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The Core Model
@idaAa / Ida Aalen
Responsive Day Out
June 27th
bit.ly/
core-brighton
Core model thinking at the Norwegian Cancer Society - Responsive Day Out Brighton, June 27th
Redesigning the NCS
1. Objectives & target audiences
2. User research
3. Concept & tone of voice
4. Core workshops & sketching
5. Design, content & development
6. Governance & iterations
Don’t do anything
without knowing
objectives &
user needs ;)
Top task survey
“If you’re visiting The Cancer Society’s website, which
five tasks are the most important to you?”
1000+ participants chose between 79 different tasks.
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
Home page
Home page
Home page
Home page
Home page
Home page
Home page
Core model thinking at the Norwegian Cancer Society - Responsive Day Out Brighton, June 27th
Many users
will never see
any other page
Many users
will never see
any other page
Googled «lung cancer»
Many users
will never see
any other page
Googled «lung cancer»
Saw a link on Facebook about
cancer research
Many users
will never see
any other page
Business
goals
User
tasks
Business
goals
User
tasks
Business
goals
User
tasks
Business
goals
User
tasks
Business
goals
User
tasks
Business
goals
User
tasks
“Lung cancer”
Business
goals
User
tasks
Core pages
“Lung cancer”
Business
goals
User
tasks
Core pages
“Lung cancer”“Donate”
Business
goals
User
tasks
Core pages
“Lung cancer”“Donate”
The Core Model
@AreGH
The Core Model
• Core pages is where your users solve
their task and you reach your
objectives
@AreGH
The Core Model
• Core pages is where your users solve
their task and you reach your
objectives
• Paths, not hierarchy
@AreGH
The Core Model
• Core pages is where your users solve
their task and you reach your
objectives
• Paths, not hierarchy
• No blind alleys
@AreGH
Using the core model on
your team or with your
clients
Lawyer
Prevention
Web editor
Design
Socionom
Research
Cancer nurse
Fundraiser
Cancer care
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Identify your core pages
This is done by matching business goals and user
needs.
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Inward paths
How will the user get here? How will they find this
content?
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
How will
the user find
its way to this
core page?
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
How will
the user find
its way to this
core page?
Core content
What content elements do we need to make sure the
user solves their task (while respecting our objectives)
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?
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?
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Outward paths
After the user has solved their task, where do we want
to send them next?
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?
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?
Using mobile to
prioritize
How would you place these elements if you only had a
mobile screen available?
Inward paths Core contents & forward paths
Core page:
Business goals (achieve at least one) User tasksIf you
had a small
screen, how
would you
prioritize these
elements?
Core model thinking at the Norwegian Cancer Society - Responsive Day Out Brighton, June 27th
The core is
the same on
all devices
Early paper sketch Early photoshop sketch HTML & CSS prototype
No “Lorem
Ipsum”. We only
used actual
content when
designing.
Example
Breast cancer
Core model thinking at the Norwegian Cancer Society - Responsive Day Out Brighton, June 27th
Core model thinking at the Norwegian Cancer Society - Responsive Day Out Brighton, June 27th
Core model thinking at the Norwegian Cancer Society - Responsive Day Out Brighton, June 27th
Core model thinking at the Norwegian Cancer Society - Responsive Day Out Brighton, June 27th
Core model thinking at the Norwegian Cancer Society - Responsive Day Out Brighton, June 27th
Core model thinking at the Norwegian Cancer Society - Responsive Day Out Brighton, June 27th
Time on page
3:573:48
Example
Donations
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
Treatment of cancer
Symptoms of cancer
Preventing cancer
Cancer types
Latest research
Choosing a hospital
Donate
Volunteer
Memory gift
Will gift
0 % 1 % 2 % 3 % 4 % 5 % 6 %
Top 25%
6 out of
79 tasks got
25% of the
votes
Fundraising
was at the
bottom...
Research
project
Core page
Make a
donation
Research
project
Core page Outward path
Portable
donation forms!
Core model thinking at the Norwegian Cancer Society - Responsive Day Out Brighton, June 27th
Core model thinking at the Norwegian Cancer Society - Responsive Day Out Brighton, June 27th
Core model thinking at the Norwegian Cancer Society - Responsive Day Out Brighton, June 27th
But...
Does it
work?
Unique visitors
2010 2011 20142013
Launch
2012
2006 2007 2008 2009 2010 2011 2012 2013
Cancer line
conversations +40%
Launch
TITTEL
1
2
3
Player 1: Wilhelm
Lines: 4
Points: 2367
Keeping
priorities
from small
screens
pays off
Core model thinking at the Norwegian Cancer Society - Responsive Day Out Brighton, June 27th
One time
donations
+198%
Regular
donors
+288%
One time
donations
+198%
Regular
donors
+288%
One time
donations
+198%
Regular
donors sum
+382%
Regular
donors
x4
One time
donations
x3
Regular
donors sum
x5
Members
+107%
Members
x2
2011 2012 2013 2014 (so far)
Annual income, regular
donors (web)
2011 2012 2013 2014 (so far)
Annual income, regular
donors (web)
Launch
2011 2012 2013 2014 (so far)
Annual income, regular
donors (web)
Launch
2011 2012 2013 2014 (so far)
Annual income, regular
donors (web)
Launch
Christmas campaign
Christmas campaign
15%
Christmas campaign
15% 17%
Christmas campaign
15% 17%
10%
Membership campaign
Membership campaign
2,5%
Membership campaign
2,5%
6,5%
Membership campaign
2,5%
6,5%
7,3%
Core model thinking at the Norwegian Cancer Society - Responsive Day Out Brighton, June 27th
Core model thinking at the Norwegian Cancer Society - Responsive Day Out Brighton, June 27th
Core model thinking at the Norwegian Cancer Society - Responsive Day Out Brighton, June 27th
Desktop
Tablet
Smartphones
Text
Cold water challenge
3,5
million NOK
in 2 weeks
Thank you!
@idaAa or ida@netliferesearch.com
Slides & resources:
bit.ly/core-brighton

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