Improving Web Information Architecture
&
International Scientific Visibility
University / Higher Education Websites:
CONTENTS
1. Questions you may ask yourself
2. Information Architecture
3. Interaction Design
4. Scientific Visibility
5. C...
1. Questions you may ask yourself
QUESTIONS YOU MAY ASK YOURSELF
• Your Goals
• Your Challenges
• Your Target Audiences
• Your Analyses
STRATEGIC GOALS
• Reach more scientific international visibility?
• Obtain international agreements/
collaboration with re...
TACTICAL GOALS
• More international students?
• More (and better) postgraduate students?
• Contract Highly Cited internati...
YOUR GOALS
What do you want from your website? Example:
• More international students
YOUR GOALS
Web importance is growing as a source of information for international
students:
• 61% students said that the u...
YOUR GOALS
So, when focusing on new students,
ask yourself:
“Why did students choose
my university?”
Gerry McGovern
Carewo...
YOUR CHALLENGES
• Budget
• Bias (english dominance)
• Internationalization & Globalization
• Reputation & Credibility
• Ho...
YOUR TARGET AUDIENCES
• Prospective students
• Parents & Careers Advisers
• National and international researchers
• Poten...
ABOUT TARGET AUDIENCES
• Every potential user group look for different
information
• Same content has different importance...
ANALYSIS
J. J. Garrett
ANALYSIS - ELEMENTS
Peter Morville
ANALYSIS - PROCESS
Evaluation & Iteration
Questionnaires
KPI metricsTests & Prototyping
FEEDBACK
Information Audit
ANALYSIS – WHAT?
University goals
and objectives
Competitive
analysis
Tasks Analysis
Audiences
Analysis
User needs
analysis
ANALYSIS – HOW?
• End user focus groups
• Card sorting
• Search Analytics
• Web Analytics
• Online/E-mail questionnaire
• ...
ANALYSIS – HOW?
When measuring:
• Define who your users are (segmentation)
• Know what your users do on your site
• Unders...
ANALYSIS - EXAMPLES
Number of prospectus queries per day:
(Manchester Metropolitan University)
ANALYSIS - EXAMPLES
Number of prospectus queries per day:
business 10,098
law 9,512
psychology 7,210
fashion 5,660
physiot...
2. Information architecture
INFORMATION ARCHITECTURE
Change Management
Support
Process design
Checklists
Vision
Content “Supply” Flow
Performance Mgmt...
PUBLISH
THINK
4
Subject Matter ExpertContent 2
CMS
Content Manager
Content 1
Content 3
Functional KM
Team
1
2
GENERATE
3
P...
INFORMATION ARCHITECTURE
Whitworth et al.
INFORMATION ARCHITECTURE
• Functional structure, not organizational
• The web team/committee is not the audience
• User al...
INFORMATION ARCHITECTURE
Let´s do some benchmarking:
• Home page main structures of…
• Five of the better positioned unive...
INFORMATION ARCHITECTURE
University portals analyzed:
- Massachusetts Institute of Technology
- Harvard University
- Stanf...
According to these Websites, we can
recognize a number of common sections in
large part.
Identifying them with color label...
MIT Massachusetts Institute of Technology
MIT
MIT - Main Link Contents Analysis
Harvard University
Harvard – Main Link Contents Analysis
Stanford University
Stanford – Main Link Contents Analysis
Berkeley – University of California
Berkeley - Main Link Contents Analysis
Pennsylvania State University
Pennsylvania - Main Direct Links and Contents
3. Interaction design
INTERACTION DESIGN
• Identify tasks
• Order by user priorities
• Order user priorities by university goals
• Create workfl...
INTERACTION DESIGN
J. Racine
INTERACTION DESIGN
An example of best practice:
Situation: English speaker graduate interested on studying a PHD
in Nether...
1. Enter in www.uu.nl/
1. Enter in www.uu.nl/
Website is in English. To change to NATIVE
language, you have to choose the option.
