Managing Web Projects Marshfield/Wood County September 30 th , 2009 Presented by: Allison Winkler
Presentation Overview <ul><li>Project Management Cycle  </li></ul><ul><li>Specific Design Objectives & Examples </li></ul>...
Website Cycle Assessment/ Discovery Implementation/ Launch Improve Planning Design
Website Cycle Assessment/ Discovery Implementation/ Launch Improve Planning Design
Assessment/Discovery Phase <ul><li>Analyze  </li></ul><ul><li>Competitive analysis/SWOT </li></ul><ul><li>Technical Assess...
Website Cycle Assessment/ Discovery Implementation/ Launch Improve Planning Design
Planning Phase <ul><li>Specifics  </li></ul><ul><li>Scope, Time and Budget </li></ul><ul><li>Schedule </li></ul><ul><li>Co...
Website Cycle Assessment/ Discovery Implementation/ Launch Improve Planning Design
Design Phase <ul><li>User Experience </li></ul><ul><li>Architecture </li></ul><ul><li>Wireframes </li></ul><ul><li>Content...
Website Cycle Assessment/ Discovery Implementation/ Launch Improve Planning Design
Implementation & Launch <ul><li>Important Developments </li></ul><ul><li>Usability  </li></ul><ul><li>Compatibility  </li>...
Website Cycle Assessment/ Discovery Implementation/ Launch Improve Planning Design
Improving  <ul><li>Maintenance </li></ul><ul><li>Fine-Tuning </li></ul><ul><li>Measuring </li></ul><ul><li>Increasing Valu...
Website Cycle Assessment/ Discovery Implementation/ Launch Improve Planning Design
UWC-Marshfield/Wood County <ul><li>Navigation </li></ul><ul><li>Recruitment </li></ul><ul><li>Content </li></ul><ul><li>De...
Navigation <ul><li>Driving visitor behavior </li></ul><ul><li>Easy/Intuitive access to go anywhere (3 clicks) </li></ul><u...
 
Recruitment Features <ul><li>Reinforce current Admissions strategies and tactics  </li></ul><ul><li>Visitors able to find ...
 
Content <ul><li>Purposeful </li></ul><ul><li>Updated </li></ul><ul><li>Keywords  </li></ul><ul><li>Conversation/Dialog </l...
 
<ul><li>Clean & Simple </li></ul><ul><li>Flows </li></ul><ul><li>Branding </li></ul><ul><li>Mood Board </li></ul><ul><li>G...
Extending the Reach Website Redesign-Closing the Loop, Brill
Select Sources <ul><li>Compete.com  </li></ul><ul><li>Alexa.com </li></ul><ul><li>Website Redesign-Closing the Loop, Jim B...
Thank you for your time… Questions?
Alexa.com
Compete
Main Page Design <ul><li>Attributes </li></ul><ul><li>Accessible and readable: content is relatively device independent (p...
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UWC Interview

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This is the presentation I used for my interview at the UW Colleges.

