve at least one) User tasks 
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOGPV 
5[ORVQOUQHECPEGT 
2T...
Core page: 
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn 
Business goals (achieve at least one) User tasks 
Inward paths Forward paths...
Business goals (achieve at least one) User tasks 
Inward paths Forward paths 
)QQINKPIňNWPI 
ECPEGTʼn 
%CPEGTHQTOU
U[ORVQOU...
Business goals (achieve at least one) User tasks 
Inward paths Forward paths 
)QQINKPIňNWPI 
ECPEGTʼn 
%CPEGTHQTOU
U[ORVQOU...
Business goals (achieve at least one) User tasks 
Inward paths Forward paths 
)QQINKPIňNWPI 
ECPEGTʼn 
%CPEGTHQTOU
U[ORVQOU...
Core content 
What content elements do we need to make sure the 
user solves their task (while respecting our objectives)
Core page: 
Business goals (achieve at least one) User tasks 
Inward paths Core content Forward paths 
What’s 
the optimal...
Business goals (achieve at least one) User tasks 
Inward paths Forward paths 
)QQINKPIňNWPI 
ECPEGTʼn 
%CPEGTHQTOU
U[ORVQOU...
Business goals (achieve at least one) User tasks 
Inward paths Forward paths 
)QQINKPIňNWPI 
ECPEGTʼn 
%CPEGTHQTOU
U[ORVQOU...
Business goals (achieve at least one) User tasks 
Inward paths Forward paths 
)QQINKPIňNWPI 
ECPEGTʼn 
%CPEGTHQTOU
U[ORVQOU...
Business goals (achieve at least one) User tasks 
Inward paths Forward paths 
)QQINKPIňNWPI 
ECPEGTʼn 
%CPEGTHQTOU
U[ORVQOU...
Business goals (achieve at least one) User tasks 
Inward paths Forward paths 
)QQINKPIňNWPI 
ECPEGTʼn 
%CPEGTHQTOU
U[ORVQOU...
Business goals (achieve at least one) User tasks 
Inward paths Forward paths 
)QQINKPIňNWPI 
ECPEGTʼn 
%CPEGTHQTOU
U[ORVQOU...
Outward paths 
After the user has solved their task, where do we want 
to send them next?
Core page: 
Business goals (achieve at least one) User tasks 
Inward paths Core content Forward paths 
Where 
should we se...
Business goals (achieve at least one) User tasks 
Inward paths Forward paths 
)QQINKPIňNWPI 
ECPEGTʼn 
%CPEGTHQTOU
U[ORVQOU...
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn 
Inward paths Forward paths 
)QQINKPIňNWPI 
ECPEGTʼn 
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOG...
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn 
Inward paths Forward paths 
)QQINKPIňNWPI 
ECPEGTʼn 
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOG...
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn 
Inward paths Forward paths 
)QQINKPIňNWPI 
ECPEGTʼn 
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOG...
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn 
Inward paths Forward paths 
)QQINKPIňNWPI 
ECPEGTʼn 
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOG...
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn 
Inward paths Forward paths 
)QQINKPIňNWPI 
ECPEGTʼn 
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOG...
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn 
Inward paths Forward paths 
)QQINKPIňNWPI 
ECPEGTʼn 
%CPEGTHQTOU
U[ORVQOURTQIPQUKUVTGCVOG...
Using mobile to 
prioritize 
How would you place these elements if you only had a 
mobile screen available?
Core page: 
BusineIsfs ygooaul s (achieve at least one) User tasks 
had a small 
screen, how 
would you 
prioritize these ...
Core page: 
Business goals (achieve at least one) User tasks 
Inward paths Core contents  forward paths
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 
desi...
Example 
Breast cancer
Time on page
Time on page 
3:57 
3:48
Example 
Donations
Treatment of cancer 
Symptoms of cancer 
Preventing cancer 
Cancer types 
Latest research 
Choosing a hospital 
Patient ri...
Treatment of cancer 
Symptoms of cancer 
Preventing cancer 
Cancer types 
Latest research 
Choosing a hospital 
Donate 
Vo...
