Irl Web Strategy

IRL Web Strategy 2008-09 Industrial Research Limited (IRL) 20th August 2008 Lulu Pachuau Provoke Solutions 1

We’ll talk about… • Web Strategy – What, Why and How • What we did & found – IRL web now – People: views & wish list – Web vision (proposed) – Business goals & objectives – Comparative analysis – Requirements • Getting to the Vision – IRL web roadmap • Measuring Success • What next? 2

“ Strategy for your website provides an explicit understanding of the goals of ” the site and your users… Adapted from Adaptive Path UX Intensive, Design Strategy, Chicago 3

Web Strategy – What, Why and How • What does the business want out of the site? – Site Objectives • What do our users want out of it? – User needs Web strategy Site objectives User needs 4

3 Principles – keep in mind • Will people want/like it? – Desirability • Can we build it? – Capability • Can we sustain it? – Viability Viability Capability Website / Product/ Service Desirability Conceptual model from Alan Cooper, Inmates are Running the Asylum, the 3 primary qualities in high-technology business created by Larry Keeley, Doblin Group. 5

Develop a vision Build a Outline site roadmap objectives Prioritise Identify success objectives measures Identify & Define understand requirements target users Do a comparative analysis 6

What we did • 4 strategy workshops – science, corporate & business • Workshop with project sponsors • Communications Plan 2008/09, IT Strategy and IRL Strategy • Comparative study • The Littlest Clue by Selwyn Parker 7

What we did – Strategy sessions • About – Who is interacting with IRL: People – How they are interacting with IRL: Funding, Collaborate, Projects, Staff, News, Events, etc – Expectations: Web experience, context – Needs from IRL: Goals, information needs, opportunities for interaction online • Not about – How bad the current website is – What people (think they) want – Having everything for everyone 8

Workshops 9

People, Stakeholders, Business & Science Community History People & Stories Standards & Quality Networking & science community World class science New Zealand Discoveries Business & Opportunities Connection 10

Common themes and suggestions • Website needs to reflect depth and what IRL is about – “Diversity is our strength” – “We do more than what the homepage shows” – “We’re in the news all the time…” • Support careers – “Have a career hub” – “.. I don’t know what jobs are available and why I should join” – “I looked at the website, but gave up (and) tried to get in touch some other way…” • Stories – “...share the stories (that) capture the passion” – “We (IRL) are in the news all the time…” 11

Common themes and suggestions • Relevant to audience types – “..it’s hard to focus for audiences like business, teachers, students and corporate” – “…provide high-level ‘front-door’ homepage that has ‘doors’ for targeted audiences” – “I looked at the website, but gave up (and) tried to get in touch some other way…” • Content governance – “need ‘rubber stick’ to look out for inconsistencies with language and style” – “…up to date content and dynamic” • Propagate and encourage Collaboration – “…help collaboration (and) good people and staff” 12

Common themes and suggestions • Contribution, participation and distribution of content – “…we should ask content owners from science, what do we actually do to provide input into content” – “..some of us use wikis to share our work…” • Share and connect – “Linking to professionals’ sites, associations – scientists, international credibility” – “…help collaboration (and) good people and staff” • Better representation of what IRL does and stands for – “We have too many activities at IRL, how do we communicate this on the site? These complexities” • Attract business – “Commercialization opportunities…” 13

IRL Website now to see “Want “Sector vs. more staff profile platforms – and what they confusing “Corporate do” services, non- “Not sure where existent” to start and does not show enough of what we do” “Too static” “Looks like it “Not enough came out of a pictures, and production stories” line” “not enough “Not Maori “I looked at the site audience representation” for jobs, but gave up specific” pretty easily” 14

IRL Website – now IRL Home Step 1 Step 2 Step 3 Step 4 15

IRL Website – bring out the depth IRL Home Step 1 Step 2 Step 3 Step 4 16

IRL Website – now Science IRL Science Science People Science Stories Business Corporate services 17

IRL Website – now Science IRL Science Science One People small Science door Stories Business Corporate services 18

IRL Website – future Science IRL Science Science People Website = Gateway Science Stories Business Corporate services 19

IRL Website – future Stories IRL Stories Science Science Science Science Science Science People Website = Gateway People Science Science Corporate Business services Business Corporate services 20

