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You Broke It, You Bought It

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Presentation I gave at Higher Ed Web 2016 about how the ILR site redesign fostered culture change in the administration of the school.

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You Broke It, You Bought It

  1. 1. image: http://www.meschinohealth.com/ #mpd3 @bozamozam
  2. 2. Hi.
  3. 3. Tim Senft Web Content Strategist ILR School tls245@cornell.edu @bozamozam
  4. 4. Working for an academic institution. Migrating a website.
  5. 5. image: http://nyuniversity.tumblr.com/
  6. 6. image: http://nyuniversity.tumblr.com/ • Speech Writer • Government Relations • PR and Marketing • Web Communications • Migrate NYU.edu 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) https://cornell.widencollective.com
  9. 9. The New York State School of Industrial and Labor Relations http://kheelcenter.tumblr.com/
  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 - http://www.spacebase8.com/
  14. 14. Agile Shop. image: http://smokejumperstrategy.com/
  15. 15. (not agile) Hard Deadline January 15, 2015 Agile Shop. image: http://smokejumperstrategy.com/
  16. 16. image: http://upstate.apaleagues.com/
  17. 17. Most Valuable Player≠ image: http://upstate.apaleagues.com/
  18. 18. Most Valuable Player≠ Minimum Viable Product= image: http://upstate.apaleagues.com/
  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 http://www.higheredgeek.com/
  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 http://www.albany.asn.au/
  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: http://www.maxisciences.com/
  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 https://www.aliexpress.com
  31. 31. Hyper-engaged Stakeholders http://aboutislam.net
  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 https://www.usability.gov
  33. 33. Group Hug • Involve everyone in the process • Micro-managing (hopefully) turns to trust https://reachingforsoul.wordpress.com
  34. 34. Build Trust • You are starting at zero • Incremental growth gives an opportunity to prove yourselves again and again http://rhapsodystrategies.com/
  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://http://www.discoverwildlife.com
  36. 36. Inform Stakeholders http://www.shutterstock.com/
  37. 37. Include Stakeholders https://www.sivers.org
  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 http://memory-beta.wikia.com/wiki/Data
  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 tls245@cornell.edu @bozamozam

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