Director of Digital Communications
University of Mary Washington
o10 years .edu
oMe <> designer
HiPPO: a definition
Highest Paid Person’s Opinion
Low Hanging Fruit
oFitness for use
o relevant imagery
oSearch engine friendly
oAnecdotal feedback, user tests, analytics
Let’s talk iteration
Admissions Landing Page – 1st iteration
Iterative Design – 2nd iteration
Iterative Design – iteration 3
Iterative Design - Now we're getting somewhere
Always Be Iterating
Helpful Links. LOLZ.
“Helpful” Links. Realz.
My Thought Process…
o The web is your largest, most utilized and
most versatile communications tool.
o Use the resources you have to gain
o Blogs, social media, student generated content,
campus event coverage, traditional media
o Content, content, content.
Working with HiPPOs.
oFocus on measurable goals.
Define success. Evaluate
oUse your data. Promote your wins.
Build capital. Be the expert.