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Higher Education: Making senior management take action

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Higher Education: Making senior management take action

  1. 1. Transforming the way senior management perceive digital Susan Farrell Head of Web & Mobile Services UCL
  2. 2. Founded in 1826 Ranked in the top five in the world 25,000 students from 140 countries Over 9000 staff 10 faculties London, Australia, Qatar and Kazakhstan
  3. 3. Challenge 1 – Thinking of the user journey
  4. 4. Challenge 2- One organisation or many?
  5. 5. Central Faculties Departments Hobbyists UCL Web Publishing Model Challenge 3 – Thousands of content editors
  6. 6. ucl.ac.uk/laws ucl.ac.uk/medical-sciences bartlett.ucl.ac.uk ucl.ac.uk/shs engineering.ucl.ac.uk/ ucl.ac.uk/populationhealth-sciences ucl.ac.uk/brain-sciences ucl.ac.uk/maps-faculty ucl.ac.uk/lifesciences-faculty ucl.ac.uk/ah Challenge 4 – No URL structure
  7. 7. UCL Unique URLS 999,981
  8. 8. Of those … 744,027 <5 page views in 2013
  9. 9. uses Silva - the centrally- supported CMS 40% of ucl.ac.uk ... includes over 700 sites involves over 3000 editors The rest of ucl.ac.uk ... uses Challenge 5 – Heterogeneous technology
  10. 10. Challenge 6 - Funding
  11. 11. Web & Mobile Services Team Structure Head of Web & Mobile Services Senior Web Architect Web Content & User Experience Manager Web Development Manager Web Developer Media Development & Support Officer Web Content and Service Officer Mobile Development & Support Officer Web Developer Web Developer
  12. 12.    
  13. 13. Without governance the strategy will be just another document; one containing some interesting – even visionary – ideas, but one that will languish in obscurity because it has no teeth. Quote from web governance proposal
  14. 14. Strategic view User and expert view Community engagement Web Services Strategy Group User and Advisory Groups External users Technology & Standardisation CMS User Group Developer network Web and mobile WebNet Meeting 3x a year Overseeing development and implementation of web and mobile strategies Providing user and expert view for development and implementation of web and mobile strategies and projects Building a web community with shared standards and values. Engendering ownership of, and commitment to, a world class UCL website Staff Students Information Services Governance Group Digital communications Governance structure
  15. 15. As the users’ experience of UCL’s web presence reinforces and shapes their perceptions of UCL as an institution, the total presence will consistently reflect the excellence and distinctiveness of UCL Vision for web
  16. 16. •User research and testing •Content audits, reviews and modelling •Information architecture •Web and interface design •Web and CMS development •CMS support and training •Search Engine Optimisation advice •Google Analytics advice Digital agency services:
  17. 17. Please!
  18. 18. We understand how UCL operates so we can instantly understand your requirements We provide a centrally-managed CMS with free website hosting We provide free training on the CMS Our free support does not end when the website is launched We have a development roadmap so you can take advantage of features developed for UCL Our prices are very competitive and are considerably less than commercial agencies. Why use our service?
  19. 19. The web is not strategic!
  20. 20. =
  21. 21. Digital is any technology that connects people and machines to each other and with information (Howard King)
  22. 22. Websites Social media Mobile apps E-newsletters Research profiles Research publications Digital includes: Library applications Student record system Application systems VLE
  23. 23. The environment is now the customer, not the organisation. It used to be that customers lived in a world of organisations. Now organisations live in a world of customers (Gerry McGovern)
  24. 24.    
  25. 25. As the users’ experience of UCL’s web presence reinforces and shapes their perceptions of UCL as an institution, the total presence will consistently reflect the excellence and distinctiveness of UCL Vision for web
  26. 26. Two main drivers
  27. 27. •Giving our students the best support, facilities and opportunities •Delivering excellent systems and processes in support of UCL’s vision •Communicating and engaging effectively with the world UCL 2034 strategic enablers
  28. 28. •A decline in engagement •Students express their criticisms •Decline in reputation •Falling behind competitors •Poor staff recruitment and retention •Improve customer engagement •Improve customer satisfaction •Reach more international students •Create new USPs •Impress with digital workplace Threats Opportunities
  29. 29. Get evidence
  30. 30. UCL’s web presence gives the ‘impression of a disconnected organisation’ … when comparing UCL’s web presence with that of leading competitors, it is clear that ‘competitors are doing significantly more with their web presence’ Extract from Precedent report
  31. 31. If there is one thing that can get senior management to change today it is the increasing dissatisfaction and disloyalty of their customers (Gerry McGovern)
  32. 32. Student experience
  33. 33.    
  34. 34. If you want to change your organisation’s digital direction, you cannot wait until you are given permission (Paul Boag)

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