Published on March 6, 2014
A Case Study How We’re Creating FutureReady Content at NCI AND LIVING TO TELL THE STORY
PRESENTED BY Lakshmi Grama • Senior Digital Content Strategist • National Cancer Institute Lynn Cheryan • Associate Creative Director User Experience • Sapient Government Services
• Part of the National Institutes of Health • Federal Government's Principal Agency for Cancer Research • Legislative Mandate to Communicate Research Results
SOME PERSPECTIVE Overview of NCI’s Content
NCI’s Content is Authoritative and Trusted • Core Content— ”PDQ” (Physician’s Data Query) • Patient-education Content • Fact Sheets • Articles About Cancer Research • Spanish Site
SOME IS HIGHLY STRUCTURED
FLOWED BEAUTIFULLY TO MOBILE SITE
METADATA DRIVES FUNCTIONALITY
SOME IS NOT
UNSTRUCTURED CONTENT OF HTML Source: http://3btheaterposterarchive.wordpress.com/
WHY WE NEED FUTURE-READY CONTENT
DIGITAL GOVERNMENT INITIATIVE
ANALYTICS SINCE LAUNCH OF M.CANCER.GOV Traffic to Our Mobile Site m.cancer.gov Increased 235% Traffic to Our Desktop Site from Mobile Devices Increased 183% Source: Adobe Analytics
Mobile Traffic Is A KEY REASON WE’RE GOING responsive
TWO PUBLISHING PLATFORMS XML Authoring System Percussion
LACK OF GOVERNANCE WITH TEETH
PRINT-CENTRIC CONTENT http://etc.usf.edu/clipart
EVEN THE URLS ARE PRINT-CENTRIC
REDUNDANT OR SILOED CONTENT Search for “Fatigue” and you’ll find—
LINK FARM PAGES
NCI MISSION STATEMENT
CONTEN T GAPS Source: http://epd4k.com/blog/
EVIDENCE-BASED FOCUS LEADS TO SOME GAPS If body of research is not great, we may not have information on a topic—even if it is topical
Well-intentioned IDEAS THAT DIDN’T LAUNCH
NEW CANCER TYPE LANDING PAGES
Can’t solve a content problem with Technology
And you Can’t solve a content problem with IA and UX, Either
It’s time to fix the content
FUTURE-READY CONTENT OUR APPROACH
NCI’S DIGITAL STRATEGY EVOLVE NCI’S DIGITAL ENTERPRISE INTO DYNAMIC PUBLISHING PLATFORM CREATE A MORE COHERENT NCI USER EXPERIENCE MAKE CONTENT MORE ENGAGING AND SHARABLE FUTURE-PROOF CONTENT AND DISTRIBUTE ANYWHERE
HIGH-LEVEL PROCESS DIGITAL STRATEGY repeat PROJECT & CHANGE MANAGEMENT
the Content Owners http://www.keepcalm-o-matic.co.uk/
WORKSHOP WITH PRIMARY CONTENT CREATORS
EDUCATING CONTENT OWNERS THROUGHOUT NCI CCCT OGCR DCB DCTD OCNR CCR OBF CBIIT OPSO CRCHD DCCPS CSSI OGA OCG DEA OSPA OA OCC CCT TTC OCE CCG OHAM DCEG CGH DCP OAR FNLCR
LASER-LIKE FOCUS CONTENT STRATEGY
ELEMENTS OF OUR CONTENT STRATEGY Digital Content Strategy • Content Vision • Content Governance Editorial Content Strategy • Editorial Strategy • Content Production Technical Content Strategy • Taxonomy, Metadata & Content Model • Content Workflow & Metrics Digital Digital Content Content Strategy Strategy Technical Technical Content Content Strategy Strategy Editorial Editorial Content Content Strategy Strategy
CONTENT VISION • New Editorial Strategy • Make Content More Engaging • More Shareable • With Clear “Care Instructions”
FILLING THE CONTENT GAPS Source: http://epd4k.com/blog/
TECHNICAL CONTENT STRATEGY • Updating Content Model • Simplifying Article Press Release Fact Sheet Landing Page Home Page Cancer Type Home Page Research Area PDQ Summary Image Infographic Video Audio Institution External Link List Form Definition File Citation Media Carousel • Adding More Structure • Supporting Content Syndication • Adding More Social Media Capabilities
SOCIAL-READY IMAGES • Enhanced image content type that allows us to upload multiple crops • Using 2X images (twice the resolution for retina displays) • Using the“Wide Feature” image in social metadata (Open Graph,Twitter, or Flipboard) • No standards! • Twitter: 120 X 120 , less than 1MB • Facebook: At least 1200 X 630, less than 5MB • Flipboard: At least 400 pixels in smallest dimension; standard aspect ratios
