webinar: content against cancer
DESCRIPTION
How to succeed with your content. Video will be online here: http://www.customercarewords.com/webinar-previous.htmlTRANSCRIPT
Content against cancer
Ida Aalen @idaAaSenior interaction designer, Netlife Research
Beate Sørum @BeateSorumDigital fundraising, The Norwegian Cancer Society
Agenda• Using the core model to prioritize content in a responsive
website• How content is enhanced by working collaboratively and
interdisciplinarily• Amazing results!
What is Netlife Research?
What is The Norwegian Cancer Society?
What we do:• fund cancer research• cancer care• cancer prevention• advocacy• information• fighting cancer on a global scale
The Norwegian Cancer Society website...before.
lørdag 22. juni 13
lørdag 22. juni 13
lørdag 22. juni 13
lørdag 22. juni 13
@BeateSorum http://about.me/beatesorum
«Support us»-menu
Banners; - become a member- donate withdrawn coins
Button leading to web shop
Why did we need a new website?The problem
• Overlapping content with no links
• Content did not addressing the users’ key questions
• Difficult to navigate and not prioritized
Why did we need a new website?The problem
• Overlapping content with no links
• Content did not addressing the users’ key questions
• Difficult to navigate and not prioritized
How did that happen?• Too many stakeholders• 40-45 people were working
in decentralized silos• 6 year old website with a
rigid information architecture and equal weight to all sections
The process
1. Finding goals, KPIs and target audiences
2. Identifying top user tasks3. Developing a concept and
tone of voice4. The Core Model: Bringing
goals, user tasks and the concept together
5. Design, content and development
6. Governance and development
#1
Finding goals, KPIs and target audiences
Our goalsIn general
• Reducing the number of people who get cancer
• Increasing cancer survival rates
• Ensuring quality of life for cancer patients and their family and close friends
Our goalsIn general
• Reducing the number of people who get cancer
• Increasing cancer survival rates
• Ensuring quality of life for cancer patients and their family and close friends
Online1. Helping patients and their
friends and family2. Increasing knowledge
about cancer and prevention
3. Increasing online self service
4. Improving our reputation and position
Target audiences
Primary1. Patients2. Friends and next of kin3. “Average Joe & Jane”4. Scientists
Target audiences
Primary1. Patients2. Friends and next of kin3. “Average Joe & Jane”4. Scientists
Secondary• Professionals• Media• Government• Education• Sponsors
#2
Identifying top user tasks
Whoever screams loudest
will win?
Tons of research
• Focus groups with patients and next of kin
• Surveys of The Cancer Society’s reputation
• Google Analytics• Interviews with 10
stakeholders and 10 potential users
• Top task survey
Top task analysis“If you’re visiting The Cancer Society’s website, which of these five tasks are the most important to you?”
0
200
400
600
800
1000
1200
1400
1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76
Vote
Tasks
Treatment of cancer
Symptoms of cancer
Preventing cancer
Cancer types
Latest research
Choosing a hospital
Patient rights
Next of kin
Waiting times
Dietary prevention
0 % 1 % 2 % 3 % 4 % 5 % 6 %
Top 25%
Cancer treatment,
symptoms, and prevention was
most important
0.4% vote for “Donate” and “Volunteer”
#3
Developing a concept and tone of voice
Going through user research and
goals
@WilhelmJAFront end developer
@ThordFossGraphicdesigner
@EirikHafverContent
strategist
Sketching ideas for
functionality and concept
Feedback from the group
Which ideas are
connected?
What should we
take with us going next?
Hypothesis:The users ask Google and not all of the answers they get are trustworthy. What does the diagnosis entail? What are my chances? What did the doctor really say? How do I avoid getting the same disease as my mother?
The answers exist, and behind all the statistics, doctor’s coats and bureaucracy there are human beings wanting to help.
Answer:Knowledge kills fear. The Cancer Society’s website is a natural authority on the field. You get verified answers that are easy to understand. You can see who says what. It’s not a facless institution, but competent professionals with a name and a face.
#4
Bringing goals, user tasks and the concept together
The challengeUsers were looking for content that supported goal 1 & 2:
• Helping patients, their friends and family• Increasing knowledge about cancer and prevention
But none of the user tasks supporting goal 3 & 4 came up on top:
• Increased self service• Increasing donations and members
Home pageThis is the traditional
approach to design, navigation and
information architecture
Home pageThis is the traditional
approach to design, navigation and
information architecture
Home pageThis is the traditional
approach to design, navigation and
information architecture
Home pageThis is the traditional
approach to design, navigation and
information architecture
Home pageThis is the traditional
approach to design, navigation and
information architecture
Home pageThis is the traditional
approach to design, navigation and
information architecture
Home pageThis is the traditional
approach to design, navigation and
information architecture
Home pageThis is the traditional
approach to design, navigation and
information architecture
This is the traditional
approach to design, navigation and
information architecture
A lot of your users will never visit any
other page
Googled “lung cancer”
A lot of your users will never visit any
other page
Googled “lung cancer”
Link on Facebook about cancer research
A lot of your users will never visit any
other page
Googled “lung cancer”
Link on Facebook about cancer research
A lot of your users will never visit any
other page
75% of the traffic to The Norwegian
Cancer Society from Google
A new approach:The Core Model
• A lot of your users will never see your home page. They get there via Google, social media and links
• We have to stop using hierarchy and categories as our starting point
• We need to start with the answers to your users need, and work from there
Businessgoals
Usertasks
Businessgoals
Usertasks
Businessgoals
Usertasks
Businessgoals
Usertasks
Businessgoals
Usertasks
Businessgoals
Usertasks
Core pages
Businessgoals
Usertasks
Core pages
Using the core model
• Core pages are where your users solve their task - and you reach your objectives.