2. Look for PhD studies
3. Look for PhD studies
3. Look for PhD studies
International Students MicroSite
Specific and Useful
Information
3. Look for PhD studies
4. HERE WE ARE!
4. HERE WE ARE!
Complete info about how to obtain PhD
Direct access to main contents
4. HERE WE ARE!
And we also have all information for IS visible.
4. Scientific visibility
SCIENTIFIC VISIBILITY
• To have a better portal is the beginning, not the end of story
• A better portal is not enough
• R...
SCIENTIFIC VISIBILITY
Webometrics.info
SCIENTIFIC VISIBILITY
• The more visibility, the more citations
• Visibility is for:
– best authors who produce…
– best pa...
SCIENTIFIC VISIBILITY
Webometrics.info
SCIENTIFIC VISIBILITY
Source: Scopus
SCIENTIFIC VISIBILITY
It is needed to enhance research visibility. How?
Outside your institution:
• Look for the best rese...
SCIENTIFIC VISIBILITY
It is needed to enhance research visibility. How?
Inside your institution:
• Ensure control of your ...
SCIENTIFIC VISIBILITY
Control, measure and evaluation of researchers publications to:
• Audit internal researchers publica...
SCIENTIFIC VISIBILITY
Example: Cites per document (you against…)
Source: Scimago (Scopus)
SCIENTIFIC VISIBILITY
It is needed to enhance research visibility. How?
• Give researchers tools to reach more audience qu...
SCIENTIFIC VISIBILITY
• Publish in better impact factor Journals
• Publish in OAI (Open Access Initiative) journals
• Uplo...
5. CONCLUSIONS
CONCLUSIONS
• Set your strategic goals
• Audit (diagnostics) first
• Segment your audience
• Analyze, measure, evaluate KP...
72
Jorge Serrano-Cobos
jorge@masmedios.com
Central office:
C/Garcilaso 15-B
46003 Valencia
Tel.: 96 369 41 23
Fax: 96 369 ...
Improving Web Information Architecture & International Scientific Visibility
Improving Web Information Architecture & International Scientific Visibility
Improving Web Information Architecture & International Scientific Visibility
Improving Web Information Architecture & International Scientific Visibility
Improving Web Information Architecture & International Scientific Visibility
Improving Web Information Architecture & International Scientific Visibility
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International Scientific Visibility

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Improving Web Information Architecture & International Scientific Visibility

  1. 1. Improving Web Information Architecture & International Scientific Visibility University / Higher Education Websites:
  2. 2. CONTENTS 1. Questions you may ask yourself 2. Information Architecture 3. Interaction Design 4. Scientific Visibility 5. Conclusions
  3. 3. 1. Questions you may ask yourself
  4. 4. QUESTIONS YOU MAY ASK YOURSELF • Your Goals • Your Challenges • Your Target Audiences • Your Analyses
  5. 5. STRATEGIC GOALS • Reach more scientific international visibility? • Obtain international agreements/ collaboration with reputed universities? • Improve position on rankings (ARWU, THE, Webometrics…)? • Enhance Intranet Knowledge Management? • Optimize CRM performance? • … ?
  6. 6. TACTICAL GOALS • More international students? • More (and better) postgraduate students? • Contract Highly Cited international Staff? • Explore e-learning advantages? • Companies agreements on R&D? • … ?
  7. 7. YOUR GOALS What do you want from your website? Example: • More international students
  8. 8. YOUR GOALS Web importance is growing as a source of information for international students: • 61% students said that the university’s website was very important when they made their choice (website answers) • 52% said that the opinion of someone who had been at this university was very important (alumni) • brochures (10%) • exhibitions (8%) (Lund University 2008- Sweden)
  9. 9. YOUR GOALS So, when focusing on new students, ask yourself: “Why did students choose my university?” Gerry McGovern Carewords Total % Cumu % of Prestigious, well- recognized degree 187 7% 7 Future job prospects 137 5% 12 Top quality professors/lecturers 107 4% 16 Career advice 106 4% 19 Top ranking university 101 4% 23 Top ranking course 101 4% 27 Social life 99 4% 30 Nightlife 89 3% 33 Fees 87 3% 37 Postgraduate 80 3% 39 Student-focused 79 3% 42 Course materials 77 3% 45 Societies and clubs 73 3% 48 Faculties 71 3% 50
  10. 10. YOUR CHALLENGES • Budget • Bias (english dominance) • Internationalization & Globalization • Reputation & Credibility • How the university is perceived • Get them to where we want
  11. 11. YOUR TARGET AUDIENCES • Prospective students • Parents & Careers Advisers • National and international researchers • Potential customers • The Media & Community • Current students • Staff • Alumni • Public Bodies & Government
  12. 12. ABOUT TARGET AUDIENCES • Every potential user group look for different information • Same content has different importance for different groups • Prioritize contents prominance. How? • Power law: within target groups / audience segments / cohorts, – a few info is searched by many, – most of info searched by a few.
