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Top Task Design: The Key to Integrating Content Strategy for Mobile & Traditional Websites

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Bob Johnson, Ph.D.
Bob Johnson, Ph.D.

Creating effective content for mobile websites & apps requires first understanding the top tasks that people wish to complete as the starting place for content strategy. Review examples of successful sites, perils to avoid, key research from Jakob Nielsen, and management advice from Mike Atyeo at NeoInsight.

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Top Task Design: The Key to Integrating Content Strategy for Mobile and Traditional Websites © Robert E. Johnson 2011 J.Boye Aarhus 11 Web & Intranet Conference November 8, 2011 Bob Johnson Consulting, LLC
1. Content Strategy in a Mobile World Bob Johnson Consulting, LLC
We have to solve the dilemma
 ,[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Content strategy questions
 ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Where are we going with mobile? ,[object Object],[object Object],Bob Johnson Consulting, LLC
Interactive tasks for mobile
 http://bit.ly/q8XfvB ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
25% smartphones world wide
 http://bit.ly/grclDr Bob Johnson Consulting, LLC
Smartphones in the U.S. in 2011
 http://pewinternet.org/Reports/2011/Smartphones.aspx ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
The Law of Top Tasks
 ,[object Object],[object Object],Bob Johnson Consulting, LLC
Some tasks are just more important
 Mike Atyeo at NeoInsight, Ottawa, Canada 1. Find a Person 2. Procedures, Policies... 3. Corporate News 4. Training, Learning 30,000 Intranet users... 4 Countries... Bob Johnson Consulting, LLC
Mobile success key
 top 5% content Mike Atyeo at NeoInsight, Ottawa, Canada The Long Neck Target audiences’ votes on their top tasks Bob Johnson Consulting, LLC
Top Tasks on the Home Page Mike Atyeo at NeoInsight, Ottawa, Canada ,[object Object],[object Object]
The Top Task Law
 Mike Atyeo at NeoInsight, Ottawa, Canada Tasks supported by your website Priority tasks users want to do on your website Bob Johnson Consulting, LLC
6 top tasks for local government
 http://www.liverpool.gov.uk/ Bob Johnson Consulting, LLC
Converted to mobile
 Bob Johnson Consulting, LLC
2. Why is top task content important? Bob Johnson Consulting, LLC
Major reason people go to your website
 ,[object Object],Bob Johnson Consulting, LLC
A bad website experience will
 ,[object Object],Bob Johnson Consulting, LLC
Impact on higher education recruiting
 http://bit.ly/q8XfvB ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
The Golden Rule
 ,[object Object],Bob Johnson Consulting, LLC
Web visitors scan first, read second
 ,[object Object],Bob Johnson Consulting, LLC
Websites often hide 3 to 5 top tasks
 ,[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
L ong necks and long tails
 ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
3. Top task design examples from traditional websites
 Bob Johnson Consulting, LLC
3 top tasks for insurance
 http://www.statefarm.com/ Bob Johnson Consulting, LLC
Tasks moved to mobile site
 Bob Johnson Consulting, LLC
Some traditional sites are almost top task ready for mobile
 Bob Johnson Consulting, LLC
3-4 top tasks for admissions cycle
 http://admissions.lakeheadu.ca/ Bob Johnson Consulting, LLC
6 top professional school tasks
 http://management.bu.edu/index.shtml Bob Johnson Consulting, LLC
3 top student service tasks
 http://www.uio.no/english/student-life/ Bob Johnson Consulting, LLC
