inspirationslunch - pair writing

Collaborate on content using pair writing and the core model

Valtech Stockholm 25 November 2015

2. You will get the slides

3. Enjoy your lunch!

1. I will speak EnglishYou can speak Swedish!

3 rules:

2. Pair writing

3. Core model

1. Test content3 tools:

Jørgen Designer

Torstein Content

Martha UX

Veronica UX

Gustav Designer

Anne Project Manager

Eivind Content

Content microtest

Content microtest • Test before publishing with one user • The user gets two questions, takes 10-15 minutes

The technique was developed by Laura Arlov from The Norwegian Tax Authority to help writers create content that users understand.

Step #1:Read the title and

description. Think of 3-4 questions you

expect will be answered on this

page.

DementiaGet advice from professionals.

The first signs of dementia are often vague, and it may therefore be difficultto make a diagnosis. Many people with dementia say that they areexperiencing things that were simple, has become more difficult.

Some of the early signs of dementia are:

What can you do?Are you worried if you or a loved one has dementia, you should contact aGP. It can take time to make a diagnosis of dementia. Before contacting aGP, you may want to think through, and note a few key words about thesepoints:

reduced attention and concentration: You may think it's been difficultto follow a conversation.

�

memory failure: You experience a sudden feeling to have forgottenwhat you have done earlier in the day.

�

language problems: You may have trouble remembering what thingsare called.

�

sudden moments of confusion: You might find that you lose track,even in simple everyday situations.

�

situations you have experienced that has made you worried�

if you've talked to the person you are worried�

if you want to be with the doctor�

Step #2: Highlight where

your questions are answered. Does

the content meet the need?

Feedback on needs, not

grammar

Cheap, fast

Can be done over the phone:

Send title/

description and the rest of the

copy in separate emails

2008-2010: Web editor for The Norwegian Directorate for Children, Youth and Family Affairs

6000 employees

200 employees with access to CMS

3 websites

... me

Jakob Nielsen’s «F pattern»

So I printed the website...

Pair writing

Why pair writing? • The team thinks before publishing • It forces authors to stay focused • It helps colleagues form a mutual understanding of their content • It results in a more uniform tone • It allows authors to share best practices in regards to writing for the web

Web writing

workshop(ca 1948)

Pair writing!

Inspired by pair

programming

http://bit.ly/acc-prog (PDF)

Case study:Norwegian Cancer Society

Warning!

Cancer Diseases ▶ Skin

cancer ▶ Prevent Skin Cancer

Prevention ▶ Sun and solarium ▶ Prevent Skin

Cancer

2012 2014

80%fewer pages

Pair writing 1. Bring people together and pair them up 2. Decide on a need 3. Group feedback 4. Write! 5. Present a draft 6. Continue writing and giving group feedback

Step #1: Bring people together and

pair them up

Before writing, each pair has to answer these questions.

• Which objective will this page help us achieve?

• What are the user needs?

Step #2: Decide on

a needObjective: Increased knowledge about symptoms and

early diagnosis of dementia

User needs: Symptoms, diagnosis, treatment

Step #3: Group

feedback

Step #4: Write!

– Can you read that out loud?

– What do you mean by that?

Initial drafts focus on most important

need

Step #5: Present a draft

Step #6: Switch roles

and continue writing

No cruft, justneeds

Example from City of Oslo

Pair writing 1. Bring people together and pair them up 2. Decide on a need 3. Group feedback 4. Write! 5. Present a draft 6. Continue writing

Pair writing helps you write to

meet the need

Pair writing is outside some

people’s comfort zone, but the results are

worth it

It teaches you to focus on the need first,

then the words

When you practise pair

writing, you can't remember who wrote each sentence. You

have shared ownership.

Pair writing helps you find

common ground

The core model

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.

Make cores - not wars

Home page

Googled

Clicked a link on Facebook

Many users will never see

any other page

Businessgoals

Usertasks

Cores

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/subject matter experts • Snacks and lots of coffee!

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

• facilitator • 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

Lawyer Cancer 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

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

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Step #2 Inward paths How 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 their

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 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)

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

Step #4 Forward paths After 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

Step #5 Prioritizing core elements How would you place these elements if you only had a mobile screen available?

The core is the same on all devices

Example

Breast cancer

Time on page

3m57s

3m48s

– 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

Increasing sales of mobile broad band

Pag

evie

ws

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)

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

work?

Coverage

What’s the price?

What are the different

subscriptions?

+80%

Sales of mobile broad band

Customer support emails

Number of pages

-35%-80%

Example

From workshop to website

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

Core page

Transport page

Did you notice I never showed you the home pages?

Core model 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

2. Understand the business

3. Collaborate

1. Understand the needs

Audun Rundberg / @audunru audun@netliferesearch.com

Thank you!