“ IRL website is the gateway for - businesses, stakeholders, staff and- people to access information, interact- and transact with IRL online… ” 21

Site objectives 22

Audiences and user groups 2 –Researchers, Collaborators & Projects • Industry bodies, Regional development agencies 1 –Investors &Stakeholders • Science community, CRIs, research • NZ industry, Industry bodies • RDAs IRL 2. NZ & overseas • Education sector • Shareholding ministers, Politicians Science • Clients 1. • MoRST, FRST, CCMAU, MED researchers, • People involved or interested in Investors & Stakeholders collaborators projects & project teams 3 – Information seekers & Interested parties • Science community 4 –New business & ventures Website • Educations sector • Potential clients, NZ SME’s • General public & media • International R&D and 3. • International R&D and 4. Information innovation community innovation community New seekers & • Education sector business & interested ventures parties 5. Overseas audience User groups based on tasks and interaction with IRL 23

What are others doing – Comparative Analysis 24

Other CRI’s 25

International sites 26

What others are doing – User offerings • Promote/Strategic display of who we are & what we do – people, services, research, testimonials, stories, case studies, pictures, news & events, articles, publications, etc. • Exposure of deeper content – Serious science, platforms, scientists, pioneering work, citations, etc. • Ways to interact with us, keep up to date and informed – Events, news, RSS, email-newsletters • Careers, jobs and benefits – Vacancies, apply online, supporting content 27

What others are doing – User offerings cont’d… • Share & Connect – collaborate, comments, feedback, ratings, projects, alumni • Free stuff – Tools, activities & resources, downloads • Buy stuff – shop for products, chemicals, instruments, services • Use of latest web content types – Videos, podcasts, etc. • Visual design – application of graphical elements, colour, type and so on to enhance experience 28

Low High You don’t want to be on You want to be on this this side side 29

Pattern with International Pattern with CRI’s Pattern with International 30

Opportunity for IRL - Point of Difference - Add value to customers 31

Objectives – prioritized 36

Objectives – prioritized • [add graph] 37

Why prioritise? • Provide scope – What we ARE doing – What we are NOT doing • Give us confidence we are meeting the overall business objectives • Helps us define specific features for each strategic phase • Helps build the roadmap… 38

Roadmap to Innovation 39

Roadmap – Elements • For each phase Goal & – Goal and focus Focus – Customer offerings – Business value & Benefits Features/ Scope Customer value Business value Inspired by Adapted from Adaptive Path UX Intensive, Design Strategy, Chicago 40

“ Rediscover IRL – An integrated experience for IRL services and info to regain trust from staff and ” clients online and set expectations for what’s ahead. 41

“ Communicate and share – A unified communications platform that fosters community of scientists by sharing and contributing to IRL website. ” 45

“ Gateway to IRL – Gateway for interaction with IRL online. ” 48

Measuring success and ROI • Listen to users of the site – internal and external 53

Phase Unique visits RSS Feeds Number of Staff Views – videos, from targeted registrations participation / images, audiences for (for jobs & contribution at downloads specific publications/ least up to pages... newsletters) Phase 1 50% increase 10% of visits n/a 5% of staff n/a Phase 2 300% increase 25% of visits At least 10 10% of staff At least 50% of the total unique visits Phase 3 Steady rise Steady rise Steady 20 % of staff No staff x 3 including increase global audiences 54

So what is the strategy? • World class science, history and depth – IRL • Science community and network • Listen to your users 55

Roadmap to Innovation • Where to from here? • Listen to users – external and internal • Offer new features based on usage & return • Be open to change • Look for opportunities – there are no limits 56

“ IRL website is the gateway for businesses, stakeholders, staff and people to access information, interact and transact with IRL online… ” 57

Thank you ☺ lulu@provoke.co.nz alastair@provoke.co.nz bob@provoke.co.nz Inspired by & adapted from Adaptive Path UX Intensive (Chicago) http://adaptivepath.com http://adaptivepath.com/events/2008/oct/strategy.php Creative Commons License: http://creativecommons.org/licenses/by-nc-nd/3.0/nz/ 58

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Irl Web Strategy

by LuluP on Sep 30, 2008

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Irl Web Strategy — Presentation Transcript