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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
CONFAB CENTRAL 2014
Shift perspective
Foster collaboration
Create alignment
Sketch from a student’s POV
CONFAB CENTRAL 2014
Shift perspective
Foster collaboration
Create alignment
Brainstorm beyond departments
CONFAB CENTRAL 2014
Shift perspective
Foster collaboration
Create alignment
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
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
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
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
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
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
Show the real Harvard
Make exploration easy
Design stories, not pages
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
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
CONFAB CENTRAL 2014
Show the real Harvard
Make exploration easy
Design stories, not pages
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 ex-
penses 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
Art direction
Hierarchy & priority
Responsiveness & modularity
CONFAB CENTRAL 2014
Art direction
Hierarchy & priority
Responsiveness & modularity
CONFAB CENTRAL 2014
Art direction
Hierarchy & priority
Responsiveness & modularity
CONFAB CENTRAL 2014
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
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
More applicants
requested fee waivers
v16.4%
2012 – 2013
22.7%
2013 – 2014
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
“
— 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
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

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All Together Now: Content & Collaboration in a Responsive Redesign

  • 1. All Together Now Content & Collaboration in a Responsive Redesign Amy Lavoie Aura Seltzer Sara Wachter-Boettcher CONFAB CENTRAL 2014 / /
  • 2. 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
  • 4.
  • 5.
  • 7. CONFAB CENTRAL 2014 Admissions Harvard CollegeFinancial Aid
  • 8. CONFAB CENTRAL 2014 11 One Place One Message One Source One Place One Message One Source Admissions Financial Aid Harvard CollegeOne Website
  • 9. CONFAB CENTRAL 2014 from the Start Content
  • 10. CONFAB CENTRAL 2014 First, we got to know the team…
  • 11. CONFAB CENTRAL 2014 Shift perspective Foster collaboration Create alignment
  • 12. CONFAB CENTRAL 2014 Shift perspective Foster collaboration Create alignment
  • 13. Sketch from a student’s POV
  • 14. CONFAB CENTRAL 2014 Shift perspective Foster collaboration Create alignment
  • 16. CONFAB CENTRAL 2014 Shift perspective Foster collaboration Create alignment
  • 17. Turn ideas into a strategic direction
  • 18. CONFAB CENTRAL 2014 Then, we listened to our audiences.
  • 19. CONFAB CENTRAL 2014 “It was a pain to use—not very intuitive and old-fashioned. It’s kind of drab and boring. — Harvard Applicants
  • 20. CONFAB CENTRAL 2014 “There wasn’t a clear set of instructions. What do I need to do to apply? — Harvard Applicants
  • 21. 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. 
  • 22. CONFAB CENTRAL 2014 “ — An Accepted Student When I went to the campus, I really had the gut feeling at Harvard and nowhere else.
  • 24. 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.
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. CONFAB CENTRAL 2014 Sounds nice. But how?
  • 30. CONFAB CENTRAL 2014 Show the real Harvard Make exploration easy Design stories, not pages
  • 31. CONFAB CENTRAL 2014 Show the real Harvard Make exploration easy Design stories, not pages
  • 32. 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
  • 33. 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
  • 34. 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
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. CONFAB CENTRAL 2014 Show the real Harvard Make exploration easy Design stories, not pages
  • 39. 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
  • 40. 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
  • 41. CONFAB CENTRAL 2014 After Harvard College About Admissions Financial Aid Academics Student & Residential Life
  • 42. CONFAB CENTRAL 2014 Show the real Harvard Make exploration easy Design stories, not pages
  • 43. 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 ex- penses 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
  • 44. CONFAB CENTRAL 2014 …but content patterns aren’t content.
  • 47. CONFAB CENTRAL 2014 Make it feel achievable
  • 48. Make space for participation
  • 49. CONFAB CENTRAL 2014 Deliverables became tools Opinions became objectives Training became practice Rules became habits
  • 51. CONFAB CENTRAL 2014 Remind, realign, reassure
  • 52.
  • 53.
  • 54.
  • 55. CONFAB CENTRAL 2014 How do we bring all these parts together?
  • 57. CONFAB CENTRAL 2014 Art direction Hierarchy & priority Responsiveness & modularity
  • 58. CONFAB CENTRAL 2014 Art direction Hierarchy & priority Responsiveness & modularity
  • 59.
  • 60. CONFAB CENTRAL 2014 Art direction Hierarchy & priority Responsiveness & modularity
  • 61.
  • 62.
  • 63.
  • 64.
  • 65. CONFAB CENTRAL 2014 Art direction Hierarchy & priority Responsiveness & modularity
  • 66.
  • 68.
  • 69.
  • 74.
  • 75. CONFAB CENTRAL 2014 Mobile matters, more than ever.
  • 76. CONFAB CENTRAL 2014 More visitors from mobile devices November 2012 – April 2013 17.8% November 2013 – April 2014 7.1%
  • 77. CONFAB CENTRAL 2014 Content strategy drives success.
  • 78. 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.
  • 79. 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
  • 80. CONFAB CENTRAL 2014 More applicants requested fee waivers v16.4% 2012 – 2013 22.7% 2013 – 2014
  • 81. 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
  • 82. 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.
  • 83. 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
  • 84. 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
  • 85. CONFAB CENTRAL 2014 APRILOCTOBER New Site Fewer Financial Aid questions received by email 80 70 60 50 40 30 20 10
  • 86. 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
  • 88. CONFAB CENTRAL 2014 Everyone is a content person. 1
  • 89. 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
  • 90. CONFAB CENTRAL 2014 To go “responsive,” be responsive. 2
  • 91. CONFAB CENTRAL 2014 Feedback loops prevent loose ends.
  • 92. CONFAB CENTRAL 2014 3 Success is what’s sustainable.
  • 94. CONFAB CENTRAL 2014 Choose perfectionChoose progress
  • 95. CONFAB CENTRAL 2014 Content evolves, long after launch.
  • 96. CONFAB CENTRAL 2014 Admissions Financial Aid a websiteBuild momentum
  • 97. CONFAB CENTRAL 2014 Admissions Financial Aid a websiteBuild momentum
  • 98. 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