  13. 13. ANALYSIS J. J. Garrett
  14. 14. ANALYSIS - ELEMENTS Peter Morville
  15. 15. ANALYSIS - PROCESS Evaluation & Iteration Questionnaires KPI metricsTests & Prototyping FEEDBACK Information Audit
  16. 16. ANALYSIS – WHAT? University goals and objectives Competitive analysis Tasks Analysis Audiences Analysis User needs analysis
  17. 17. ANALYSIS – HOW? • End user focus groups • Card sorting • Search Analytics • Web Analytics • Online/E-mail questionnaire • User prototypes testing • Webmaster emails from users requests • Etc.
  18. 18. ANALYSIS – HOW? When measuring: • Define who your users are (segmentation) • Know what your users do on your site • Understand your users motivations • Don´t measure to meet your expectations • Look for patterns • Find causal relations
  19. 19. ANALYSIS - EXAMPLES Number of prospectus queries per day: (Manchester Metropolitan University)
  20. 20. ANALYSIS - EXAMPLES Number of prospectus queries per day: business 10,098 law 9,512 psychology 7,210 fashion 5,660 physiotherapy 4,297 marketing 4,159 teaching 4,141 education 3,903 english 3,789 (Manchester Metropolitan University)
  21. 21. 2. Information architecture
  22. 22. INFORMATION ARCHITECTURE Change Management Support Process design Checklists Vision Content “Supply” Flow Performance Mgmt Benchmarking data Communications Template messages Presentations Publications Newsletters/Bulletins Conferences Demonstrations “Success Stories” FAQ Training Classroom study Workshops Distance Learning Self Video/Audio Train the trainers On-line job aids Faculty/Area Based “Leadership kits” Incentives + Rewards Programs Promotion Events Frequent User Program Academy Awards Contests Incentive Programs Career Plan usaid.gov
  23. 23. PUBLISH THINK 4 Subject Matter ExpertContent 2 CMS Content Manager Content 1 Content 3 Functional KM Team 1 2 GENERATE 3 PREPARE
  24. 24. INFORMATION ARCHITECTURE Whitworth et al.
  25. 25. INFORMATION ARCHITECTURE • Functional structure, not organizational • The web team/committee is not the audience • User always should know: – where is, – where has been, – where is he going
  26. 26. INFORMATION ARCHITECTURE Let´s do some benchmarking: • Home page main structures of… • Five of the better positioned universities in… • Webometrics.info worldwide ranking • Looking for matching points, patterns…
  27. 27. INFORMATION ARCHITECTURE University portals analyzed: - Massachusetts Institute of Technology - Harvard University - Stanford University - University of California Berkeley - Pennsylvania State University
  28. 28. According to these Websites, we can recognize a number of common sections in large part. Identifying them with color labels it is possible to observe content related with international and promotional aspects.
  29. 29. MIT Massachusetts Institute of Technology
  30. 30. MIT
  31. 31. MIT - Main Link Contents Analysis
  32. 32. Harvard University
  33. 33. Harvard – Main Link Contents Analysis
  34. 34. Stanford University
  35. 35. Stanford – Main Link Contents Analysis
  36. 36. Berkeley – University of California
  37. 37. Berkeley - Main Link Contents Analysis
  38. 38. Pennsylvania State University
  39. 39. Pennsylvania - Main Direct Links and Contents
  40. 40. 3. Interaction design
  41. 41. INTERACTION DESIGN • Identify tasks • Order by user priorities • Order user priorities by university goals • Create workflow to get the task done • Test it & Iterate • Measure after publishing • Redesign if necessary
  42. 42. INTERACTION DESIGN J. Racine
  43. 43. INTERACTION DESIGN An example of best practice: Situation: English speaker graduate interested on studying a PHD in Netherlands, in Utrech University.
