Pma presentation for loreen annperitz

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Pma presentation for loreen annperitz

  1. 1. A Redesigned Homepage for the Leo T. Kissam Memorial Library at Fordham Law SchoolLoreen PeritzSyracuse UniversityApril 25, 2011<br />
  2. 2. Project Plan,Marketing Plan, &Assessment Planfor Law Library Homepage Redesign Project<br />
  3. 3. Project Plan<br />
  4. 4. Eiseman and Skalbeck Evaluation CriteriaThe Law Library decided to redesign its homepage in order to meet the evaluation criteria in the Eiseman and Skalbeck article Top 10 Law School Home Pages of 2010 The purpose of the homepage redesign is not only to meet the evaluation criteria but, more importantly, to better serve the needs of the Law Library user community<br />
  5. 5. Law Library MissionEnhancing the usability of the homepage is directly related to the educational mission of the Law Library which is the scholarship of the faculty and the education of the studentsThe homepage is the portal to the Law Library’s electronic legal databases – legal education and production of scholarly works are impacted by homepage usability<br />
  6. 6. Website Usability TestingThe Law Library will engage in usability testing to determine the needs of homepage users: law students, law faculty, law librarians, alumni, and law school staffWebsite usability testing - libraries use test data to make informed decisions about what website design elements users find both worthwhile and easy to use<br />
  7. 7. Website Usability TestingTo conduct usability tests, the Law Library will recruit six homepage users: two law students, two members of the law faculty, and two law librarians in order to gather a variety of user perspectivesWith the Eiseman and Skalbeck criteria in mind, the Law Library will ask test participants to engage in predefined legal research tasks using the homepageWhile performing legal research tasks, test participants will be asked to simultaneously “think aloud” about what is good and bad about the homepage <br />
  8. 8. Stakeholders and Project Risk AnalysisKey internal stakeholders – law librarians and Law Library staff Key external stakeholders – law students, law faculty, law school staff, and law school alumni Service users – the same as the external and internal stakeholders Project risk analysis – the most significant risks are technical and process risks but benefits of homepage redesign outweigh any possible risks<br />
  9. 9. Goal/Outcome # 1Goal # 1: In support of the scholarship of the faculty and the education of the students, and in order to further the Law Library’s mission of remaining at the forefront of technological change, the redesigned Law Library homepage will increase the ease and efficiency of legal research leading to increased publications of scholarly works by homepage users Outcome # 1: Law students, law faculty, and law librarians using the redesigned homepage will publish 10% more scholarly works (as compared to the number of scholarly works published using the original Law Library homepage)<br />
  10. 10. Goal/Outcome # 2Goal # 2: The redesigned Law Library home page will enable users to conduct effective and efficient legal researchOutcome # 2: Law students, law faculty, and law librarians using the redesigned Law Library home page will conduct legal research 25% faster (as compared to research conducted using the original Law Library home page)<br />
  11. 11. Goal/Outcome # 3Goal # 3: The redesigned Law Library home page will provide comprehensive, and easily accessed, information about the Law Library and the services it offersOutcome # 3: 100% of the users of the redesigned Law Library home page will find 100% of the information they are seeking regarding library location, library hours, and the availability of Law Library reference, research, and ancillary library services<br />
  12. 12. Budget The total project budget is $8,000.00 dollars and is comprised solely of staff time<br />
  13. 13. Responsible PartiesThe Law Library’s Head of Reference Services (“HRS”) will be the primary responsible party for the homepage redesign projectThe Law Library’s Manager for Systems and Technology (“IT”) will be responsible for the computer systems aspects of the homepage redesign project<br />
  14. 14. Timeline and ConclusionThe usability testing will begin in early May and the final revisions to the homepage will occur before the end of July The homepage redesign project is a good project for the Law Library because it directly relates to the core mission of the law library, it has clearly defined and easily measured outcomes, and the homepage redesign will benefit all homepage users in the Fordham law school community <br />
  15. 15. Marketing Plan<br />
  16. 16. Word of Mouth MarketingThe Law Library will implement a word-of-mouth (“WOM”) marketing plan to market the redesigned homepage<br />
