Post on 15-Apr-2017
Collaborate on content using pair writing and the core model
Valtech Stockholm 25 November 2015
2. You will get the slides
3. Enjoy your lunch!
1. I will speak EnglishYou can speak Swedish!
3 rules:
2. Pair writing
3. Core model
1. Test content3 tools:
Jørgen Designer
Torstein Content
Martha UX
Veronica UX
Gustav Designer
Anne Project Manager
Eivind Content
Content microtest
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.
Step #1:Read the title and
description. Think of 3-4 questions you
expect will be answered on this
page.
DementiaGet advice from professionals.
The first signs of dementia are often vague, and it may therefore be difficultto make a diagnosis. Many people with dementia say that they areexperiencing 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 aGP. It can take time to make a diagnosis of dementia. Before contacting aGP, you may want to think through, and note a few key words about thesepoints:
reduced attention and concentration: You may think it's been difficultto follow a conversation.
�
memory failure: You experience a sudden feeling to have forgottenwhat you have done earlier in the day.
�
language problems: You may have trouble remembering what thingsare called.
�
sudden moments of confusion: You might find that you lose track,even in simple everyday situations.
�
situations you have experienced that has made you worried�
if you've talked to the person you are worried�
if you want to be with the doctor�
Step #2: Highlight where
your questions are answered. Does
the content meet the need?
Feedback on needs, not
grammar
Cheap, fast
Can be done over the phone:
Send title/
description and the rest of the
copy in separate emails
2008-2010: Web editor for The Norwegian Directorate for Children, Youth and Family Affairs
6000 employees
200 employees with access to CMS
3 websites
... me
Jakob Nielsen’s «F pattern»
So I printed the website...
Pair writing
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
Web writing
workshop(ca 1948)
Pair writing!
Inspired by pair
programming
http://bit.ly/acc-prog (PDF)
Case study:Norwegian Cancer Society
Warning!
Cancer Diseases ▶ Skin
cancer ▶ Prevent Skin Cancer
Prevention ▶ Sun and solarium ▶ Prevent Skin
Cancer
2012 2014
80%fewer pages
Pair writing 1. Bring people together and pair them up 2. Decide on a need 3. Group feedback 4. Write! 5. Present a draft 6. Continue writing and giving group feedback
Step #1: Bring people together and
pair them up
Before writing, each pair has to answer these questions.
• Which objective will this page help us achieve?
• What are the user needs?
Step #2: Decide on
a needObjective: Increased knowledge about symptoms and
early diagnosis of dementia
User needs: Symptoms, diagnosis, treatment
Step #3: Group
feedback
Step #4: Write!
– Can you read that out loud?
– What do you mean by that?
Initial drafts focus on most important
need
Step #5: Present a draft
Step #6: Switch roles
and continue writing
No cruft, justneeds
Example from City of Oslo
Pair writing 1. Bring people together and pair them up 2. Decide on a need 3. Group feedback 4. Write! 5. Present a draft 6. Continue writing
Pair writing helps you write to
meet the need
Pair writing is outside some
people’s comfort zone, but the results are
worth it
It teaches you to focus on the need first,
then the words
When you practise pair
writing, you can't remember who wrote each sentence. You
have shared ownership.
Pair writing helps you find
common ground
The core model
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.
Make cores - not wars
Home page
Googled
Clicked a link on Facebook
Many users will never see
any other page
Businessgoals
Usertasks
Cores
Forward paths
The Core Model • The Core is where your users solve
their tasks and you reach yourobjectives
• Paths, not hierarchy • No dead ends
@AreGH
Do your user research
...and establishobjectives!
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/subject matter experts • Snacks and lots of coffee!
6–14 participants No web, design or content skills necessary!
• facilitator • 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
Core workshop People work in pairs,and present their workafter each step
1. Identify core pages 2. Inward paths 3. Core content 4. Forward paths 5. Prioritizing core elements
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Socionom
Lawyer Cancer nurse Design
Research
Cancer care
Prevention
Web editor
Fundraiser
Step #1 Identify your core pages This is done by matching business goals and user needs
The Norwegian Cancer Society’s goals1. 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
Top task survey «If you’re visiting The Cancer Society’s website, which five tasks are the most important to you?»
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
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Step #2 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 their
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 their
way to this core page?
Step #3 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
Step #4 Forward 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?
Inward paths Forward pathsCore content
Core page:
Business goals (achieve at least one) User tasks
Step #5 Prioritizing core elements How would you place these elements if you only had a mobile screen available?
The core is the same on all devices
Example
Breast cancer
Time on page
3m57s
3m48s
– More people contact the cancer line now than before, but now they’re more informed when they contact us Anine Wiig Dagestad Oncology nurse
2006 2007 2008 2009 2010 2011 2012 2013 2014
Cancer line conversations Launch
+58%+43%
Unique visitors
2010 2011 2012 2013 2014 2015
Launch
Increasing sales of mobile broad band
Pag
evie
ws
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)
What are the different subscriptions?
What’s the price?
Coverage
My connection
isn’t working!
Reorganizing the content using the
core model
Why doesn’t it
work?
Coverage
What’s the price?
What are the different
subscriptions?
+80%
Sales of mobile broad band
Customer support emails
Number of pages
-35%-80%
Example
From workshop to website
How do you get from core pages to design and content creation?
Core page
Transport page
Did you notice I never showed you the home pages?
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
2. Understand the business
3. Collaborate
1. Understand the needs
Audun Rundberg / @audunru audun@netliferesearch.com
Thank you!