Intelligent content a case study

© COPYRIGHT 2012 SAPIENT CORPORATION 1

Lisa Goldberg | User Focus | October 19, 2012

Intelligent Content: A Case Study


Agenda

1.  Welcome

2.  What is Intelligent Content?

3.  Case Study: m.cancer.gov

4.  Q&A


What is Intelligent Content?


“ You can let your content go, without fearing where it will end up. But you’ve

got to start with some structure.”

– Sara Wachter-Boettcher, “Responsive-Ready Content” http://sarawb.com/2012/03/07/content-strategy-responsive-design/


COPE: Responsive Design is Not Always the Answer

" All of your content might not be suitable for mobile

" Many formats "   Mobile web

"   Mobile apps

"   EBooks

"   Other sites across the enterprise

"   Syndication

"   E-Learning

"   Print

"   More?


" What is the purpose of the content?

" Who is the target audience?

" What do we want them to do with the content?

" In what formats does the content appear?

" What content is reused now? Could be reused in the future?

Evaluate Existing Content


Finding Patterns: Define the Semantic Markup

" Examples: "   Long Title

"   Short Title

"   Long Description

"   Short Description

"   Publication Date

"   Byline

"   Author Bio

"   Contact Information

"   Image

"   Video

"   Audio

"   Ratings

" How do these pieces of content relate to one another?

" How might they be reused?


Separate Presentation from Content

" Tables

" Images and other multimedia

" Quotes

" Link references/URLs


Define Content Types and their Relationships

Source: http://www.alistapart.com/articles/strategic-content-management/


Case Study: m.cancer.gov


The National Cancer Institute

" The U.S. government’s principal agency for cancer research

" One of 27 institutes and centers that form the National Institutes of Health

" Sapient has worked for NCI’s Office of Communications and Education (OCE) since April 2010

" OCE provides evidence-based cancer information through many channels: digital, print, and a live help service


Cancer.gov: Overview

" NCI’s enterprise website, hosted in Percussion

" Nearly 3 million visits/month

" Evidence-based health information

" Approximately 30,000 pages in English and Spanish

" Primary Audiences: Patients and Caregivers, Health Professionals, Researchers, Advocates, Strategic Influencers


m.cancer.gov: NCI’s First Mobile Website

" Launched February 15, 2012

" Also hosted in Percussion

" Different site structure

" Mobile phones (not tablets) are redirected to m.cancer.gov

" Approximately 700 pages in English and Spanish

" 296,489 mobile phone visits/month

" Primary Audience: People looking for patient and caregiver information


Why Didn’t we Use a Responsive Design for Cancer.gov?

" Not all target audiences are looking for cancer content on their phones; patient content was the highest priority

" No need to optimize for tablets

" Cancer.gov was not designed with “mobile first” in mind "   Lack of navigation

"   Lack of semantic markup and content standards

"   If we restructured all legacy content, we would not have met our deadline

" The mobile site is responsive; its layout scales for different devices


“There simply isn't room in a 320 by 480 pixel screen for extraneous, unnecessary elements.

You have to prioritize.”

– Luke Wroblewski, “Mobile First,” November 3, 2009


Selecting Content for Mobile: Key Questions

" Is the content popular on mobile already?

" Is the content optimized for search engines?

" Is the content relevant for patients, caregivers, or general audiences?

" How long is the content?

" Will the format work on a small screen? If not, how much work will be required to change it?

" Can we eliminate extraneous graphics?

" How many links are embedded in the content?

" Is it available in Spanish? If not, will it be translated?

" Will this content be ready in time for the site launch?


Most Popular Cancer.gov Sections on Mobile Devices (Consistent Each Month)

NCI Fact Sheets, 82602, 21%

PDQ Adult Treatment, 72228,

18%

Cancer Types, 54973, 14%

What You Need to Know, 51699, 13%

Coping with Cancer, 16389, 4%

Cancer Topics (Other), 12908, 3%

PDQ Adult Treatment

(Spanish), 12553, 3%

NCI Home, 11914, 3%

Other, 84534, 21%

Source: Omniture Mobile Report Page Views for May 2011


Content Types Included in First Release

" Home page

" Landing pages

" Cancer type home pages

" General pages

" News releases

" PDQ patient treatment summaries

" Fact sheets (Q&As)


Home Page


Mobile Footer


Landing Page


Cancer Type Home Page


General Page


News Release


Dictionary of Cancer Terms


Language Toggle


Same Interface, Different Process


PDQ (Physician Data Query) Treatment Summary on Cancer.gov


PDQ Treatment Summary on m.cancer.gov


Fact Sheet


Content Challenges

" Restructuring content

" Creating custom content

" Lack of standards for content and markup "   Tables

"   Links and URLs in content

"   Images

" Limitations based on content type

" Last-minute content emergencies

" Even with automation, adding content to Percussion is painful


Spreadsheet for Content Migration


Percussion Interface


Final Result

" Simple interface; during usability testing, even inexperienced mobile users could navigate the site

" Comprehensive content for patients, caregivers, and general audiences "   Information about treatments for almost 100 types of cancer

"   More general information such as coping and side effects

"   Dictionary of Cancer Terms

"   Cancer research news

"   Information about NCI

" One click to call or email the Cancer Information Service

" Easy to share content

" Easy to view NCI’s other social media channels

" Analytics support our design decisions


“Dear NCI, today was my first time using mobile cancer.gov. Really like this!!

Very easy to navigate on my phone!! Great use of federal resources!”

– Email from mobile user, March 24, 2012


Content Modeling: An Essential UX Skill

Source: http://www.alistapart.com/articles/strategic-content-management/


Questions?

“Future-Ready Content,” A List Apart, by Sara Wachter-Boettcher (2/28/12) Managing Enterprise Content: A Unified Content Strategy, by Ann Rockley and Charles Cooper


Thank You!

Lisa Goldberg [email protected] | @LisaGDC | http://www.linkedin.com/in/lisagoldberg Sapient Government Services sapient.com | @sapientgov

Technology

Intelligent content a case study