Core model thinking at the Norwegian Cancer Society - Responsive Day Out Brighton, June 27th

The Core Model

@idaAa / Ida AalenResponsive Day OutJune 27th

bit.ly/core-brighton

Redesigning the NCS1. Objectives & target audiences2. User research3. Concept & tone of voice4. Core workshops & sketching5. Design, content & development6. Governance & iterations

Don’t do anything without knowing objectives &user needs ;)

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.

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

Home page

Home page

Home page

Home page

Home page

Home page

Home page

Many users will never see

any other page

Many users will never see

any other page

Googled «lung cancer»

Many users will never see

any other page

Googled «lung cancer»

Saw a link on Facebook about cancer research

Many users will never see

any other page

Businessgoals

Usertasks

Businessgoals

Usertasks

Businessgoals

Usertasks

Businessgoals

Usertasks

Businessgoals

Usertasks

Businessgoals

Usertasks

“Lung cancer”

Businessgoals

Usertasks

Core pages

“Lung cancer”

Businessgoals

Usertasks

Core pages

“Lung cancer”“Donate”

Businessgoals

Usertasks

Core pages

“Lung cancer”“Donate”

The Core Model

@AreGH

The Core Model• Core pages is where your users solve

their task and you reach yourobjectives

@AreGH

The Core Model• Core pages is where your users solve

their task and you reach yourobjectives

• Paths, not hierarchy

@AreGH

The Core Model• Core pages is where your users solve

their task and you reach yourobjectives

• Paths, not hierarchy• No blind alleys

@AreGH

Using the core model on your team or with your clients

Lawyer

PreventionWeb editor

Design

SocionomResearch

Cancer nurse

Fundraiser

Cancer care

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Identify your core pagesThis is done by matching business goals and user needs.

Inward paths Forward pathsCore content

Core page:

Business goals (achieve at least one) User tasks

Inward pathsHow 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

its 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

its way to this core page?

Core contentWhat 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

Outward pathsAfter 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?

Using mobile to prioritizeHow would you place these elements if you only had a mobile screen available?

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?

The core is the same on all devices

Early paper sketch Early photoshop sketch HTML & CSS prototype

No “Lorem Ipsum”. We only

used actual content when

designing.

Example

Breast cancer

Time on page

3:573:48

Example

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

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...

Research project

Core page

Make a donation

Research project

Core page Outward path

Portabledonation forms!

But... Does it work?

Unique visitors

2010 2011 20142013

Launch

2012

2006 2007 2008 2009 2010 2011 2012 2013

Cancer line conversations +40%

Launch

TITTEL

123

Player 1: WilhelmLines: 4Points: 2367

Keeping priorities from small screens pays off

One time donations+198%

Regular donors

+288%

One time donations+198%

Regular donors

+288%

One time donations+198%

Regular donors sum+382%

Regular donorsx4

One time donations

x3

Regular donors sum

x5

Members+107%

Membersx2

2011 2012 2013 2014 (so far)

Annual income, regular donors (web)

2011 2012 2013 2014 (so far)

Annual income, regular donors (web)

Launch

2011 2012 2013 2014 (so far)

Annual income, regular donors (web)

Launch

2011 2012 2013 2014 (so far)

Annual income, regular donors (web)

Launch

Christmas campaign

Christmas campaign15%

Christmas campaign15% 17%

Christmas campaign15% 17%

10%

Membership campaign

Membership campaign

2,5%

Membership campaign

2,5%

6,5%

Membership campaign

2,5%

6,5%

7,3%

DesktopTabletSmartphones Text

Cold water challenge

3,5million NOKin 2 weeks

Thank you!@idaAa or [email protected]

Slides & resources:bit.ly/core-brighton