Page 1
The Future utexas.edu
UTEXAS.EDU HOMEPAGE
presented by Springbox and UT ITS Dept
Our Shared Vision
To elevate the digital presence of The University of Texas at Austin
by delivering a forward-thinking, d...
Outline
UTEXAS.EDU HOMEPAGE
 Introductions
 Working with a digital agency
 History of the UT website
 Discovery findin...
Introductions
UTEXAS.EDU
HOMEPAGE
Springbox
The University of Texas at Austin
Information Technology Services
Chris Martin...
Working
with a digital
agency
UTEXAS.EDU
HOMEPAGE
Springbox view
• Communication is key!
• Manage stake holders / decision...
History of
the UT
website
UTEXAS.EDU
HOMEPAGE
2013 - Responsive redesign project kickoff
2013 - emergency.utexas.edu in Dr...
Discovery
UTEXAS.EDU
HOMEPAGE
Simplify links
Align stakeholders
Build for scale
SIMPLIFY
What are the most popular links on the homepage?
High
PAGE-VIEWS
Medium
PAGE-VIEWS
Low
PAGE-VIEWS
SEARCH
DIRECTOR...
SIMPLIFY
How is the homepage used?
Source: 2012 site analytics
INTERNAL SITE SEARCHES
DESTINATION PAGES
BLACKBOARD
REGISTR...
“
SIMPLIFY
What links and content do stakeholders want on the homepage?
The homepage should
tell more of a story.
“There’s...
SIMPLIFY
What are the stakeholders’ points of view?
SIMPLIFY
SEARCH
EVENTS
UT IN THE NEWS
SOCIAL MEDIA CULTURE/STORY
FEATURED STORIES
Where do stakeholders agree?
SIMPLIFY
Who’s visiting the homepage?
52%
15%
26%
5%
2%
CURRENT STAFF
CURRENT
STUDENTS
PROSPECTIVE
STUDENTS
ALUMNI
CURRENT...
SIMPLIFY
Where are users going after the homepage?
Source: 2012 site analytics
Admissions/
Apply
Check Status
Majors/Progr...
CURRENT STAFF
CURRENT
STUDENTS
PROSPECTIVE
STUDENTS
ALUMNI
CURRENT
FACULTY
ALIGN
Defining the Primary User Groups
Primary ...
ALIGN
Brand Impact on Primary User Groups
PARENTS
VISITORS
MEDIA
BIG DONORS
PRIDE IN THE BRAND
---------------------------...
ALIGN
Meet the UT personas
CURRENT
STUDENT
PROSPECTIVE
STUDENT
PROSPECTIVE
FACULTY
CURRENT
FACULTY / STAFF
ALUM
Based on d...
PERSONAL GOALS
Study just enough to make an A- in every class, get a
summer internship offer at a prestigious investment
b...
BUILD
utexas.edu Site Architecture
SEO
Best Practices
BUILD
The homepage ranks
#1 or #2 for branded keywords.
To maintain this ranking over time we will
need...
Server
structure
UTEXAS.EDU
HOMEPAGE
• Web Central
• Shared UNIX hosting environment,
• Hosting for www.utexas.edu and
cus...
Development
UTEXAS.EDU
HOMEPAGE
Theme
Modules
Workflow
Development process
DEVELOPMENT
Theme
Source: 2012 site analytics
• Built from scratch
• ZURB Foundation
• Mobile first
• Flexible grid
DEVELOPMENT
Modules
Hero Image
Mega Menu
DEVELOPMENT
Workflow
One Proposed Workflow…
Local Environment
Initial Build
Springbox Staging
ITS Staging / Bitbucket share
ITS / Springbox Build
ITS Build
DEVELOPMEN...
• Source Control – Bitbucket
• Documentation / Collaboration with UX
• Front-end homepage build
• Integration of front-end...
VISITOR SATISFACTION
ENGAGEMENT
TRAFFIC VOLUME
RETURNING TRAFFIC
TRAFFIC FROM MOBILE DEVICES
not yet measured
implement on...
Page 30
Questions?
Drupal@UT: A case study on redesigning the University of Texas at Austin website
Upcoming SlideShare
Loading in …5
×

