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2013 AMA Symposium Presentation: Dartmouth Site Redevelopment

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A showcase of a web redevelopment project for Dartmouth.

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2013 AMA Symposium Presentation: Dartmouth Site Redevelopment

  1. 1. Portrait of a Modern .EDU Website PREPARED FOR:November 11, 2013
  2. 2. Portrait of a Modern .Edu Website • Who We Are & What We Do • .Edu Sites Are Unique • Listening… Really Listening • Site Concerns = Bigger Issues • Setting Goals TODAY’S AGENDA • Strategy Development Informing UX • A Purposed & Fluid Visual Identity • Building It… Step-By-Step • Departmental DNA • Results & The Future
  3. 3. Who We Are & What We Do Portrait of a Modern .Edu Website
  4. 4. Portrait of a Modern .Edu Website Sarah Memmi Director of Editorial Services Dartmouth Gene Lewis Chief Creative Officer Digital Pulp
  5. 5. the digital pulp term ! a cushion of soft tissue on the palmar of the distal phalanx of a finger
  6. 6. Portrait of a Modern .Edu Website Harvard University DIGITAL PULP CLIENTS
  7. 7. Portrait of a Modern .Edu Website BASIC PROCESS
  8. 8. .Edu Sites Are Unique Portrait of a Modern .Edu Website
  9. 9. Portrait of a Modern .Edu Website ✓ The battle for home page supremacy ! ✓ Not all audiences are equal ! ✓ Taming the content beast ! ✓ Consensus building is good ! but... ! ✓ Let your flag fly .EDU CHALLENGES
  10. 10. Listening… Really Listening Portrait of a Modern .Edu Website Listening… Really Listening Portrait of a Modern .Edu Website
  11. 11. Portrait of a Modern .Edu WebsitePortrait of a Modern .Edu Website DISCOVERY ‣ The more input, the better ‣ Surveys are fantastic tools ‣ Let groups hear each other ‣ Document, document, document ‣ Town Halls are powerful
  12. 12. Portrait of a Modern .Edu WebsitePortrait of a Modern .Edu Website BY THE NUMBERS 500+ people interviewed 50+ departments & centers 500+ survey responses 2 town halls 60+ hours of interviews
  13. 13. Site Concerns = Bigger Issues Portrait of a Modern .Edu Website
  14. 14. Portrait of a Modern .Edu Website “It’s just a web site.”
  15. 15. TIP OF THE ICEBERG ‣ Brand work comes with the territory ‣ Leadership needs to define and own the mission & message ‣ Make it genuine or risk losing trust
  16. 16. Home Page
  17. 17. Portrait of a Modern .Edu Website DOWN THE RABBIT HOLE… BRAND, VOICE & NATURE SITE DESIGN & EXPERIENCE PRIORITIES
  18. 18. Portrait of a Modern .Edu Website CLEAR BRANDING = CLEAR MESSAGE = CLEAR PURPOSE
  19. 19. Setting Goals Portrait of a Modern .Edu Website
  20. 20. Portrait of a Modern .Edu Website “We need a better site.”
  21. 21. Portrait of a Modern .Edu Website REFINED GOALS 1. Reach and engage Prospective Students 2. Present a unified Dartmouth (not just undergrad) 3. Promote and elevate the school’s brand and message 4. Introduce a clean, modern and elegant User Experience 5. Elevate opportunity; discourage mandate 6. Deliver a great site - not just a great .edu site 7. Keep. It. Manageable.
  22. 22. Portrait of a Modern .Edu Website SUCCESS LOOKS LIKE… • Leadership is pleased with the results • Prospective and current students respond positively • Campus feels site represents the school • Admissions feedback is positive • Department & Center adoption is positive
  23. 23. Portrait of a Modern .Edu Website The site needs to expand and elevate Dartmouth's perceived stature in the minds of prospective students, parents, faculty and the world. ULTIMATELY…
  24. 24. Strategic Development Informing UX Portrait of a Modern .Edu Website
  25. 25. Portrait of a Modern .Edu Website WHATWE LEARNED ‣ Clarity and simplicity are paramount ‣ Focus on external audiences... but provide a path for internal audiences ‣ Employ the tactic of “show, don’t tell” ‣ Reflect the supportive & collaborative culture of the school ‣ Create a framework that can evolve ‣ Deliver impact
  26. 26. Portrait of a Modern .Edu Website ARCHITECTURE EVOLUTION Home Admissions Academics Research Global About Life on Campus
  27. 27. Portrait of a Modern .Edu Website MAKING IT DARTMOUTH Home Admissions Academics Research Global About Life on Campus These are generic and users will seek them out.
  28. 28. Portrait of a Modern .Edu Website MAKING IT DARTMOUTH Home Academics Research Global Life on Campus
  29. 29. Portrait of a Modern .Edu Website MAKING IT DARTMOUTH Home Academics Research Global Life on Campus Global content should be integrated throughout the site
