BETTER WEB PROJECTS THROUGH

STRATEGY
PRESENTED AT

HIGHEDWEB 2013
@DougGapinski
mStoner.com
SHARE
#heweb13

#wrk6
STEAL
slideshare.net/thedougco
The Plan and the Pattern
Five Strategic Questions for Better Web Work
Strategy Exercise
Analytics
Prototyping
Design

Content

TACTICAL
Online Advertising

User Testing

Social Media

Development
Analytics
Prototyping
Design

Content

TACTICAL
Online Advertising

User Testing

Social Media

Development
Strategy = Winning
Strategy ≠ Managing
STRATEGY
IS
A PLAN
“Strategy is the creation of a
unique and valuable position.”
– Michael E. Porter,
Harvard Business School

Source: hbr.or...
In higher education, a strategic web project
strengthens the position of your institution.
trincoll.edu/urbanglobal
futurity.org
itap.purdue.edu/studio
STRATEGY IS A PATTERN
“An emergent strategy is a pattern of action
that develops over time in an organization...
despite a mission and goals.”
–...
If you built your site with:
responsive web design,
accessibility compliance,
speed optimization,
and configured site searc...
... you have an emergent web strategy.
The emergent web strategy is to serve
content to everyone from any device.
Emergent strategies exist
even if they go unobserved.
Building on patterns that already work
means a higher chance of success.
FIVE STRATEGIC QUESTIONS
(for better web projects)
1
How does your web project relate to your
organization’s mission and financial goals?
MISSION
FINANCIAL GOALS
YOUR PROJECT
MISSION + RECRUITMENT
“We are more urban
and global than other
liberal arts colleges.”

trincoll.edu/urbanglobal
MISSION + RESEARCH
“We are one of the
world’s top research
universities.”

futurity.org
MISSION + CLASSROOM EXPERIENCE
“Our teaching
combines locationbased and online
learning.”

itap.purdue.edu/studio
2
Who is the primary audience
for your project?
THE TYRANNY OF .EDU AUDIENCES
Traditional Age Students
Transfer Students
International Students
Graduate Students
Continui...
We’re about to look at a degree page example.
Real names have been replaced with
emoji cat heads to protect the innocent.
LET’S DO IT AGAIN.
= PROSPECTIVE STUDENTS
= CURRENT STUDENTS
Source: xkcd.com
THINGS THAT STRENGTHEN THE POSITION OF A UNIVERSITY
WITH PROSPECTIVE STUDENTS

A modified version of: xkcd.com/773
THAT’S

WEB STRATEGY
( LOVINGLY SET IN COMIC SANS)
3
How can your project make a
bigger statement beyond the web?
ampersandbox.wm.edu
capitol.edu
augustana.edu/goodfit
4
When can you get feedback
from your audience?
Knowing who ≠ knowing what they want
Primary audience:
Brown University fanatics

Primary purpose:
a place for them celebrate, share, and explore
We conducted interviews before prototyping,
in person at the Brown University campus.
We conducted user tests on prototypes
(using gotomeeting.com).
We performed task-based usability tests with
both Chalkmark and usertesting.com.
The Brown team will monitor analytics, social
activity and content submissions post-launch.
5
How can you sustain the
content needs of your web site?
The content is the ecosystem.
Without it, all you have is a landscape.
Beyond a broad strategy,
you’re going to need a content strategy ...
... and dedicated time for content
creation and curation.
Luckily, @radiofreegeorgy is here
to talk about content strategy next.
THE
EXERCISE
For a project in flight, or one you’ve
completed, answer the five questions.
How does your web project relate to your
organization’s mission and financial goals?
Who is the primary audience for your p...
THANKS
@DougGapinski
Better Web Projects Through Strategy
Better Web Projects Through Strategy
Better Web Projects Through Strategy
Better Web Projects Through Strategy
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Better Web Projects Through Strategy

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As people who work on the web we tend to get mostly tactical assignments, such as development of specific features, content, or visuals. How can thinking strategically lead to better success with web projects?

