Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

A quick introduction to the Core model (Utterly Content October 20 2020)

A quick introduction to the Core model given as an open session at Utterly Content 20. October 2020.

  • Loggen Sie sich ein, um Kommentare anzuzeigen.

A quick introduction to the Core model (Utterly Content October 20 2020)

  1. 1. Get started with the Core model! 20 October 2020
  2. 2. Are Gjertin Urkegjerde Halland kjernekaren.no
  3. 3. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.comThis template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com
  4. 4. ALAcoremodel.link/ala
  5. 5. Bok Work in progress… Follow @coremodelbook on Twitter for updates
  6. 6. The Core Model (is) about helping you discover and evolve strategy based on what is important to your customers, citizens, employees. It will help you design better services by first-and-foremost getting a crystal-clear understanding of what it is your customers want to do. Gerry McGovern (from the preface to my upcoming book)
  7. 7. Thinking Prioritizing Cooperation
  8. 8. … in order to achieve your own goals Solve the user’s task first... Thinking Flip the perspective, think from the inside and out
  9. 9. User tasks Our goals Prioritization
  10. 10. Samhandlings- verktøyCooperationSee our services from the user’s perspective Communication, anchoring and common understanding True multidisciplinary cooperation across silos and organizational levels
  11. 11. Some benefits of the Core model Get alignment on user needs and business goals Reach a common understanding and anchoring for priorities Works as a buzzword free esperanto between silos, levels and competencies Let’s participants understand content through working with real content
  12. 12. bit.ly/typical-website coremodel.link/ typical
  13. 13. The traditional approach
  14. 14. The traditional approach Front page 1. Start by discussing the front page
  15. 15. Front page 1. Start by discussing the front page 2. Then create an huge structure The traditional approach
  16. 16. The traditional approach Front page 1. Start by discussing the front page 2. Then create an enormous structure 3. Fill in the content as an afterthought
  17. 17. The traditional approach Front page 1. Start by discussing the front page 2. Then create an enormous structure 3. Fill in the content as an afterthought 4. Launch and leave
  18. 18. The traditional approach 1. Start by discussing the front page 2. Then create an enormous structure 3. Fill in the content as an afterthought 4. Launch and leave 5. Let your content rot over time
  19. 19. The traditional approach 1. Start by discussing the front page 2. Then create an enormous structure 3. Fill in the content as an afterthought 4. Launch and leave 5. Let your content rot over time 6. Let the user figure it out
  20. 20. The traditional approach 1. Start by discussing the front page 2. Then create an enormous structure 3. Fill in the content as an afterthought 4. Launch and leave 5. Let your content rot over time 6. Let the user figure it out Rinse and repeat
  21. 21. In reality... • Most users don’t see any of the other pages
  22. 22. In reality... • Most users don’t see any of the other pages Social media Google Email
  23. 23. • The rest of the website is really just in the way, because people get lost in navigation and search In reality
  24. 24. I doesn’t have to be this way!
  25. 25. 1. Forside Start with the Core Core (noun) A page or a process that answers a specific user task, and at the same time fulfills a business goal
  26. 26. Create navigation, search and marketing based on the user’s situation 2. Forside
  27. 27. If we solve the user’s task first, we stand a much better chance of reaching our own goals afterwards. 3. Forside
  28. 28. In order to achieve this, we need to start out by defining our core(s). 4. Forside
  29. 29. The Core does not have to be a webpage It could be any digital og analog contact point in a customer journey. Web page Email Phone Chat Social media Physical visit Product App 5.
  30. 30. Case: Municipality of Oslo
  31. 31. Foto: Henrik Dæhli My user need: Get rid of my trash as simple as possible Goal for the Municipality of Oslo: Provide effective and efficient services to the residents User task: “What are the opening hours at Grønmo?”
  32. 32. Nr 1 Google hit for “opening hours Grønmo” (Way Back Machine). A news article about the opening hours at Grønmo in eastern three years ago
  33. 33. https://oslobeta2.wordpress.com/2015/10/02/statustikkinator The search logs showed that “opening hours” was the top task across almost all of the municipal services
  34. 34. Completion rate before and after redesign using the core model
  35. 35. Why would I even have to go to the municipal web site?
  36. 36. “What are the opening hours at Grønmo today?” The Core does not need to be a web page!
  37. 37. The Core model process
  38. 38. PRIORITIZE Get an overview of strategy and user needs. Prioritize core and prepare a core workshop. Strategy 1) Preparation User needs Core model process 2) Core workshop 3) Action COOPERATE Work together across silos, levels and competencies, to create the best answer to the problem together. FIX IT! Prioritize measures, delegate responsibilities and fix the problems in the simplest possible way.
  39. 39. User tasks Our goals
  40. 40. User tasks Our goals
  41. 41. coremodel.link/ ala-toptasks
  42. 42. Our goalsUser tasks
  43. 43. Our goalsUser tasks
  44. 44. User tasks Our goals