Core page 
Research 
project
Core page Outward path 
Make a 
donation 
Research 
project
Portable 
donation forms!
Treatment of cancer 
Symptoms of cancer 
Preventing cancer 
Cancer types 
Latest research 
Choosing a hospital 
Donate 
Vo...
User task 
Donation
User task Forward path 
Recurring 
Donation donation
But... 
Does it 
work?
Unique visitors 
2010 2011 2012 2013 2014
Unique visitors 
Launch 
2012 
2010 2011 2013 2014
– More people contact the 
cancer line now than before, 
but now they’re more 
informed when they contact 
us 
Anine Wiig ...
Cancer line 
conversations 
2006 2007 2008 2009 2010 2011 2012 2013
Cancer line 
Launch 
conversations +40% 
2006 2007 2008 2009 2010 2011 2012 2013
TITTEL 
123
ACTION
Player 1: Wilhelm 
Lines: 4 
Points: 2367
Player 1: Wilhelm 
Lines: 4 
Points: 2367
Keeping 
priorities 
from small 
screens 
pays off
One time 
donations 
+198%
One time 
donations 
+198% 
Regular 
donors 
+288%
One time 
donations 
+198% 
Regular 
donors 
+288% 
Regular 
donors sum 
+382%
One time 
donations 
x3 
Regular 
donors 
x4 
Regular 
donors sum 
x5
Members 
+107%
Members 
x2
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 
2011 2012 2013 2014 (by august)
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 Fundraising Research 
Thanks to a lot of lobbying by @EirikHafver
Web editor 
Cancer Fundraising Research Prevention 
Thanks to a lot of lobbying by @EirikHafver
Web editor 
Cancer Fundraising Research Prevention Rights 
Thanks to a lot of lobbying by @EirikHafver
Web editor 
Cancer Fundraising Research Prevention Rights 
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 
...
The editors • Signed mandate from 
management 
• In charge of all content 
and development 
• Overview of user tasks and 
...
The editors • Signed mandate from 
management 
• In charge of all content 
and development 
• Overview of user tasks and 
...
Web master 
Web editor 
Cancer research 
Rights 
Weekly 2 
hour 
meetings 
Prevention
Web master 
Web 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 ...
5 questions 
the NCS 
asks about 
content
audience? 5 questions 
the NCS 
asks about 
content 
• Who’s the target
• Who’s the target 
audience? 
• Which target audience 
need or task does this 
content cover? 
5 questions 
the NCS 
asks...
• Who’s the target 
audience? 
• Which target audience 
need or task does this 
content cover? 
• Which NCS objective 
doe...
• Who’s the target 
audience? 
• Which target audience 
need or task does this 
content cover? 
• Which NCS objective 
doe...
• Who’s the target 
audience? 
• Which target audience 
need or task does this 
content cover? 
• Which NCS objective 
doe...
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
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
Content against cancer and the core model at EuroIA2014 in Brussels
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Content against cancer and the core model at EuroIA2014 in Brussels

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.

Content against cancer and the core model at EuroIA2014 in Brussels

  1. 1. Content Against Cancer Using the Core Model to Reach Your Objectives Ida Aalen / @idaAa EuroIA September 25th, 2014
  2. 2. Ida Aalen Senior UX designer, Netlife Research @idaAa #euroIA
  3. 3. Ida Aalen Senior UX designer, Netlife Research @idaAa #euroIA How come our annual report isn’t on the home page?
  4. 4. Why isn’ t my department in the main menu? Ida Aalen Senior UX designer, Netlife Research @idaAa #euroIA How come our annual report isn’t on the home page?
  5. 5. Why isn’ t my department in the main menu? Ida Aalen Senior UX designer, Netlife Research @idaAa #euroIA How come our annual report isn’t on the home page? We need a button on the home page that takes you to our Facebook profile.
