Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
The Core Model:
Getting to business
while making friends
Audun Rundberg @audunru
GatherContent webinar
#contentstrategy
Audun Rundberg
@audunru
Content Strategist
#contentstrategy
Audun Rundberg
@audunru
Content Strategist
How come
our annual
report isn’t on
the home
page?
Why
isn’ t ...
Make cores,
not wars
Multinational
telecommunications company
Non-governmental organization
Scandinavian
construction company
Non-governmental ...
Business
goals
User
tasks
Business
goals
User
tasks
Business
goals
User
tasks
Cores
Business
goals
User
tasks
Cores
Forward paths
The Core Model
• The Core is where your users solve
their tasks and you reach your
objectives
• Paths, not hierarchy
• No ...
Do your
user
research
...and establish
objectives!
Core workshop
People work in pairs,
and present their work
after each step
1. Identify core pages
2. Inward paths
3. Core ...
6–14 participants
No web, design or content skills
necessary!
• facilitator (you!)
• your team: design, UX, content, etc
•...
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Lawyer
Prevention
Web editor
Design
Socionom
Research
Cancer nurse
Fundraiser
Cancer care
Step #1
Identify your core pages
This is done by matching business goals and user
needs.
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
N...
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
...
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
How will
the user find
...
Step #3
Core content
What content elements do we need to make sure the
user solves their task (while respecting our object...
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
What’s
the optimal
solu...
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
What’s
the optimal
solu...
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
th...
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Where
should we send
th...
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Where
should we send
th...
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?
Inward paths Core contents & forward paths
Core page:
Business goals (achieve at least one) User tasks
The core is
the same on
all devices
Where does
the core
model fit in
your
process?
Let’s look at 4 examples
Warning!
Example #1
Increasing sales of
mobile broad band
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 15
Pageview...
2137 2143 2149 2155 2161 2167 2173 2179 2185 2191 2197 2203 2209 2215 2221 2227 2233 2239 2245 2251 2257 2263 2269 2275 22...
Home page
Home page
Our products
• Subscriptions
• Pricing
• Coverage
• Buy
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%
Example #2
Increasing donations
Treatment of cancer
Symptoms of cancer
Preventing cancer
Cancer types
Latest research
Choosing a hospital
Patient rights
N...
Treatment of cancer
Symptoms of cancer
Preventing cancer
Cancer types
Latest research
Choosing a hospital
Donate
Volunteer...
Research
project
User task
Increase
donations
Objective
Make a
donation
Research
project
User task Forward path
Increase
donations
Objective
Portable
donation forms!
Portable
donation
form
Treatment of cancer
Symptoms of cancer
Preventing cancer
Cancer types
Latest research
Choosing a hospital
Donate
Volunteer...
Make a
donation
User task
Increase
donations
Objective
Recurring
donation
Make a
donation
User task Forward path
Increase
donations
Objective
Regular
donors
+288%
One time
donations
+198%
Regular
donors sum
+382%
Regular
donors
x4
One time
donations
x3
Regular
donors sum
x5
2011 2012 2013 2014 (sept)
Annual income, regular
donors (web)
Launch
Example #3
Gaining leads for
construction projects
Add to cart
1
Bridge (18.000 tonnes)
Portable
“buy a bridge”
forms!
Core model to
the rescue
Key people
in projects
User task
Increase
project
leads
Objective
Contact
project
manager
Key people
in projects
User task Forward path
Increase
project
leads
Objective
Sometimes a
realistic
prototype still
isn’t enough
Oslo
Hammerfest
1332km
Oslo
Hammerfest
Paris
1332km
1342km
Pair
writing
Web Writing 101
• Most important thing first
• Short
• Understandable
• Scannable
Bullet points
Web manager
East
Web manager
East
North
South
West
Before writing, each
pair has to answer
these questions and
present before the
whole group.
• Which objectives will
this p...
Each pair
writes their text
in Google Docs
Example #4
Increasing membership
How do you increase
membership when the
idea of membership
can be frightening?
Rehabilitation
IT
Fundraising
Webmaster
Member services
Living with
loss of vision
User task
Increase
member-
ship
Objective
Call us for
advice
Living with
loss of vision
User task Forward path
Increase
member-
ship
Objective
Products
for the
visually
impaired
User task
Increase
member-
ship
Objective
Become a
member
Products
for the
visually
impaired
User task Forward path
Increase
member-
ship
Objective
Fundraising
Information Web editor
Rehabilitation
Fundraising
Politics
IT
The core
model is
built in to
the CMS
Did you
notice I
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
...
Audun Rundberg / @audunru
audun@netliferesearch.com
Thank you! Slides and
resources:
bit.ly/
gather-core
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
The Core Model: Getting to business while making friends
Prochain SlideShare
Chargement dans…5
×

The Core Model: Getting to business while making friends

4 986 vues

Publié le

On January 29th, I held a webinar together with GatherContent. The topic was how the core model and pair writing helps you create content that works for your clients, and their users - while still being friends with the people in your business, or even making some new ones!