5 top tasks for alumni accounts
 http://www.alumni.hbs.edu/lefa/ Bob Johnson Consulting, LLC
4. Design, navigation points
 Bob Johnson Consulting, LLC
First impression
 this? Bob Johnson Consulting, LLC
Or give people a choice? Bob Johnson Consulting, LLC
Navigation by icons or
 Bob Johnson Consulting, LLC
Navigation by words
 Bob Johnson Consulting, LLC
Critical point on links
 Make sure a finger tip will work
 Bob Johnson Consulting, LLC
How will you convert this Home page
 Bob Johnson Consulting, LLC
To this Home page? Bob Johnson Consulting, LLC
Solution
 only audience paths on the Home page Bob Johnson Consulting, LLC
“ Start” page for “Future Students”
 Bob Johnson Consulting, LLC
“ Start” page for “UBC Community”
 Bob Johnson Consulting, LLC
Be wary of transitions like this
 Bob Johnson Consulting, LLC
And like this
 Bob Johnson Consulting, LLC
5. Identifying top tasks
 ,[object Object],[object Object],Bob Johnson Consulting, LLC
1 st step: review analytics
 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
2 nd step: ask your visitors
 ,[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Key survey points
 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
Creating top task survey choices
 ,[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
6. Management notes
 Bob Johnson Consulting, LLC
Changing the culture
 Bob Johnson Consulting, LLC From... To... “ Let’s fix the website...” “ Let’s fix the Top Tasks...” Let’s get a new Search Engine... Ensure the top 50 internal searches return excellent results. Revising our taxonomy and Information Architecture... Bringing Top Task links and functionality up the hierarchy. Let’s buy the ( Silver Bullet/ Magic Wand ) CMS... Make sure content for Top Tasks is excellent. Let’s customize our weblog metrics... Measuring Top Task performance.
Task Priority & Info Architecture Mike Atyeo at NeoInsight, Ottawa, Canada ,[object Object],[object Object],[object Object],[object Object],[object Object],1 2 3 4 5 Tasks Votes Bob Johnson Consulting, LLC
Manage users’ tasks
 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tasks Bob Johnson Consulting, LLC
Case study #1: Making a Higher Education Inquiry University of British Columbia Bob Johnson Consulting, LLC
Starting at the mobile site
 Bob Johnson Consulting, LLC
To email from mobile site
 Bob Johnson Consulting, LLC
To short website “inquiry” form
 Bob Johnson Consulting, LLC
To easy-to-scan online response
 Bob Johnson Consulting, LLC
Case study #2: Donating from a Smartphone Susan G. Komen for the Cure Bob Johnson Consulting, LLC
From the Komen mobile website
 Bob Johnson Consulting, LLC
Start with the gift amount
 Bob Johnson Consulting, LLC
Add personal information
 Bob Johnson Consulting, LLC
Finish with payment information
 Bob Johnson Consulting, LLC
Revisiting 7 main points
 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bob Johnson Consulting, LLC
The Holy Grail
 one website ,[object Object],Bob Johnson Consulting, LLC
Sources for top tasks and mobile
 Bob Johnson Consulting, LLC
The U.S. government
 http://1.usa.gov/4kgbK8 Bob Johnson Consulting, LLC
Gerry McGovern
 http://www.customercarewords.com/the-long-neck.html Bob Johnson Consulting, LLC
Jakob Nielsen on mobile
 http://www.useit.com/alertbox/mobile-usability.html Bob Johnson Consulting, LLC
“ The Stranger’s Long Neck”
 Bob Johnson Consulting, LLC
Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC 226 Chauncey Court Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html Bob Johnson Consulting, LLC