INFORMED BY USER RESEARCH Mary, LPN Community Nurse “I’m the front line on prevention and testing” Urban women’s health center Prevention Dr. Stuart Dr. Sandra Handing Off Making the Transition “I leave cancer to the specialists” “I want to be ready to talk to the ‘big boys’” Solo practice, small town Dr. Boris Staying Involved Small suburban practice Screening “They are my patients; I’m part of their team” Urban medical system clinic Testing Latha, RN Front-Line Nurse Dr. Henry Oncologist “Helping my patients get through treatment” “This is my expertise” Large suburban cancer center Large suburban practice Patricia, RN Karl, RN Librarian Research Coordinator “Digging deep for the answers we need” Rural hospital oncology center “Giving patients the information they need” Cancer center Treatment Doug & Laura Barbara Designated Searcher Surrogate for Patient Patients, Friends, Family Cynthia Persistence Pays Off “Using my skills to help my friends” “’Running interference,‘ so she can get better” Treatment, Trials Searching for Questions Scott Martin Looking Forward Clinical trials, cancer news Janine Just Interested Health Professionals “Finding answers to specific questions” Side effects, tips, support Antonio/Claudia Co-Browsers “Ready to get past cancer” Prevention “Coming to grips with a new cancer diagnosis” “Looking for a few quick pieces of information” Basics, Treatment Causes, risks “Finding out what we need to know” Causes, prevention, treatment General Interest Personal Interest New Diagnosis In Treatment Recurrence Making Decisions Handling Side Effects Survivors
USING ANALYTICS TO DRIVE USERCENTERED DESIGN NCI Office of Communications & Education WHAT IS NCI? GETTING STARTED A division of the National Institutes of Health, the National Cancer Institute (NCI) is the federal government's principal agency for cancer research and training. Data from user research and analytics indicates a focus on patient- and caregiver-oriented content for the first mobile site release. As NCI’s first ever mobile site, m.cancer.gov provides comprehensive cancer information in a simple interface. . focus on patient- All content can be easily shared via email or social networks, and each page contains links to NCI’s other online channels: the full Cancer.gov site, Facebook, Twitter, and YouTube. CANCER.GOV PLATFORM Utilizing shared content from NCI’s enterprise website, m.cancer.gov optimizes NCI’s digital communication channels through enhanced access and usability. LAYING THE GROUNDWORK Cancer.gov is a multi-channel, interactive digital content stream connecting and engaging with audiences where they are, via their chosen channel. Mobile provides additional reach beyond the main website and social media channels. USER-CENTERED DESIGN • • • • • References: 1 (In the first 6 months after launch) 2 Government Computer News http://gcn.com/articles/2012/07/16/agencies-build-digitalgovernment-with-apps.aspx 30% Cancer Types 18% 4% What you need to know Coping with Cancer 14% • Fact Sheets PDQ Adult Treatment 21% 13% With 30,000 pages of evidence-based health information, Cancer.gov currently receives nearly three million visits each month from patients, caregivers, health professionals, researchers, and strategic influencers. Metrics showed that more and more people were visiting Cancer.gov on their mobile devices each month. For many underserved populations, mobile devices are the only connection to the Internet. Focus groups with user representatives revealed what content was of most interest. Based on user research, m.cancer.gov focuses on content for patients, their friends and families. Analytics and focus groups helped drive the focus of what content to include on the site. Users can find information about treatments for almost 100 types of cancer, as well as general information about coping and side effects; the Dictionary of Cancer Terms; cancer research news; and information about NCI. Most Popular Content NCI then used analytics to identify the most popular content on Cancer.gov and made it mobile-ready and search-optimized. SITE USAGE • INSTANT ACCESS TO CANCER INFORMATION 212,000 Average number of mobile phone