- Using the core model to prioritize content in a responsive website
- How content governance is improved by a clear and defined core message
- How content is enhanced by working collaboratively and interdisciplinarily
- Amazing results!
3. Agenda
• Using the core model to prioritize content in a responsive
website
• How content governance is improved by a clear and defined
core message
• How content is enhanced by working collaboratively and
interdisciplinarily
• Amazing results!
14. The
challenge
• 40-45 people was working
decentralized, in silos and
was writing overlapping
content (with no links!)
• The website was
unprioritized and difficult
to navigate
• The content was not
addressing the users’ key
questions
19. Their goals
In general
• Decreasing how many get
cancer
• Increasing how many
survive cancer
• Ensuring quality of life for
cancer patients and their
friends and family
20. Their goals
In general
• Decreasing how many get
cancer
• Increasing how many
survive cancer
• Ensuring quality of life for
cancer patients and their
friends and family
Online
1. Helping patients and their
friends and family
2. Increasing knowledge
about cancer and
prevention
3. Increasing online self
service
4. Improving our reputation
and position
24. Tons of
research
• Focus groups with patients
and next of kin
• Surveys of The Cancer
Society’s reputation
• Analytics
• Interviews with 10
stakeholders and 10
potential users
• Top task survey
25. Top task analysis
aka Customer Carewords:
If you’re visiting The Cancer Society’s website, which of these five
tasks are the most important for you?
27. Tasks
382
Voters
765
Voters
1147
Voters
1530
Voters
1
Behandling av kreft (behandlingsformer, bivirkinger,
risiko, prognoser osv) 6.4% 6.0% 6.0% 5.9%
2 Symptomer på kreft 3.9% 4.2% 4.2% 4.1%
3 Forebygge kreft - hva kan du gjøre? 3.9% 4.0% 3.6% 3.8%
4 Kreftformer (symptomer, prognoser, behandling) 2.8% 3.8% 3.8% 3.7%
5 Forskning (nyeste resultater) 2.2% 2.5% 3.2% 3.6%
6
Sykehusvalg for kreftbehandling (ventetider, best tilbud
osv) 3.0% 2.9% 3.1% 3.1%
7 Pasienter - hvilke rettigheter har man? 3.0% 2.9% 2.9% 2.8%
8
Pårørende - hvordan takle det? (ta vare på seg selv,
forholde seg til kreftrammet osv) 3.0% 2.7% 2.4% 2.5%
9 Ventetider (behandling, rekonstruksjon, rehabilitering) 2.4% 2.9% 2.6% 2.4%
10 Kosthold for å forebygge kreft 2.2% 2.0% 2.0% 2.2%
11 Undersøke seg selv - slik gjør man det 2.2% 2.4% 2.3% 2.2%
12 Spørre fagfolk om råd (e-post, telefon, chat osv) 2.4% 2.3% 2.0% 2.1%
13 Barn og unge med kreft 2.6% 2.6% 2.4% 2.1%
14 Mistanke om kreft 2.3% 2.3% 2.2% 2.0%
15
Masseundersøkelser/screening (mammografi, prostata,
livmorhals osv) 2.0% 2.3% 2.0% 2.0%
16
Livet etter kreftbehandlingen (tilbake til jobb og
hverdag) 1.8% 2.2% 1.9% 1.9%
17 Diagnoser (ulike kreftformer) 2.0% 2.0% 2.0% 1.9%
18 Legebesøk - hva bør man tenke på og spørre om? 2.0% 2.0% 2.0% 1.8%
19 NAV og sykehus - hjelp til å forstå regelverket 1.7% 1.9% 1.9% 1.8%
20 Kurs og grupper for kreftrammede og pårørende 1.0% 1.6% 1.6% 1.7%
Top 25%
26-50%
51-75%
Tasks
382
Voters
765
Voters
1147
Voters
1530
Voters
1
Behandling av kreft (behandlingsformer, bivirkinger,
risiko, prognoser osv) 6.4% 6.0% 6.0% 5.9%
2 Symptomer på kreft 3.9% 4.2% 4.2% 4.1%
3 Forebygge kreft - hva kan du gjøre? 3.9% 4.0% 3.6% 3.8%
4 Kreftformer (symptomer, prognoser, behandling) 2.8% 3.8% 3.8% 3.7%
5 Forskning (nyeste resultater) 2.2% 2.5% 3.2% 3.6%
6
Sykehusvalg for kreftbehandling (ventetider, best tilbud
osv) 3.0% 2.9% 3.1% 3.1%
7 Pasienter - hvilke rettigheter har man? 3.0% 2.9% 2.9% 2.8%
8
Pårørende - hvordan takle det? (ta vare på seg selv,
forholde seg til kreftrammet osv) 3.0% 2.7% 2.4% 2.5%
9 Ventetider (behandling, rekonstruksjon, rehabilitering) 2.4% 2.9% 2.6% 2.4%
10 Kosthold for å forebygge kreft 2.2% 2.0% 2.0% 2.2%
11 Undersøke seg selv - slik gjør man det 2.2% 2.4% 2.3% 2.2%
12 Spørre fagfolk om råd (e-post, telefon, chat osv) 2.4% 2.3% 2.0% 2.1%
13 Barn og unge med kreft 2.6% 2.6% 2.4% 2.1%
14 Mistanke om kreft 2.3% 2.3% 2.2% 2.0%
15
Masseundersøkelser/screening (mammografi, prostata,
livmorhals osv) 2.0% 2.3% 2.0% 2.0%
16
Livet etter kreftbehandlingen (tilbake til jobb og
hverdag) 1.8% 2.2% 1.9% 1.9%
17 Diagnoser (ulike kreftformer) 2.0% 2.0% 2.0% 1.9%
18 Legebesøk - hva bør man tenke på og spørre om? 2.0% 2.0% 2.0% 1.8%
19 NAV og sykehus - hjelp til å forstå regelverket 1.7% 1.9% 1.9% 1.8%
20 Kurs og grupper for kreftrammede og pårørende 1.0% 1.6% 1.6% 1.7%
Cancer
treatment,