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Top Task Design: The Key to Integrating Content Strategy for Mobile & Traditional Websites

  • 1. Top Task Design: The Key to Integrating Content Strategy for Mobile and Traditional Websites © Robert E. Johnson 2011 J.Boye Aarhus 11 Web & Intranet Conference November 8, 2011 Bob Johnson Consulting, LLC
  • 2. 1. Content Strategy in a Mobile World Bob Johnson Consulting, LLC
  • 3.
  • 4.
  • 5.
  • 6.
  • 7. 25% smartphones world wide
 http://bit.ly/grclDr Bob Johnson Consulting, LLC
  • 8.
  • 9.
  • 10. Some tasks are just more important
 Mike Atyeo at NeoInsight, Ottawa, Canada 1. Find a Person 2. Procedures, Policies... 3. Corporate News 4. Training, Learning 30,000 Intranet users... 4 Countries... Bob Johnson Consulting, LLC
  • 11. Mobile success key
 top 5% content Mike Atyeo at NeoInsight, Ottawa, Canada The Long Neck Target audiences’ votes on their top tasks Bob Johnson Consulting, LLC
  • 12.
  • 13. The Top Task Law
 Mike Atyeo at NeoInsight, Ottawa, Canada Tasks supported by your website Priority tasks users want to do on your website Bob Johnson Consulting, LLC
  • 14. 6 top tasks for local government
 http://www.liverpool.gov.uk/ Bob Johnson Consulting, LLC
  • 15. Converted to mobile
 Bob Johnson Consulting, LLC
  • 16. 2. Why is top task content important? Bob Johnson Consulting, LLC
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24. 3. Top task design examples from traditional websites
 Bob Johnson Consulting, LLC
  • 25. 3 top tasks for insurance
 http://www.statefarm.com/ Bob Johnson Consulting, LLC
  • 26. Tasks moved to mobile site
 Bob Johnson Consulting, LLC
  • 27. Some traditional sites are almost top task ready for mobile
 Bob Johnson Consulting, LLC
  • 28. 3-4 top tasks for admissions cycle
 http://admissions.lakeheadu.ca/ Bob Johnson Consulting, LLC
  • 29. 6 top professional school tasks
 http://management.bu.edu/index.shtml Bob Johnson Consulting, LLC
  • 30. 3 top student service tasks
 http://www.uio.no/english/student-life/ Bob Johnson Consulting, LLC
  • 31. 5 top tasks for alumni accounts
 http://www.alumni.hbs.edu/lefa/ Bob Johnson Consulting, LLC
  • 32. 4. Design, navigation points
 Bob Johnson Consulting, LLC
  • 33. First impression
 this? Bob Johnson Consulting, LLC
  • 34. Or give people a choice? Bob Johnson Consulting, LLC
  • 35. Navigation by icons or
 Bob Johnson Consulting, LLC
  • 36. Navigation by words
 Bob Johnson Consulting, LLC
  • 37. Critical point on links
 Make sure a finger tip will work
 Bob Johnson Consulting, LLC
  • 38. How will you convert this Home page
 Bob Johnson Consulting, LLC
  • 39. To this Home page? Bob Johnson Consulting, LLC
  • 40. Solution
 only audience paths on the Home page Bob Johnson Consulting, LLC
  • 41. “ Start” page for “Future Students”
 Bob Johnson Consulting, LLC
  • 42. “ Start” page for “UBC Community”
 Bob Johnson Consulting, LLC
  • 43. Be wary of transitions like this
 Bob Johnson Consulting, LLC
  • 44. And like this
 Bob Johnson Consulting, LLC
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50. 6. Management notes
 Bob Johnson Consulting, LLC
  • 51. Changing the culture
 Bob Johnson Consulting, LLC From... To... “ Let’s fix the website...” “ Let’s fix the Top Tasks...” Let’s get a new Search Engine... Ensure the top 50 internal searches return excellent results. Revising our taxonomy and Information Architecture... Bringing Top Task links and functionality up the hierarchy. Let’s buy the ( Silver Bullet/ Magic Wand ) CMS... Make sure content for Top Tasks is excellent. Let’s customize our weblog metrics... Measuring Top Task performance.
  • 52.
  • 53.
  • 54. Case study #1: Making a Higher Education Inquiry University of British Columbia Bob Johnson Consulting, LLC
  • 55. Starting at the mobile site
 Bob Johnson Consulting, LLC
  • 56. To email from mobile site
 Bob Johnson Consulting, LLC
  • 57. To short website “inquiry” form
 Bob Johnson Consulting, LLC
  • 58. To easy-to-scan online response
 Bob Johnson Consulting, LLC
  • 59. Case study #2: Donating from a Smartphone Susan G. Komen for the Cure Bob Johnson Consulting, LLC
  • 60. From the Komen mobile website
 Bob Johnson Consulting, LLC
  • 61. Start with the gift amount
 Bob Johnson Consulting, LLC
  • 62. Add personal information
 Bob Johnson Consulting, LLC
  • 63. Finish with payment information
 Bob Johnson Consulting, LLC
  • 64.
  • 65.
  • 66. Sources for top tasks and mobile
 Bob Johnson Consulting, LLC
  • 67. The U.S. government
 http://1.usa.gov/4kgbK8 Bob Johnson Consulting, LLC
  • 68. Gerry McGovern
 http://www.customercarewords.com/the-long-neck.html Bob Johnson Consulting, LLC
  • 69. Jakob Nielsen on mobile
 http://www.useit.com/alertbox/mobile-usability.html Bob Johnson Consulting, LLC
  • 70. “ The Stranger’s Long Neck”
 Bob Johnson Consulting, LLC
  • 71. Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC 226 Chauncey Court Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html Bob Johnson Consulting, LLC