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You Broke It, You Bought It



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You Broke It, You Bought It

  1. 1. image: #mpd3 @bozamozam
  2. 2. Hi.
  3. 3. Tim Senft Web Content Strategist ILR School @bozamozam
  4. 4. Working for an academic institution. Migrating a website.
  5. 5. image:
  6. 6. image: • Speech Writer • Government Relations • PR and Marketing • Web Communications • Migrate from a static site to CMS (Adobe CQ) • Bringing groups and sites from outside into a single system
  7. 7. +1 +1x +1n
  8. 8. ILR not IRL (but IRL)
  9. 9. The New York State School of Industrial and Labor Relations
  10. 10. I Love Reading? • Branding problem • Long history in Labor • Active HR Alumni • Strong faculty • Conflicting views on what the school is “selling” and offering
  11. 11. SILOS!
  12. 12. Labor HR UG GRAD Professional SILOS! Faculty
  13. 13. CommonSpot Drupal image: Rube Goldberg image: David Scott Smith -
  14. 14. Agile Shop. image:
  15. 15. (not agile) Hard Deadline January 15, 2015 Agile Shop. image:
  16. 16. image:
  17. 17. Most Valuable Player≠ image:
  18. 18. Most Valuable Player≠ Minimum Viable Product= image:
  19. 19. MVP Content Strategy • Thorough content inventory • finished but after launch • Work as much with clients/stakeholders as possible given the timeframe • Rethink / Rewrite / Reorg, Move As Is • Migrate content (Strategery?)
  20. 20. Pro • Identify content that doesn’t need to be migrated • Improve the contributor experience • Improve site reliability • Everyone has to go along with it • Must finish the task • No matter what, produce something new
  21. 21. Con • Not flexible if things change • It really is a minimum product • No time for content assessment • No time for content rewrites • No time for content collection
  22. 22. A Bare Bones Strategy(not the company that makes BBEdit)
  23. 23. The Website • Limited content types. Got specific. • Built in tagging system to help meet use cases • Created categories to increase functionality • Used publishing options (featured, sticky) to create additional use cases • Mobile first • Limited theming • Basic Cornell University branding • Limited navigation • Kept side navigation operation same in mobile as desktop
  24. 24. User Roles • First piece of culture change • Limited number of user roles (admin, contributor) • A few specialty user roles for specific functionality • Contributors have the ability to edit the whole site • Everyone on their best behavior • Encouraging content exchange across the site • Encouraging familiar user experience
  25. 25. Migrate, Migrate, Migrate image:
  26. 26. The Good • Site launched “on time” • Essential content was in • Site is on Acquia and has had no downtime • Spawned conversations with stakeholders (not all positive) • Identified key projects moving forward • Set priorities • Identified areas where we need to improve as a team • Implemented change
  27. 27. The Bad • Broken things (are now fixed) • Not good client interaction • Loss of trust (all the trust) • Content STILL needs a rewrite • Things were moved, but not necessarily in the best places
  28. 28. The Ugly ● Angry people were angry ● Mean people were mean ● Two stakeholders moved properties elsewhere ● Some groups wouldn’t/couldn’t speak to us ● Town halls to listen to complaints ● Had to focus on HiPPO needs, eroding trust in other groups ● Build some functionality that’s no longer used (attrition) ● 3-6 Months cleaning up the mess
  29. 29. Student Feedback• 3 months after launch • 38 Undergraduate and 3 Graduate students interviewed • 25 of those polled had used the new website since January 15 • 17 had not. Roughly 40%. • Of that 25: • 18 liked the new website • 2 strongly did not • 5 were ambivalent toward it • Of that 25: • 17 found what they were looking for • 8 did not and had to go through some other means to get it, i.e call or visit associated office
  30. 30. Culture Change
  31. 31. Hyper-engaged Stakeholders
  32. 32. More Purposeful Meetings • Weekly project meetings with major stakeholders • Groups with identifiable goals/outcomes • Representatives from individual silos • Acknowledge school-wide needs, not just silo
  33. 33. Group Hug • Involve everyone in the process • Micro-managing (hopefully) turns to trust
  34. 34. Build Trust • You are starting at zero • Incremental growth gives an opportunity to prove yourselves again and again
  35. 35. Change the Process • Broke work down into smaller stories • Created an order to our work that is shared with all stakeholders (REQ, U/X, ENG, ART) • Created in-team quality control/review https://
  36. 36. Inform Stakeholders
  37. 37. Include Stakeholders
  38. 38. Avoid the Pitfall of Saying “No” • We know what it takes to do this and some things sound crazy. • Identify the real need.
  39. 39. Testing and Data • Stakeholders acknowledge data is important • Want to use it to identify strengths/weaknesses • Want more
  40. 40. Student Testing
  41. 41. Student Testing • 17 students / 20 minute test time • Look is ok • Search is how they find things • Google and site search • Don’t see our left hand navigation • Don’t need to use the site • Other resources available to them to do specific tasks (Handshake, Cornell Courses, etc) • They want student stories ALWAYS • Admissions primary driver (UG, Grad, Professional)
  42. 42. +1 +1x +1n
  43. 43. Thank you!
  44. 44. Tim Senft Web Content Strategist ILR School @bozamozam

Editor's Notes

  • the process and methods of moving a site from commonspot to Drupal - the pros and cons of moving a site quickly without ideal input - the content strategy behind this kind of move - the process of migrating content - how to clearly identify their audiences and stakeholders - how to foster culture change in your organization after something goes wrong
  • Later i will be telling the very nerdy story about my twitter handle if you’re interested.
  • I want to issue a trigger warning before i really start because i’m going to be talking about the process of migrating a website at a higher ed institution, which may have been traumatic for so many here.
  • came from NYU almost 2 years ago. i was a speech writer, government relations, marketing and pr. moved to webcom to help with migration from static site to content management system (Adobe CQ, part of their web experience manager), bringing in groups from outside into a single system, creating a new architecture.
  • came from NYU almost 2 years ago. i was a speech writer, government relations, marketing and pr. moved to webcom to help with migration from static site to content management system (Adobe CQ, part of their web experience manager), bringing in groups from outside into a single system, creating a new architecture.
  • and then we had another one. i promise you this is important. i’m not just talking about my kids. i’ll get to it in a few minutes.
  • ilr not irl - ilr irl
  • ilr not irl - ilr irl
  • migration from a content management system to ANOTHER cms, outside hosting solution
  • Take your expected launch date and add six months, we gave them ours and they took 6 off.
  • Basic page, news, events (events are giving us trouble), people, promos, videos, registration, courses)
  • Bulk of this work on us/me. Had some help, but not that much.
  • And now we get to the aftermath
  • We lost some people and because of that they showed us what work we didn’t need to do.
  • I didn’t take the brunt of this, but if you see David DeMello, give him a hug.
  • More meetings, but with specific purpose
  • one kid is simple, easy to maintain. two kids is a little more complex. you’ve probably got more going on. there are more political conversations
    three kids is a mess.

    beyond three, someone is always unhappy. you understand that “things get broken.” nothing is ever “finished.”
  • And then just when you think you’ve got it figured out, someone gets you to take their dog.
  • ×