University of Dundee's Digital Transformation Journey
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The document discusses the restructuring of the University of Dundee's web services and marketing departments following financial difficulties. It notes the university had no centralized marketing department previously. The restructuring led to the creation of an External Relations department with a director on the executive group and a focus on student recruitment. It also describes restructuring the web services team and challenges in changing organizational culture internally and how the university presents itself externally.
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University of Dundee's Digital Transformation Journey
- 1. Pagedundee.ac.uk Andrew Millar, Head of Web Services The University of Dundee, having a good crisis, and not wasting it #p2 #iwmw17 1 Scottish University of the Year 2017 #p2 #iwmw17
- 2. Pagedundee.ac.uk Your institution has been / is in financial difficulty. 2#p2 #iwmw17
- 3. Pagedundee.ac.uk Your institution has been restructured in the last 5 years. 3#p2 #iwmw17
- 4. Pagedundee.ac.uk Your institution has rebranded in the last 5 years. 4#p2 #iwmw17
- 5. Pagedundee.ac.uk Your department has been restructured in the last 5 years. 5#p2 #iwmw17
- 6. Pagedundee.ac.uk You’ve moved departments in the last 5 years. 6#p2 #iwmw17
- 7. Pagedundee.ac.uk You’ve lost friends and colleagues in the last 5 years. 7#p2 #iwmw17
- 8. Pagedundee.ac.uk We are the survivors! 8#p2 #iwmw17
- 9. Pagedundee.ac.uk We are the benefactors! 9#p2 #iwmw17
- 10. Pagedundee.ac.uk To bring about change…have a good crisis…and don’t waste it! Rob van Tol, Precedent, IWMW 2015 10#p2 #iwmw17
- 11. Pagedundee.ac.uk Out of great trial…comes great opportunity 11#p2 #iwmw17
- 12. Pagedundee.ac.uk Creating a culture of change 12#p2 #iwmw17
- 13. Pagedundee.ac.uk Pre 2015 Org Structure University Central Services Admissions IT External Relations Estates HR Finance Student Services Library College of Life Sciences School of Research School of Learning & Teaching College of Medicine, Dentistry & Nursing School of Medicine School of Dentistry School of Nursing College of Arts and Social Sciences School of Computing DJCAD School of Engineering, Physics & Mathematics Centre for Anatomy and Human Identification College of Art, Science & Engineering School of Business School of Education & Social Work School of the Environment School of Humanities School of Law School of Psychology Graduate School 13#p2 #iwmw17
- 14. Pagedundee.ac.uk Pre 2015 Org Structure (different web “people”) University Central Services Admissions IT External Relations Estates HR Finance Student Services Library College of Life Sciences School of Research School of Learning & Teaching College of Medicine, Dentistry & Nursing School of Medicine School of Dentistry School of Nursing College of Arts and Social Sciences School of Computing DJCAD School of Engineering, Physics & Mathematics Centre for Anatomy and Human Identification College of Art, Science & Engineering School of Business School of Education & Social Work School of the Environment School of Humanities School of Law School of Psychology Graduate School 14#p2 #iwmw17
- 15. Pagedundee.ac.uk No centralised marketing department… 15#p2 #iwmw17
- 16. Pagedundee.ac.uk Post 2015 Org Structure University Professional Services IT External Relations Estates HR Finance Student Services Library School of Life Sciences School of Medicine School of Dentistry School of Nursing School of Art & Design School of Education & Social Work School of Humanities School of Science & Engineering School of Social Sciences 16#p2 #iwmw17
- 17. Pagedundee.ac.uk (Re)Birth of External Relations! External Relations Student Recruitment & Admissions Global Engagement Enquirer & Applicant Experience Enquirer & Applicant Comms Marketing Web Services Creative Services Corporate Comms Events Alumni 17#p2 #iwmw17
- 18. Pagedundee.ac.uk They gave us a voice Director sits on Executive Group 18#p2 #iwmw17
- 19. Pagedundee.ac.uk They gave us direction Focus on student recruitment 19#p2 #iwmw17
- 20. Pagedundee.ac.uk Pre 2015 Org Structure (different web “people”) University Central Services Admissions IT External Relations Estates HR Finance Student Services Library College of Life Sciences School of Research School of Learning & Teaching College of Medicine, Dentistry & Nursing School of Medicine School of Dentistry School of Nursing College of Arts and Social Sciences School of Computing DJCAD School of Engineering, Physics & Mathematics Centre for Anatomy and Human Identification College of Art, Science & Engineering School of Business School of Education & Social Work School of the Environment School of Humanities School of Law School of Psychology Graduate School 20#p2 #iwmw17
- 21. Pagedundee.ac.uk Web Services Restructure Andrew Millar Danny Cassidy Claire Gregory Peter Hewitt Morag Hannah Steph Mann Shahbaz Majeed Jonathan Mayo Erica Hall Mike Berry Steve Burrows Ryan McLauchlan Rob Ryder- Richardson Caroline Petrie Gary Saunders Content Development Design User Experience Support 21#p2 #iwmw17
- 22. Pagedundee.ac.uk Structure is the easy bit Culture is what keeps me up at night 22#p2 #iwmw17
- 24. Pagedundee.ac.uk External Culture This…takes…years 24#p2 #iwmw17 …and a good crisis!
