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The Core Model: Getting to business while making friends

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The Core Model: Getting to business while making friends

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On April 22nd, we had the great honour of presenting a workshop at the IA Summit in Minneapolis. The topic was how to use the core model within your team or with your client to ensure you create content that fulfills both user needs and business goals.

On April 22nd, we had the great honour of presenting a workshop at the IA Summit in Minneapolis. The topic was how to use the core model within your team or with your client to ensure you create content that fulfills both user needs and business goals.

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The Core Model: Getting to business while making friends

  1. 1. The Core Model: Getting to business while making friends Audun Rundberg @audunru Martha Lyngnes @marthaifarta IA Summit 2015
  2. 2. We’re from Norway, the land of polar bears Photo: Bjørn Christian Tørrissen
  3. 3. Martha Lyngnes @marthaifarta Interaction Designer Audun Rundberg @audunru Content Strategist #ias15
  4. 4. Martha Lyngnes @marthaifarta Interaction Designer Audun Rundberg @audunru Content Strategist #ias15 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.
  5. 5. Agenda 01.30 Intro 02.15 Get down to business 
 (and make friends) 03.30 Break 05.30 Finished
  6. 6. Make cores 
 - not wars
  7. 7. Home page The traditional approach to information architecture
  8. 8. Home page The traditional approach to information architecture
  9. 9. Home page The traditional approach to information architecture
  10. 10. Home page The traditional approach to information architecture
  11. 11. Home page The traditional approach to information architecture
  12. 12. Many users will never see the home page
  13. 13. Googled «chocolate cake» Clicked a link on Facebook Many users will never see the home page
  14. 14. Home page People come to your website with a need
  15. 15. Home page All that matters is to meet that need as quickly as possible People come to your website with a need
  16. 16. Home page All that matters is to meet that need as quickly as possible 99% of the pages are irrelevant to that need People come to your website with a need
  17. 17. Home page All that matters is to meet that need as quickly as possible 99% of the pages are irrelevant to that need The other pages are
 making it more difficult for the user People come to your website with a need
  18. 18. Home page We have to start with the page where the answer can be found - the core
  19. 19. Home page Paths, not hierarchy
  20. 20. Home page No dead ends
  21. 21. Home page The core is where your users solve
 their tasks and you reach your
 objectives
  22. 22. User
 tasks Business
 goals
  23. 23. User
 tasks Business
 goals Cores
  24. 24. User
 tasks Business
 goals Cores Forward paths
  25. 25. The Core Model • The core is where your users solve
 their tasks and you reach your
 objectives • Paths, not hierarchy • No dead ends • Stakeholders can get involved @AreGH
  26. 26. Do your 
 user research
  27. 27. ...and establish
 objectives!
  28. 28. 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
  29. 29. 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
  30. 30. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  31. 31. Social worker Lawyer Cancer nurse Design Research Cancer care Prevention Web editor Fundraiser
  32. 32. Step #1 Identify your core pages This is done by matching business goals and user needs
  33. 33. Top task survey «If you’re visiting The Cancer Society’s website, which five tasks are the most important to you?»
  34. 34. 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
  35. 35. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  36. 36. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
  37. 37. Step #2 Inward paths How will the user get here? How will they find this content?
  38. 38. 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?
  39. 39. 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?
  40. 40. 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?
  41. 41. Step #3 Core content What content elements do we need to make sure the user solves their task (while respecting our objectives)
  42. 42. 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?
  43. 43. 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?
  44. 44. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks 
 

  45. 45. Step #4 Forward paths After the user has solved their task, where do we want to send them next?
  46. 46. 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?
  47. 47. 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?
  48. 48. 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?
  49. 49. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks 
 