  17. 17. Marketing ToolsWOM marketing campaign – The Law Library will recruit influential online speakers in each of its target audience groups to:1) make positive referrals to the Law Library homepage2) convince members of their target group to also make positive homepage referrals <br />
  18. 18. Marketing ToolsThe Law Library will facilitate WOM marketing by embedding referrals to the homepage in the Law Library’s already existing communications channelsThe Law library will encourage the WOM marketing campaign, and build brand loyalty, by distributing homepage promotional items<br />
  19. 19. Sequential Steps - Law Library WOM Marketing Campaign<br />
  20. 20. Sequential Steps - Law Library WOM Marketing Campaign<br />
  21. 21. Marketing Goal/Outcome # 1Marketing Goal # 1: Through WOM marketing, the Law Library delivers the message to its user community that the redesigned Law Library homepage enables homepage users to conduct legal research with greater ease and efficiencyMarketing Outcome # 1: 20% of homepage users engage in WOM marketing about the fact that the redesigned Law Library homepage enables users to conduct legal research with greater ease and efficiency; 100% of homepage users say that they are aware of this improvement to the Law Library homepage<br />
  22. 22. Marketing Goal/Outcome # 2Goal # 2: The redesigned Law Library home page will provide comprehensive, and easily accessed, information about the Law Library and the services it offersOutcome # 2: 100% of the users of the redesigned Law Library home page will find 100% of the information they are seeking regarding library location, library hours, and the availability of Law Library reference, research, and ancillary library services<br />
  23. 23. Target Marketing AudiencesInternal audiences – law librarians and Law Library staffExternal audiences – law students, law faculty, and law school alumni<br />
  24. 24. Homepage Marketing Slogan“NEW YORK IS MY CAMPUS. FORDHAM IS MY SCHOOL. THIS IS MY HOMEPAGE LAWLIB1.LAWNET.FORDHAM.EDU.”<br />
  25. 25. Key MessagesLaw Library staff, including law librarians – “SUPERIOR SERVICE: OUR STAFF, OUR LIBRARY, OUR HOMEPAGE. THIS IS MY HOMEPAGE - LAWLIB1.LAWNET.FORDHAM.EDU.”<br />
  26. 26. Key MessagesLaw faculty – “YOU DEMAND EXCELLENCE FROM YOUR STUDENTS – DEMAND IT FROM YOUR HOMEPAGE. THISIS MY HOMEPAGE - LAWLIB1.LAWNET.FORDHAM.EDU.”<br />
  27. 27. Key MessagesLaw students – “YOU HAVE QUESTIONS – YOU NEED ANSWERS – GET THEM HERE. THISIS MY HOMEPAGE – LAWLIB1.LAWNET.FORDHAM.EDU”<br />
  28. 28. Promotional Items<br />Coffee cup <br />
  29. 29. Promotional Items<br />T-shirt<br />
  30. 30. Promotional Items<br />Poster<br />
  31. 31. Marketing TimelineIn July, HRS will approve the design and pricing, and will order the homepage promotional items In August, HRS will recruit one influential online speaker for every target audience group to engage in WOM marketing for the redesigned homepageIn September, influential online speakers and members of the target audience groups will engage in WOM marketing of the homepage <br />
  32. 32. Marketing Budget<br />
  33. 33. Responsible Parties and Project DeliverablesHRS will be the sole facilitator for the redesigned homepage marketing campaignMarketing plan deliverables for HRS – approving homepage promotional items, recruiting influential online speakers, embedding positive homepage referrals, pushing tailored content, and distributing homepage promotional items <br />
  34. 34. Assessment Plan<br />
  35. 35. Law Library Plan for AssessmentLibraries use assessment plans to gather data and to evaluate the success of library programs and servicesThe purpose of outcomes based assessment is to measure how user lives are changed by participating in library programs and servicesThe Law Library has established three goals/ outcomes to help it measure the impact of the homepage redesign project on homepage users<br />
  36. 36. Goal/Outcome # 1Goal # 1: In support of the scholarship of the faculty and the education of the students, and in order to further the Law Library’s mission of remaining at the forefront of technological change, the redesigned Law Library homepage will increase the ease and efficiency of legal research leading to increased publications of scholarly works by homepage usersOutcome # 1: Law students, law faculty, and law librarians using the redesigned homepage will publish 10% more scholarly works (as compared to the number of scholarly works published using the original Law Library homepage)<br />
  37. 37. Assessment Plan for Outcome # 1Target audience – law students, law faculty, and law librariansMethods & tools for evidence collection – survey<br />
