top task design: the key to integrating content strategy for mobile & traditional websites

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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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  • Bob Johnson Consulting, LLC*Top Task Design: The Key to Integrating Content Strategy for Mobile and Traditional Websites Robert E. Johnson 2011J.Boye Aarhus 11Web & Intranet ConferenceNovember 8, 2011

    Bob Johnson Consulting, LLC

  • 1. Content Strategy in a Mobile WorldBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • We have to solve the dilemmaShort is too long. Ultra-short rules the day in mobile content.Jakob NielsenAlertbox: August 1, 2011 http://bit.ly/pftKhpHow much of your content is dead & useless junk that impedes navigation & search results?Gerry McGovern

    Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Content strategy questionsHow will we decide what content to highlight in 3 to 5 mobile home page links?How will we decide what other content to convert to mobile website?If we decide some content is not needed on mobile is it really needed on the traditional website?Task importance is key to a right answer

    Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Where are we going with mobile?We have to focus on makingany and everytask doable on a mobile device. Because sooner mobile will be the number one channel. And wed better be prepared for that, wouldnt you say?Boudewijn Bugter, Sabel Communications and Customer Carewords Partner, NetherlandsBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Interactive tasks for mobilehttp://bit.ly/q8XfvBCalculate college costs77%Calculate scholarships75%Schedule a visit65%Watch videos64%Access social media62%IM admissions reps52%Complete application form44%Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • 25% smartphones world widehttp://bit.ly/grclDrBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Smartphones in the U.S. in 2011http://pewinternet.org/Reports/2011/Smartphones.aspx35% of people 18+ have smartphones25% of smartphone owners go online mostly with the phoneExpect both percentages to increaseHighest ownership and use: 26 to 34 yearsBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • The Law of Top TasksNot all tasks are equalVisitors determine the most importantBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Some tasks are just more importantMike Atyeo at NeoInsight, Ottawa, Canada1. Find a Person2. Procedures, Policies...3. Corporate News4. Training, Learning30,000 Intranet users... 4 Countries...Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • The Long Neck*Target audiences votes on their top tasksMobile success key top 5% contentMike Atyeo at NeoInsight, Ottawa, CanadaBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Top Tasks on the Home PageMike Atyeo at NeoInsight, Ottawa, CanadaTop tasks should be easy to do quickly, without errorsUsers should be able to start a top task on the Home page

    Bob Johnson Consulting, LLC

  • The Top Task LawMike Atyeo at NeoInsight, Ottawa, CanadaTasks supported by your websitePriority tasks users want to do on your websiteBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • 6 top tasks for local governmenthttp://www.liverpool.gov.uk/Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Converted to mobileBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • 2. Why is top task content important?Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Major reason people go to your websiteComplete a taskBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • A bad website experience willWeaken, even destroy a brandBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Impact on higher education recruitinghttp://bit.ly/q8XfvBProbably drop if cant find whats neededStudents 17%Parents16%Did drop a school from my listStudents 20%Parents13%Create some negative effectStudents47%Parents57%Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*The Golden Rule5 seconds to connect

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*Web visitors scan first, read second

    If people cant scan a page, they leave it

    Bob Johnson Consulting, LLC

  • Websites often hide 3 to 5 top tasksYou very likely dont have more than 3 to 5 top tasks for each audienceHow many links on your home page?How many links on your Quick Links?Mixing top tasks for different audiences on a single, crowded page is dangerousHow will you decide a few top tasks for mobile design?Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Long necks and long tailsMuch of the long tail is a dead zone full of dead and useless content.Gerry McGovernLong tail content gets found in search and included in linksMobile cant afford thisBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • 3. Top task design examples from traditional websitesBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • 3 top tasks for insurancehttp://www.statefarm.com/Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Tasks moved to mobile siteBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Some traditional sites are almost top task ready for mobileBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • 3-4 top tasks for admissions cyclehttp://admissions.lakeheadu.ca/Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • 6 top professional school taskshttp://management.bu.edu/index.shtmlBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • 3 top student service taskshttp://www.uio.no/english/student-life/Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • 5 top tasks for alumni accountshttp://www.alumni.hbs.edu/lefa/Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • 4. Design, navigation pointsBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • First impression this?Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Or give people a choice?Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Navigation by icons orBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Navigation by wordsBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Critical point on linksMake sure a finger tip will workBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Bob Johnson Consulting, LLC*How will you convert this Home page

    Bob Johnson Consulting, LLC

  • To this Home page?Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Solution only audience paths on the Home pageBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Start page for Future Students Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Start page for UBC Community Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Be wary of transitions like thisBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • And like thisBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • 5. Identifying top tasksReview your analyticsStart a surveyBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • 1st step: review analyticsStart with web analyticsMost visited pagesPages where people spend the most timeSearch phrases people use to find your siteSearch phrases people use within your sitehttp://1.usa.gov/4kgbK8Do different reviews for new and returning visitorsMarketers: most attention to new visitors

    Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • 2nd step: ask your visitorsAdd a survey to your websiteWhat is your primary task in coming to the site today?How easy or difficult was it to complete that task, on a scale of 1 to 5?http://1.usa.gov/4kgbK8Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Key survey pointsAsk people to pick no more than 5 top tasks from no more than 100 possibilitiesPeople will struggle to think of more than 5Make them select in 5 minutes or lessTry for answers from at least 100 peopleIn every case, youll see: A Long Neck with just a few tasksA Long Tail with the rest of the tasks

    Bob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Creating top task survey choicesWhat do people search for on your site?What keywords to people use to find you?Interview people in direct contact with customersUse navigation terms on your site nowSearch competitive sites for variations on these termsBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • 6. Management notesBob Johnson Consulting, LLC*

    Bob Johnson Consulting, LLC

  • Changing the cultureBob Johnson Consulting, LLC*

    From...To...Lets fix the website...Lets fix the Top Tasks...Lets 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.Lets buy the (Silver Bullet/ Magic Wand) CMS...Make sure content for Top Tasks is excellent.Lets customize our weblog metrics...Measuring Top Task performance.

    Bob Johnson Consulting, LLC

  • Task Priority & Info ArchitectureMike Atyeo at NeoInsight, Ottawa, CanadaStart 2 or 3 top tasks on the Home pageCategorized links on home page lead to high priority tasks on level 2 pagesMedium priority tasks accessible from level 2 land

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