symptoms, and
prevention was
most
important
28. Tasks Total Vote
% of Total
Vote 20775
Cumulative
Vote
60
Gi gave til Kreftforeningen (engangsbeløp eller fast
giver) 91 0.4% 96.8%
61 Frivillig innsats 75 0.4% 97.2%
62 Lokale kontorer til Kreftforeningen 71 0.3% 97.5%
63 Vardesenteret (åpningstider, kontaktinformasjon, tilbud) 69 0.3% 97.9%
64 Hjelpemidler (proteser, parykk osv) 63 0.3% 98.2%
65 Nettbutikk (Rosa sløyfe, Livestrong-bånd osv) 55 0.3% 98.5%
66 Ansatte i Kreftforeningen 53 0.3% 98.7%
67 Seksualitet og kreft 39 0.2% 98.9%
68 Ledige stillinger 35 0.2% 99.1%
69 Pressemeldinger 27 0.1% 99.2%
70 Donasjon i forbindelse med begravelse 26 0.1% 99.3%
71 Testament - hjelp til å skrive testamentet 24 0.1% 99.4%
72 Årsoppgave til selvangivelsen 22 0.1% 99.5%
73 Bedrift/næringsliv - hvordan støtte Kreftforeningen? 22 0.1% 99.6%
74 Årsberetningen til Kreftforeningen 16 0.1% 99.7%
75 Starte en innsamling 15 0.1% 99.8%
76
Endre/registrere opplysninger om giver/medlem
(adresse, fødselsnummer, beløp osv) 14 0.1% 99.9%
77 Minnegave 13 0.1% 99.9%
78 Skattefradrag for gaver til Kreftforeningen 8 0.0% 100.0%
79 Testamentarisk gave (hvordan gi) 8 0.0% 100.0%
0.4% vote for
“Donate” and
“Volunteer”
29. The challenge
Users were only after content that supported goal 1 & 2:
• Helping patients, their friends and family
• Increasing knowledge about cancer and prevention
But none of the user tasks supporting goal 3 & 4 came
up on top:
• Increased self service
• Increasing donations and members
35. Three
different
core
messages
#1 Togetherness
A channel for compassion
and sharing of experiences
and feelings
#2 The Encyclopedia
Authorative, trustworthy
and matter-of-factly
#3 A human face
Experiences and advice is
individualized and
personified
41. Hypothesis:
The users ask Google and not all of the answers
they get are trustworthy. What does the diagnosis
entail? What are my chances? What did the doctor
really say? How do I avoid getting the same
disease as my mother?
The answers exist, and behind all the statistics,
doctor’s coats and bureaucracy there are human
beings wanting to help.
42. Answer:
Knowledge kills fear. The Cancer Society’s website
is a natural authority on the field. You get verified
answers that are easy to understand. You can see
who says what. It’s not a facless institution, but
competent professionals with a name and a face.
45. Using the
core model
• Core pages are where your
users solve their task - and
you reach your objectives.
• Good ways in and making
sure there are no blind
alleys, becomes more
important than structure
and hierarchy
• The core is the same on all
devices
The core
77. The editors • Overview of all content
• Knows user tasks and goals
• Working collaboratively
and interdisciplinary
• Editors know their field
and know how to write
• The departments no longer
own the content - they’re
sourcesThanks
to a lot of
lobbying by
@EirikHafver
78. – We have five questions that
we use to find out whether
new content should be
added to the website or not.
Marte Gråberg
Webeditor of kreftforeningen.no
79. 1. Who’s the target audience?
2. Does this content cover
some need or task for this
target audience? Which?
3. Does this content cover a
strategic goal for The
Cancer Society? Which?
4. Describe how you imagine
this content will be found
and used by the user
5. Why is the website the
right channel for this
content?
5 questions
The Cancer
Society ask
about
(new)
content
92. – More people than earlier
contact the cancer line, but
now they’re more informed
when they contact us
Anine Wiig Dagestad
Web editor and cancer nurse
93. 0
10
20
30
40
2010 2011 2012 2013 (so far)
Source: Cancer society ...and
October and
November
always gets
most
mentions
94. – We’re seeing more press
with basic “cut and paste”
from our pages, especially
on prevention
Marte Gråberg / @MarteGraberg
Webeditor of kreftforeningen.no
95. – We’re spending more time
going through our pages,
watching the statistics and
making sure the pages...
Marte Gråberg / @MarteGraberg
Webeditor of kreftforeningen.no
96. ...answer the questions that
are being raised by media.
Marte Gråberg / @MarteGraberg
Webeditor of kreftforeningen.no
103. – Before, people had
responsibility for their area
and worked solely with that.
We’re working differently...
Marte Gråberg / @MarteGraberg
Webeditor of kreftforeningen.no
104. ...with our content now than
how we used to. We’re doing
more work together.
Marte Gråberg / @MarteGraberg
Webeditor of kreftforeningen.no