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Creating a New Student Experience for a Connected World
- 1. Creating a New Student Experience for a Connected World
- 2. Agenda • Introductions • The Need • Human Centered Design Approach • Project Overview • New Experience • Critical Transactions • Lessons Learned
- 3. About CSU East Bay • 14,000 students enrolled • 42 certificate and degree programs offered by Continuing Education • Courses offered at Hayward, Concord, Oakland, and online • Last website re-design in 2004
- 5. CONFIDENTIAL
- 6. Why the Need for Change? • Migration from C2K to Peoplesoft • Search for CRM • Broken registration / course search / enrollment process • Outdated, utilitarian web presence
- 8. New Website UX Eventually everything connects.
- 11. Technology Centered Approach Processes dictated by technology Users behavior mandated by processes
- 14. Project Overview
- 15. Project Overview Website Redesign & CMS Implementation Branding / Messaging CRM Shopping Cart
- 16. Old Website
- 17. Old Website
- 18. Old Website
- 20. Promises, Promises • Expectations=Promises • Every interaction makes, keeps or breaks a promise Marketing Recruiting Registration Matriculation
- 21. Promises, Promises • Creating a good user experience means setting expectations you can meet Marketing Recruiting Registration Matriculation Promises broken
- 22. Findings Both students and staff agreed the current site was comprehensive with a lot of information, but they struggled to find answers to their questions amongst all the information
- 23. Findings Staff were being inundated with phone calls from students who couldn’t find the information they needed
- 24. Findings The process for registering for courses was confusing
- 25. Findings Individuals developed unique ways of dealing with various obstacles
- 30. CRM CRM Implementation • Salesforce chosen as CRM platform • Salesforce comes “out of the box” as a business-to-business solution • CSUEB had no previous recruiting strategy
- 31. CRM Step 1: Recruiting Design INTEREST ACTION ENGAGEMENT DECISION Landing Page Website Apply Thank you confirmation Req. More Info Web form Question? True False Phone/In- person Email SME Responds Coordinator Responds Refer to SME? True False Apply Refer to SME Apply Push com plan F Manual Entry Manual Entry
- 32. CRM Step 2: Incorporate into UI
- 33. Step 1: Information Architecture New Website
- 38. site organization and usability We’ve rethought how the site is organized to better reflect the expectations students bring with them when they first visit. In our research, the #1 area of interest was: “Do you have what I want?”
- 40. This approach accommodates the various navigational approaches people take. The ease-of-use and focus on utility sends a message that we respect the student’s time and have anticipated their needs.
- 42. Shopping Cart
- 51. Re-cap • Moving from a technology centered to human centered approach helped us create a great user experience • Focusing on the user helped us launch multiple systems at once that offer a unified experience
- 52. Questions? Dan Bellone Marketing Director University Extension California State University, East Bay dan.bellone@csueastbay.edu Guy Felder Chief Strategist Story+Structure guy@storyandstructure.com
Editor's Notes
- lists some but not all offerings on the home page. certs and degree programs are divided.
- "design has become the most powerful tool with which man shapes his tools and environments (and, by extension, society and himself).