O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Core model workshop at Confab Intensive 2015

2.059 visualizações

Publicada em

Work shop materials!

Publicada em: Design

Core model workshop at Confab Intensive 2015

  1. 1. The Core Model: Getting to business while making friends Ida Aalen @idaaa Audun Rundberg @audunru Confab Intensive 2015
  2. 2. Confab Intensive Oslo, Norway
  3. 3. 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.
  4. 4. Multinational telecommunications company Non-governmental organization Scandinavian
 construction company Non-governmental organization
  5. 5. Agenda 09.00 The Core Model 09.45 Get down to business 
 (and make friends) 12.00 Finished
  6. 6. Say hello! • What’s your name? • Where do you work? • Pair up! • (Or ‘three’ up if you can’t make pairs)
  7. 7. Make cores 
 - not wars
  8. 8. Home page
  9. 9. Googled Clicked a link on Facebook Many users will never see any other page
  10. 10. Business
 goals User
 tasks Cores Forward paths
  11. 11. The Core Model • The Core is where your users solve
 their tasks and you reach your
 objectives • Paths, not hierarchy • No dead ends @AreGH
  12. 12. @AreGH
  13. 13. Do your user research
  14. 14. ...and establish
 objectives!
  15. 15. 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!
  16. 16. 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
  17. 17. Core workshop People work in pairs,
 and present their work
 after each step 1. Identify core pages 2. Inward paths 3. Core content 4. Forward paths 5. Prioritizing core elements
  18. 18. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  19. 19. Socionom Lawyer Cancer nurse Design Research Cancer care Prevention Web editor Fundraiser
  20. 20. Step #1 Identify your core pages This is done by matching business goals and user needs
  21. 21. The Norwegian Cancer Society’s goals 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
  22. 22. Top task survey «If you’re visiting The Cancer Society’s website, which five tasks are the most important to you?»
  23. 23. 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 1) Helping patients and their friends & family 1) Helping patients and their friends & family 2) Increasing knowledge about cancer and prevention 2) Increasing knowledge about cancer and prevention 2) Increasing knowledge about cancer and prevention 2) Increasing knowledge about cancer and prevention 1) Helping patients and their friends & family 1) Helping patients and their friends & family 2) Increasing knowledge about cancer and prevention 6 out of 79 tasks got 25% of the votes
  24. 24. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  25. 25. Step #2 Inward paths How will the user get here? How will they find this content?
  26. 26. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks How will the user find their way to this core page?
  27. 27. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks How will the user find their way to this core page?
  28. 28. Step #3 Core content What content elements do we need to make sure the user solves their task (while respecting our objectives)
  29. 29. 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?
  30. 30. 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?
  31. 31. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks 
 

  32. 32. Step #4 Forward paths After the user has solved their task, where do we want to send them next?
  33. 33. 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?
  34. 34. 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?
  35. 35. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks 
 

  36. 36. Step #5 Prioritizing core elements How would you place these elements if you only had a mobile screen available?
  37. 37. Updated template!
  38. 38. The core is the same on all devices
  39. 39. Example Breast cancer
  40. 40. Warning!
  41. 41. Time on page 3m57s 3m48s
  42. 42. – More people contact the cancer line now than before, but now they’re more informed when they contact us Anine Wiig Dagestad Oncology nurse
  43. 43. 2006 2007 2008 2009 2010 2011 2012 2013 2014 Cancer line conversations Launch +58% +43%
  44. 44. Unique visitors 10 2011 2012 2013 2014 2015 Launch
  45. 45. Work with the core model
  46. 46. 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.
  47. 47. With our goal of preserving the rainforest, we advocate for the rights of its indigenous inhabitants.
  48. 48. Our operations are funded by public authorities, as well as private donors and sponsors.
  49. 49. Step #1 Identify your core pages This is done by matching business goals and user needs
  50. 50. 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
  51. 51. User tasks 1. 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
  52. 52. Core pages 1. Support the Rainforest Foundation 2. Threats to the rainforest 3. Palm oil 4. Our work in the Amazon
  53. 53. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks Write down the goals and user tasks for your core page Don’t fill out the rest of the sheet
  54. 54. Step #2 Inward paths How will the user get here? How will they find this content?
  55. 55. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks How will the user find their way to this core page? Keep the user tasks in mind 7minutes
  56. 56. Share with your table • Each pair tells the rest of the table what they came up with • Steal ideas!!!
  57. 57. Break
  58. 58. Step #3 Core content What content elements do we need to make sure the user solves their task (while respecting our objectives)
  59. 59. Increasing sales of mobile broad band
  60. 60. Pageviews 0 10000 20000 30000 40000 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)
  61. 61. What are the different subscriptions? What’s the price? Coverage My connection isn’t working!
  62. 62. Reorganizing the content using the core model
  63. 63. Why doesn’t it work? Coverage What’s the price? What are the different subscriptions?
  64. 64. +80% Sales of mobile broad band Customer support emails Number of pages -35%-80%
  65. 65. 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? Keep in mind your goals and the user tasks 15minutes
  66. 66. Share with your table • Each pair tells the rest of the table what they came up with • Steal ideas!!!
  67. 67. Step #4 Forward paths After the user has solved their task, where do we want to send them next?
  68. 68. Example Increasing donations
  69. 69. 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
  70. 70. 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! 6 out of 79 tasks got 25% of the votes
  71. 71. Goals 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 ✖
  72. 72. Make a donation Research project User task Forward path Increase donations Objective
  73. 73. Portable
 donation forms!
  74. 74. Portable donation form
  75. 75. 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
  76. 76. Recurring donation Make a donation User task Forward path Increase donations Objective
  77. 77. Regular donors +704% One time donations +602% Regular donors sum +847%
  78. 78. Regular donors x8 One time donations x7 Regular donors sum x9
  79. 79. 2011 2012 2013 2014 Annual income, regular donors (web) Launch Improved forms
  80. 80. Example Increasing membership
  81. 81. How do you increase membership when the idea of membership can be frightening?
  82. 82. Rehabilitation IT Fundraising Webmaster Member services
  83. 83. Call us for advice Living with loss of vision User task Forward path Increase member- ship Objective
  84. 84. 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? Keep your goals in mind 7minutes
  85. 85. Share with your table • Each pair tells the rest of the table what they came up with • Steal ideas!!!
  86. 86. Step #5 Prioritizing core elements How would you place these elements if you only had a mobile screen available?
  87. 87. Prioritizing
 core elements Inward paths Core contents & forward paths Core page: Business goals 
 (achieve at least one) User tasks
  88. 88. Share with your table • Each pair tells the rest of the table what they came up with • Steal ideas!!!
  89. 89. Example From workshop to website
  90. 90. How do you get from core pages to design and content creation?
  91. 91. Core page
  92. 92. Transport page
  93. 93. Example Gaining leads for construction projects
  94. 94. Add to cart 1 Bridge (18.000 tonnes) Portable
 “buy a bridge” forms!
  95. 95. Contact project manager Key people in projects User task Forward path Increase project leads Objective
  96. 96. Web manager East Web manager East North South West
  97. 97. Each pair writes their text in Google Docs
  98. 98. Did you notice we never showed you the home pages?
  99. 99. 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
  100. 100. Ida Aalen / @idaaa ida@netliferesearch.com Audun Rundberg / @audunru audun@netliferesearch.com Thank you!

×