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Collaborative techniques: How to create usable content that meets business goals

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Collaborative techniques: How to create usable content that meets business goals

  1. 1. Collaborative techniques: How to create usable content that meets business goals Bjørn Bergslien @bbergslien Audun Rundberg @audunru Confab Central 2016
  2. 2. Confab Central Oslo, Norway
  3. 3. Bjørn Bergslien @bbergslien Content Strategist Audun Rundberg @audunru Content Strategist #ConfabMN 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! You should make more room for news. I don’t like purple!! My son could have made a better website.
  4. 4. Multinational telecommunications company Non-governmental organization Scandinavian
 construction company Non-governmental organization Global fertilizer company Financial institution Non-governmental organization
  5. 5. Agenda 09.00 The Core Model 09.45 Get down to business 
 (and make friends) 12.00 Lunch 01.30 The Core Model (cont.) 02.00 Pair writing 04.00 Content microtest 05.00 Finished
  6. 6. Say hello! • What’s your name? • Where do you work? • Pair up! • (Or ‘three’ up if you can’t make pairs)
  7. 7. Make cores 
 - not wars
  8. 8. Home page
  9. 9. Googled Clicked a link on Facebook Many users will never see any other page
  10. 10. Business
 goals User
 tasks Cores Forward paths
  11. 11. The Core Model • The Core is where your users complete
 their tasks and you reach your
 business goals • Paths, not hierarchy • No dead ends @AreGH
  12. 12. @AreGH
  13. 13. Do your user research
  14. 14. ...and establish
 business 
 goals!
  15. 15. What you need • Handouts with the core model (A3) • Handouts with objectives and user needs • Markers and post-its • Room with a projector • 3-4 hours per workshop • 1-3 participants from the digital/web team • 6-14 stakeholders/people from the client • Snacks and lots of coffee!
  16. 16. 6–14 participants No design or content skills necessary! • facilitator (you!) • your team: design, UX, content • people with expert knowledge • content owners • people who should be collaborating, but aren’t • people with strong opinions about the website
  17. 17. 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. Prioritize core elements
  18. 18. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  19. 19. Socionom Lawyer Cancer nurse Design Research Cancer care Prevention Web editor Fundraiser
  20. 20. Step #1 Identify your core pages This is done by matching business goals and user needs
  21. 21. The Norwegian Cancer Society’s goals 1. Helping patients and their friends and family 2. Increasing knowledge about cancer and prevention 3. Increasing online self-service 4. Strengthening our position and increasing donations
  22. 22. Top task survey «If you’re visiting The Cancer Society’s website, which five tasks are the most important to you?»
  23. 23. 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% 1) Helping patients and their friends & family 1) Helping patients and their friends & family 1) Helping patients and their friends & family 2) Increasing knowledge about cancer and prevention 2) Increasing knowledge about cancer and prevention 2) Increasing knowledge about cancer and prevention 2) Increasing knowledge about cancer and prevention 1) Helping patients and their friends & family 1) Helping patients and their friends & family 2) Increasing knowledge about cancer and prevention 6 out of 79 tasks got 25% of the votes
  24. 24. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  25. 25. Step #2 Inward paths How will the user get here? How will they find this content?
  26. 26. 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?
  27. 27. 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?
  28. 28. Step #3 Core content What content elements do we need to make sure the user completes their task (while respecting our objectives)
  29. 29. 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?
  30. 30. 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?
  31. 31. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks 
 

  32. 32. Step #4 Forward paths After the user has completed their task, where do we want to send them next?
  33. 33. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks Where should we send the user, after they’ve completed their primary task?
  34. 34. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks 
 
 Where should we send the user, after they’ve completed their primary task?
  35. 35. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks 
 