visits per month 11% 44% Increase in English calls to 800-4-CANCER Increase in Spanish calls to 800-4-CANCER1 10 Named one of top 10 federal mobile apps2 Other THE STRATEGY • THE RESULTS ARE IN THE NUMBERS Share content between sites in a Content Management System: content can be updated simultaneously on both Cancer.gov and m.cancer.gov. Use “mobile first” principles to design a streamlined site that contains a wealth of information and is easy to use. Build a site that is bilingual (English/Spanish) to reach underserved populations that rely heavily on mobile Internet access. THE OUTCOME Comprehensive content for audiences in a simple and easily navigable site: • Evidence-based information about treatments for almost 100 types of cancer • General information such as coping and side effects • Dictionary of Cancer Terms • Cancer research news • Information about NCI BEST PRACTICES LEARNED Be mindful of future reuse when defining content types: when generating cancer data and information, standardize content from the start so it can be used across platforms •Use semantic markup •Create a universal style guide for content Consider the user’s needs a nd habits: use metrics and analytics to understand your users so that the mobile functionality you create responds to their needs. •Determine whether an app or a site is best based on the behaviors of the users and the nature of the data. Be consistent and efficient: share content between your web- and mobilebased sites to standardize content and avoid rework. KEY TAKEAWAYS • Identify a need for a mobile site based on analytics. Do you have a high number of site visitors already using mobile devices? • Cater the mobile site content to its users’ needs based on the most popular content that can be made mobile-ready. • Design the mobile site with the user in mind. For example, NCI creates site content in both English and Spanish to provide for underserved audiences. • Establish a set of baseline standards and procedures for future content development and continue to develop those standards.
IA Informed Content—CONTENT Informed IA • Re-architecting entire site • Review content strategy and goals with content writers • Draft sitemap (IA) guides content development—shows them the gaps that need to be filled • Iterate IA and Content Strategy reviews of the content as it evolves
PROJECT & CHANGE MANAGEMENT
Change Management— Everyone Has a Need for Control
COMMUNICATION & TRANSPARENCY
CREATING FUTURE-READY CONTENT What’s taking shape
FACT SHEETS Recently structured to optimize display on our mobile site • Each question/answer pair is a separate content structure • Structure is important for our mobile site • Enables accordions • Enables button to call our Cancer Information Service hotline • We streamlined mobile presentation, for example • No fact sheet “branding” • No key points
MODULAR & REUSABLE CONTENT • Reusable components • Relates to content model • Drives functionality We Are: • Adding more structure to image content type • Creating new infographic content type since these can render as a page for syndication • Planning to use taxonomy terms to associate research articles to major topic areas across the new information architecture Title Key Points Chunk Text Chunk Video Chunk Image Chunk Infographic Chunk Boilerplate Chunk
TAKING DOWN HTML BOOKLETS
Planning for a “Metator”
TRANSPORTABL E Source: http://www.walls360.com/Star-Trek-Enterprise-Transporter-II-p/124.htm
ENABLING CONTENT SYNDICATION EHR Facebook Apps RSS m.cdc.gov Content Services API Widgets Content New Social Networking Games TV/Video Partner sites/apps
INCREASE AUDIENCE ENGAGEMENT
PRESENTED MORE GRAPHICALLY
WITH MORE MULTIMEDIA
We’re doing it all in Spanish, too!
WISH US LUCK!
QUESTIONS? Lakshmi Grama • Senior Digital Content Strategist • National Cancer Institute @lgrama Lynn Cheryan • Associate Creative Director User Experience • Sapient Government Services @lcheryan
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