• Good ways in and making sure there are no blind alleys, becomes more important than structure and hierarchy
• The core is the same on all devices
• Letting the user finish her task first, lets us better guide her next actions
The core
Objectives User tasks
Ways in Core content Ways forward
Working in pairs to
identify ways in, core content
and ways out
@BeateSorum @Mona_Stensrud
People from different parts of the organization
were paired
Treatment of cancer
Symptoms of cancer
Preventing cancer
Cancer types
Latest research
Choosing a hospital
Patient rights
Next of kin
Waiting times
Dietary prevention
0 % 1 % 2 % 3 % 4 % 5 % 6 %
Top 25%
Cancer treatment,
symptoms, and prevention was
most important
0.4% vote for “Donate” and “Volunteer”
Research project
Core page
Make a donationResearch project
Core page Way forward
Make a donationIncreasing
donations and members
Research project
Core page Way forward Business objective
Helping patients, their
family and friends
Waiting for treatment
Attend a course or group
Talk to others in the same situation
Core page Way forward Business objective
Prevention
Increasing knowledge
about cancer and prevention
Cancer forms
Core page Way forward Business objective
#5
Design, content and developmenthttps://kreftforeningen.no
A human face?
Byline
Early paper sketch
A human face?
That’s more like it!
Byline
Early paper sketch Early photoshop sketch
Early paper sketch Early photoshop sketch HTML & CSS prototype
No “Lorem Ipsum”. We only
used actual content when
designing.
The core Related Menu
Symptoms
Lung cancer
Help line
Prevention and causes
Diagnosing
Opinion
Prevalence and survival rates
Note
We used the core model to overcome the fact that fundraising wasn’t a top task
The paradox of choiceThe idea that more choices actually lead to fewer actions.
Donate now!Recurring giftSponsor a child Become a member Volunteer
Follow us on Facebook Subscribe to newsletter
Order brochure Download app
Join our #Instagram competition
Donate now!
Recurring giftSponsor Member Volunteer
Follow on facebook Subscribe
Order Download app
Join our #instagram competition
We can put forms on any page we like, they’re “portable”
Landing page Donate
Direct mail Ads
Cancer research
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
#6
Governance
Web editor
Web editor
Cancer Research Prevention RightsFundraising
Web editor
Cancer Research Prevention RightsFundraising
The editors • Signed mandate from management
• Overview of all content• Knows user tasks and goals• Working collaboratively
and interdisciplinary• Editors know their field
and know how to write• The departments no longer
own the content - they’re sources
Thanks to a lot of
lobbying by @EirikHafver
A cultural change in how we treat our content
– We have five questions that we use to find out whether new content should be added to the website or not.Marte GråbergWebeditor of kreftforeningen.no
1. Who’s the target audience?2. Does this content cover
some need or task for this target audience? Which?
3. Does this content cover a strategic goal for The Cancer Society? Which?
4. Describe how you imagine this content will be found and used by the user
5. Why is the website the right channel for this content?
5 questions The Cancer Society ask about (new) content
Top user tasksThis part of the home page has not changed since launch
Dynamic contentAt the bottom of the home page, the Cancer Society can highlight current events
Results
+20 %
– More people than earlier contact the cancer line, but now they’re more informed when they contact usAnine Wiig DagestadWeb editor and cancer nurse
0
10
20
30
40
2010 2011 2012 2013 (so far)
“Source: Cancer society”
When Norway’s biggest newspaper needs to explain what NETcancer is...
VG.no links to NCS
April May June July August September October
– We’re seeing more press with basic “cut and paste” from our pages, especially on preventionMarte Gråberg / @MarteGrabergWebeditor of kreftforeningen.no
Monthly donations
+88 %
One time donations
+70 %
Donations total
+73 %
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug 2013 sep
250 kr500 kr
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug 2013 sep
250 kr500 kr
Default changed from 250 kr to 500 kr
New members
+164 %
– Before, people had responsibility for their area and worked solely with that.We’re working differently... Marte Gråberg / @MarteGrabergWebeditor of kreftforeningen.no
...with our content now than how we used to. We’re doing more work together.
Marte Gråberg / @MarteGrabergWebeditor of kreftforeningen.no
Questions?@idaAa or [email protected]@BeateSorum or [email protected]
@ThordFoss Graphic Designer@EirikHafver Content Strategist@WilhelmJA Frontend Developer@MarteGraberg Web Editor@SolheimSlind Web Master
Thank you!
Ida Aalen @idaAaSenior interaction designer, Netlife Research
Beate Sørum @BeateSorumDigital fundraising, The Norwegian Cancer Society