  6. 6. Why isn’ t my department in the main menu? Ida Aalen Senior UX designer, Netlife Research @idaAa #euroIA How come our annual report isn’t on the home page? We need a button on the home page that takes you to our Facebook profile. I need a banner for our latest product launch.
  7. 7. Why isn’ t my department in the main menu? Ida Aalen Senior UX designer, Netlife Research @idaAa #euroIA How come our annual report isn’t on the home page? 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!
  8. 8. Why isn’ t my department in the main menu? Ida Aalen Senior UX designer, Netlife Research @idaAa #euroIA How come our annual report isn’t on the home page? 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.
  9. 9. Why isn’ t my department in the main menu? Ida Aalen Senior UX designer, Netlife Research @idaAa #euroIA How come our annual report isn’t on the home page? 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.
  10. 10. Why isn’ t my department in the main menu? Ida Aalen Senior UX designer, Netlife Research @idaAa #euroIA How come our annual report isn’t on the home page? 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!!
  11. 11. Why isn’ t my department in the main menu? Ida Aalen Senior UX designer, Netlife Research @idaAa #euroIA How come our annual report isn’t on the home page? 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.
  12. 12. Yes we can!
  13. 13. Don’t do anything without knowing objectives & user needs ;)
  14. 14. Where to begin?
  15. 15. Home page
  16. 16. Home page
  17. 17. Home page
  18. 18. Home page
  19. 19. Home page
  20. 20. Home page
  21. 21. Home page
  22. 22. Many users will never see any other page
  23. 23. Many users will never see any other page
  24. 24. Googled «lung cancer» Many users will never see any other page
  25. 25. Googled «lung cancer» Saw a link on Facebook about cancer research Many users will never see any other page
  26. 26. Business goals User tasks
  27. 27. Business goals User tasks
  28. 28. Business goals User tasks
  29. 29. Business goals User tasks
  30. 30. Business goals User tasks
  31. 31. Business goals “Lung cancer” User tasks
  32. 32. Business goals “Lung cancer” User tasks Core pages
  33. 33. “Donate” “Lung cancer” Business goals User tasks Core pages
  34. 34. “Donate” “Lung cancer” Business goals User tasks Core pages
  35. 35. The Core Model @AreGH
  36. 36. The Core Model • Core pages is where your users solve their task and you reach your objectives @AreGH
  37. 37. The Core Model • Core pages is where your users solve their task and you reach your objectives • Paths, not hierarchy @AreGH
  38. 38. The Core Model • Core pages is where your users solve their task and you reach your objectives • Paths, not hierarchy • No blind alleys @AreGH
  39. 39. Using the core model on your team or with your clients
  40. 40. Lawyer Prevention Web editor Cancer nurse Design Socionom Research Fundraiser Cancer care
  41. 41. “We need your help to make sure we build the website you and your users need”
  42. 42. Core page: Business goals (achieve at least one) User tasks Inward paths Core content Forward paths
  43. 43. Identify your core pages This is done by matching business goals and user needs.
  44. 44. 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.
  45. 45. 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 6 out of 79 tasks got 25% of the votes Top 25% 0 % 1 % 2 % 3 % 4 % 5 % 6 %
  46. 46. Core page: (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn Business goals (achieve at least one) User tasks *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Inward paths Core content Forward paths
  47. 47. Core page: (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn Business goals (achieve at least one) User tasks *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Inward paths Core content Forward paths
  48. 48. Core page: (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn Business goals (achieve at least one) User tasks *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Inward paths Core content Forward paths
  49. 49. Core page: (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn Business goals (achieve at least one) User tasks *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Inward paths Core content Forward paths
  50. 50. Core page: Business goals (achieve at least one) User tasks %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Inward paths Core content Forward paths
  51. 51. Core page: Business goals (achieve at least one) User tasks %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Inward paths Core content Forward paths
  52. 52. Core page: Business goals (achieve at least one) User tasks %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Inward paths Core content Forward paths
  53. 53. Core page: Business goals (achieve at least one) User tasks %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Inward paths Core content Forward paths
  54. 54. Inward paths How will the user get here? How will they find this content?
