All Together Now: Content & Collaboration in a Responsive Redesign

All Together Now Content & Collaboration in a Responsive Redesign Amy Lavoie Aura Seltzer Sara Wachter-Boettcher CONFAB CENTRAL 2014 / /

CONFAB CENTRAL 2014 Amy Lavoie Director of Digital Communications HARVARD COLLEGE ADMISSIONS & FINANCIAL AID Sara Wachter-Boettcher Content Strategist CONSULTANT Aura Seltzer Designer HAPPY COG

CONFAB CENTRAL 2014 1One Harvard

CONFAB CENTRAL 2014 Admissions Financial Aid Harvard College

CONFAB CENTRAL 2014 Admissions Harvard CollegeFinancial Aid

CONFAB CENTRAL 2014 11 One Place One Message One Source One Place One Message One Source Admissions Financial Aid Harvard CollegeOne Website

CONFAB CENTRAL 2014 from the Start Content

CONFAB CENTRAL 2014 First, we got to know the team…

CONFAB CENTRAL 2014 Shift perspective Foster collaboration Create alignment

Sketch from a student’s POV

Brainstorm beyond departments

Turn ideas into a strategic direction

CONFAB CENTRAL 2014 Then, we listened to our audiences.

CONFAB CENTRAL 2014 “It was a pain to use—not very intuitive and old-fashioned. It’s kind of drab and boring. — Harvard Applicants

CONFAB CENTRAL 2014 “There wasn’t a clear set of instructions. What do I need to do to apply? — Harvard Applicants

CONFAB CENTRAL 2014 “ — A Harvard Parent It’s been really nice to find out that Harvard is inviting, warm, loving— not snobby and exclusionary as you often believe it to be.

CONFAB CENTRAL 2014 “ — An Accepted Student When I went to the campus, I really had the gut feeling at Harvard and nowhere else.

CONFAB CENTRAL 2014 Strategy A Scalable

CONFAB CENTRAL 2014 Turn talented, diverse prospects into confident applicants—and successful Harvard students—with content that makes Harvard feel within reach, creates a sense of belonging, and clarifies the path from application to graduation.

CONFAB CENTRAL 2014 Turn talented, diverse prospects into confident applicants—and successful Harvard students—with content that makes Harvard feel within reach, creates a sense of belonging, and clarifies the path from application to graduation. v

CONFAB CENTRAL 2014 Turn talented, diverse prospects into confident applicants—and successful Harvard students—with content that makes Harvard feel within reach, creates a sense of belonging, and clarifies the path from application to graduation. v 220

CONFAB CENTRAL 2014 Sounds nice. But how?

CONFAB CENTRAL 2014 Show the real Harvard Make exploration easy Design stories, not pages

CONFAB CENTRAL 2014 All of our financial aid is awarded on the basis of demonstrated financial need—there are no academic, athletic or merit-based awards, and we meet the demonstrated need of every student, including international students, for all four years. We invite you to explore our web site for a detailed description of all aspects of our aid program, including our Harvard Financial Aid Initiative for low and moderate income students… All of our financial aid is awarded on the basis of demonstrated financial need—there are no academic, athletic or merit-based awards, and we meet the demonstrated need of every student, including international students, for all four years. We invite you to explore our web site for a detailed description of all aspects of our aid program, including our Harvard Financial Aid Initiative for low and moderate income students… Before Harvard-centric Distant Passive

CONFAB CENTRAL 2014 The real Harvard is... Dignified, but not stuffy Warm, but not casual Energetic, but not peppy Personal, but not intimate Intellectual, but not boring

CONFAB CENTRAL 2014 Your financial circumstances have never kept you from great achievement, and they will not keep you from Harvard. Applying for financial aid will not hinder your application, regardless of your citizenship. We provide the support you need to get here by working closely with you to understand your family’s individual circumstances. After Student-focused Direct Empowering

