core model thinking at the norwegian cancer society - responsive day out brighton, june 27th
DESCRIPTION
A 20 minute case study of how we use the core model and mobile first thinking to redesign the Norwegian Cancer Society's website. Find resources here: http://bit.ly/core-brightonTRANSCRIPT
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The Core Model
@idaAa / Ida AalenResponsive Day OutJune 27th
bit.ly/core-brighton
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Redesigning the NCS1. Objectives & target audiences2. User research3. Concept & tone of voice4. Core workshops & sketching5. Design, content & development6. Governance & iterations
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Don’t do anything without knowing objectives &user needs ;)
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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.
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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
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Home page
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Home page
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Home page
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Home page
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Home page
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Home page
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Home page
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Many users will never see
any other page
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Many users will never see
any other page
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Googled «lung cancer»
Many users will never see
any other page
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Googled «lung cancer»
Saw a link on Facebook about cancer research
Many users will never see
any other page
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Businessgoals
Usertasks
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Businessgoals
Usertasks
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Businessgoals
Usertasks
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Businessgoals
Usertasks
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Businessgoals
Usertasks
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Businessgoals
Usertasks
“Lung cancer”
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Businessgoals
Usertasks
Core pages
“Lung cancer”
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Businessgoals
Usertasks
Core pages
“Lung cancer”“Donate”
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Businessgoals
Usertasks
Core pages
“Lung cancer”“Donate”
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The Core Model
@AreGH
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The Core Model• Core pages is where your users solve
their task and you reach yourobjectives
@AreGH
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The Core Model• Core pages is where your users solve
their task and you reach yourobjectives
• Paths, not hierarchy
@AreGH
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The Core Model• Core pages is where your users solve
their task and you reach yourobjectives
• Paths, not hierarchy• No blind alleys
@AreGH
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Using the core model on your team or with your clients
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Lawyer
PreventionWeb editor
Design
SocionomResearch
Cancer nurse
Fundraiser
Cancer care
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Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
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Identify your core pagesThis is done by matching business goals and user needs.
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Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
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Inward pathsHow will the user get here? How will they find this content?
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Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
How will the user find
its way to this core page?
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Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
How will the user find
its way to this core page?
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Core contentWhat content elements do we need to make sure the user solves their task (while respecting our objectives)
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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?
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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?
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Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
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Outward pathsAfter the user has solved their task, where do we want to send them next?
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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?
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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?
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Using mobile to prioritizeHow would you place these elements if you only had a mobile screen available?
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Inward paths Core contents & forward paths
Core page:
Business goals (achieve at least one) User tasksIf you had a small screen, how would you
prioritize these elements?
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The core is the same on all devices
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Early paper sketch Early photoshop sketch HTML & CSS prototype
No “Lorem Ipsum”. We only
used actual content when
designing.
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Example
Breast cancer
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Time on page
3:573:48
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Example
Donations
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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
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Treatment of cancer
Symptoms of cancer
Preventing cancer
Cancer types
Latest research
Choosing a hospital
Donate
Volunteer
Memory gift
Will gift
0 % 1 % 2 % 3 % 4 % 5 % 6 %
Top 25%
6 out of 79 tasks got 25% of the
votes
Fundraising was at the bottom...
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Research project
Core page
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Make a donation
Research project
Core page Outward path
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Portabledonation forms!
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But... Does it work?
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Unique visitors
2010 2011 20142013
Launch
2012
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2006 2007 2008 2009 2010 2011 2012 2013
Cancer line conversations +40%
Launch
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TITTEL
123
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Player 1: WilhelmLines: 4Points: 2367
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Keeping priorities from small screens pays off
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One time donations+198%
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Regular donors
+288%
One time donations+198%
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Regular donors
+288%
One time donations+198%
Regular donors sum+382%
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Regular donorsx4
One time donations
x3
Regular donors sum
x5
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Members+107%
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Membersx2
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2011 2012 2013 2014 (so far)
Annual income, regular donors (web)
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2011 2012 2013 2014 (so far)
Annual income, regular donors (web)
Launch
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2011 2012 2013 2014 (so far)
Annual income, regular donors (web)
Launch
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2011 2012 2013 2014 (so far)
Annual income, regular donors (web)
Launch
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Christmas campaign
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Christmas campaign15%
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Christmas campaign15% 17%
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Christmas campaign15% 17%
10%
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Membership campaign
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Membership campaign
2,5%
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Membership campaign
2,5%
6,5%
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Membership campaign
2,5%
6,5%
7,3%
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DesktopTabletSmartphones Text
Cold water challenge
3,5million NOKin 2 weeks