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User centered thinking in higher ed communications


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User-centered thinking
in higher ed communications
Batu Sayici
Melissa Zuroff

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User centered thinking in higher ed communications

  1. User-centered thinking in higher ed communications Batu Sayici Melissa Zuroff
  2. Hello! @batusayici @MelissaZuroff
  3. Let’s talk about • Using research and data to establish a user-centered strategy • Determining the tools and team needed • Recognizing and exploring how to approach potential challenges
  4. User-centered design Designing a product or service around how users want or need to use it, rather than forcing them to change their behavior to accommodate your product or service.
  5. Before
  6. Internally driven communication mimicking organizational structure and language!
  7. The problem?
  8. Now
  9. A user-centered design and content strategy reflecting students’: 1. mental model 2. priorities 3. language
  10. How to get there in 4 steps
  11. Get management support and sponsorship. 1
  12. Challenges you might face • No budget/staff • Low awareness of benefits • Resistance to act • Organizational change
  13. Overcome the challenges • Show, don’t just tell. • Focus on projects that produce tangible results. • Involve stakeholders throughout the process of planning, execution, analysis, and reporting.
  14. Make your argument.
  15. Emphasize what a user-centered strategy enables • More effectively meeting organizational objectives • Better serving user needs • Better accountability
  16. Some resources on getting leadership buy-in:
  17. Build the right team. 2
  18. Identify the right people and skill sets… Visual Design UX Content Analyst
  19. …and foster their skills.
  20. Involve users (early) in the design process. 3
  21. Determine your process. Interviews Social Media Surveys Analytics Brainstorming Card sorting Surveys Analytics Usability tests
  22. Use your data to find what’s not working.
  23. Understand current experience and pain points.
  24. Simplify their journey.
  25. Talk their language. Avoid jargon and internal terminology.
  26. Check rough prototypes early.
  27. Test & iterate Quick and dirty is better than none.
  28. Here’s an example
  29. Tips for user tests • Use social media and email to create a pool of participants. • Offer desirable incentives. • Run small tests often. • Aim to make things better, not perfect.
  30. Some resources on testing:
  31. Measure and communicate results. 4
  32. 3 3.25 3.5 3.75 4 easy to find easy to understand enjoyable Before After Results
  33. To be more user-centered… Get management support and sponsorship. Build the right team. Involve users early in the design process. Measure and communicate results.
  34. –Steve Krug “When fixing problems, try to do the least you can do.” But also…
  35. Questions? @batusayici @MelissaZuroff