  55. 55. Core page: Business goals (achieve at least one) User tasks Inward paths Core content Forward paths How will the user find its way to this core page?
  56. 56. Core page: Business goals (achieve at least one) User tasks %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Inward paths Core content Forward paths How will the user find its way to this core page?
  57. 57. Core page: (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn Business goals (achieve at least one) User tasks Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content How will the user find its way to this core page?
  58. 58. Business goals (achieve at least one) User tasks Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn How will the user find its way to this core page?
  59. 59. Business goals (achieve at least one) User tasks Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn How will the user find its way to this core page?
  60. 60. Business goals (achieve at least one) User tasks Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn How will the user find its way to this core page?
  61. 61. Core content What content elements do we need to make sure the user solves their task (while respecting our objectives)
  62. 62. Core page: Business goals (achieve at least one) User tasks Inward paths Core content Forward paths What’s the optimal solution, for the user and for us?
  63. 63. Business goals (achieve at least one) User tasks Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn What’s the optimal solution, for the user and for us?
  64. 64. Business goals (achieve at least one) User tasks Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn
  65. 65. Business goals (achieve at least one) User tasks Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn 5[ORVQOUHKTUV
  66. 66. Business goals (achieve at least one) User tasks Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn 5[ORVQOUHKTUV /CMGUWTG[QWIQVQVJGFQEVQT FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG
  67. 67. Business goals (achieve at least one) User tasks Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn 5[ORVQOUHKTUV /CMGUWTG[QWIQVQVJGFQEVQT FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG 0QVCNNECPEGTHQTOUECP DGRTGXGPVGF4KUM HCEVQTUCPFECWUGUVQQ PQVLWUVRTGXGPVKQP GHHQTVU
  68. 68. Business goals (achieve at least one) User tasks Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn 5[ORVQOUHKTUV /CMGUWTG[QWIQVQVJGFQEVQT FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG 0QVCNNECPEGTHQTOUECP DGRTGXGPVGF4KUM HCEVQTUCPFECWUGUVQQ PQVLWUVRTGXGPVKQP GHHQTVU 5WTXKXCNTCVGU
  69. 69. Outward paths After the user has solved their task, where do we want to send them next?
  70. 70. Core page: Business goals (achieve at least one) User tasks Inward paths Core content Forward paths Where should we send the user, after they’ve solved their primary task?
  71. 71. Business goals (achieve at least one) User tasks Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn 5[ORVQOUHKTUV Where /CMGUWTG[QWIQVQVJGFQEVQT should we send the user, after they’ve solved their primary FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG 0QVCNNECPEGTHQTOUECP DGRTGXGPVGF4KUM HCEVQTUCPFECWUGUVQQ PQVLWUVRTGXGPVKQP GHHQTVU 5WTXKXCNTCVGU task?
  72. 72. (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG %CPEGTNKPG Business goals (achieve at least one) User tasks 5[ORVQOUHKTUV Where /CMGUWTG[QWIQVQVJGFQEVQT should we send the user, after they’ve solved their primary FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG 0QVCNNECPEGTHQTOUECP DGRTGXGPVGF4KUM HCEVQTUCPFECWUGUVQQ PQVLWUVRTGXGPVKQP GHHQTVU 5WTXKXCNTCVGU task?
  73. 73. (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG %CPEGTNKPG 2TGXGPVKQP Business goals (achieve at least one) User tasks 5[ORVQOUHKTUV Where /CMGUWTG[QWIQVQVJGFQEVQT should we send the user, after they’ve solved their primary FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG 0QVCNNECPEGTHQTOUECP DGRTGXGPVGF4KUM HCEVQTUCPFECWUGUVQQ PQVLWUVRTGXGPVKQP GHHQTVU 5WTXKXCNTCVGU task?
  74. 74. (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG %CPEGTNKPG 2TGXGPVKQP 4KIJVU Business goals (achieve at least one) User tasks 5[ORVQOUHKTUV Where /CMGUWTG[QWIQVQVJGFQEVQT should we send the user, after they’ve solved their primary FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG 0QVCNNECPEGTHQTOUECP DGRTGXGPVGF4KUM HCEVQTUCPFECWUGUVQQ PQVLWUVRTGXGPVKQP GHHQTVU 5WTXKXCNTCVGU task?