CONFAB CENTRAL 2014 Before Admissions Financial Aid Harvard College Overview Net Price Calculator Prospective Students Current Students Parents Resources Forms and Publications Contact Us About Harvard College Academics Admissions Advising and Counseling Dean of Harvard College Financial Aid Harvard College Directory Map of the Campus My.Harvard.edu Online Publications Parents Resources Student Life Today’s Harvard About Harvard Applying Financial Aid Visit Harvard

CONFAB CENTRAL 2014 After Harvard College About Admissions Financial Aid Academics Student & Residential Life

AFFORDABILITY (1.2.1.1) Content & Features Search About Financial Aid Academics Student & Residential LifeAdmissions Home > Admissions > Choosing Harvard > Logo AffordabilityAFFORDABILITY ACADEMIC ENVIRONMENT MEET US IN YOUR HOMETOWN LIVING AT HARVARD STUDENT ACTIVITIES FACULTY ENGAGEMENT ARTS & CULTURE RESEARCH OPPORTUNITIES LEADERSHIP & SERVICE ROTC <10%: The amount of their annual income families that make less than $150,000 are expected to contribute. Statistics and Facts 90%of American families would pay the same or more to send their children to a state school. More facts about Financial Aid > We are dedicated to making Harvard affordable, no matter your family’s situation. If you are accepted, we pledge to meet your demonstrated financial need—without loans. In fact, for 90 percent of American families, Harvard is less expensive than a state school. If you are an exceptional student but concerned about costs, we can help. MyHarvard Directory FAQs College Events 1 “Financial Aid” Propeller Video (60 se 1.1 Optional video caption 2 Crosslink to “Assessing Need” (1.3.1.2) 3 Crosslink to “Cost of Attendance” (1.3. 4 Statistics and Facts Module A highly visual area featuring distinguishin and figures will demonstrate how Harvard to make every student’s education accessib affordable. 4.1 Crosslink to “Fact Sheet” (1.3.1.3) 4.2 Crosslink to “Fact Sheet” (1.3.1.3) 5 Crosslinks to “Net Price Calculator” (1 5.1 Module includes the first two dropdow the calculator to lower barriers to entr show visitors how easy it is to start us calculator. The options in the second d down should change depending on th first selection. The full calculator shou prepopulate with the user’s already-co ed answers and pick up where the use 6 Mini Apply Module A repeatable module that calls prospectives begin the application process. Crosslinks to cation Process” (1.2.4). 6.1 Crosslinks to “What We Look For” (12. “Application Requirements” (1.2.4.1), an “Application Timeline” (1.2.4.2) The Affordability page emphasizes (from a that anyone who is accepted can attend. T great facts, and to link to the appropriate s Content & Features Caption for video: Ehendit que veliquos pa plitate cullesti a qui nobit, simagnim eicia vollige- nis nus apicien ducimai Iquodis evelit que. Financial Aid 1 4 2 3 1.1 4.1 4.2 “Our doors have long been open to talented students regardless of financial need but many students simply do not know or believe this. We are determined to change both the perception and the reality.” – President Emeritus Lawrence H. Summers Cost of Attendance Determining your need All of Harvard’s financial aid is awarded on the basis of demonstrated financial need. We consider many factors such as your/family income, assets, size of family, and unusual expenses to determine your financial aid package—which is carefully designed to ensure you can afford your education. A private college education is a significant endeavor for any family to undertake. We break down all the parts to help your planning: from tuition to Health Services fees, even with additional estimations for things like personal expenses. NPC Screenshot Start the Calculator Calculate Your Net Price Start Your Application Our Net Price Calculator will give you a quick estimate of the net cost of a year at Harvard and help you understand how Harvard can help. Begin here: We outline what we look for in our applicants, tell you what you’ll need to submit, and will help you stay on track so your application best represents you. 5.1 6.1 USA -- select -- What is your primary place of residence? What is your primary country of citizenship? 5 6

CONFAB CENTRAL 2014 …but content patterns aren’t content.