Drupal@UT: A case study on redesigning the University of Texas at Austin website

657 views
487 views

Published on

This is a presentation from the Drupal in Education Summit on June 2, 2014 hosted by the University of Texas. This kicks off the first day of DrupalCon Austin 2014. This case study discusses our shared experience in redesigning the University of Texas website using Drupal 7. This presentation covers the history of the University of Texas website and challenges, Springbox discovery findings, the infrastructure for the website, the process of changing from Drupal 6 to Drupal 7 and finally the theming process for the site. This presentation was created by staff from Springbox and the University of Texas Web & Contract Services team.

Published in: Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
657
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
10
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • We need content surrounding why?
  • To create a homepage that must satisfy the diverse constituents of the university, past logic has said to include every possible link.

    This logic, however, has evolved as the university acknowledges the growing importance of mobile users and the benefits of moving toward responsive design.

    We see the best way to successfully accommodate the variety of users coming to the homepage is to design for a limited set of personas, speaking most strongly to our primary persona.

    By designing for these specific cases, we will decrease the cognitive load and navigational overhead for all users.
  • We need content surrounding why?
  • We need content surrounding why?
  • These metrics surround visitor satisfaction and conversion. Some conversions happen offline (like job applications) so digital metrics can only indicate leads.
  • Drupal@UT: A case study on redesigning the University of Texas at Austin website