  75. 75. (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG %CPEGTNKPG 2TGXGPVKQP 4KIJVU 0%5QRKPKQP QPVJKUUWDLGEV Business goals (achieve at least one) User tasks 5[ORVQOUHKTUV Where /CMGUWTG[QWIQVQVJGFQEVQT should we send the user, after they’ve solved their primary FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG 0QVCNNECPEGTHQTOUECP DGRTGXGPVGF4KUM HCEVQTUCPFECWUGUVQQ PQVLWUVRTGXGPVKQP GHHQTVU 5WTXKXCNTCVGU task?
  76. 76. (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG %CPEGTNKPG 2TGXGPVKQP 4KIJVU 0%5QRKPKQP QPVJKUUWDLGEV Business goals (achieve at least one) User tasks 5[ORVQOUHKTUV Where /CMGUWTG[QWIQVQVJGFQEVQT should we send the user, after they’ve solved their primary FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG 0QVCNNECPEGTHQTOUECP DGRTGXGPVGF4KUM HCEVQTUCPFECWUGUVQQ PQVLWUVRTGXGPVKQP GHHQTVU 5WTXKXCNTCVGU task?
  77. 77. (QTOQHECPEGT GZCORNGňNWPIECPEGTʼn Inward paths Forward paths )QQINKPIňNWPI ECPEGTʼn %CPEGTHQTOU U[ORVQOURTQIPQUKUVTGCVOGPV 5[ORVQOUQHECPEGT 2TGXGPVKPIECPEGT 6TGCVOGPVQHECPEGT *GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[ +PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP Core content Core page: )QQINKPIC U[ORVQO *QOGRCIG! ňNWPIECPEGTʼn DTQEJWTG %CPEGTNKPG 2TGXGPVKQP 4KIJVU 0%5QRKPKQP QPVJKUUWDLGEV Business goals (achieve at least one) User tasks 5[ORVQOUHKTUV /CMGUWTG[QWIQVQVJGFQEVQT FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG 0QVCNNECPEGTHQTOUECP DGRTGXGPVGF4KUM HCEVQTUCPFECWUGUVQQ PQVLWUVRTGXGPVKQP GHHQTVU 5WTXKXCNTCVGU
  78. 78. Using mobile to prioritize How would you place these elements if you only had a mobile screen available?
  79. 79. Core page: BusineIsfs ygooaul s (achieve at least one) User tasks had a small screen, how would you prioritize these elements? Inward paths Core contents forward paths
  80. 80. Core page: Business goals (achieve at least one) User tasks Inward paths Core contents forward paths
  81. 81. The core is the same on all devices
  82. 82. Early paper sketch Early photoshop sketch HTML CSS prototype No “Lorem Ipsum”. We only used actual content when designing.
  83. 83. Example Breast cancer
  84. 84. Time on page
  85. 85. Time on page 3:57 3:48
  86. 86. Example Donations
  87. 87. 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 6 out of 79 tasks got 25% of the votes Top 25% 0 % 1 % 2 % 3 % 4 % 5 % 6 %
  88. 88. Treatment of cancer Symptoms of cancer Preventing cancer Cancer types Latest research Choosing a hospital Donate Volunteer Memory gift Legacy gift 6 out of 79 tasks got 25% of the votes Top 25% Fundraising was at the bottom... 0 % 1 % 2 % 3 % 4 % 5 % 6 %
  89. 89. Core page Research project
  90. 90. Core page Outward path Make a donation Research project
  91. 91. Portable donation forms!
  92. 92. Treatment of cancer Symptoms of cancer Preventing cancer Cancer types Latest research Choosing a hospital Donate Volunteer Memory gift Legacy gift Top 25% But some people are actually coming to donate 0 % 1 % 2 % 3 % 4 % 5 % 6 %
  93. 93. User task Donation
  94. 94. User task Forward path Recurring Donation donation
  95. 95. But... Does it work?
