top task design: the key to integrating content strategy for mobile & traditional websites

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11

Top Task Design: The Key to Integrating Content Strategy for Mobile and Traditional Websites

© Robert E. Johnson 2011© Robert E. Johnson 2011

J.Boye Aarhus 11J.Boye Aarhus 11Web & Intranet ConferenceWeb & Intranet Conference

November 8, 2011November 8, 2011

1. Content Strategy in a 1. Content Strategy in a Mobile WorldMobile World


We have to solve the dilemma…We have to solve the dilemma…

““Short is too long. Ultra-short rules the Short is too long. Ultra-short rules the day” in mobile content.day” in mobile content.– Jakob NielsenJakob Nielsen– Alertbox: August 1, 2011 Alertbox: August 1, 2011 http://bit.ly/pftKhp

How much of your content is “dead” & How much of your content is “dead” & “useless” junk that impedes navigation & “useless” junk that impedes navigation & search results?search results?– Gerry McGovernGerry McGovern


Content strategy questions…Content strategy questions…

How will we decide what content to How will we decide what content to highlight in 3 to 5 mobile home page links?highlight in 3 to 5 mobile home page links?

How will we decide what other content to How will we decide what other content to convert to mobile website?convert to mobile website?

If we decide some content is not needed If we decide some content is not needed on mobile… is it really needed on the on mobile… is it really needed on the “traditional” website?“traditional” website?

Task importance is key to a right answerTask importance is key to a right answer


Where are we going with mobile?Where are we going with mobile?

“We have to focus on making any and every task doable on a mobile device. Because sooner mobile will be the number one channel. And we’d better be prepared for that, wouldn’t you say?”– Boudewijn Bugter, Sabel Communications

and Customer Carewords Partner, Netherlands


Interactive tasks for mobile…Interactive tasks for mobile…http://bit.ly/q8XfvBhttp://bit.ly/q8XfvB

Calculate college costs…Calculate college costs… 77%77%

Calculate scholarships…Calculate scholarships… 75%75%

Schedule a visit…Schedule a visit… 65%65%

Watch videos…Watch videos… 64%64%

Access social media…Access social media… 62%62%

IM admissions reps…IM admissions reps… 52%52%

Complete application form…Complete application form… 44%44%


25% smartphones world wide…25% smartphones world wide…http://bit.ly/grclDrhttp://bit.ly/grclDr


Smartphones in the U.S. in 2011…Smartphones in the U.S. in 2011…http://pewinternet.org/Reports/2011/Smartphones.aspxhttp://pewinternet.org/Reports/2011/Smartphones.aspx

35% of people 18+ have smartphones35% of people 18+ have smartphones

25% of smartphone owners go online 25% of smartphone owners go online “mostly” with the phone“mostly” with the phone

Expect both percentages to increaseExpect both percentages to increase

Highest ownership and use: 26 to 34 yearsHighest ownership and use: 26 to 34 years


The Law of Top Tasks…The Law of Top Tasks…

Not all tasks are equal…Not all tasks are equal… Visitors determine the most importantVisitors determine the most important


Some tasks are just more important…Some tasks are just more important…Mike Atyeo at NeoInsight, Ottawa, CanadaMike Atyeo at NeoInsight, Ottawa, Canada

1. Find a Person2. Procedures, Policies...

3. Corporate News

4. Training, Learning

30,000 Intranet users... 4 Countries...


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The Long Neck

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Target audiences’ votes on their top tasks

Mobile success key… top 5% contentMobile success key… top 5% contentMike Atyeo at NeoInsight, Ottawa, CanadaMike Atyeo at NeoInsight, Ottawa, Canada


Top Tasks on the Home PageTop Tasks on the Home PageMike Atyeo at NeoInsight, Ottawa, CanadaMike Atyeo at NeoInsight, Ottawa, Canada

Top tasks should be easy to do quickly, without errors

Users should be able to start a top task on the Home page

The Top Task Law…The Top Task Law…Mike Atyeo at NeoInsight, Ottawa, CanadaMike Atyeo at NeoInsight, Ottawa, Canada

Tasks supported by your website

Priority tasks users want to do on your website


6 top tasks for local government…6 top tasks for local government…http://www.liverpool.gov.uk/http://www.liverpool.gov.uk/


Converted to mobile…Converted to mobile…


2. Why is top task content 2. Why is top task content important?important?


Major reason people go to your Major reason people go to your website…website…

Complete a taskComplete a task


A bad website experience will…A bad website experience will…

Weaken, even destroy a Weaken, even destroy a brand…brand…


Impact on higher education recruiting…Impact on higher education recruiting…http://bit.ly/q8XfvBhttp://bit.ly/q8XfvB