    1. 1. Page 1 The Future utexas.edu UTEXAS.EDU HOMEPAGE presented by Springbox and UT ITS Dept
    2. 2. Our Shared Vision To elevate the digital presence of The University of Texas at Austin by delivering a forward-thinking, data-driven experience that is beautifully simple, exceptionally usable, actively engaging, and deeply reflective of the passionate Longhorn community.
    3. 3. Outline UTEXAS.EDU HOMEPAGE  Introductions  Working with a digital agency  History of the UT website  Discovery findings  Server structure  Development  Questions?
    4. 4. Introductions UTEXAS.EDU HOMEPAGE Springbox The University of Texas at Austin Information Technology Services Chris Martinez – Developer Michael Redding – Developer Tom Hudson – CTO Jenn Coast – Web Strategist Paul Grotevant – IT Manager
    5. 5. Working with a digital agency UTEXAS.EDU HOMEPAGE Springbox view • Communication is key! • Manage stake holders / decision makers • Clearly define scope • Did I mention communication? ITS view • Communication is key! • Marketing v. IT roles / responsibilities • Share higher ed / government requirements • Did I mention communication?
    6. 6. History of the UT website UTEXAS.EDU HOMEPAGE 2013 - Responsive redesign project kickoff 2013 - emergency.utexas.edu in Drupal 2011 - Multi-year infrastructure replacement project begins, for a 2014 launch 2010 - Major redesign, main site in Drupal 2007 - Update to 2002 design 2006 - Update to 2002 design 2002 - Major redesign; - emergency.utexas.edu offsite 1998 - Major redesign 1996 - Major redesign 1994 - Major redesign; - WWW address registered with CERN 1993 - First Web server at the university
    7. 7. Discovery UTEXAS.EDU HOMEPAGE Simplify links Align stakeholders Build for scale
    8. 8. SIMPLIFY What are the most popular links on the homepage? High PAGE-VIEWS Medium PAGE-VIEWS Low PAGE-VIEWS SEARCH DIRECTORY UT LIBRARY COURSE SCHEDULES COLLEGES & SCHOOLS STUDENTS REGISTRATION ACADEMICS JOBS STAFF MCCOMBS BEALONGHORN ATHLETICS CALENDARS ABOUT UT GRADUATE ADMISSIONS HEALTHY HORNS CAMPUS LIFE FACULTY CAMPUS TOURS TRANSCRIPTS PARKING & SHUTTLES Source: 2012 site analytics
    9. 9. SIMPLIFY How is the homepage used? Source: 2012 site analytics INTERNAL SITE SEARCHES DESTINATION PAGES BLACKBOARD REGISTRAR CLASS LISTING TRANSCRIPTS GRADE REPORTS COURSE SCHEDULE TUITION WHAT I OWE FINANCIAL AID UNDERGRADUATE ADMISSIONS GRADUATE ADMISSIONS QUEST PARKING STUDY ABROAD ADMISSIONS WEBMAIL/EMAIL JOBS GPA CALCULATOR HOUSING DEGREE AUDIT NEXT PAGES REGISTRAR SERVICES GRADE REPORT These are queries typed into the search bar on utexas.edu These are “buried” pages that people are navigating to in high numbers. These are pages that more than 100K visitors go to after the homepage, but they don’t have a link on the homepage. (For context, only 18 links on the homepage get more than 100K in next-page traffic.)
    10. 10. “ SIMPLIFY What links and content do stakeholders want on the homepage? The homepage should tell more of a story. “There’s too much” and “I can’t find information” or “I can’t find events.” I would like a “UT in the News” section. Improve search! I’d change the “how to apply” section. It’s a little too separate. It would be great to have a small feature that explains why the tower is orange. Currently we have to write a news story every time the tower is lit. People often ask “What’s going on around campus?” We could better use social media. We don’t advertise all that student affairs has to offer – like a rock climbing wall! Applicant care about that and everything outside of class. The homepage needs easier understanding of events. It’s a huge opportunity.
    11. 11. SIMPLIFY What are the stakeholders’ points of view?
    12. 12. SIMPLIFY SEARCH EVENTS UT IN THE NEWS SOCIAL MEDIA CULTURE/STORY FEATURED STORIES Where do stakeholders agree?
    13. 13. SIMPLIFY Who’s visiting the homepage? 52% 15% 26% 5% 2% CURRENT STAFF CURRENT STUDENTS PROSPECTIVE STUDENTS ALUMNI CURRENT FACULTY Source: 2012 site analytics
    14. 14. SIMPLIFY Where are users going after the homepage? Source: 2012 site analytics Admissions/ Apply Check Status Majors/Programs Visit Finances Housing PROSPECTIVE STUDENTS Registration Registrar Grade Report Schedules Grades Transcripts CURRENT STUDENTS Registrar (Staff Section) Rosters Jobs Parking CURRENT STAFF Alumni pages (For Specific Schools) UT Law Transcripts Wallpaper Career Networking ALUMNI List & Profiles Colleges & Schools Academics Various Departments Registrar (Staff Section) CURRENT FACULTY Schedules Grades (Staff Section)
