- In March 2020, during the COVID-19 pandemic, the remote-friendly startup Confrere saw a dramatic increase in usage, with weekly active users increasing 10x and the number of video calls increasing 100x. Confrere handled 96% of video consultations in Norway during this period.
- Previously, Confrere had focused on building their product for physicians with a small budget and team. They visited over 10% of doctors' offices in Norway to better understand user needs without dedicated research teams.
- The Core Model of identifying core pages that achieve business goals and complete user tasks helped Confrere create effective, timeless content and align their efforts despite limited resources. This content supported their rapid growth during
41. How we learned without a dedicated user research or content
strategy team:
• Everyone on the team had direct contact with (potential)
users, either through sales, customer support or both
• All interactions with (potential) users were seen as an
opportunity to learn - a botched sales meeting could still give
valuable insight
• Continuously sharing our observations and hypothesis with
each other, so we could triangulate and challenge each
others insights
42. Won’t it be a lot
of hassle?
What about
remuneration?
I’m not that
tech-savvy…
And the EHR
system?
What does it
cost to install?
Is this prudent
practice?
Payments?
43. We got thorough insight
into user needs, but how to
transform this into a
website?
63. Inward paths Forward paths
Core content
Core page:
Business goals (achieve at least one) User tasks
64. Step #1
Identify your core pages
This is done by matching business goals and user needs
65. Won’t it be a lot
of hassle?
What about
remuneration?
I’m not that
tech-savvy…
And the EHR
system?
What does it
cost to install?
Is this prudent
practice?
Payments?
70. • Renumeration for video appointments
• When are video appointments suitable?
• Information security and video appointments
• Video-hours or scheduled video appointments?
• Here’s how patients can pay for video appointments
• How to use video appointments in combination with your
electronic health record system
• Prudent practice and video appointments
• Free trial period, fair pricing, and any-time cancellation
71. Inward paths Forward paths
Core content
Core page:
Business goals (achieve at least one) User tasks
73. Inward paths Forward paths
Core content
Core page:
Business goals (achieve at least one) User tasks
How
will the user
find their way
to this core
page?
74. Inward paths Forward paths
Core content
Core page:
Business goals (achieve at least one) User tasks
How
will the user
find their way
to this core
page?
We’ll get
back to this ;)
75. Step #3
Core content
What content elements do we need to make sure the user
completes their task (while respecting our objectives)
76. Inward paths Forward paths
Core content
Core page:
Business goals (achieve at least one) User tasks
What’s
the optimal
solution, for the
user and for
us?
77. Inward paths Forward paths
Core content
Core page:
Business goals (achieve at least one) User tasks
What’s
the optimal
solution, for the
user and for
us?
81. Inward paths Forward paths
Core content
Core page:
Business goals (achieve at least one) User tasks
Where
should we send
the user, after
they’ve completed
their primary
task?
111. • How do you organize your video consultations? Are the hours
e.g. agreed in advance or do you do it more ad-hoc? (Maybe it
depends a bit on the patient group / issue?)
• How do you inform your patients that they can get appointments
via video?
• How do you use the text message invitation feature? When do
you send out the text message and do you usually write
something special in the message?
113. tidstyv — time thief
noun (plural tidstyver)
an activity or process that consumes an unnecessary amount of
time, disproportionate of its usefulness
ORIGIN
from Norwegian tidstyv, a combination of the words tid (time)
and tyv (thief)
115. But what if the feedback or
insights could come from a
language or market you’re
not familiar with yet?
117. Having zoomed in on core
content, you also have a
better starting point for
localised content.
118. How core content helps you
localize on a small budget
• What core content topics can we be confident is relevant in
other markets?
• What core content is general enough to be translated, without
additional research?
• What core content is helpful, even if it’s very short?
142. Some bot starter tips
• Always give some sort of “other” alternative. If not, you risk so
locking someone into a dead end.
• Always give a route to talk to a human. If not, you’re closing
the potential feedback loop, and probably also pissing
people off.
• Don’t start building the bots before you have the feeling “I’ve
had this exact conversation a zillion times”. Build the bot to
have the best version of that conversation.
• Don’t humanise the bot.
145. The Core Model
• Does not create x100 growth #
• Helps align understanding and efforts across disciplines
• Eases governance, as the focus is on creating core content,
rather than more content
• Is efficient, as it steers you towards timeless content that can
be repurposed across channels, be it print or bots
• Gives you a focused starting point for localised content