  36. 36. Step #5 Prioritize core elements How would you place these elements if you only had a mobile screen available?
  37. 37. The core is the same on all devices
  38. 38. Example Breast cancer
  39. 39. Warning!
  40. 40. Time on page 3m57s 3m48s
  41. 41. – More people contact the cancer line now than before, but now they’re more informed when they contact us Anine Wiig Dagestad Oncology nurse
  42. 42. 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Cancer line conversations Launch +43% +58% +69%
  43. 43. Unique visitors 10 2011 2012 2013 2014 2015 2016 Launch
  44. 44. Work with the core model
  45. 45. Rainforest Foundation Norway supports indigenous people and traditional populations of the world's rainforests in their efforts to protect their environment and secure their customary land rights.
  46. 46. With our goal of preserving the rainforest, we advocate for the rights of its indigenous inhabitants.
  47. 47. Our operations are funded by public authorities, as well as private donors and sponsors.
  48. 48. Step #1 Identify your core pages This is done by matching business goals and user needs
  49. 49. Business goals 1. Increase financial support 2. Engage more people in the work to protect the rainforest 3. Increase the knowledge about the rainforest and about our work
  50. 50. User tasks 1. Find out how I as a consumer can reduce the pressure on the rainforest 2. Learn more about the work of the Rainforest Foundation 3. Get information about the results of the work the Rainforest Foundation does 4. Learn more about the rainforest (including animals, plants, climate and indigenous people) 5. Find out if a product contains palm oil 6. Support the work of the Rainforest Foundation 7. See what threats the rainforest is facing 8. What is the current state of the rainforest? 9. Find out what kind of woods that are categorized as tropical timber 10. Become a sponsor 11. Contact the Rainforest Foundation 12. Read the latest news/current subjects
  51. 51. Core pages 1. Support the Rainforest Foundation 2. Threats to the rainforest 3. Palm oil 4. Our work in the Amazon
  52. 52. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks Write down the goals and user tasks for your core page Don’t fill out the rest of the sheet
  53. 53. Step #2 Inward paths How will the user get here? How will they find this content?
  54. 54. 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? Keep the user tasks in mind 7minutes
  55. 55. Share with your table • Each pair tells the rest of the table what they came up with • Steal ideas!!!
  56. 56. Break
  57. 57. Step #3 Core content What content elements do we need to make sure the users can complete their tasks (while respecting our business goals)?
  58. 58. Increasing the sales of mobile broadband
  59. 59. Pageviews 0 10000 20000 30000 40000 1 7 13 19 25 31 37 43 49 55 61 67 73 79 85 91 97 103 109 115 121 127 133 139 145 151 157 163 Everyone agrees these pages are important «But my pages are important too!» Pages (ranked)
  60. 60. What are the different subscriptions? What’s the price? Coverage My connection isn’t working!
  61. 61. Reorganizing the content using the core model
  62. 62. Why doesn’t it work? Coverage How much does it cost? What are the different subscriptions?
  63. 63. +80% Conversion Customer support emails Number of pages -35%-80%
  64. 64. 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? Keep in mind your goals and the user tasks 15minutes
  65. 65. Share with your table • Each pair tells the rest of the table what they came up with • Steal ideas!!!
  66. 66. Step #4 Forward paths After the user has completed his task, where do we want to send him next?
  67. 67. Example Increase donations
  68. 68. 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
  69. 69. 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
  70. 70. Goals 1. Help patients and their friends and family ✔ 2. Increase knowledge about cancer and prevention ✔ 3. Increase online self-service ✔ 4. Strengthen our position and increasing donations ✖
  71. 71. Make a donation Research project User task Forward path Increase donations Business goal
  72. 72. Portable
 donation forms!
  73. 73. Portable donation form
  74. 74. 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
  75. 75. Recurring donation Make a donation User task Forward path Increase donations Business goal
  76. 76. Regular donors +704% One time donations +602% Regular donors sum +847%
  77. 77. Regular donors x8 One time donations x7 Regular donors sum x9
  78. 78. 2011 2012 2013 2014 2015 Annual income (web) Launch Improved forms
  79. 79. Example Increase sales
  80. 80. No banner on the front page - instead let the user complete his tasks