  38. 38. Pilot Assessment Pilot Assessment – law librarians will pilot the survey to ensure: 1) the homepage pop up window is working, 2) the survey question is understood by survey participants, and 3) survey participants are returning the data necessary for the Law Library to measure for Outcome # 1<br />
  39. 39. Data Plan - How the Law Library will know if it has met Outcome # 1<br />
  40. 40. Responsible Parties and Assessment Timeline Responsible Parties – 1) HRS will be primarily responsible for the planning, deployment, analysis, and reporting of the assessment data; 2) IT will be responsible for creating and maintaining the homepage pop up window linking to the surveyTimeline – In March, 2013, HRS will create the survey on the survey monkey website; homepage users will participate in the survey through May, 2013; also in May, 2013, HRS will analyze survey data and create a bar graph to report whether the Law Library has met Outcome # 1<br />
  41. 41. Goal/Outcome # 2Goal # 2: The redesigned Law Library home page will enable users to conduct effective and efficient legal researchOutcome # 2: Law students, law faculty, and law librarians using the redesigned Law Library home page will conduct legal research 25% faster (as compared to research conducted using the original Law Library home page)<br />
  42. 42. Assessment Plan for Outcome # 2Target audience – law students, law faculty, and law librariansMethods & tools for evidence collection – two identical comparative surveys<br />
  43. 43. Pilot Assessment Pilot Assessment – law librarians will pilot each of the comparative surveys to ensure: 1) the homepage pop up window is working, 2) the survey question is understood by survey participants, and 3) survey participants are returning the data necessary for the Law Library to measure for Outcome # 2<br />
  44. 44. How the Law Library will know if it has met Outcome # 2 <br />
  45. 45. Responsible Parties and Assessment Timeline Responsible Parties – 1) HRS will be primarily responsible for the planning, deployment, analysis, and reporting of the assessment data; 2) IT will be responsible for creating and maintaining the homepage pop up window linking to the surveysTimeline – In May, 2011, HRS will create the first survey; homepage users will participate in the first survey through July, 2011; also in July, 2011, HRS will create the second survey; homepage users will participate in the second survey through September, 2011; also in September, 2011, HRS will analyze and compare the survey data and create a bar graph to report whether the Law Library has met Outcome # 2<br />
  46. 46. Goal/Outcome # 3Goal # 3: The redesigned Law Library home page will provide comprehensive, and easily accessed, information about the Law Library and the services it offersOutcome # 3: 100% of the users of the redesigned Law Library home page will find 100% of the information they are seeking regarding library location, library hours, and the availability of Law Library reference, research, and ancillary library services<br />
  47. 47. Assessment Plan for Outcome # 3Target audience – law students, law faculty, and law librariansMethods & tools for evidence collection – survey<br />
  48. 48. Pilot Assessment Pilot Assessment – law librarians will pilot the survey to ensure: 1) the homepage pop up window is working, 2) the survey question is understood by survey participants, and 3) survey participants are returning the data necessary for the Law Library to measure for Outcome # 3<br />
  49. 49. How Law Library will know if it has met Outcome # 3 <br />
  50. 50. Responsible Parties and Assessment Timeline Responsible Parties – 1) HRS will be primarily responsible for the planning, deployment, analysis, and reporting of the assessment data; 2) IT will be responsible for creating and maintaining the homepage pop up window linking to the surveyTimeline – In July, 2011, HRS will create the survey in the survey monkey website; homepage users will participate in the survey through August, 2011; also in August, 2011, HRS will analyze survey data and create a pie chart to report whether the Law Library has met Outcome # 3<br />
  51. 51. Timeline for Continuous Assessment – Outcome # 1<br />
  52. 52. Timeline for Continuous Assessment – Outcome # 2<br />
  53. 53. Timeline for Continuous Assessment – Outcome # 3<br />
  54. 54. Rubric for Homepage Redesign Project <br />
  55. 55. ReferencesEiseman, J., & Skalbeck, R. (January 7, 2011). Top 10 law school home pages of 2010. Green Bag Almanac and Reader 2011, Georgetown Public Law Research Paper No. 11-01, pp. 339-366.Leo T. Kissam Memorial Library. (2008). Law Library Long Range Plan, 2008-2013 (unpublished strategic planning document). Fordham University Law Library, New York, NY.Neilson, J. (2000). useit.com: Jakob Nielsen's website. Why you only need to test with five users. Retrieved from http://www.useit.com/alertbox/20000319.html on February 7, 2011.<br />

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