Download to read offline
SaS_CSUEB_Connected_World
- 1. Creating a NewStudent Experience for a Connected World
- 2. Agenda • Introductions • TheNeed • Human Centered Design Approach • Project Overview • New Experience • Critical Transactions • Lessons Learned
- 3. About CSU EastBay • 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
- 4.
- 5.
- 6. Why the Needfor Change? • Migration from C2K to Peoplesoft • Search for CRM • Broken registration / course search / enrollment process • Outdated, utilitarian web presence
- 8. New Website UX Eventuallyeverything connects.
- 9.
- 11.
- 12.
- 14.
- 15. Project Overview Website Redesign &CMS Implementation Branding / Messaging CRM Shopping Cart
- 16.
- 17.
- 18.
- 20. Promises, Promises • Expectations=Promises •Every interaction makes, keeps or breaks a promise Marketing Recruiting Registration Matriculation
- 21. Promises, Promises • Creatinga good user experience means setting expectations you can meet Marketing Recruiting Registration Matriculation Promises broken
- 22. Findings Both students and staffagreed 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 inundatedwith phone calls from students who couldn’t find the information they needed
- 24. Findings The process for registeringfor courses was confusing
- 25. Findings Individuals developed unique ways ofdealing with various obstacles
- 27.
- 29.
- 30. CRM CRM Implementation • Salesforcechosen 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: RecruitingDesign 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: Incorporateinto UI
- 33.
- 38. site organization andusability 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 accommodatesthe 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.
- 47.
- 48.
- 49.
- 51. Re-cap • Moving froma 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 UniversityExtension California State University, East Bay dan.bellone@csueastbay.edu Guy Felder Chief Strategist Story+Structure guy@storyandstructure.com