  96. 96. Unique visitors 2010 2011 2012 2013 2014
  97. 97. Unique visitors Launch 2012 2010 2011 2013 2014
  98. 98. – More people contact the cancer line now than before, but now they’re more informed when they contact us Anine Wiig Dagestad Oncology nurse
  99. 99. Cancer line conversations 2006 2007 2008 2009 2010 2011 2012 2013
  100. 100. Cancer line Launch conversations +40% 2006 2007 2008 2009 2010 2011 2012 2013
  101. 101. TITTEL 123
  102. 102. ACTION
  103. 103. Player 1: Wilhelm Lines: 4 Points: 2367
  104. 104. Player 1: Wilhelm Lines: 4 Points: 2367
  105. 105. Keeping priorities from small screens pays off
  106. 106. One time donations +198%
  107. 107. One time donations +198% Regular donors +288%
  108. 108. One time donations +198% Regular donors +288% Regular donors sum +382%
  109. 109. One time donations x3 Regular donors x4 Regular donors sum x5
  110. 110. Members +107%
  111. 111. Members x2
  112. 112. Annual income, regular donors (web) 2011 2012 2013 2014 (by august)
  113. 113. Annual income, regular donors (web) 2011 2012 2013 2014 (by august)
  114. 114. Annual income, regular donors (web) Launch 2011 2012 2013 2014 (by august)
  115. 115. Annual income, regular donors (web) Launch 2011 2012 2013 2014 (by august)
  116. 116. Annual income, regular donors (web) Launch 2011 2012 2013 2014 (by august)
  117. 117. Christmas campaign
  118. 118. Christmas campaign 15%
  119. 119. Christmas campaign 15% 17%
  120. 120. Christmas campaign 15% 17% 10%
  121. 121. Governance
  122. 122. Web editor Thanks to a lot of lobbying by @EirikHafver
  123. 123. Web editor Cancer Thanks to a lot of lobbying by @EirikHafver
  124. 124. Web editor Cancer Fundraising Thanks to a lot of lobbying by @EirikHafver
  125. 125. Web editor Cancer Fundraising Research Thanks to a lot of lobbying by @EirikHafver
  126. 126. Web editor Cancer Fundraising Research Prevention Thanks to a lot of lobbying by @EirikHafver
  127. 127. Web editor Cancer Fundraising Research Prevention Rights Thanks to a lot of lobbying by @EirikHafver
  128. 128. Web editor Cancer Fundraising Research Prevention Rights Thanks to a lot of lobbying by @EirikHafver
  129. 129. The editors
  130. 130. The editors • Signed mandate from management
  131. 131. The editors • Signed mandate from management • In charge of all content and development
  132. 132. The editors • Signed mandate from management • In charge of all content and development • Overview of user tasks and goals
  133. 133. 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
  134. 134. 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
  135. 135. Web master Web editor Cancer research Rights Weekly 2 hour meetings Prevention
  136. 136. Web master Web editor Cancer research Analytics on the agenda every week
  137. 137. Web master Web editor Cancer research Discussions decisions, not writing All content is revised at least every 3 months
  138. 138. 5 questions the NCS asks about content
  139. 139. audience? 5 questions the NCS asks about content • Who’s the target
  140. 140. • Who’s the target audience? • Which target audience need or task does this content cover? 5 questions the NCS asks about content
  141. 141. • 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
  142. 142. • 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
  143. 143. • 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
  144. 144. Did you notice I never showed you the home page?
  145. 145. Top user tasks
  146. 146. Top user tasks This part of the homepage has not changed since launch
  147. 147. Dynamic content
  148. 148. Dynamic content At the bottom of the homepage, the Cancer Society can highlight current events
  149. 149. Questions? @idaAa or ida@netliferesearch.com bit.ly/core-euroia
  150. 150. Thank you! @idaAa or ida@netliferesearch.com bit.ly/core-euroia

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