  81. 81. Products, offers Pay your bills, log out User task Forward path Increase sales Business goal
  82. 82. 520% increase in traffic compared to banners on the front page
  83. 83. Example Increase membership
  84. 84. How do you increase membership when the idea of membership can be frightening?
  85. 85. Rehabilitation IT Fundraising Webmaster Member services
  86. 86. Call us for advice Living with loss of vision User task Forward path Increase member- ship Business goal
  87. 87. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks Where should we send the user, after they’ve completed their primary task? Keep your business goals in mind 10minutes
  88. 88. Share with your table • Each pair tells the rest of the table what they came up with • Steal ideas!!!
  89. 89. Step #5 Prioritize core elements How would you place these elements on a mobile screen?
  90. 90. Prioritizing
 core elements on a mobile screen Inward paths Core contents & forward paths Core page: Business goals 
 (achieve at least one) User tasks
  91. 91. Share with your table • Each pair tells the rest of the table what they came up with • Steal ideas!!!
  92. 92. Example From workshop to website
  93. 93. How do you get from core pages to design and content creation?
  94. 94. Core page
  95. 95. Transport page
  96. 96. Did you notice we never showed you the home pages?
  97. 97. Core model 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
  98. 98. Pair writing: better content, more customer- focused
  99. 99. Traditional content creation processes are sort of broken...
  100. 100. We write without getting any critical input from others Photo: nivekhmng / CC BY-NC-SA 2.0
  101. 101. Who’s asking... • Why are we creating this content? • What is the purpose of this content? • How does this content support our business goals? • Who will be reading this content? • And why will they read it? • Could this be a video or an illustration instead of text?
  102. 102. Every department is publishing their own stuff
  103. 103. We produce new content instead of improving what we already have
  104. 104. We publish content because it’s really easy to click that button 
 in the CMS Photo: Sean MacEntee / CC BY 2.0
  105. 105. We forget to involve the right stakeholders early enough in the project Photo: Seattle Municipal Archives / CC BY 2.0
  106. 106. We love content strategy so much that we forget to work with the actual content Photo: Ranil Amarasuriya / CC BY-NC-SA 2.0
  107. 107. Challenges • Writing without getting any input from others • Working separately on our own - «silo publishing» • Producing new content instead of improving existing content • Publishing content no one else has looked at • Not involving the right stakeholders early in the process • Only working on the strategy, not the content itself
  108. 108. More collaboration please
  109. 109. Pair writing
  110. 110. Why pair writing? • The team thinks before publishing • It forces authors to stay focused • It helps colleagues form a mutual understanding of their content • It results in a more uniform tone • It allows authors to share best practices in regards to writing for the web
  111. 111. Web writing workshop
 (ca 1948)
  112. 112. Pair writing!
  113. 113. Inspired by pair programming http://bit.ly/acc-prog (PDF)
  114. 114. What you need • Google Docs (or a similar tool) • Room with a projector • 3-4 hours per session • Snacks and lots of coffee!
  115. 115. Who to invite • facilitator (you!) • digital team: design, UX, content, … • subject matter experts • content owners • stakeholders
  116. 116. Pair writing workshop 1. Bring people together and pair them up 2. Choose a page to work on 3. Write! 4. Present a draft 5. Switch roles and continue to write
  117. 117. Example Gaining leads for construction projects
  118. 118. Add to cart 1 Bridge (18.000 tonnes) Portable
 “buy a bridge” forms!
  119. 119. Contact project manager Key people in projects User task Forward path Increase project leads Objective
  120. 120. Web manager East Web manager East North South West Step #1: Bring people together and pair them up
  121. 121. Before writing, each pair has to answer these questions.
 • Which business goals will this page help us achieve? • What are the user needs? Step #2: Choose a page
  122. 122. Step #3: Write! – Can you read that out loud? – What do you mean by that?
  123. 123. Initial drafts focus on most important need
  124. 124. Step #4: Present a draft
  125. 125. Step #5: Switch roles and continue writing
  126. 126. Let’s try pair writing
  127. 127. In pairs: Draft an outline about threats to the rainforest in Google Docs 15minutes
