Fisher’s Web DesignEvolution and EnhancementsExplanation of ProcessSeptember 10, 2009Shaun Holloway and Gail DicksonOSU Communicators Luncheonfisher.osu.edu

OverviewRecognition of needBenchmarkingStrategy & approachBuy-inCommunication & Implementation

Recognition of need

Benchmarking

Strategy & approach

Buy-in

Communication & Implementation

Recognition of NeedFisher website audit | March – October 2007 Visual design, content, brand All of the above are out-of-whackInternal stakeholder review Feedback and suggestions Alignment with units’ goals and audience

Fisher website audit | March – October 2007

Visual design, content, brand

All of the above are out-of-whack

Internal stakeholder review

Feedback and suggestions

Alignment with units’ goals and audience

Recognition of Need Request for Proposal in 2007 Led to vendor selection and work started Half implemented Flawed foundation and approach Only made the problem worse

Request for Proposal in 2007

Led to vendor selection and work started

Half implemented

Flawed foundation and approach

Only made the problem worse

Fisher’s Website in 2008

What Did We LearnTWO previous web redesigns FAILED (2002 and 2004)ONE web redesign half-implemented (early 2008) Start at the top Communicate to stakeholders Establish a vision and direction Get support to migrate the resistors Understand your own systems Involve the RIGHT people

TWO previous web redesigns FAILED (2002 and 2004)

ONE web redesign half-implemented (early 2008)

Start at the top

Communicate to stakeholders

Establish a vision and direction

Get support to migrate the resistors

Understand your own systems

Involve the RIGHT people

Benchmarking May 2007 – December 2008 Business schools Universities Other industries Evaluation of global look and feel Brand identity and voice

May 2007 – December 2008

Business schools

Universities

Other industries

Evaluation of global look and feel

Brand identity and voice

Benchmarking

Benchmarking

Benchmarking

Benchmarking

Benchmarking

What Did We LearnFisher is in the middle of the competition Many much worse Many much betterWe need to fix the problem NOWNeed a balance and perspective AchievableAspirational

Fisher is in the middle of the competition

Many much worse

Many much better

We need to fix the problem NOW

Need a balance and perspective

Achievable

Aspirational

Strategy & ApproachHired 2 new key positions to the college in 2008Director of Web Marketing and Development Chief Information OfficerCreated new “Web Services” department Merged web functions of two offices Combine “tech” and “communication” functions Leverage skill sets as a package

Hired 2 new key positions to the college in 2008

Director of Web Marketing and Development

Chief Information Officer

Created new “Web Services” department

Merged web functions of two offices

Combine “tech” and “communication” functions

Leverage skill sets as a package

Strategy & ApproachDetermined direction and conducted thorough system auditDevelopment of a web strategy 3 parallel approach – design, system, socialLeverage brand and communications Brand guidelines completed in the summer 2008 Integrated marketing

Determined direction and conducted thorough system audit

Development of a web strategy

3 parallel approach – design, system, social

Leverage brand and communications

Brand guidelines completed in the summer 2008

Integrated marketing

Web Strategy ModelParallel DevelopmentInterfaceUsabilityNavigationSitemapThis model represents multiple tracts and introduces the top layer of strategy to impact the user-centered experience and build relationships. Each arrow represents a piece of the structural foundation needed to support the core experience for web interaction and function.DesignAudienceContentRetainAttractResourceSystemSocialServeNew mediaVisibilityConnectionApplicationIntegrationServer architectureDatabase designAdmin toolsEngageSales OrientationInformAdvertising OrientationChannelBy: Shaun Holloway, 2008

Website PurposeMissionto attract, retain, and serve Fisher’s current and future faculty, students, and alumni through emerging and existing Internet technologies.VisionTo build a virtual community and embraces the work of our thought leaders and establishes Fisher as a resource in the eyes of our audiences through the services and information we provide.

Mission

Vision

Web DesignUnified and Consistent ApproachCollege-wideEmail, Social Media, 3rd party apps includedKey ObjectivesAdvance Fisher’s brandEnhance the user experienceImprove website managementImprove Internet marketability

Buy-inInvolve stakeholders at all levelsConcept reviews with own offices Presentation of final concept to Dean’s office Meeting with Department ChairsPrepare presentation deck Associate Dean’s Key people in each office/department

Involve stakeholders at all levels

Concept reviews with own offices

Presentation of final concept to Dean’s office

Meeting with Department Chairs

Prepare presentation deck

Associate Dean’s

Key people in each office/department

Buy-inMake people feel special and “in-the-know” Inspire confidence Keep people updated Show visible progress

Make people feel special and “in-the-know”

Inspire confidence

Keep people updated

Show visible progress

Implementation = GradualGlobal Elements – Summer 2009 OSU Navigation Bar, Footer, Masthead Sub-site evaluation process Fall 2009+ Formal transition of remaining areasWeb Style and Communication Guidelines

Global Elements – Summer 2009

OSU Navigation Bar, Footer, Masthead

Sub-site evaluation process Fall 2009+

Formal transition of remaining areas

Web Style and Communication Guidelines

Communication ExampleMasthead Migration Phase LetterTo: All Fisher College of Business UsersMentioned: Goal and planned future updatesAnswered: Q’s and concerns in advance

Masthead Migration Phase Letter

What are we learningOur time “padding” in the plan was needed Plan for a lot of resource capacity Plan for surprises – coding, compatibility, etcUnderstanding of our systems is paying off Template and system inconsistencies on the back-end but not visible to the end-user Setting expectations is difficult

Our time “padding” in the plan was needed

Plan for a lot of resource capacity

Plan for surprises – coding, compatibility, etc

Understanding of our systems is paying off

Template and system inconsistencies on the back-end but not visible to the end-user

Setting expectations is difficult

Next StepsContinue with Sub-site Evaluations Begin auditing and migrating areas Content – text, photos, video, audio, feeds, etcLeverage other two web strategy approaches Social Media and Online Marketing CMS, security, and server architecture Integrate and merge parallel approaches

Continue with Sub-site Evaluations

Begin auditing and migrating areas

Content – text, photos, video, audio, feeds, etc

Leverage other two web strategy approaches

Social Media and Online Marketing

CMS, security, and server architecture

Integrate and merge parallel approaches

Couple Helpful BooksCommunicating Design by Dan BrownDon’t Make Me Think by Steve Krugfisher.osu.edu