  30. 30. Portrait of a Modern .Edu Website MAKING IT DARTMOUTH Home Academics Research Life on Campus
  31. 31. Portrait of a Modern .Edu Website MAKING IT DARTMOUTH Home Academics Research Life on Campus
  32. 32. Portrait of a Modern .Edu Website MAKING IT DARTMOUTH Home Academics Research Life on Campus Language Matters
  33. 33. Portrait of a Modern .Edu Website MAKING IT DARTMOUTH Home Education Research Life & Community Language Matters
  34. 34. Portrait of a Modern .Edu Website ARCHITECTURE = ESSENCE Home Education Research Life & Community
  35. 35. A Purposed Visual Identity Portrait of a Modern .Edu Website
  36. 36. Portrait of a Modern .Edu Website DESIGN DIRECTION Simple Modern Light Engaging …with a nod to tradition Clean
  37. 37. Portrait of a Modern .Edu Website A RESPONSIVE APPROACH
  38. 38. Building It… Step-By-Step Portrait of a Modern .Edu Website
  39. 39. Portrait of a Modern .Edu Website A PHASED APPROACH ‣ School year schedules demanded a fall debut for the site - but code and CMS weren’t ready ‣ Interim solutions can be messy - re-skinning was a key to success ‣ Don’t bite off more that you can chew - keep it simple ‣ Even responsive can be done in a “light” fashion.
  40. 40. Who We Are & What We Do Portrait of a Modern .Edu Website
  41. 41. Portrait of a Modern .Edu Website FALL 2012 SPRING 2013
  42. 42. Portrait of a Modern .Edu Website
  43. 43. Portrait of a Modern .Edu Website
  44. 44. Departmental DNA Portrait of a Modern .Edu Website
  45. 45. Portrait of a Modern .Edu Website DEPARTMENT IDENTITY IS CRITICAL ‣ Departments need a sense of self - independence is highly valued ‣ For their areas of expertise the parent brand plays a diminished role ‣ Department-level site resources are minimal ‣ Balancing support, visual design and even template types matters
  46. 46. Admissions Schools Centers Global Arts Athletics Giving | EDUCATION | RESEARCH | LIFE & COMMUNITY PeopleGraduate Program Research Areas Societies & Labs News & Events EDUCATION The Department of Biological Sciences Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. photo: Student, Caylean Carey photo: Professor, Kevin Petersonphoto: inspirational Welcome Class of 2016! Professor Peart's open house presentation to the incoming class of 2016 an accompanying handout now available. Congratulations and welcome to Dartmouth Class of 2016! Best Presentation Award at Society for Freshwater Science Cayelan Carey '06 has just won the 2012 Best Oral Presentation in Applied Research at the Society for Freshwater Science meeting. Prof. Peterson: Understanding the Evolution of Mammals Professor Kevin Peterson is featured in a Nature article "Phylogeny: Rewriting evolution"for his work using microRNAs to understand the evolution of mammals. Undergraduate Studies Contact
  47. 47. Admissions Schools Centers Global Arts Athletics Giving | EDUCATION | RESEARCH | LIFE & COMMUNITYEDUCATION The Institute for Writing & Rhetoric Christiane Donahue, Ph.D. Director, Institute for Writing and Rhetoric Associate Professor of Linguistics Teaching "I am interested in combining French functional linguistics and discourse analysis with composition-rhetoric scholarship, my research interests include cross-cultural and cross-disciplinary analysis, pluringuality and internationalization, genre study, and the development of multi-method research approaches drawn from European and United States traditions." Writing 5 French Linguistics 1 & 2 View Resume/CV Speaking Engagements 9th IAIMTE International Conference UPEC: Université Paris-Est Créteil / France, Institut Universitaire 603-555-5555 c.donahue@dartmouth.edu PeopleGraduate Program Prizes & Awards Materials & Support News & EventsUndergraduate Studies Contact < back to list
  48. 48. Portrait of a Modern .Edu Website
  49. 49. Portrait of a Modern .Edu Website
  50. 50. Portrait of a Modern .Edu Website
  51. 51. Results & The Future Portrait of a Modern .Edu Website
  52. 52. Portrait of a Modern .Edu Website RESULTS
  53. 53. Portrait of a Modern .Edu Website ‣ Mandates don’t work; carrot - not stick ‣ Build the argument with substance ‣ Strong internal leadership cannot be underestimated ‣ Respect for each individual and an acknowledgement of the challenges they face will yield cooperation ‣ Be bold and stay the course (this is a super marathon, not a 100m dash) ADDITIONAL LEARNING
  54. 54. Portrait of a Modern .Edu Website Thank You. Sarah Memmi Director of Editorial Services Dartmouth Gene Lewis Chief Creative Officer Digital Pulp Gene@DigitalPulp.comSarah.A.Memmi@dartmouth.edu

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