  44. 44. 1. Enter in www.uu.nl/
  45. 45. 1. Enter in www.uu.nl/ Website is in English. To change to NATIVE language, you have to choose the option.
  46. 46. 2. Look for PhD studies
  47. 47. 3. Look for PhD studies
  48. 48. 3. Look for PhD studies International Students MicroSite Specific and Useful Information
  49. 49. 3. Look for PhD studies
  50. 50. 4. HERE WE ARE!
  51. 51. 4. HERE WE ARE! Complete info about how to obtain PhD Direct access to main contents
  52. 52. 4. HERE WE ARE! And we also have all information for IS visible.
  53. 53. 4. Scientific visibility
  54. 54. SCIENTIFIC VISIBILITY • To have a better portal is the beginning, not the end of story • A better portal is not enough • Reputation & Credibility comes from every researcher´s reputation • Don´t wait the –research- world come to you • The more links –visibility- to you, the more probability of visits and goals –tasks- completed. • Your university research need –always- more visibility
  55. 55. SCIENTIFIC VISIBILITY Webometrics.info
  56. 56. SCIENTIFIC VISIBILITY • The more visibility, the more citations • Visibility is for: – best authors who produce… – best papers, published in… – best “places” (journals, databases, internet…) to be found in… – more visible places, which are… – those with more connections
  57. 57. SCIENTIFIC VISIBILITY Webometrics.info
  58. 58. SCIENTIFIC VISIBILITY Source: Scopus
  59. 59. SCIENTIFIC VISIBILITY It is needed to enhance research visibility. How? Outside your institution: • Look for the best researchers (local, national, international) • Attract international collaboration with better researchers than yourself
  60. 60. SCIENTIFIC VISIBILITY It is needed to enhance research visibility. How? Inside your institution: • Ensure control of your researchers publications • Measure, Compare and Evaluate • Give tools to reach more audience quickly. • The more audience, the more probability of citation
  61. 61. SCIENTIFIC VISIBILITY Control, measure and evaluation of researchers publications to: • Audit internal researchers publications quality • Understand your institution research fronts • Compare them internally and with others • Set personal and collective strategies • Improve scientific motivation
  62. 62. SCIENTIFIC VISIBILITY Example: Cites per document (you against…) Source: Scimago (Scopus)
  63. 63. SCIENTIFIC VISIBILITY It is needed to enhance research visibility. How? • Give researchers tools to reach more audience quickly. • The more audience, the more probability of citation How?
  64. 64. SCIENTIFIC VISIBILITY • Publish in better impact factor Journals • Publish in OAI (Open Access Initiative) journals • Upload preprints, etc., to OAI repositories • Think on Scholar SEO (Search Engine Optimization) at paper level. • Work around general and specialized social networks • Connect all actions (offline and online)
  65. 65. 5. CONCLUSIONS
  66. 66. CONCLUSIONS • Set your strategic goals • Audit (diagnostics) first • Segment your audience • Analyze, measure, evaluate KPIs and production • Make it a commitment all organization members (KM) • Ensure everybody helps (Change management) • Organize contents by tasks, not by organizational chart. • The portal is not an island (visibility) • Give tools to your people & researchers • Think OAI / Scholar SEO & Social Media
  67. 67. 72 Jorge Serrano-Cobos jorge@masmedios.com Central office: C/Garcilaso 15-B 46003 Valencia Tel.: 96 369 41 23 Fax: 96 369 34 39 info@masmedios.com Office Madrid: Jesús del Valle, 28 bajo 28004, Madrid Tel.: 636 26 71 78 Ofifce New York City: 675 3rd Avenue, Suite 400, New York, N.Y. 10017 U.S.A.
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