  50. 50. Step #5 Prioritizing core elements How would you place these elements if you only had a mobile screen available?
  51. 51. Inward paths Core contents & forward paths Core page: Business goals (achieve at least one) User tasks
  52. 52. Updated 
 template!
  53. 53. The core is the same on all devices
  54. 54. Work with the core model
  55. 55. Warning!
  56. 56. 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.
  57. 57. With our goal of preserving the rainforest, we advocate for the rights of its indigenous inhabitants.
  58. 58. Our operations are funded by public authorities, as well as private donors and sponsors.
  59. 59. Step #1 Identify your core pages This is done by matching business goals and user needs
  60. 60. Business goals (prioritized) 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
  61. 61. 12 top user tasks(random order) • Find out how I as a consumer can reduce the pressure on the rainforest • Learn more about the work of the Rainforest Foundation • Results of the work of the Rainforest foundation • Learn more about the rainforest (including animals, plants, climate and indiginous people) • Find out if a product contains palm oil • Supporting the work of the Rainforest Foundation • See what threats the rainforest is facing • What is the current state of the rainforest? • Find out what kind of woods that are categorized as tropical timber • Become a sponsor • Contacting the Rainforest Foundation • Read the latest news/current subjects
  62. 62. Core pages 1. Support the Rainforest Foundation 2. Threats to the rainforest 3. Palm oil 4. Tropical timber
  63. 63. 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 Work on this for 15 minutes
  64. 64. 10 minute break!
  65. 65. Step #2 Inward paths How will the user get here? How will they find this content?
  66. 66. 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 What do users search for on Google? Other pages that link to this one Offline sources of traffic How can social media drive traffic to this page? Work on this for 10 minutes
  67. 67. Step #3 Core content What content elements do we need to make sure the user solves their task (while respecting our objectives)
  68. 68. 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 Work on this for 15 minutes
  69. 69. Increasing sales of mobile broad band
  70. 70. 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 Pages (ranked)
  71. 71. 125 2131 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)
  72. 72. What are the different subscriptions?
  73. 73. What’s the price?
  74. 74. Coverage
  75. 75. My connection isn’t working!
  76. 76. Reorganizing the content using the core model
  77. 77. Why doesn’t it work? Coverage What’s the price? What are the different subscriptions?
  78. 78. +80% Sales of mobile broad band Customer support emails Number of pages -35%-80%
  79. 79. 20 minute break!
  80. 80. Step #4 Forward paths After the user has solved their task, where do we want to send them next?
  81. 81. 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? Keep your goals in mind Work on this for 10 minutes
  82. 82. Increasing donations
  83. 83. 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
  84. 84. 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
  85. 85. Research project User task Increase donations Objective
  86. 86. Make a donation Research project User task Forward path Increase donations Objective
  87. 87. Portable
 donation forms!
  88. 88. Portable donation form
  89. 89. 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
  90. 90. Make a donation User task Increase donations Objective
  91. 91. Recurring donation Make a donation User task Forward path Increase donations Objective
  92. 92. Regular donors +288% One time donations +198% Regular donors sum +382%
  93. 93. Regular donors x4 One time donations x3 Regular donors sum x5
  94. 94. 2011 2012 2013 2014 Annual income, regular donors (web) Launch
  95. 95. Step #5 Prioritizing core elements How would you place these elements if you only had a mobile screen available?
  96. 96. Prioritizing
 core elements Work on this for 10 minutes
  97. 97. Small-town bank on the windy west coast of Norway
  98. 98. Financial jargon Product prices hard to find Dull and lifeless content Takes a long time to get to the point
  99. 99. Straight to the point Clear call to action Prices and rates Try it yourself! Contact the bank for more info
  100. 100. 236% increase in mortgage calculator use
  101. 101. Increased traffic to all product pages
  102. 102. Did you notice we never showed you the home pages?
  103. 103. ssf.no 2012 redesign
  104. 104. 520% increase in traffic compared to banners on the front page
  105. 105. Using the core model for real
  106. 106. The Core Model You can use the model to: • Get people thinking about the web
 the way the web really works • Let people with different
 backgrounds communicate • Prioritise and start working on
 the most important pages first
  107. 107. Does it work outside of Norway?
  108. 108. – I like the focus on the core / task rather than the format or other high level elements. I think it gets to the essence of things from the customers perspective. It’s about focus. Gerry McGovern
  109. 109. 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/ias15-core
  110. 110. Martha Lyngnes / @marthaifarta martha@netliferesearch.com Audun Rundberg / @audunru audun@netliferesearch.com Thank you! Slides and resources: bit.ly/
 ias15-core Feedback: bit.ly/ias15- core-fb

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