  45. 45. PRIORITIZE Get an overview of strategy and user needs. Prioritize core and prepare a core workshop. Strategy 1) Preparation User needs Core model process 2) Core workshop 3) Action COOPERATE Work together across silos, levels and competencies, to create the best answer to the problem together. FIX IT! Prioritize measures, delegate responsibilities and fix the problems in the simplest possible way.
  46. 46. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com Car insurance A simple description of what we are trying to solve
  47. 47. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com Car insurance Potential customers USER(S) A clear view of who we are making this for. You could use personas or do empathy mapping in a core workshop
  48. 48. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com Car insurance Compare prices and coverage Buy car insurance Report incident Potential customers USER TASKS What do the user come to our solution to do?
  49. 49. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com Car insurance Compare prices and coverage Buy car insurance Report incident Increased sales Increased self service Increased customer satisfaction Potential customers GOALS What do we want to achieve with the solution? Concrete Realistic Prioritized Measurable
  50. 50. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com Car insurance Compare prices and coverage Buy car insurance Report incident Google “car insurance” Insurance brokers Used car portals Front page Increased sales Increased self service Increased customer satisfaction Potential customers INWARD PATHS Where is the user before he or she gets to the core? What is the context when the user need arrives? At home? At a car dealer? What would they search for on Google? What other pages on our own website should point here? What other websites should link to this one? Partners, portals for the target groups, etc. What would you do yourself?
  51. 51. Trafic Conversion Success = Trafic * Conversion
  52. 52. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com Car insurance Compare prices and coverage Buy car insurance Report incident Google “car insurance” Insurance brokers Used car portals Front page Buy car insurance Buy other insurance products Compare with others and come back Contact Increased sales Increased self service Increased customer satisfaction Potential customers FORWARD PATHS What do we want to happen after the user has interacted with the core? Which of our goals are most relevant for the current task? What mode is the user in after he or she has completed the task? Are there other pages we should lead to? On our own website. What about partners? Other channels? What should be the most important Call to action?
  53. 53. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com Car insurance Compare prices and coverage Buy car insurance Report incident Google “car insurance” Insurance brokers Used car portals Front page Buy car insurance Buy other insurance products Compare with others and come back Contact Increased sales Increased self service Increased customer satisfaction Potential customers ?
  54. 54. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com What is the OPTIMAL way of solving the user tasks AND achieve our own goals? Car insurance Compare prices and coverage Buy car insurance Report incident Google “car insurance” Insurance brokers Used car portals Front page Buy car insurance Buy other insurance products Compare with others and come back Contact Increased sales Increased self service Increased customer satisfaction Potential customers Functionality Channel Content
  55. 55. Anything goes! Drawing Flow diagram Text The most important thing is to agree on the principles (preferably so that others can understand too:)
  56. 56. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com Car insurance Compare prices and coverage Buy car insurance Report incident Google “car insurance” Insurance brokers Used car portals Front page Buy car insurance Buy other insurance products Compare with others and come back Contact Increased sales Increased self service Increased customer satisfaction Potential customers We need to show prices and coverage up front Enter license plate number and zip code to get an automatic quote Functionality Content principles Actual content Organizational problems
  57. 57. PRIORITIZE How do we have to prioritize if we need to fit the REAL content inside a mobile screen?
  58. 58. Action card What needs to happen for this to become a reality in the real world? Low hanging fruit and “next actions” for more difficult processes. Use a backlog and keep people responsible!
  59. 59. PRIORITIZE Get an overview of strategy and user needs. Prioritize core and prepare a core workshop. Strategy 1) Preparation User needs Core model process 2) Core workshop 3) Action COOPERATE Work together across silos, levels and competencies, to create the best answer to the problem together. FIX IT! Prioritize measures, delegate responsibilities and fix the problems in the simplest possible way.
  60. 60. Typical follow up activities Updating/deleting content Pair writing Content development Design process Organizational changes Etc.
  61. 61. User focus Strategy Marke- ting IA Sales Behavior Design Content
  62. 62. Simplification
  63. 63. Prioritization
  64. 64. Customer journey
  65. 65. Progress
  66. 66. thecoremodel.com Articles, templates and updates
  67. 67. coremodel. link/utterly- core-template (Duplicate Mural)
  68. 68. coremodel.link/ minitemplate
  69. 69. Q&A
  70. 70. thecoremodel.com @coremodelbook kjernekaren.no Thank you very much!

×