Bob Johnson Consulting, LLC   1INCREASING WEBSITEPERFORMANCE:TOP TASK WEBSITE DESIGNeduWeb Conference 2012Boston, MAJuly 3...
Bob Johnson Consulting, LLC   2Gerry McGovern partnership…http://www.customercarewords.com/
Bob Johnson Consulting, LLC   3Why a “top task” design approach?http://www.socitm.net/events/event/245/• “…the design and ...
Overview of the research process…     Assemble a longlist     Poll the audience   Analyse results     Refine to a shortlist4
Bob Johnson Consulting, LLC   5TOP TASK DESIGNLessons from 3 research projectsNovember 2011 through April 2012
Bob Johnson Consulting, LLC   6The top task design goal…• Create websites that give priority to quick identification of li...
Bob Johnson Consulting, LLC          7            Information Architecture…           23 colleges and universities        ...
Bob Johnson Consulting, LLC          8(1) Future students… 400+ responses…            Negative votes                      ...
Bob Johnson Consulting, LLC          9Action priorities…                     0%   2%   4%   6%       8%       10%      12%...
Bob Johnson Consulting, LLC   10Top Tasks… 9 of 60 dominate                                               Top 25%         ...
Bob Johnson Consulting, LLC   11Most important tasks…• Most were about costs, financial aid  available and what investment...
Bob Johnson Consulting, LLC             12Please choose and score the TOP FIVE tasks from the list below that best describ...
Bob Johnson Consulting, LLC   13Topics among the bottom 20 tasks…• Social media connections• Info about alumni, presidents...
(2) Faculty & staff… 303 responses                   Negative votes          Positive votes                        20%   1...
Faculty & staff action priorities…                           0%   5%   10%   15%   20%   25%   30%       Menus and Links  ...
16Top tasks… 9 of 50 most important                               Top 25%                               26-50%            ...
(3) Current students… 592 responses                   Negative votes         Positive votes                        15%   1...
Current student action priorities…                          0%   5%   10%   15%   20%   25%      Menus and Links          ...
Current students… 6 of 45 at top                 32       My course info                           (schedule,…            ...
Bob Johnson Consulting, LLC   20Key to successful website design…• Identify top tasks for each audience• Give priority pla...
Bob Johnson Consulting, LLC   219 EXAMPLES OF A “TOPTASK” DESIGN APPROACHFrom Home Page to Lower Level Pages
Bob Johnson Consulting, LLC   22University of Glasgow… home pagehttp://www.gla.ac.uk/
Bob Johnson Consulting, LLC   23University of Leicester… home pagehttp://www2.le.ac.uk/
Bob Johnson Consulting, LLC   24BU… professional school home pagehttp://management.bu.edu/
Bob Johnson Consulting, LLC   25University of Manitoba… home pagehttp://umanitoba.ca/
Bob Johnson Consulting, LLC   26Augustana College… admissionshttp://www.augustana.edu/x96.xml
Bob Johnson Consulting, LLC   27University of Oslo… student lifehttp://www.uio.no/english/student-life/
Bob Johnson Consulting, LLC   28Carleton College… annual reporthttp://apps.carleton.edu/giving/report/2011/
Bob Johnson Consulting, LLC   29Stanford… “About” topics to taskshttp://www.stanford.edu/about/
Bob Johnson Consulting, LLC   30Harvard… Helping alumni fix thingshttp://www.alumni.hbs.edu/lefa/
Bob Johnson Consulting, LLC   31FOR MORE INFORMATIONU.S. Government guide to top task designGerry McGovern’s blog and book...
Bob Johnson Consulting, LLC   32Top task steps from U.S. Government…http://www.howto.gov/web-content/manage/focus-on-top-t...
Bob Johnson Consulting, LLC   33Gerry McGovern’s blog and books…
Bob Johnson Consulting, LLC   34Practical tips from NeoInsight…http://www.neoinsight.com/newsletter/index_by_topic.html
Bob Johnson Consulting, LLC   35THANKS FOR BEINGHERE AT EDUWEB!Bob Johnson, Ph.D.bob@bobjohnsonconsulting.comwww.bobjohnso...
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Top Task Website Design: eduWeb2012

  1. 1. Bob Johnson Consulting, LLC 1INCREASING WEBSITEPERFORMANCE:TOP TASK WEBSITE DESIGNeduWeb Conference 2012Boston, MAJuly 30, 2012
  2. 2. Bob Johnson Consulting, LLC 2Gerry McGovern partnership…http://www.customercarewords.com/
  3. 3. Bob Johnson Consulting, LLC 3Why a “top task” design approach?http://www.socitm.net/events/event/245/• “…the design and information architecture of future council websites should focus heavily on top tasks.• “…we see a top tasks approach as essential to developing websites that work easily and quickly for customers...” • Society for Information & Communication Technologists, 2011, in the U.K.