““Probably” drop if can’t find what’s needed…Probably” drop if can’t find what’s needed…– Students… Students… 17%17%– Parents…Parents… 16%16%

Did drop a school from my list…Did drop a school from my list…– Students… Students… 20%20%– Parents…Parents… 13%13%

Create “some negative effect”…Create “some negative effect”…– Students…Students… 47%47%– Parents…Parents… 57%57%



The Golden Rule…The Golden Rule…

5 seconds to connect5 seconds to connect


Web visitors scan first, Web visitors scan first, read second…read second…

If people can’t scan a page, they leave it

Websites often hide 3 to 5 top tasks…Websites often hide 3 to 5 top tasks…

You very likely don’t have more than 3 to 5 You very likely don’t have more than 3 to 5 top tasks for each audiencetop tasks for each audience– How many links on your home page?How many links on your home page?– How many links on your “Quick Links”?How many links on your “Quick Links”?

Mixing top tasks for different audiences on Mixing top tasks for different audiences on a single, crowded page is dangerousa single, crowded page is dangerous

How will you decide a few top tasks for How will you decide a few top tasks for mobile design?mobile design?


LLong necks and long tails…ong necks and long tails…

““Much of the long tail Much of the long tail is a dead zone… full is a dead zone… full of dead and useless of dead and useless content.”content.”– Gerry McGovernGerry McGovern

Long tail content gets Long tail content gets found in search and found in search and included in linksincluded in links

““Mobile” can’t afford Mobile” can’t afford thisthis


3. Top task design examples 3. Top task design examples from traditional websites…from traditional websites…


3 top tasks for insurance…3 top tasks for insurance…http://www.statefarm.com/http://www.statefarm.com/


Tasks moved to mobile site…Tasks moved to mobile site…


Some traditional sites are almost Some traditional sites are almost top task ready for mobile…top task ready for mobile…


3-4 top tasks for admissions cycle…3-4 top tasks for admissions cycle…http://admissions.lakeheadu.ca/http://admissions.lakeheadu.ca/


6 top professional school tasks…6 top professional school tasks…http://management.bu.edu/index.shtmlhttp://management.bu.edu/index.shtml


3 top student service tasks…3 top student service tasks…http://www.uio.no/english/student-life/http://www.uio.no/english/student-life/


5 top tasks for alumni accounts…5 top tasks for alumni accounts…http://www.alumni.hbs.edu/lefa/http://www.alumni.hbs.edu/lefa/


4. Design, navigation points…4. Design, navigation points…


First impression… this?First impression… this?


Or give people a choice?Or give people a choice?


Navigation by icons or…Navigation by icons or…


Navigation by words…Navigation by words…


Critical point on links…Critical point on links…

Make sure a finger tip will Make sure a finger tip will work…work…



How will you convert this Home How will you convert this Home page…page…

To this Home page?To this Home page?


Solution… only audience paths on Solution… only audience paths on the Home pagethe Home page


““Start” page for “Future Students”… Start” page for “Future Students”…


““Start” page for “UBC Start” page for “UBC Community”… Community”…


Be wary of transitions like this…Be wary of transitions like this…


And like this…And like this…


5. Identifying top tasks…5. Identifying top tasks…

Review your analyticsReview your analytics Start a surveyStart a survey


11stst step: review analytics… step: review analytics…

Start with web analytics…Start with web analytics…– Most visited pagesMost visited pages– Pages where people spend the most timePages where people spend the most time– Search phrases people use to find your siteSearch phrases people use to find your site– Search phrases people use within your siteSearch phrases people use within your site

http://1.usa.gov/4kgbK8http://1.usa.gov/4kgbK8

Do different reviews for “new” and Do different reviews for “new” and “returning” visitors“returning” visitorsMarketers: most attention to “new” visitorsMarketers: most attention to “new” visitors


22ndnd step: ask your visitors… step: ask your visitors…

Add a survey to your website…Add a survey to your website…– ““What is your primary task in coming to the What is your primary task in coming to the

site today?”site today?”– ““How easy or difficult was it to complete that How easy or difficult was it to complete that

task, on a scale of 1 to 5?”task, on a scale of 1 to 5?”http://1.usa.gov/4kgbK8http://1.usa.gov/4kgbK8


Key survey points…Key survey points…

Ask people to pick no more than 5 top Ask people to pick no more than 5 top tasks from no more than 100 possibilitiestasks from no more than 100 possibilities– People will struggle to think of more than 5People will struggle to think of more than 5

Make them select in 5 minutes or lessMake them select in 5 minutes or less

Try for answers from at least 100 peopleTry for answers from at least 100 people

In every case, you’ll see:In every case, you’ll see:– A “Long Neck” with just a few tasksA “Long Neck” with just a few tasks– A “Long Tail” with the rest of the tasksA “Long Tail” with the rest of the tasks


Creating top task survey choices…Creating top task survey choices…

What do people “search” for on your site?What do people “search” for on your site?

