A quick introduction to the Core model given as an open session at Utterly Content 20. October 2020.

1. Get started with
the Core model!
20 October 2020

2. Are Gjertin
Urkegjerde
Halland
kjernekaren.no

3. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.comThis template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com

4. ALAcoremodel.link/ala

8. Bok
Work in progress…
Follow @coremodelbook on
Twitter for updates

9. The Core Model (is) about helping
you discover and evolve strategy
based on what is important to your
customers, citizens, employees.
It will help you design better
services by first-and-foremost
getting a crystal-clear
understanding of what it is your
customers want to do.
Gerry McGovern (from the preface to my upcoming book)

10. Thinking
Prioritizing
Cooperation

11. … in order to
achieve your own
goals
Solve the user’s
task first...
Thinking
Flip the
perspective, think
from the inside and
out

13. User tasks Our goals
Prioritization

14. Samhandlings-
verktøyCooperationSee our services
from the user’s
perspective
Communication,
anchoring and
common
understanding
True
multidisciplinary
cooperation across
silos and
organizational
levels

15. Some benefits of the Core model
Get alignment on user needs and business goals
Reach a common understanding and anchoring for priorities
Works as a buzzword free esperanto between silos, levels
and competencies
Let’s participants understand content through working with
real content

16. bit.ly/typical-website
coremodel.link/
typical

17. The traditional
approach

18. The traditional
approach Front page
1. Start by discussing
the front page

19. Front page
1. Start by discussing
the front page
2. Then create an huge
structure
The traditional
approach

20. The traditional
approach Front page
1. Start by discussing
the front page
2. Then create an
enormous structure
3. Fill in the content as
an afterthought

21. The traditional
approach Front page
1. Start by discussing
the front page
2. Then create an
enormous structure
3. Fill in the content as
an afterthought
4. Launch and leave

22. The traditional
approach
1. Start by discussing
the front page
2. Then create an
enormous structure
3. Fill in the content as
an afterthought
4. Launch and leave
5. Let your content rot
over time

23. The traditional
approach
1. Start by discussing
the front page
2. Then create an
enormous structure
3. Fill in the content as
an afterthought
4. Launch and leave
5. Let your content rot
over time
6. Let the user figure
it out

24. The traditional
approach
1. Start by discussing
the front page
2. Then create an
enormous structure
3. Fill in the content as
an afterthought
4. Launch and leave
5. Let your content rot
over time
6. Let the user figure
it out
Rinse and repeat

25. In reality...
• Most users don’t see
any of the other
pages

26. In reality...
• Most users don’t see
any of the other
pages
Social media
Google
Email

27. • The rest of the
website is really just
in the way, because
people get lost in
navigation and
search
In reality

28. I doesn’t have to be this way!

29. 1. Forside
Start with the Core
Core (noun)
A page or a process that answers a
specific user task, and at the same
time fulfills a business goal

30. Create navigation, search
and marketing based on
the user’s situation
2. Forside

31. If we solve the user’s task
first, we stand a much
better chance of reaching
our own goals afterwards.
3. Forside

32. In order to achieve this,
we need to start out by
defining our core(s).
4. Forside

33. The Core does not have
to be a webpage
It could be any digital og analog
contact point in a customer journey.
Web page
Email
Phone
Chat
Social media
Physical visit
Product
App
5.

34. Case: Municipality of Oslo

35. Foto: Henrik Dæhli
My user need: Get
rid of my trash as
simple as possible
Goal for the
Municipality of Oslo:
Provide effective
and efficient
services to the
residents
User task:
“What are the
opening hours at
Grønmo?”

36. Nr 1 Google hit for “opening hours Grønmo” (Way Back Machine).
A news article about
the opening hours
at Grønmo in
eastern three years
ago

37. https://oslobeta2.wordpress.com/2015/10/02/statustikkinator
The search logs
showed that
“opening hours” was
the top task across
almost all of the
municipal services

38. Completion rate
before and after
redesign using the
core model

39. Why would I even
have to go to the
municipal web site?

40. “What are the
opening hours at
Grønmo today?”
The Core does not
need to be a web
page!

41. The Core model process

42. PRIORITIZE
Get an overview of
strategy and user needs.
Prioritize core and
prepare a core workshop.
Strategy
1) Preparation
User needs
Core model process
2) Core workshop 3) Action
COOPERATE
Work together across silos,
levels and competencies, to
create the best answer to
the problem together.
FIX IT!
Prioritize measures,
delegate responsibilities
and fix the problems in
the simplest possible
way.

43. User tasks Our goals

44. User tasks Our goals

45. coremodel.link/
ala-toptasks

46. Our goalsUser tasks

47. Our goalsUser tasks

48. User tasks Our goals

50. PRIORITIZE
Get an overview of
strategy and user needs.
Prioritize core and
prepare a core workshop.
Strategy
1) Preparation
User needs
Core model process
2) Core workshop 3) Action
COOPERATE
Work together across silos,
levels and competencies, to
create the best answer to
the problem together.
FIX IT!
Prioritize measures,
delegate responsibilities
and fix the problems in
the simplest possible
way.

52. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com
Car insurance
A simple
description of what
we are trying to
solve

53. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com
Car insurance Potential customers
USER(S)
A clear view of who
we are making this
for.
You could use
personas or do
empathy mapping in a
core workshop

54. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com
Car insurance
Compare prices and coverage
Buy car insurance
Report incident
Potential customers
USER TASKS
What do the user
come to our
solution to do?

55. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com
Car insurance
Compare prices and coverage
Buy car insurance
Report incident
Increased sales
Increased self service
Increased customer satisfaction
Potential customers
GOALS
What do we want
to achieve with the
solution? Concrete
Realistic
Prioritized
Measurable

56. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com
Car insurance
Compare prices and coverage
Buy car insurance
Report incident
Google “car insurance”
Insurance brokers
Used car portals
Front page
Increased sales
Increased self service
Increased customer satisfaction
Potential customers
INWARD PATHS
Where is the user
before he or she
gets to the core?
What is the
context when the
user need
arrives? At home?
At a car dealer?
What would they
search for on
Google?
What other pages on
our own website
should point here?
What other websites
should link to this
one? Partners, portals
for the target groups,
etc.
What would you do
yourself?

57. Trafic
Conversion
Success = Trafic * Conversion

58. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com
Car insurance
Compare prices and coverage
Buy car insurance
Report incident
Google “car insurance”
Insurance brokers
Used car portals
Front page
Buy car insurance
Buy other insurance
products
Compare with others and
come back
Contact
Increased sales
Increased self service
Increased customer satisfaction
Potential customers
FORWARD
PATHS
What do we want
to happen after the
user has interacted
with the core?
Which of our goals
are most relevant for
the current task? What mode is the
user in after he or she
has completed the
task?
Are there other pages
we should lead to?
On our own website.
What about partners?
Other channels?
What should be the
most important Call to
action?

59. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com
Car insurance
Compare prices and coverage
Buy car insurance
Report incident
Google “car insurance”
Insurance brokers
Used car portals
Front page
Buy car insurance
Buy other insurance
products
Compare with others and
come back
Contact
Increased sales
Increased self service
Increased customer satisfaction
Potential customers
?

60. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com
What is the
OPTIMAL way of
solving the user
tasks AND achieve
our own goals?
Car insurance
Compare prices and coverage
Buy car insurance
Report incident
Google “car insurance”
Insurance brokers
Used car portals
Front page
Buy car insurance
Buy other insurance
products
Compare with others and
come back
Contact
Increased sales
Increased self service
Increased customer satisfaction
Potential customers
Functionality
Channel
Content

61. Anything goes!
Drawing
Flow diagram
Text
The most important
thing is to agree on
the principles
(preferably so that
others can
understand too:)

62. This template can be used freely, but you must attribute the author/source and share your work on the same terms / CC BY-SA 4.0 / Are Gjertin Urkegjerde Halland / kjernemodellen.no / thecoremodel.com
Car insurance
Compare prices and coverage
Buy car insurance
Report incident
Google “car insurance”
Insurance brokers
Used car portals
Front page
Buy car insurance
Buy other insurance
products
Compare with others and
come back
Contact
Increased sales
Increased self service
Increased customer satisfaction
Potential customers
We need to show prices
and coverage up front
Enter license plate
number and zip code to
get an automatic quote
Functionality
Content principles
Actual content
Organizational
problems

63. PRIORITIZE
How do we have to
prioritize if we need
to fit the REAL
content inside a
mobile screen?

65. Action card
What needs to happen for this to
become a reality in the real world?
Low hanging fruit and “next actions”
for more difficult processes.
Use a backlog and
keep people
responsible!

66. PRIORITIZE
Get an overview of
strategy and user needs.
Prioritize core and
prepare a core workshop.
Strategy
1) Preparation
User needs
Core model process
2) Core workshop 3) Action
COOPERATE
Work together across silos,
levels and competencies, to
create the best answer to
the problem together.
FIX IT!
Prioritize measures,
delegate responsibilities
and fix the problems in
the simplest possible
way.

67. Typical follow up activities
Updating/deleting content
Pair writing
Content development
Design process
Organizational changes
Etc.

68. User focus Strategy
Marke-
ting
IA
Sales
Behavior
Design
Content

69. Simplification

70. Prioritization

71. Customer journey

72. Progress

73. thecoremodel.com
Articles,
templates and
updates

74. coremodel.
link/utterly-
core-template
(Duplicate
Mural)

75. coremodel.link/
minitemplate

76. Q&A

77. thecoremodel.com
@coremodelbook
kjernekaren.no
Thank you very much!