31. The Core Model
• Core pages is where your users solve
their task and you reach your
objectives
@AreGH
32. The Core Model
• Core pages is where your users solve
their task and you reach your
objectives
• Paths, not hierarchy
@AreGH
33. The Core Model
• Core pages is where your users solve
their task and you reach your
objectives
• Paths, not hierarchy
• No blind alleys
@AreGH
34. 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
35. 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
You can
download slides
& resources later
today!
36. Lawyer
Prevention
Web editor
Cancer nurse
Design
Socionom
Research
Fundraiser
Cancer care
37. “We need your help to
make sure we build the
website you and your
users need”
38. Core page:
Business goals (achieve at least one) User tasks
Inward paths Core content Forward paths
39. Step #1
Identify your core pages
This is done by matching business goals and user
needs.
41. Top task survey
«If you’re visiting The Cancer Society’s website, which
five tasks are the most important to you?»
42. 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 %
43. Core page:
Business goals (achieve at least one) User tasks
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Inward paths Core content
Forward paths
44. Core page:
Business goals (achieve at least one) User tasks
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5[ORVQOUQHECPEGT
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Inward paths Core content
Forward paths
45. Core page:
Business goals (achieve at least one) User tasks
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
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%CPEGTV[RGU
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*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Inward paths Core content
Forward paths
46. Step #2
Inward paths
How will the user get here? How will they find this
content?
47. Core page:
Business goals (achieve at least one) User tasks
Inward paths Core content Forward paths
How will
the user find
their way to
this core
page?
48. Core page:
Business goals (achieve at least one) User tasks
6TGCVOGPVQHECPEGT
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%CPEGTV[RGU
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+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Inward paths Core content
Forward paths
How will
the user find
their way to
this core
page?
49. Core page:
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
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%CPEGTV[RGU
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+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
How will
the user find
their way to
this core
page?
50. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
U[ORVQO
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
How will
the user find
their way to
this core
page?
51. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
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+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
How will
the user find
their way to
this core
page?
52. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
ňNWPIECPEGTʼn
DTQEJWTG
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
How will
the user find
their way to
this core
page?
53. Step #3
Core content
What content elements do we need to make sure the
user solves their task (while respecting our objectives)
54. 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?
55. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
*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?
56. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
ňNWPIECPEGTʼn
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(QTOQHECPEGT
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57. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
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5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
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+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
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*QOGRCIG!
ňNWPIECPEGTʼn
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5[ORVQOUHKTUV
58. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
*GNRKPIRCVKGPVUCPFVJGKTHTKGPFUCPFHCOKN[
+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
ňNWPIECPEGTʼn
DTQEJWTG
(QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
5[ORVQOUHKTUV
/CMGUWTG[QWIQVQVJGFQEVQT
FQPņVFKCIPQUG[QWTUGNHHTQOCYGDUKVG
59. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
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+PETGCUKPIMPQYNGFIGCDQWVECPEGTRTGXGPVKQP
Core content
Core page:
)QQINKPIC
U[ORVQO
*QOGRCIG!
ňNWPIECPEGTʼn
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(QTOQHECPEGT
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5[ORVQOUHKTUV
/CMGUWTG[QWIQVQVJGFQEVQT
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0QVCNNECPEGTHQTOUECP
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GHHQTVU
61. Step #4
Forward paths
After the user has solved their task, where do we want
to send them next?
62. 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?
63. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
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+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
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GHHQTVU
5WTXKXCNTCVGU
task?
64. Business goals (achieve at least one) User tasks
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
*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
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task?
65. (QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
*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?
66. (QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
*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
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GHHQTVU
5WTXKXCNTCVGU
task?
67. (QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
*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?
68. (QTOQHECPEGT
GZCORNGňNWPIECPEGTʼn
Inward paths Forward paths
)QQINKPIňNWPI
ECPEGTʼn
6TGCVOGPVQHECPEGT
5[ORVQOUQHECPEGT
2TGXGPVKPIECPEGT
%CPEGTV[RGU
*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?
90. 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 %
91. 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%
0 % 1 % 2 % 3 % 4 % 5 % 6 %
92. 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-tasks
were on
the bottom of
the list!
0 % 1 % 2 % 3 % 4 % 5 % 6 %
99. 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 %
116. Beate Sørum / @BeateSorum
Rådgiver digital kommunikasjon
og fundraising i Kreftforeningen
117. – Med nytt kampanjenettsted
fra gang til gang, og produkt
til produkt, har du heller
ingen læring.
Beate Sørum / @BeateSorum
Rådgiver digital kommunikasjon og fundraising i Kreftforeningen
118. – Du finner ikke ut hva på
nettstedet som fungerer, og
kan aldri forbedre deg, fordi
alt for mye er forskjellig fra
gang til gang.
Beate Sørum / @BeateSorum
Rådgiver digital kommunikasjon og fundraising i Kreftforeningen
119.
120.
121.
122.
123. – Når vi kan lage
kampanjenettstedene selv ut
i fra en verktøykasse, sparer
vi mye i både tid og penger
på design og utvikling.
Beate Sørum / @BeateSorum
Rådgiver digital kommunikasjon og fundraising i Kreftforeningen
124. – Vi kan bruke kreftene på
godt innhold og budskap i
stedet, og vi forbedrer oss
hele tiden.
Beate Sørum / @BeateSorum
Rådgiver digital kommunikasjon og fundraising i Kreftforeningen
127. Content
principles
for
microsites
1) No duplicate content
• We will not compete with
ourselves on google and do
double the work
128. Content
principles
for
microsites
1) No duplicate content
• We will not compete with
ourselves on google and do
double the work
• Instead, we’ll show what
we do by linking to main
site (and back)
129. Content
principles
for
microsites
1) No duplicate content
• We will not compete with
ourselves on google and do
double the work
• Instead, we’ll show what
we do by linking to main
site (and back)
2) Thinking ahead
130. Content
principles
for
microsites
1) No duplicate content
• We will not compete with
ourselves on google and do
double the work
• Instead, we’ll show what
we do by linking to main
site (and back)
2) Thinking ahead
• General info at main site
131. Content
principles
for
microsites
1) No duplicate content
• We will not compete with
ourselves on google and do
double the work
• Instead, we’ll show what
we do by linking to main
site (and back)
2) Thinking ahead
• General info at main site
• Microsite content is a part
of main site content work
141. • Who’s the target
audience?
• Which target audience
need or task does this
content cover?
5 questions
the NCS
asks about
content
142. • 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
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?
5 questions
the NCS
asks about
content
144. • 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
160. Frågor?
• 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