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  • The way I approached this presentation was in two parts. The first part covers the project management aspect of website redesign. The second part will address the Marshfield/ Wood County redesign specifically. If there is time at the end I have a slide on branding. So let’s get started with the cycle…
  • The first part of the cycle I will cover is the assessment/discovery phase…
  • In the Discovery phase it is important to use data to get a clear understanding of who your site visitors are. Who they are and where they are coming from. And, finding out about visitor behavior like bounce rates, page times and where they are going. Also knowing the competition and how you stack up. Doing a technical assessment of server environment, what can be leveraged and streamlined, looking at the databases and planning for needs Knowing your SERP helps..-insert stat on researching colleges online Also at this point it is a good idea to survey current students, alumni, faculty and staff to find out what they like about the site and what they need All this data will help with the next phase…
  • The planning phase…
  • It is important in this phase that all specifics have been addressed and that there is a clear timeline and budget set. Having a communication plan and roles and responsibilities clearly defined definitely helps with the next phases of the website redesign. Also at this point it is imperative to clear up any open issues and make sure they are resolved…
  • The next phase of the project is the Design phase…
  • Before beginning this phase, it is a good idea to make sure the user is well understood and the user experience is defined. During this phase the site map and navigation will be finalized and wireframing done. A content matrix should be done before moving forward. This means taking stock of what kinds of content (such as testimonials, videos, writing) and who is responsible for the delivery and when. At this point when the rough design concepts are done, it’s not a bad idea to revisit the competition and get outside feedback. Again going to students, alumni and faculty. So then the designs are finalized and style guide and standards are set…
  • Now it’s time to Launch the site…
  • Making sure that most important functions are developed first. Usability testing is done, checking browser compatibility and finally Revisiting expectations and comparing actual vs. planned outcomes…
  • So now we get back towards beginning of the website redesign cycle with analyzing data
  • Looking at the performance of the site, for example: is there any performance bottlenecks because of traffic at certain times of the day, what specific pages are the most popular, how are campaigns and external sites driving traffic, what are the most common search terms used Looking at content-is there essential content continuously, making sure there are no broken links What parallels can be identified across the colleges and what measurements can provide guidance for future updates So does anyone have any questions before we move on to the second half of the presentation?...
  • Before I began looking at the Marshfield/Wood County site, I made some assumptions: I looked at Alexa and Compete but I did assume there is historical analytics, like Google. And that the market and reach is known, It looks like most prospects are local and it was very clear that the value is in the cost and the unlimited opportunities for the students. It seems there is a vibrant campus community with arts and athletics. And my last assumption is the resources put into designing the Marshfield/Wood County site can be leveraged across the colleges. I also had a few questions. I think the answers to these questions directly impact the design of the site. For example, what are the specific goals and objectives of the site? What is the overall vision and how does that fit into the branding strategy? Do we want more females or more adults, etc. And how will all this be measured? My understanding is that there are four aspects of the site that need to be addressed are Nav, Recr. Features, Content and Design
  • So first let’s take a look at Navigation. The main objective of site navigation is to drive visitor behavior and to keep them on the site. Some of the ideas I had for Marshfield/Wood County were: migrate portions of content away from the main navigation such as Current Students and Faculty and Staff Site search is extremely important and as a standard should be in the upper half of the fold. And it should be relevant and precise as most users now prefer searching a site to save time, call it the Google effect. Secondary pages should be consistent and header and footer should compliment each other.
  • One of my favorite college websites is Notre Dame. I think they do a beautiful job using school colors. And the home page and secondary navigation is consistent. You know where you are in the site when you get to secondary pages. In the upper right hand corner they have something called: Popular sites It is a tool bar that takes current students and faculty to important places like webmail without taking up space on the navigation bar. I am thinking they probably used some analytics to help guide this part.
  • So moving on we have recruitment. I think there are some standards that could be implemented here…
  • Info capture through a form gives the college an opportunity to collect data. Students are used to filling out these forms and they have been proven effective. Put a form on every internal page so if at that moment the visitor decides they want information, it’s right there. Make it easy for them. Today’s students and a lot of adult students prefer various ways of communication. Chatting, texting… I personally use online chat to contact companies all the time. Social networking is here to stay. There have been great advances with how to measure it’s impact on the bottom line too. Facebook, love it or hate it but it’s basically replaced email for everyone I know. Make it easy for prospects to get connected and follow your school.
  • Social media is also important with content. Making it easy to share and connect others to content on your site not only helps the brand but it helps open up a dialog or conversation with the visitor. Personally, I believe that content is really one of the most important aspects of a good site. And, content can come in many different forms like videos, podcasts and good old fashioned key-worded text. Content also needs to be relevant and updated consistently. Organizing and tagging content helps with the site search and allows for parallels across the colleges So let’s look at some examples of good content sites…
  • Capitol College uses one of my favorite open-source content management systems, Drupal. Drupal makes updating and loading content on a site really easy. It has a great taxonomy and module system. Penn state online does a really great job writing keyworded copy On this City University landing page the programs are clear and focus the visitor on what’s important I also included a screen shot of the University of Wisconsin Fox Valley College Facebook page, which was the only college I could find with one. They do a great job of promoting the campus and directing people back to the main website. Moving on to Design…
  • I find that it is very hard to make suggestions for design without knowing some specifics but I have found that a clean and simple design, not trendy, works best Making sure the layout flows and follows the way visitors read across a site. Sometimes people find it is a good idea to do a mood board with color schemes and important graphics ahead of time. Photos are more than space fillers and need to be crisp and have a purpose. Overall branding whether it is for the individual college or the whole system should be clear and defined…
  • A website can fulfill all the objectives, i.e. recruiting and win awards but without being part of an overall brand strategy, its impact and overall effectiveness can be lost and not utilized to the full extent. Looking at all the channels that drive the UWC brand as well as focusing on each college’s unique offerings can build consistency across the schools and help each individual school identify its unique value within the system.
  • UWC Interview