What keywords to people use to find you?What keywords to people use to find you?

Interview people in direct contact with Interview people in direct contact with customerscustomers

Use navigation terms on your site nowUse navigation terms on your site now

Search competitive sites for variations on Search competitive sites for variations on these termsthese terms


6. Management notes…6. Management notes…


Changing the culture…Changing the culture…From... To...

“Let’s fix the website...” “Let’s fix the Top Tasks...”

Let’s get a new Search Engine...

Ensure the top 50 internal searches return excellent results.

Revising our taxonomy and Information Architecture...

Bringing Top Task links and functionality up the hierarchy.

Let’s buy the (Silver Bullet/ Magic Wand) CMS...

Make sure content for Top Tasks is excellent.

Let’s customize our weblog metrics...

Measuring Top Task performance.


Task Priority & Info ArchitectureTask Priority & Info ArchitectureMike Atyeo at NeoInsight, Ottawa, CanadaMike Atyeo at NeoInsight, Ottawa, Canada

1.Start 2 or 3 top tasks on the Home page2.Categorized links on home page lead to high

priority tasks on level 2 pages3.Medium priority tasks accessible from level 2

landing pages or ‘hub’ pages4.Low priority tasks start three levels down in

architecture… review these again for deletion5.Maybe some of these shouldn’t even be

done on the website… esp. in mobile!

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Manage users’ tasks…Manage users’ tasks…

5% of a website delivers 25% of its value.

There are a small number of ‘top tasks’ which users prioritize far above others.

These top tasks should be the basis for:•Site architecture•Benchmarking•Allocation of resources•Prioritization of projects•Performance measurement

Tasks


Case study #1: Making a Higher Case study #1: Making a Higher Education InquiryEducation Inquiry

University of British ColumbiaUniversity of British Columbia


Starting at the mobile site…Starting at the mobile site…


To email from mobile site…To email from mobile site…


To short website “inquiry” form…To short website “inquiry” form…


To easy-to-scan online response…To easy-to-scan online response…


Case study #2: Donating from a Case study #2: Donating from a SmartphoneSmartphone

Susan G. Komen for the CureSusan G. Komen for the Cure


From the Komen mobile website…From the Komen mobile website…


Start with the gift amount…Start with the gift amount…


Add personal information…Add personal information…


Finish with payment information…Finish with payment information…


Revisiting 7 main points…Revisiting 7 main points…

People visit websites to compete top tasksPeople visit websites to compete top tasksA poor experience damages your brandA poor experience damages your brandUse of smartphones to access the Internet is Use of smartphones to access the Internet is growinggrowingPeople will expect a good mobile experiencePeople will expect a good mobile experienceMobile requires cleaner, simpler designMobile requires cleaner, simpler designMobile design must highlight top tasksMobile design must highlight top tasksContent strategy should focus on reducing Content strategy should focus on reducing contentcontent


The Holy Grail… one websiteThe Holy Grail… one website

One website for every One website for every access pointaccess point


Sources for top tasks and Sources for top tasks and mobile…mobile…


The U.S. government…The U.S. government…http://1.usa.gov/4kgbK8http://1.usa.gov/4kgbK8


Gerry McGovern… Gerry McGovern… http://www.customercarewords.com/the-long-neck.htmlhttp://www.customercarewords.com/the-long-neck.html


Jakob Nielsen on mobile…Jakob Nielsen on mobile…http://www.useit.com/alertbox/mobile-usability.htmlhttp://www.useit.com/alertbox/mobile-usability.html


““The Stranger’s Long Neck”…The Stranger’s Long Neck”…



Thank You!Thank You!

Bob Johnson, Ph.D.Bob Johnson, Ph.D.PresidentPresident

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC226 Chauncey Court226 Chauncey CourtMarshall, MI 49068Marshall, MI 49068

248.766.6425 248.766.6425 [email protected]

Customer Carewords Research for Online Marketing Success: Customer Carewords Research for Online Marketing Success:

http://www.bobjohnsonconsulting.com/customercarewords.htmlhttp://www.bobjohnsonconsulting.com/customercarewords.html

top task design: the key to integrating content strategy for mobile & traditional websites

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