- 25. Pagedundee.ac.uk Scare them with data! …and lay it on thick! 25#p2 #iwmw17
- 26. Pagedundee.ac.uk 537,000 … content items indexed on Google across all *.dundee.ac.uk domains 26#p2 #iwmw17
- 27. Pagedundee.ac.uk Number of years it would take to spend just 10 minutes on every content item on *.dundee.ac.uk domains. 53 27#p2 #iwmw17
- 28. Pagedundee.ac.uk 36,000 … content items indexed on Google on www.dundee.ac.uk 28#p2 #iwmw17
- 29. Pagedundee.ac.uk Internal vs External Page Views, 1/3/2015 - 1/3/2016 29 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 4,500,000 study students HomePage medicine lifesciences accommodation it djcad library admissions main registry staff nursing studentservices ise cepmlp hr dentistry welcome about law humanities cais graduation clearing news psychology careers business orthopaedics studyingabroad scienceengineering contact botanic finance conted epm general museum environment events languages history architecture esw water travel alumni estates english opd pgla governance politics eswce externalrelations planning cechr archives geography music erasmus disabilityservices postgraduate international revealingresearch qf philosophy chaplaincy castle literarydundee social-sciences academic-skills geddesinstitute childcare envscience asc undergraduate procurement safety recordsmanagement principalsoffice cass case business-transformation academic naturalresources legal american european cultureandinformation hrdirectorate distance rgp media sustainability caps Top 10 73% Medicine LifeSciences DJCAD Nursing Dentistry Humanities Science& Engineering Education& SocialWork Social Sciences #p2 #iwmw17
- 30. Pagedundee.ac.uk Change the record… …and make it something they care about. 30#p2 #iwmw17
- 32. Pagedundee.ac.uk Digital might not be the answer to every question 32#p2 #iwmw17
- 33. Pagedundee.ac.uk What’s the problem you’re trying to solve? 33#p2 #iwmw17
- 34. Pagedundee.ac.uk Create a full stack solution! 34#p2 #iwmw17
- 35. Pagedundee.ac.uk Track by campaign rather than channel utm tracking is your friend #p2 #iwmw17 35
- 36. Pagedundee.ac.uk This is starting to work for small problems… 36#p2 #iwmw17
- 37. Pagedundee.ac.uk University of Dundee, on the rise! 37 Complete University Guide Top 10 in the UK 1st in Scotland, 3rd in UK World Top 200, Top UK under 50 #p2 #iwmw17
- 38. Pagedundee.ac.uk This is starting to work for small problems… …but we need to go BIGGER! 38#p2 #iwmw17
- 39. Pagedundee.ac.uk The web is broken! I AGREE! 39#p2 #iwmw17
- 40. Pagedundee.ac.uk It’s broken in three places CONTENT DESIGN TECHNOLOGY 40#p2 #iwmw17
- 41. Pagedundee.ac.uk Content Lots of people creating lots of content. I haz content! 41#p2 #iwmw17
- 42. Pagedundee.ac.uk Aging design What made us “super” in the past, just isn’t cutting it anymore. 42#p2 #iwmw17
- 43. Pagedundee.ac.uk Infrastructure that is no longer fit for purpose Still works…but it can’t get us to where we need to go. 43#p2 #iwmw17
- 44. Pagedundee.ac.uk From a distance… 44#p2 #iwmw17
- 45. Pagedundee.ac.uk From a distance…with a CDN 45#p2 #iwmw17
- 46. Pagedundee.ac.uk How did we get here? 46#p2 #iwmw17
- 47. Pagedundee.ac.uk Built without a clear vision Kind of like Tetris… …hard to undo previous mistakes 47#p2 #iwmw17
- 48. Pagedundee.ac.uk Lack of perceived ownership 48#p2 #iwmw17
- 49. Pagedundee.ac.uk Content sitting in our silos Admissions Schools Professional ServicesResearch Projects 49#p2 #iwmw17
- 50. Pagedundee.ac.uk Teaching Research People 50#p2 #iwmw17
- 51. Pagedundee.ac.uk Easy problem to solve…right? Time for a new website? 51#p2 #iwmw17
- 52. Pagedundee.ac.uk Too many browsers 25 different desktop browsers used to browse the site. 52#p2 #iwmw17
- 53. Pagedundee.ac.uk Too many mobile devices 5430 different types of device accessed the site in the last year. 53#p2 #iwmw17