    15. 15. CURRENT STAFF CURRENT STUDENTS PROSPECTIVE STUDENTS ALUMNI CURRENT FACULTY ALIGN Defining the Primary User Groups Primary Users Groups in the Current Homepage CURRENT STAFF & FACULTY CURRENT STUDENTS PROSPECTIVE STUDENTS ALUMNI PROSPECTIVE FACULTY …creating an opportunity to prioritize a new Primary User Group – Prospective Faculty.Future Primary Users Groups
    16. 16. ALIGN Brand Impact on Primary User Groups PARENTS VISITORS MEDIA BIG DONORS PRIDE IN THE BRAND -------------------------------------------------- --------------------------------------------------- LEARNING THE BRAND Showcasing the brand to prospective students would encompass other audiences. CURRENT STAFF & FACULTY CURRENT STUDENTS ALUM PROSPECTIVE STUDENTS PROSPECTIVE FACULTY PRIDE IN THE BRAND LEARNING THE BRAND
    17. 17. ALIGN Meet the UT personas CURRENT STUDENT PROSPECTIVE STUDENT PROSPECTIVE FACULTY CURRENT FACULTY / STAFF ALUM Based on data gathered from site analytics, stakeholder interviews, user interviews, the university’s mission statement, and past personas, these new personas represent the primary user groups of the university’s homepage. These personas should be used as a decision-making tool moving forward when organizing and prioritizing content.
    18. 18. PERSONAL GOALS Study just enough to make an A- in every class, get a summer internship offer at a prestigious investment banking firm, and don’t miss a football game. Get an MBA…someday. Until graduation, enjoy every minute he has left at the best university in the world. • Active on Facebook, starting to tweet • Uses his smartphone for social networking, playing games, and navigating around • On email list serves for his student organizations and fraternity 20 HOMETOWN Abilene, TX WANTS DIGITAL EXPERIENCE WITH UT TO FEEL INTERESTED IN TYPICAL DIGITAL EXPERIENCE WITH UT CURRENTLY Junior at UT WHY UT “utexas.edu” TYPES IN BROWSER UTEXAS.EDU 1. Simple and easy when taking care of classwork, forms, tasks, bills 2. Reliable and fast, especially in a pinch 3. Cool, by showing him interesting events on campus AGE + UT football season + His fraternity + Study abroad programs + Sweet gyms + Intramural sports ----------------------------------------------------------------- ----------------------------- DIGITAL HABITS BRYAN ARKIN CURRENT STUDENT BLACKBOARD REGISTRAR SERVICES CHECKING HIS GRADES UNIVERSITY WEBMAIL GETTING AROUND CAMPUS CAREER SERVICES ----------------------------------------------------------------- -----------------------------------------------------------------
    19. 19. BUILD utexas.edu Site Architecture
    20. 20. SEO Best Practices BUILD The homepage ranks #1 or #2 for branded keywords. To maintain this ranking over time we will need to: • Reduce homepage links from 154 links to under 100 • Eliminate 18 duplicate links on the homepage • Incorporate dynamic social media feeds and functionality
    21. 21. Server structure UTEXAS.EDU HOMEPAGE • Web Central • Shared UNIX hosting environment, • Hosting for www.utexas.edu and custom domains • Home/Core Pages in Drupal • Drupal 6 CMS launched in 2010 • Complex cache/push model from separate server • Complex rewrite mapping • UT Web Project • Replace 20-year-old infrastructure • Cloud-ready, high-availability service • Launch in 2014 • Offsite Emergency Website • DR/BC with limited content • Hosted by the kindness of peers 2002-2012; 3rd-party hosting in 2012 • Drupal in 2013 • CDN for www in the future?
    22. 22. Development UTEXAS.EDU HOMEPAGE Theme Modules Workflow Development process
    23. 23. DEVELOPMENT Theme Source: 2012 site analytics • Built from scratch • ZURB Foundation • Mobile first • Flexible grid
    24. 24. DEVELOPMENT Modules Hero Image Mega Menu
    25. 25. DEVELOPMENT Workflow One Proposed Workflow…
    26. 26. Local Environment Initial Build Springbox Staging ITS Staging / Bitbucket share ITS / Springbox Build ITS Build DEVELOPMENT Development process - Progression Documentation / Planning / QA
    27. 27. • Source Control – Bitbucket • Documentation / Collaboration with UX • Front-end homepage build • Integration of front-end homepage into Drupal – Defining of all modules – Build of modules – Build of pages • Front-end secondary pages build (We are HERE) • Integration of front-end homepage into Drupal – Defining of all modules – Build of modules – Build of pages • Continual Testing • Bug fixes • Deployment DEVELOPMENT Development process
    28. 28. VISITOR SATISFACTION ENGAGEMENT TRAFFIC VOLUME RETURNING TRAFFIC TRAFFIC FROM MOBILE DEVICES not yet measured implement one-question surveys, such as: “did you find what you were looking for?” 34% 11% mobile traffic 24%+ mobile traffic 10%+ returning visits returning visits 49% click-through rate 60%+ click-through rate 14%+ visits target & improve TRACKING SUCCESS Improving the homepage experience 2012 UT IN 3 YEARS 35.7% Of all .edu visits
    29. 29. Page 30 Questions?

    ×