The document discusses plans to renovate the website for the University of Chicago Press. The goals are to bring different divisions of the Press closer together on the site, apply a consistent design, and make navigation and functionality easier especially for the Books Division site. The renovation process will involve gathering requirements, prioritizing tasks, designing, implementing, and launching the new site in phases. The document also describes different types of website users - Knowledge Seekers, Book Seekers, Service Seekers, and Service Users - and what interests the Press has in each user group. Traffic analysis of the current site provides evidence about user entry points and popular pages.

1. Site Renovation for a Social WebDoug Armato Director, U Minnesota Press @noctambulateDean Blobaum Electronic Marketing, U Chicago Press @dblobaumIsaac Tobin Senior Designer, U Chicago Press www.isaactobin.com

2. Revisioning the Chicago websitewww.press.uchicago.edu

3. High level goalsBring the divisions of the Press closer in cyberspace.Apply a consistent, professional design.Easier navigation and increased functionality for the Books Division site.Run the website out of a Content Management System (Magnolia).

4. The process, brieflyGather ideas & requirements Consolidate, hone, evaluate feasibilityAssign prioritiesArchitectDesignImplement CritiqueLaunchStart phase two

5. Types of website usersKnowledge SeekerBook SeekerService SeekerService User

7. Knowledge SeekerInterested in a subject, event, etc.Come via search engine or a link on web.Enter on book page or content from book.Little motivation to search or navigate.Our interest in this user: Convert knowledge interest to book interest for sale or publicity. There is nothing but upside for the Knowledge Seeker.

9. Book SeekerKnows that the subject of their interest is instantiated in a book.Come via search engine or a link on web.Enter on book or author page.Moderate motivation to search or navigate.Our interest in this user: Provide plentiful, high quality information. Reinforce their interest and encourage transaction.

11. Service SeekerHas a task to complete. Is seeking information about a service we can provide.Come via search engine to homepage.High motivation to search or navigate.Our interest in this user: Provide easy navigation to information on the service we have for their specific need.

13. Service UserIs already associated with us. They may have a specific task or may have less specific needs.Come via search engine to homepage.Fairly high motivation to search or navigate.Our interest in this user: Do right by them.

14. Evidence from traffic analysisOnly 10 to 15% of visitors see our homepage during their visit.The book product page is the main point of entry for the site.On old site “desk copies” was #1 search phrase.On old site lists of newly released books by subject were popular.