  4. 4. Overview of the research process… Assemble a longlist Poll the audience Analyse results Refine to a shortlist4
  5. 5. Bob Johnson Consulting, LLC 5TOP TASK DESIGNLessons from 3 research projectsNovember 2011 through April 2012
  6. 6. Bob Johnson Consulting, LLC 6The top task design goal…• Create websites that give priority to quick identification of links to complete top tasks... • “Branding” images and messages & minor tasks should not slow top task completion• For new students… • Academic programs offered • How to pay, how much will I pay?• For alumni • Request a transcript • Send and read class notes• For faculty and staff • “Find a person” to get something done
  7. 7. Bob Johnson Consulting, LLC 7 Information Architecture… 23 colleges and universities 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% SearchMenus and Links Layout Visual appeal Speed
  8. 8. Bob Johnson Consulting, LLC 8(1) Future students… 400+ responses… Negative votes Positive votes 4% 2% 0% 2% 4% 6% 8% 10% 12% Up-to-date Accurate Complete Language Contact Participation OpenRecommendations Search Menus and Links Layout Visual appeal Speed
  9. 9. Bob Johnson Consulting, LLC 9Action priorities… 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Menus and Links Complete Open Layout Search Contact SpeedRecommendations Participation Visual appeal Up-to-date Language Accurate
  10. 10. Bob Johnson Consulting, LLC 10Top Tasks… 9 of 60 dominate Top 25% 26-50% 51-75%
  11. 11. Bob Johnson Consulting, LLC 11Most important tasks…• Most were about costs, financial aid available and what investment return to expect after graduating.• Also popular were the details of earning a degree • How long to earn a degree and flexible scheduling were high interest tasks
  12. 12. Bob Johnson Consulting, LLC 12Please choose and score the TOP FIVE tasks from the list below that best describe what is important to you when choosing to go to university. 800 700 600 500 Vote 400 300 200 100 0 1 6 11 16 21 26 31 36 41 46 51 56 Tasks
  13. 13. Bob Johnson Consulting, LLC 13Topics among the bottom 20 tasks…• Social media connections• Info about alumni, presidents, and deans• School news• Profiles and connections to current students
  14. 14. (2) Faculty & staff… 303 responses Negative votes Positive votes 20% 15% 10% 5% 0% 5% 10% Up-to-date Accurate Complete Language Contact Participation Open Recommendations Search Menus and Links Layout Visual appeal Speed14
  15. 15. Faculty & staff action priorities… 0% 5% 10% 15% 20% 25% 30% Menus and Links Layout Visual appeal Search Speed Complete Contact Up-to-date Open Accurate Language Participation Recommendations15
  16. 16. 16Top tasks… 9 of 50 most important Top 25% 26-50% 51-75%
  17. 17. (3) Current students… 592 responses Negative votes Positive votes 15% 10% 5% 0% 5% 10% 15% Up-to-date Accurate Complete Language Contact Participation Open Recommendations Search Menus and Links Layout Visual appeal Speed17
  18. 18. Current student action priorities… 0% 5% 10% 15% 20% 25% Menus and Links Speed Visual appeal Layout Contact Search Complete Participation Up-to-date Open Recommendations Language Accurate18
  19. 19. Current students… 6 of 45 at top 32 My course info (schedule,… Course materials (notes, … Top 25% 26-50% Grades (check, availabili… 51-75% 3 719
  20. 20. Bob Johnson Consulting, LLC 20Key to successful website design…• Identify top tasks for each audience• Give priority placement to the top tasks for each audience • Make sure content exists for top tasks and tasks are easy to complete• May require… • Different entry pages for each audience• Not written on a stone tablet… • Everyone must start on the same “Home Page”
  21. 21. Bob Johnson Consulting, LLC 219 EXAMPLES OF A “TOPTASK” DESIGN APPROACHFrom Home Page to Lower Level Pages
  22. 22. Bob Johnson Consulting, LLC 22University of Glasgow… home pagehttp://www.gla.ac.uk/
  23. 23. Bob Johnson Consulting, LLC 23University of Leicester… home pagehttp://www2.le.ac.uk/
  24. 24. Bob Johnson Consulting, LLC 24BU… professional school home pagehttp://management.bu.edu/
  25. 25. Bob Johnson Consulting, LLC 25University of Manitoba… home pagehttp://umanitoba.ca/
  26. 26. Bob Johnson Consulting, LLC 26Augustana College… admissionshttp://www.augustana.edu/x96.xml
  27. 27. Bob Johnson Consulting, LLC 27University of Oslo… student lifehttp://www.uio.no/english/student-life/
  28. 28. Bob Johnson Consulting, LLC 28Carleton College… annual reporthttp://apps.carleton.edu/giving/report/2011/
  29. 29. Bob Johnson Consulting, LLC 29Stanford… “About” topics to taskshttp://www.stanford.edu/about/
  30. 30. Bob Johnson Consulting, LLC 30Harvard… Helping alumni fix thingshttp://www.alumni.hbs.edu/lefa/
  31. 31. Bob Johnson Consulting, LLC 31FOR MORE INFORMATIONU.S. Government guide to top task designGerry McGovern’s blog and booksNeoInsight newsletter reports
  32. 32. Bob Johnson Consulting, LLC 32Top task steps from U.S. Government…http://www.howto.gov/web-content/manage/focus-on-top-tasks
  33. 33. Bob Johnson Consulting, LLC 33Gerry McGovern’s blog and books…
  34. 34. Bob Johnson Consulting, LLC 34Practical tips from NeoInsight…http://www.neoinsight.com/newsletter/index_by_topic.html
  35. 35. Bob Johnson Consulting, LLC 35THANKS FOR BEINGHERE AT EDUWEB!Bob Johnson, Ph.D.bob@bobjohnsonconsulting.comwww.bobjohnsonconsulting.com
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