Published in: Design, Business, Technology

Better Web Projects Through Strategy

  1. 1. BETTER WEB PROJECTS THROUGH STRATEGY
  2. 2. PRESENTED AT HIGHEDWEB 2013
  3. 3. @DougGapinski
  4. 4. mStoner.com
  5. 5. SHARE #heweb13 #wrk6
  6. 6. STEAL slideshare.net/thedougco
  7. 7. The Plan and the Pattern Five Strategic Questions for Better Web Work Strategy Exercise
  8. 8. Analytics Prototyping Design Content TACTICAL Online Advertising User Testing Social Media Development
  9. 9. Analytics Prototyping Design Content TACTICAL Online Advertising User Testing Social Media Development
  10. 10. Strategy = Winning
  11. 11. Strategy ≠ Managing
  12. 12. STRATEGY IS A PLAN
  13. 13. “Strategy is the creation of a unique and valuable position.” – Michael E. Porter, Harvard Business School Source: hbr.org
  14. 14. In higher education, a strategic web project strengthens the position of your institution.
  15. 15. trincoll.edu/urbanglobal
  16. 16. futurity.org
  17. 17. itap.purdue.edu/studio
  18. 18. STRATEGY IS A PATTERN
  19. 19. “An emergent strategy is a pattern of action that develops over time in an organization... despite a mission and goals.” – Henry Mintzberg, McGill University Source: http://bit.ly/1cijx6O
  20. 20. If you built your site with: responsive web design, accessibility compliance, speed optimization, and configured site search ...
  21. 21. ... you have an emergent web strategy.
  22. 22. The emergent web strategy is to serve content to everyone from any device.
  23. 23. Emergent strategies exist even if they go unobserved.
  24. 24. Building on patterns that already work means a higher chance of success.
  25. 25. FIVE STRATEGIC QUESTIONS (for better web projects)
  26. 26. 1 How does your web project relate to your organization’s mission and financial goals?
  27. 27. MISSION FINANCIAL GOALS YOUR PROJECT
  28. 28. MISSION + RECRUITMENT “We are more urban and global than other liberal arts colleges.” trincoll.edu/urbanglobal
  29. 29. MISSION + RESEARCH “We are one of the world’s top research universities.” futurity.org
  30. 30. MISSION + CLASSROOM EXPERIENCE “Our teaching combines locationbased and online learning.” itap.purdue.edu/studio
  31. 31. 2 Who is the primary audience for your project?
  32. 32. THE TYRANNY OF .EDU AUDIENCES Traditional Age Students Transfer Students International Students Graduate Students Continuing Ed Students Noncredit Students Parents Current Students Alumni Faculty Staff Businesses Peer Institutions Job Seekers
  33. 33. We’re about to look at a degree page example. Real names have been replaced with emoji cat heads to protect the innocent.
  34. 34. LET’S DO IT AGAIN.
  35. 35. = PROSPECTIVE STUDENTS = CURRENT STUDENTS
  36. 36. Source: xkcd.com
  37. 37. THINGS THAT STRENGTHEN THE POSITION OF A UNIVERSITY WITH PROSPECTIVE STUDENTS A modified version of: xkcd.com/773
  38. 38. THAT’S WEB STRATEGY ( LOVINGLY SET IN COMIC SANS)
  39. 39. 3 How can your project make a bigger statement beyond the web?
  40. 40. ampersandbox.wm.edu
  41. 41. capitol.edu
  42. 42. augustana.edu/goodfit
  43. 43. 4 When can you get feedback from your audience?
  44. 44. Knowing who ≠ knowing what they want
  45. 45. Primary audience: Brown University fanatics Primary purpose: a place for them celebrate, share, and explore
  46. 46. We conducted interviews before prototyping, in person at the Brown University campus.
  47. 47. We conducted user tests on prototypes (using gotomeeting.com).
  48. 48. We performed task-based usability tests with both Chalkmark and usertesting.com.
  49. 49. The Brown team will monitor analytics, social activity and content submissions post-launch.
  50. 50. 5 How can you sustain the content needs of your web site?
  51. 51. The content is the ecosystem. Without it, all you have is a landscape.
  52. 52. Beyond a broad strategy, you’re going to need a content strategy ...
  53. 53. ... and dedicated time for content creation and curation.
  54. 54. Luckily, @radiofreegeorgy is here to talk about content strategy next.
  55. 55. THE EXERCISE
  56. 56. For a project in flight, or one you’ve completed, answer the five questions.
  57. 57. How does your web project relate to your organization’s mission and financial goals? Who is the primary audience for your project? How does (or how could) your project make a bigger statement beyond the web? When did (or could) you get feedback from your audience? How do (or will) you sustain the content needs of your site?
  58. 58. THANKS @DougGapinski

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