  128. 128. Share with your table • Each pair tells the rest of the table what they have come up with so far • Ask for feedback: Is anything missing? Is it prioritised right?
  129. 129. Example Small-town bank on the windy west coast of Norway
  130. 130. Financial jargon Product prices hard to find Dull and lifeless content Takes a long time to get to the point
  131. 131. ssf.no 2012 redesign
  132. 132. Pair writing at SSF • 2 pair writing workshops • 10-12 people in total • We paired web, UX and communications advisors and product specialists • Objectives: Get rid of financial jargon, explain the product in an understandable manner, support key user tasks, be open about prices and rates • We used Google Docs
  133. 133. Straight to the point Clear call to action Prices and rates Try it yourself! Contact the bank for more info
  134. 134. 236% increase in mortgage calculator use
  135. 135. Example Global fertilizer company with 10.000 employees
  136. 136. Decentralized publishing practices People speaking different languages 50 different locations worldwide More than 60 intranet editors and contributors
  137. 137. ...and one intranet
  138. 138. So this is what we did... • 60 people from all over the world in the same room • Half day web writing theory course to get a common understanding of quality content • Two and a half days pair writing workshops in smaller groups
  139. 139. 2. Consider cultural and organizational differences Identify facilitators from various business segments, 
 that speak the language 3. You need the right tools It’s easier if everyone uses the same tool - such as Google Docs Lessons learned 1. Theory is important HR, IT, Communications, Legal, business segments and more Get everyone on the same page
  140. 140. Switch roles and continue to work on your draft 15minutes
  141. 141. Share with your table • Each pair tells the rest of the table what they came up with • Ask for feedback: Is it easy to understand and readable? Is it concise? Any difficult words?
  142. 142. Pair writing takeaways • Focus on the needs first, then the words • Avoid a workflow where content is sent back and forth • Talk and communicate with key stakeholders • Creates a sense of shared ownership
  143. 143. imprisoned lose your job warning scolding criticism acceptance praise raise If we publish this now, will we get…
  144. 144. Content microtest
  145. 145. Content microtest • Test before publishing with one user • The user gets two questions, takes 10-15 minutes 
 The technique was developed by Laura Arlov from The Norwegian Tax Authority to help writers create content that users understand.
  146. 146. Step #1:
 Read the title and description. Think of 3-4 questions you expect will be answered on this page.
  147. 147. Dementia Get advice from professionals. The first signs of dementia are often vague, and it may therefore be difficult to make a diagnosis. Many people with dementia say that they are experiencing things that were simple, has become more difficult. Some of the early signs of dementia are: What can you do? Are you worried if you or a loved one has dementia, you should contact a GP. It can take time to make a diagnosis of dementia. Before contacting a GP, you may want to think through, and note a few key words about these points: reduced attention and concentration: You may think it's been difficult to follow a conversation. memory failure: You experience a sudden feeling to have forgotten what you have done earlier in the day. language problems: You may have trouble remembering what things are called. sudden moments of confusion: You might find that you lose track, even in simple everyday situations. Step #2: Highlight where your questions are answered. Does the content meet the need? Feedback on needs, not grammar Cheap, fast
  148. 148. Can be done over the phone:
 
 Send title/ description and the rest of the copy in separate emails
  149. 149. Let’s test some content
  150. 150. Step #1:
 Read the title and description. Think of 3-4 questions you expect will be answered on this page.
  151. 151. Step #2: Highlight where your questions are answered. Does the content meet the need?
  152. 152. Step #2: Highlight where your questions are answered. Does the content meet the need?
  153. 153. Microtest takeaways • Get feedback on your early drafts • Get ideas on how to improve existing content • Teach it to others to help them write more customer-focused content
  154. 154. Bjørn Bergslien / @bbergslien bjorn@netliferesearch.com Audun Rundberg / @audunru audun@netliferesearch.com Thank you! Slides and handouts: http://bit.ly/confab-collab

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