core model workshop at confab intensive 2015
TRANSCRIPT
The Core Model: Getting to business while making friends
Ida Aalen @idaaa Audun Rundberg @audunru Confab Intensive 2015
Confab Intensive
Oslo, Norway
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.
Multinational telecommunications company
Non-governmental organizationScandinavian
construction company
Non-governmental organization
Agenda
09.00 The Core Model
09.45 Get down to business (and make friends)
12.00 Finished
Say hello! • What’s your name? • Where do you work? • Pair up! • (Or ‘three’ up if you can’t make pairs)
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
@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/people from the client • Snacks and lots of coffee!
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
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
LawyerCancer 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?
Updated template!
The core is the same on all devices
Example
Breast cancer
Warning!
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
Work with the core model
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.
With our goal of preserving the rainforest, we advocate for the rights of its indigenous inhabitants.
Our operations are funded by public authorities, as well as private donors and sponsors.
Step #1
Identify your core pages This is done by matching business goals and user needs
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
User tasks1. 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
Core pages 1. Support the Rainforest Foundation
2. Threats to the rainforest
3. Palm oil
4. Our work in the Amazon
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
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?
Keep the user tasks in mind
7
minutes
Share with your table
• Each pair tells the rest of the table what they came up with
• Steal ideas!!!
Break
Step #3
Core content What content elements do we need to make sure the user solves their task (while respecting our objectives)
Increasing sales of mobile broad band
Pa
ge
vie
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%
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 15
minutes
Share with your table
• Each pair tells the rest of the table what they came up with
• Steal ideas!!!
Step #4
Forward paths After the user has solved their task, where do we want to send them next?
Example
Increasing donations
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
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
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 ✖
Make a donation
Research project
User task Forward path
Increase donations
Objective
Portabledonation forms!
Portable donation
form
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
Recurring donation
Make a donation
User task Forward path
Increase donations
Objective
Regular donors
+704%
One time donations
+602%
Regular donors sum
+847%
Regular donors
x8
One time donations
x7
Regular donors sum
x9
2011 2012 2013 2014
Annual income, regular donors (web)
Launch
Improved forms
Example
Increasing membership
How do you increase membership when the idea of membership can be frightening?
Rehabilitation
IT
Fundraising
Webmaster
Member services
Call us for advice
Living with loss of vision
User task Forward path
Increase member-
ship
Objective
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
7
minutes
Share with your table
• Each pair tells the rest of the table what they came up with
• Steal ideas!!!
Step #5
Prioritizing core elements How would you place these elements if you only had a mobile screen available?
Prioritizingcore elements Inward paths
Core contents & forward paths
Core page:
Business goals (achieve at least one) User tasks
Share with your table
• Each pair tells the rest of the table what they came up with
• Steal ideas!!!
Example
From workshop to website
How do you get from core pages to design and content creation?
Core page
Transport page
Example
Gaining leads for construction projects
Add to cart
1
Bridge (18.000 tonnes)
Portable“buy a bridge”
forms!
Contact project
manager
Key people in projects
User task Forward path
Increase project leads
Objective
Web manager
East
Web manager
East
North
South
West
Each pair writes their text in
Google Docs
Did you notice we never showed you the home pages?
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
Ida Aalen / @idaaa
Audun Rundberg / @audunru
Thank you!