Use this document as a template, deleting any sample content.

Core Content Specification:
[site section]

This is a documentation of a core content spec for the [group name]. This is an ongoing record of the ecosystem’s content and what it aims to achieve.

Author(s) of specification

[insert authors involved]

Overall mission

[High level goals; example: The front page is a singular entity, but also a gateway to nearly all properties inside the EBI site, gateway to affiliated properties (EMBL, ELIXIR), and must convey the mission and “soul” of EBI. That is: the front page is a functional navigation portal, information portal, and branding effort.]

Applicable URLs

Pages that are part of this content ecosystem (i.e. The /about/jobs and /about/jobs/apply page are likely of the same ecosystem).

Page name

URL

(attached goals)

[Front page]

www.ebi.ac.uk

(1,2,3)

Change log

Recommended actions

Goals

In order of importance to the organisation.

#

Goal

[analytic measure of success]

User goal/EBI Goal

1

Search for something
[% of page visits leading to a search event]

User

2

Discover what EBI is, connect to a sub area

[Click on any link/exit rate; page scroll %]

User

3

Am I on the right page/place?

[Bounce rate]

User

4

Convey world class nature of EBI

[Click on a mission area, event, news]

EBI/User

5

Data submission {New addition, in evaluation}

[Click data submission link]

EBI/User

6

Consume EBI news & events, present EBI as “active”

[Read recent news; find upcoming event]

EBI/User

7

Recruitment: Promote culture and advocate quality of life

EBI/User

Audience targeted

Which of our user types use this page, and which of the above goals are they trying to achieve.

Y/N

User group

Goals
(In order of importance to user group)

Core 5 EBI-wide audience types

Y

Type 1: General visitor new to EBI

2, 3, 4, 6
Should know they are at EBI, be able to grasp what it is and get a sense this is top-tier, while quickly connection to other areas of the site

Y

Type 2: General visitor familiar with EBI

1, 2, 3, 4, 6
Similar to the above, but while we don’t focus on impressing, these users may turn to search to find a previous item

Y

Type 3: Scientist new to EBI

1,2,3,4,5,6
Know they are in the right place, be impressed, and find data or submit

Y

Type 4: Scientist familiar with EBI

1,4,5,6
A focus on quick access

Y

Type 5: Funder or Industry partner

2,3,4,6
Have confidence in EMBL-EBI and see that we are current through recent news items

Custom audience types specific to this model

Type 6: Any of your custom user types/personas

Content

Which of content do we use, targeting which user types

Priority
(As viewed by EBI; 1 is top priority, ties are allowed)

Content

Goals
(In order of content’s focus)

1

Intro text

2, 3, 4

2

Search

1, 2

3

Mission text/main areas

2, 4

4

Submit data

2, 4, 5

5

Latest news & events

2, 4, 6

6

Recommend (popular)

2, 5

In and out paths

Where you would like users to come from, and then go to (what you would like, not what is happening).

Inward

Optional comment

Bookmark/memory

Referral link/social media

Organic search

Outward

Services area

News

About

Events

Training

EMBL organisational placement

Where does this content fit within the greater EMBL spectrum of sites and content.

Logical placement

Who

Which people, groups, or teams are presented in this content.

All of EBI.

What

What is the work being presented? Research, Training, TSC ...

All of EBI

Where

What locations does this work take place at? This could be any of the six sites and collaborator locations.

Hinxton

Content role

Inside (0) to Outside (10)

On a scale from zero being very internal content to ten being very public facing. A guide to HR would be zero, and the EBI homepage at 10.

10

Rational (0) to Emotional (10)

On a scale from zero being very rational to ten being very emotional. A feature on new horizons in bioinformatics would be 9 and information on getting to campus would be 2.

8