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Lisa Goldberg | User Focus | October 19, 2012
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2. Agenda
1. Welcome
2. What is Intelligent Content?
3. Case Study: m.cancer.gov
4. Q&A
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4. “ You can let your content go, without
fearing where it will end up. But you’ve
got to start with some structure.”
– Sara Wachter-Boettcher, “Responsive-Ready Content”
http://sarawb.com/2012/03/07/content-strategy-responsive-design/
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5. COPE: Responsive Design is Not Always the Answer
All of your content might not
be suitable for mobile
Many formats
Mobile web
Mobile apps
EBooks
Other sites across the
enterprise
Syndication
E-Learning
Print
More?
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6. Evaluate Existing Content
What is the purpose of the content?
Who is the target audience?
What do we want them to do with the content?
In what formats does the content appear?
What content is reused now? Could be reused in the future?
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7. Finding Patterns: Define the Semantic Markup
Examples: How do these pieces of content
Long Title relate to one another?
Short Title How might they be reused?
Long Description
Short Description
Publication Date
Byline
Author Bio
Contact Information
Image
Video
Audio
Ratings
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8. Separate Presentation from Content
Tables
Images and other multimedia
Quotes
Link references/URLs
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9. Define Content Types and their Relationships
Source: http://www.alistapart.com/articles/strategic-content-management/
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11. The National Cancer Institute
The U.S. government’s principal agency for cancer research
One of 27 institutes and centers that form the National Institutes of Health
Sapient has worked for NCI’s Office of Communications and Education
(OCE) since April 2010
OCE provides evidence-based cancer information through many channels:
digital, print, and a live help service
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12. Cancer.gov: Overview
NCI’s enterprise website,
hosted in Percussion
Nearly 3 million visits/month
Evidence-based health
information
Approximately 30,000 pages in
English and Spanish
Primary Audiences: Patients
and Caregivers, Health
Professionals, Researchers,
Advocates, Strategic
Influencers
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13. m.cancer.gov: NCI’s First Mobile Website
Launched February 15, 2012
Also hosted in Percussion
Different site structure
Mobile phones (not tablets) are
redirected to m.cancer.gov
Approximately 700 pages in
English and Spanish
296,489 mobile phone
visits/month
Primary Audience: People
looking for patient and
caregiver information
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14. Why Didn’t we Use a Responsive Design for Cancer.gov?
Not all target audiences are looking for cancer content on their phones;
patient content was the highest priority
No need to optimize for tablets
Cancer.gov was not designed with “mobile first” in mind
Lack of navigation
Lack of semantic markup and content standards
If we restructured all legacy content, we would not have met our deadline
The mobile site is responsive; its layout scales for different devices
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15. “There simply isn't room in a 320 by 480 pixel
screen for extraneous, unnecessary elements.
You have to prioritize.”
– Luke Wroblewski, “Mobile First,” November 3, 2009
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16. Selecting Content for Mobile: Key Questions
Is the content popular on mobile already?
Is the content optimized for search engines?
Is the content relevant for patients, caregivers, or general audiences?
How long is the content?
Will the format work on a small screen? If not, how much work will be
required to change it?
Can we eliminate extraneous graphics?
How many links are embedded in the content?
Is it available in Spanish? If not, will it be translated?
Will this content be ready in time for the site launch?
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17. Most Popular Cancer.gov Sections on Mobile Devices
(Consistent Each Month)
Source: Omniture Mobile Report Page Views for May 2011
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18. Content Types Included in First Release
Home page
Landing pages
Cancer type home pages
General pages
News releases
PDQ patient treatment summaries
Fact sheets (Q&As)
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19. Home Page
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28. PDQ (Physician Data Query) Treatment Summary on
Cancer.gov
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30. Fact Sheet
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31. Content Challenges
Restructuring content
Creating custom content
Lack of standards for content
and markup
Tables
Links and URLs in content
Images
Limitations based on content
type
Last-minute content
emergencies
Even with automation, adding
content to Percussion is painful
© COPYRIGHT 2012 SAPIENT CORPORATION 31
34. Final Result
Simple interface; during usability testing, even inexperienced mobile users
could navigate the site
Comprehensive content for patients, caregivers, and general audiences
Information about treatments for almost 100 types of cancer
More general information such as coping and side effects
Dictionary of Cancer Terms
Cancer research news
Information about NCI
One click to call or email the Cancer Information Service
Easy to share content
Easy to view NCI’s other social media channels
Analytics support our design decisions
© COPYRIGHT 2012 SAPIENT CORPORATION 34
35. “Dear NCI, today was my first time using
mobile cancer.gov. Really like this!!
Very easy to navigate on my phone!!
Great use of federal resources!”
– Email from mobile user, March 24, 2012
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36. Content Modeling: An Essential UX Skill
Source: http://www.alistapart.com/articles/strategic-content-management/
© COPYRIGHT 2012 SAPIENT CORPORATION 36
37. Questions?
“Future-Ready Content,” A List Apart, by Sara Wachter-Boettcher (2/28/12)
Managing Enterprise Content: A Unified Content Strategy, by Ann Rockley
and Charles Cooper
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Hinweis der Redaktion Intelligent Content: A Case Study Track: Content Strategy Room: Clover One piece of content can now appear in a wide range of platforms and devices, including Web, mobile Web, apps, e-‐ books, and print. As we expand the scope of the Create Once, Publish Everywhere model, how do we ensure that content behaves as expected in these different interfaces? The answer is semantic structure, also known as intelligent content. Lisa will provide a high-level overview of issues to consider and illustrate those points with a case study from the National Cancer Institute’s mobile website. Reviewer feedback: With so many different platforms and devices, and more coming in the future, this is a very relevant topic. The Create Once, Publish Everywhere idea needs to be explained to the audience. But even more so, semantic structure should be explained in detail. I fear the presenter may be too high level here in explaining relevant terms to get the audience up to speed before moving to the case study. Can’t afford to think that way anymore—UX people have to do this to get ahead of the game.