    1. 1. Managing Web Projects Marshfield/Wood County September 30 th , 2009 Presented by: Allison Winkler
    2. 2. Presentation Overview <ul><li>Project Management Cycle </li></ul><ul><li>Specific Design Objectives & Examples </li></ul><ul><li>The Big Picture </li></ul>
    3. 3. Website Cycle Assessment/ Discovery Implementation/ Launch Improve Planning Design
    4. 4. Website Cycle Assessment/ Discovery Implementation/ Launch Improve Planning Design
    5. 5. Assessment/Discovery Phase <ul><li>Analyze </li></ul><ul><li>Competitive analysis/SWOT </li></ul><ul><li>Technical Assessment </li></ul><ul><li>SERP </li></ul><ul><li>Survey/Poll </li></ul><ul><li>Priorities </li></ul>
    6. 6. Website Cycle Assessment/ Discovery Implementation/ Launch Improve Planning Design
    7. 7. Planning Phase <ul><li>Specifics </li></ul><ul><li>Scope, Time and Budget </li></ul><ul><li>Schedule </li></ul><ul><li>Communication Plan </li></ul><ul><li>Roles and Responsibilities </li></ul><ul><li>Open Issues? </li></ul>
    8. 8. Website Cycle Assessment/ Discovery Implementation/ Launch Improve Planning Design
    9. 9. Design Phase <ul><li>User Experience </li></ul><ul><li>Architecture </li></ul><ul><li>Wireframes </li></ul><ul><li>Content </li></ul><ul><li>Rough Design </li></ul><ul><li>Designs Finalized </li></ul><ul><li>Standards </li></ul>
    10. 10. Website Cycle Assessment/ Discovery Implementation/ Launch Improve Planning Design
    11. 11. Implementation & Launch <ul><li>Important Developments </li></ul><ul><li>Usability </li></ul><ul><li>Compatibility </li></ul><ul><li>Accessibility </li></ul><ul><li>Outcomes </li></ul>
    12. 12. Website Cycle Assessment/ Discovery Implementation/ Launch Improve Planning Design
    13. 13. Improving <ul><li>Maintenance </li></ul><ul><li>Fine-Tuning </li></ul><ul><li>Measuring </li></ul><ul><li>Increasing Value </li></ul><ul><li>Future </li></ul>
    14. 14. Website Cycle Assessment/ Discovery Implementation/ Launch Improve Planning Design
    15. 15. UWC-Marshfield/Wood County <ul><li>Navigation </li></ul><ul><li>Recruitment </li></ul><ul><li>Content </li></ul><ul><li>Design </li></ul>
    16. 16. Navigation <ul><li>Driving visitor behavior </li></ul><ul><li>Easy/Intuitive access to go anywhere (3 clicks) </li></ul><ul><li>Consistent </li></ul><ul><li>Separate Log-in </li></ul><ul><li>Secondary matches </li></ul><ul><li>Site map </li></ul><ul><li>Site Search </li></ul><ul><li>Online Programs </li></ul><ul><li>Header/Footer </li></ul>Ideas Objectives
    17. 18. Recruitment Features <ul><li>Reinforce current Admissions strategies and tactics </li></ul><ul><li>Visitors able to find what they want easily </li></ul><ul><li>The college knows who the site users are </li></ul><ul><li>Info capture with forms on every page </li></ul><ul><li>Multiple contact channels </li></ul><ul><li>Easy to share social channels </li></ul><ul><li>Landing pages </li></ul>Objectives Ideas
    18. 20. Content <ul><li>Purposeful </li></ul><ul><li>Updated </li></ul><ul><li>Keywords </li></ul><ul><li>Conversation/Dialog </li></ul><ul><li>Every market </li></ul><ul><li>Shareable/Social </li></ul><ul><li>CMS </li></ul><ul><li>PDFs break flow </li></ul><ul><li>Multimedia </li></ul><ul><li>Newsfeed </li></ul><ul><li>Distribution </li></ul>Ideas Objectives
    19. 22. <ul><li>Clean & Simple </li></ul><ul><li>Flows </li></ul><ul><li>Branding </li></ul><ul><li>Mood Board </li></ul><ul><li>Grid </li></ul><ul><li>Photos/thumbnails </li></ul><ul><li>Above/Below fold </li></ul>Objectives Ideas
    20. 23. Extending the Reach Website Redesign-Closing the Loop, Brill
    21. 24. Select Sources <ul><li>Compete.com </li></ul><ul><li>Alexa.com </li></ul><ul><li>Website Redesign-Closing the Loop, Jim Brill, IBM </li></ul><ul><li>Website Examples: poweredbyorange.com, kelley.iu.edu, cornell.edu, capitol-college.edu, cityu.edu/gradvantage, bu.edu/admissions, worldcampus.psu.edu/iMBA.shtml, devry.edu, madisonmedia.edu (not live) </li></ul><ul><li>Facebook.com </li></ul><ul><li>Edustyle.com </li></ul><ul><li>marshfield.uwc.edu </li></ul>
    22. 25. Thank you for your time… Questions?
    23. 26. Alexa.com
    24. 27. Compete
    25. 28. Main Page Design <ul><li>Attributes </li></ul><ul><li>Accessible and readable: content is relatively device independent (progressive enhancement), text is large, contrast ratio is moderate to high </li></ul><ul><li>Display independent: design considers the full canvas and accommodates a variety of display sizes </li></ul><ul><li>Mobile optimized: site is fully optimized on some mobile devices (e.g. iPhone) </li></ul><ul><li>Organized: information is presented in a hierarchy that corresponds to user goals </li></ul><ul><li>Printable: main content is printable by default using stylesheets </li></ul><ul><li>Character </li></ul><ul><li>Warm: site is inviting, engaging, emotionally positive and conveys a sense of activity </li></ul><ul><li>Inclusive: site is welcoming </li></ul><ul><li>Expansive: content is wide-ranging; both visual and editorial dimensions of the site feel open and accessible </li></ul><ul><li>Direct: copy is short and vigorous; tone is casual; content is relevant </li></ul><ul><li>Self-aware: site conveys a sense of place and an awareness of the wider world; gives a Big Picture view </li></ul>

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