- 54. Pagedundee.ac.uk We’re an international business, lots of different cultures. Traffic from 231 different countries & territories. All with different cultural norms 54#p2 #iwmw17
- 55. Pagedundee.ac.uk Apps are changing the way we interact with each other. Allowing the physical to influence the virtual, and the virtual to influence the physical. 55#p2 #iwmw17
- 56. Pagedundee.ac.uk And that’s what we know about currently… …but what about things that are on the horizon? 56#p2 #iwmw17
- 57. Pagedundee.ac.uk Amazon Echo / Apple Siri / Microsoft Cortana / Google Accessing information without touching the browser 57#p2 #iwmw17
- 58. Pagedundee.ac.uk VR Headsets The ultimate virtual tour. 58#p2 #iwmw17
- 59. Pagedundee.ac.uk Wearable Technology Direct links between the physical and virtual worlds 59#p2 #iwmw17
- 60. Pagedundee.ac.uk Artificial Intelligence Interacting with bots to gather information and action. 60#p2 #iwmw17
- 61. Pagedundee.ac.uk A new CMS will not solve these problems by itself 61#p2 #iwmw17
- 63. Pagedundee.ac.uk How are we going to do that? Rip out and build from the ground up! #p2 #iwmw17 63
- 64. Pagedundee.ac.uk Platform not website Who knows where the data will end up? #p2 #iwmw17 64
- 65. Pagedundee.ac.uk Have we been successful? Come back next year and find out! #p2 #iwmw17 65
- 66. dundee.ac.uk
Editor's Notes
- One of the features of IWMW over the last couple of years has been change. From digital transformation, to the more mundane forced changes of funding streams changing. I’m interested to see just what everyone has been through.
- National Student Survey 2016: Top 10 in UK International Student Barometer 2017: 1 in Scotland, 3 in UK THE: World top 200 and UK top under 50
- All with slightly different ways of rendering things. Trying to get consistency across the board is hugely problematic for us.
- Desktops are actually the least of our problems. Mobile device usage, especially in international markets, is on the up. And they all have different sizes, resolutions, abilities, etc.
- Pretty much every country in the world visits Dundee at some point in time. They all have different cultural norms, and western UI/UX principles don’t always apply. A Chinese market for example will be more text heavy than western sites.
- Now, people are potentially using third party services to access our information and never coming to our site. How do we react to this changing environment?
- These things are a relatively well known quantity, but what about emerging opportunities?
- Voice has come a long way in the past couple of years, and now people aren’t physically touching a device to start gathering information. How do we structure our information in a way that lets these devices consume and then feed back the data?
- We’ve dipped our toe into this, but as the cost of it decreases, the potential for it to change the way we teach and interact with people from a distance is huge.
- A lot of this new technology raises interesting ethical questions. Is it ethical if we detect that you’re in the union and are supposed to be at a lecture in 5 minutes, to send you an alert reminding you about it?
- Being able to use chatbots to order goods and services reduces the need for human interaction, but AIs are only as effective as the information they have to work with. If we find information hard to find, how much more will they?
- This has been our knee jerk reaction previously, coupled with a redesign, but we never really solve the real problems.
- A culture of collaboration, requires a mindset change.
- Take people out of their comfort zone, but make them feel included.
- We’ve got the people, we’ve got the budget, we’ve got the political will.