Publié dans : Design
  • How we discovered the real reason nice guys don't get laid, and a simple "fix" that allows you to gain the upper hand with a girl... without changing your personality or pretending to be someone you're not. learn more... ♥♥♥ https://tinyurl.com/y52uv4vq
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici

The Core Model: Getting to business while making friends

  1. 1. The Core Model: Getting to business while making friends Audun Rundberg @audunru GatherContent webinar
  2. 2. #contentstrategy Audun Rundberg @audunru Content Strategist
  3. 3. #contentstrategy Audun Rundberg @audunru Content Strategist 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! Our competitors have videos on their website. We should too. You should make more room for news. I don’t like purple!! My son could have made a better website.
  4. 4. Make cores, not wars
  5. 5. Multinational telecommunications company Non-governmental organization Scandinavian construction company Non-governmental organization
  6. 6. Business goals User tasks
  7. 7. Business goals User tasks
  8. 8. Business goals User tasks Cores
  9. 9. Business goals User tasks Cores Forward paths
  10. 10. The Core Model • The Core is where your users solve their tasks and you reach your objectives • Paths, not hierarchy • No dead ends @AreGH
  11. 11. Do your user research
  12. 12. ...and establish objectives!
  13. 13. Core workshop People work in pairs, and present their work after each step 1. Identify core pages 2. Inward paths 3. Core content 4. Forward paths 5. Prioritizing core elements
  14. 14. 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
  15. 15. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  16. 16. Lawyer Prevention Web editor Design Socionom Research Cancer nurse Fundraiser Cancer care
  17. 17. Step #1 Identify your core pages This is done by matching business goals and user needs.
  18. 18. Top task survey «If you’re visiting The Cancer Society’s website, which five tasks are the most important to you?»
  19. 19. 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
  20. 20. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  21. 21. Step #2 Inward paths How will the user get here? How will they find this content?
  22. 22. 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?
  23. 23. 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?
  24. 24. Step #3 Core content What content elements do we need to make sure the user solves their task (while respecting our objectives)
  25. 25. 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?
  26. 26. 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?
  27. 27. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  28. 28. Step #4 Forward paths After the user has solved their task, where do we want to send them next?
  29. 29. 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?
  30. 30. 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?
  31. 31. 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?
  32. 32. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  33. 33. Step #5 Prioritizing core elements How would you place these elements if you only had a mobile screen available?
  34. 34. Inward paths Core contents & forward paths Core page: Business goals (achieve at least one) User tasks
  35. 35. The core is the same on all devices
  36. 36. Where does the core model fit in your process? Let’s look at 4 examples
  37. 37. Warning!
  38. 38. Example #1 Increasing sales of mobile broad band
  39. 39. 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 15 Pageviews Everyone agrees these pages are important Pages (ranked)
  40. 40. 2137 2143 2149 2155 2161 2167 2173 2179 2185 2191 2197 2203 2209 2215 2221 2227 2233 2239 2245 2251 2257 2263 2269 2275 2281 2287 2293 2299 «But my pages are important too!» Pages (ranked)
  41. 41. Home page
  42. 42. Home page
  43. 43. Our products • Subscriptions • Pricing • Coverage • Buy
  44. 44. What are the different subscriptions?
  45. 45. What’s the price?
  46. 46. Coverage
  47. 47. My connection isn’t working!
  48. 48. Reorganizing the content using the core model
  49. 49. Why doesn’t it work? Coverage What’s the price? What are the different subscriptions?
  50. 50. +80% Sales of mobile broad band Customer support emails Number of pages -35%-80%
  51. 51. Example #2 Increasing donations
  52. 52. 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
  53. 53. 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
  54. 54. Research project User task Increase donations Objective
  55. 55. Make a donation Research project User task Forward path Increase donations Objective
  56. 56. Portable donation forms!
  57. 57. Portable donation form
  58. 58. 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
  59. 59. Make a donation User task Increase donations Objective
  60. 60. Recurring donation Make a donation User task Forward path Increase donations Objective
  61. 61. Regular donors +288% One time donations +198% Regular donors sum +382%
  62. 62. Regular donors x4 One time donations x3 Regular donors sum x5
  63. 63. 2011 2012 2013 2014 (sept) Annual income, regular donors (web) Launch
  64. 64. Example #3 Gaining leads for construction projects
  65. 65. Add to cart 1 Bridge (18.000 tonnes) Portable “buy a bridge” forms!
  66. 66. Core model to the rescue
  67. 67. Key people in projects User task Increase project leads Objective
  68. 68. Contact project manager Key people in projects User task Forward path Increase project leads Objective
  69. 69. Sometimes a realistic prototype still isn’t enough
  70. 70. Oslo Hammerfest 1332km
  71. 71. Oslo Hammerfest Paris 1332km 1342km
  72. 72. Pair writing
  73. 73. Web Writing 101 • Most important thing first • Short • Understandable • Scannable Bullet points
  74. 74. Web manager East Web manager East North South West
  75. 75. Before writing, each pair has to answer these questions and present before the whole group. • Which objectives will this page help us achieve? • What are the user tasks? • What words do we need to use for the users to understand us? • What are the forward paths?
  76. 76. Each pair writes their text in Google Docs
  77. 77. Example #4 Increasing membership
  78. 78. How do you increase membership when the idea of membership can be frightening?
  79. 79. Rehabilitation IT Fundraising Webmaster Member services
  80. 80. Living with loss of vision User task Increase member- ship Objective
  81. 81. Call us for advice Living with loss of vision User task Forward path Increase member- ship Objective
  82. 82. Products for the visually impaired User task Increase member- ship Objective
  83. 83. Become a member Products for the visually impaired User task Forward path Increase member- ship Objective
  84. 84. Fundraising Information Web editor Rehabilitation Fundraising Politics IT
  85. 85. The core model is built in to the CMS
  86. 86. Did you notice I never showed you the home pages?
  87. 87. 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 Slides and resources: bit.ly/gather-core
  88. 88. Audun Rundberg / @audunru audun@netliferesearch.com Thank you! Slides and resources: bit.ly/ gather-core

×