CONFAB CENTRAL 2014 Ownership Sharing

CONFAB CENTRAL 2014 Balance the load

CONFAB CENTRAL 2014 Make it feel achievable

Make space for participation

CONFAB CENTRAL 2014 Deliverables became tools Opinions became objectives Training became practice Rules became habits

CONFAB CENTRAL 2014 Unity Keeping

CONFAB CENTRAL 2014 Remind, realign, reassure

CONFAB CENTRAL 2014 How do we bring all these parts together?

CONFAB CENTRAL 2014 Content Designing for

CONFAB CENTRAL 2014 Art direction Hierarchy & priority Responsiveness & modularity

CONFAB CENTRAL 2014

Design for possibilities

Build with purpose

We did it!

CONFAB CENTRAL 2014 Mobile matters, more than ever.

CONFAB CENTRAL 2014 More visitors from mobile devices November 2012 – April 2013 17.8% November 2013 – April 2014 7.1%

CONFAB CENTRAL 2014 Content strategy drives success.

CONFAB CENTRAL 2014 Turn talented, diverse prospects into confident applicants—and successful Harvard students—with content that makes Harvard feel within reach, creates a sense of belonging, and clarifies the path from application to graduation.

CONFAB CENTRAL 2014 More applicants requested fee waivers v16.4% 2012 – 2013 22.7% 2013 – 2014

CONFAB CENTRAL 2014 “ — A Harvard Undergraduate It's less cluttered, the font is bigger, and pictures seem to pop more on the new website. There's definitely a warmer feel... The new profiles of bloggers give a better presented literal face of the student body.

CONFAB CENTRAL 2014 Turn talented, diverse prospects into confident applicants—and successful Harvard students—with content that makes Harvard feel within reach, creates a sense of belonging, and clarifies the path from application to graduation. v 220

CONFAB CENTRAL 2014 We are receiving fewer baseline questions, and operations are going more smoothly. Most of the questions are now application- related. We are funneling more specific and better questions to [College staff], because there is better information on the website. “ — Anthony Grant INFORMATION SERVICES SUPERVISOR, HARVARD COLLEGE ADMISSIONS VISITOR CENTER

CONFAB CENTRAL 2014 APRILOCTOBER New Site Fewer Financial Aid questions received by email 80 70 60 50 40 30 20 10

CONFAB CENTRAL 2014 APRILOCTOBER New Site Fewer Financial Aid questions received by email EARLY ACTION REGULAR DECISION FINANCIAL AID APPLICATION DUE80 70 60 50 40 30 20 10

CONFAB CENTRAL 2014 Learned What We

CONFAB CENTRAL 2014 Everyone is a content person. 1

CONFAB CENTRAL 2014 Our new website brings clarity to the admissions process and shows the affordability of a Harvard education in a way that was simply not possible before. I’m proud of the way we have brought the Harvard undergraduate community to life online. “ — William Fitzsimmons DEAN OF ADMISSIONS & FINANCIAL AID, HARVARD COLLEGE

CONFAB CENTRAL 2014 To go “responsive,” be responsive. 2

CONFAB CENTRAL 2014 Feedback loops prevent loose ends.

CONFAB CENTRAL 2014 3 Success is what’s sustainable.

CONFAB CENTRAL 2014 Choose perfection

CONFAB CENTRAL 2014 Choose perfectionChoose progress

CONFAB CENTRAL 2014 Content evolves, long after launch.

CONFAB CENTRAL 2014 Admissions Financial Aid a websiteBuild momentum

CONFAB CENTRAL 2014 Thank you! Amy Lavoie AALAVOIE@FAS.HARVARD.EDU college.harvard.edu Sara Wachter-Boettcher @SARA_ANN_MARIE sarawb.com Aura Seltzer @AURASELTZER happycog.com