The Emperor's New Clothes

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When it comes to evaluating the strengths and weaknesses of a design concept, no designer (or project team, or hot-shot design firm) is perfect. Instead of relying on gut instinct, we’ll trace the path of how George School used qualitative and quantitative feedback from their audiences to make informed decisions about design direction. We’ll explore a variety of easy-to-emulate approaches that help ensure your new website structure and content and design will help you reach your institutional goals (whatever they are).

Presented by Patrick DiMichele, senior strategist, mStoner, at CASE I, Boston, MA, in January 2010.

Published in: Education, Technology, Business
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The Emperor's New Clothes

  1. 1. The Emperor’s New Clothes
  2. 2. Presented by Patrick DiMichele — Senior Strategist, mStoner
  3. 3. Presented by Ari Betof — Director of Enrollment Management & Strategic Planning, George School
  4. 4. Get Started
  5. 5. Get Started Outline your goals.
  6. 6. Get Started Decide if you need a partner.
  7. 7. Get Started Consider it a process, not a just a project.
  8. 8. Get Started Draft a strategy or project plan.
  9. 9. Get Started Inform and involve your community.
  10. 10. Get the Right Idea
  11. 11. Get the Right Idea Design a spectrum of initial concepts.
  12. 12. Get the Right Idea Solicit feedback from campus community.
  13. 13. Get the Right Idea Solicit feedback from external audiences.
  14. 14. Get the Right Idea Choose a concept.
  15. 15. Get the Idea Right
  16. 16. Get the Idea Right Engage in a process of continuing revelation.
  17. 17. Get the Idea Right Centralize your (piles of) information.
  18. 18. Get the Idea Right Conduct some usability testing.
  19. 19. Get the Idea Right Mesh your design with your technology.
  20. 20. Get the Idea Right Encourage last minute feedback (and then stop).
  21. 21. Measure Impact
  22. 22. Measure Impact Feedback
  23. 23. Measure Impact “ I knew so much before ever coming to the school.” — George School Student
  24. 24. Measure Impact “ It feels like being on campus.” — George School Alumna
  25. 25. Measure Impact “ Every Wednesday I go onto the website to see if [my son] is in Our Week in Pictures.” — George School Parent
  26. 26. Measure Impact By the Numbers
  27. 27. Measure Impact 26 % Percentage of faculty & staff that contributed 5+ hours of time to the website prior to launch.
  28. 28. Measure Impact 60 % Percentage jump in web traffic.
  29. 29. Measure Impact 2:28 Average time spent on the homepage. Average!
  30. 30. Measure Impact 37 % Percentage of increase in online giving.
  31. 31. Measure Impact Exceeded Annual Fund Goal
  32. 32. Measure Impact Largest new student cohort in twenty years.
  33. 33. Measure Impact Lower Acceptance Rate
  34. 34. Measure Impact Increased Yield
  35. 35. Measure Impact 33 % Percentage of admission candidates that logged-in to check admission status within 20 minutes of the official decision.
  36. 36. Thank You. Patrick DiMichele mStoner 773 305 0537 x24 patrick.dimichele@mstoner.com + Ari Betof George School 215 579 6550 ari_betof@georgeschool.org

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