a focus on objectives
TRANSCRIPT
![Page 1: A focus on objectives](https://reader036.vdocuments.mx/reader036/viewer/2022062308/55d532cfbb61eb13558b45bd/html5/thumbnails/1.jpg)
Content rules: engaging a
diverse audience through a
coherent content strategy
Seminar
22 January 2014
London
#CCStrategy
Seminar
22 January 2014
London
#CCStrategy
![Page 2: A focus on objectives](https://reader036.vdocuments.mx/reader036/viewer/2022062308/55d532cfbb61eb13558b45bd/html5/thumbnails/2.jpg)
A focus on objectives How strong principles helped define a radical new
approach to content for the Oxfam GB website
January 2014
Gez Russell, Editor, Oxfam.org.uk
![Page 3: A focus on objectives](https://reader036.vdocuments.mx/reader036/viewer/2022062308/55d532cfbb61eb13558b45bd/html5/thumbnails/3.jpg)
About the site
• 5 million unique visitors a year
• 3 main websites
• Promoting wide range of ways to get involved
• To a wide variety of audiences
• Huge continuous internal demand
• Social media, email, mobile
![Page 4: A focus on objectives](https://reader036.vdocuments.mx/reader036/viewer/2022062308/55d532cfbb61eb13558b45bd/html5/thumbnails/4.jpg)
What needed fixing
• 25,000 pages!
• ‘IA creep’
• No clear philosophy – quantity over quality
![Page 5: A focus on objectives](https://reader036.vdocuments.mx/reader036/viewer/2022062308/55d532cfbb61eb13558b45bd/html5/thumbnails/5.jpg)
Page 5
Who? What? Why?
![Page 6: A focus on objectives](https://reader036.vdocuments.mx/reader036/viewer/2022062308/55d532cfbb61eb13558b45bd/html5/thumbnails/6.jpg)
The research
• 24 hours of stakeholder interviews
• 600+ business requirements
• User requirements gathering by survey,
focus group & contextual interview
• 3 days of ideation
• 16 weeks of designing customer journeys
and wireframing
• 1800 hrs of creative design & prototyping
• Card sorting
• Tree testing
• Competitor review
• Content audit
• 79 prototypes pages tested with 91 users
and 15 stakeholders
• A multi-disciplinary team
In short:
• Business expertise
• Design expertise
• Users’ input
• Best practice
• Research
• Analytics
![Page 7: A focus on objectives](https://reader036.vdocuments.mx/reader036/viewer/2022062308/55d532cfbb61eb13558b45bd/html5/thumbnails/7.jpg)
The vision
“A catalyst for change”
A richly-featured, user-orientated website
which supports Oxfam's objectives
by informing, engaging and inspiring
our UK supporters to take action.
![Page 8: A focus on objectives](https://reader036.vdocuments.mx/reader036/viewer/2022062308/55d532cfbb61eb13558b45bd/html5/thumbnails/8.jpg)
The principles
• Always inspire action
• Design for Persuasion
• Reinforce trust
• Always deliver onward journeys
• Design for mobile
• Ongoing evidence-based optimisation
![Page 9: A focus on objectives](https://reader036.vdocuments.mx/reader036/viewer/2022062308/55d532cfbb61eb13558b45bd/html5/thumbnails/9.jpg)
The audit
92% of traffic visits
just 9% of pages
![Page 10: A focus on objectives](https://reader036.vdocuments.mx/reader036/viewer/2022062308/55d532cfbb61eb13558b45bd/html5/thumbnails/10.jpg)
Establishing a framework
A new site, not a migration
• No more than 400 ‘curated’ pages
• Only action-centred content (no editorial for its own sake)
• Reinforce trust
• Supporter and professional content separated
• Use of self-archiving functionality where possible
![Page 11: A focus on objectives](https://reader036.vdocuments.mx/reader036/viewer/2022062308/55d532cfbb61eb13558b45bd/html5/thumbnails/11.jpg)
Checklist for contributors
• Think content, not pages
• Does it duplicate or overlap existing content?
• How far does it meet the site principles?
• Does it have an obvious home in the site IA?
• Is it action focused?
• Is it for a UK audience?
![Page 12: A focus on objectives](https://reader036.vdocuments.mx/reader036/viewer/2022062308/55d532cfbb61eb13558b45bd/html5/thumbnails/12.jpg)
Page 12
![Page 13: A focus on objectives](https://reader036.vdocuments.mx/reader036/viewer/2022062308/55d532cfbb61eb13558b45bd/html5/thumbnails/13.jpg)
Page 13
![Page 14: A focus on objectives](https://reader036.vdocuments.mx/reader036/viewer/2022062308/55d532cfbb61eb13558b45bd/html5/thumbnails/14.jpg)
Benefits since redesign
• Retained clear user journeys
• Better quality control (including processes and workflow)
• More test and learn
• Fewer inappropriate briefs, dealt with quicker
![Page 15: A focus on objectives](https://reader036.vdocuments.mx/reader036/viewer/2022062308/55d532cfbb61eb13558b45bd/html5/thumbnails/15.jpg)
Thank you
![Page 16: A focus on objectives](https://reader036.vdocuments.mx/reader036/viewer/2022062308/55d532cfbb61eb13558b45bd/html5/thumbnails/16.jpg)
About the author Gez Russell has been the editor of the Oxfam Great Britain website since 2006,
responsible for general user experience, and the coordination and quality control
of supporter content. He also provides inhouse training on web writing, with a
special focus on mobile. Outside the day job, Gez also freelances as a copywriter
and digital content consultant.
![Page 17: A focus on objectives](https://reader036.vdocuments.mx/reader036/viewer/2022062308/55d532cfbb61eb13558b45bd/html5/thumbnails/17.jpg)
#CCStrategy
Upcoming events at
CharityComms: www.charitycomms.org.uk/events