Download - Students, Services, Silos, and Sanity: A Content Transformation Story

STUDENTS, SERVICES, SILOS, SANITY:

! "#$%&$% %r!$'f#r(!%)#$ '%#r* &

LISA MARIA MARTIN @REDSESAME

CONFAB HIGHER ED 2013

+)' )' ! '%#r* ABOUT CHANGE.

/ C,!$-)$- WEBSITES

/ C,!$-)$-

CONTENT

/ C,!$-)$-

MY ATTITUDE

I !( ! CS/IA/UX/OMG

/

I w#r. !% THE GEORGE WASHINGTON

UNIVERSITY

W,&r& w& BUILD WEBSITES FOR

GW SCHOOLS, OFFICES, & PROGRAMS

/ L).&

STUDENT SERVICES

ENROLLMENT TUITION

SCHOLARSHIPS BILLING

COURSE REGISTRATION LOAN APPLICATIONS

TRANSCRIPTS STUDENT ACCOUNTS

VETERAN BENEFITS

+& ",!//&$-&: “WE NEED A WEBSITE.”

!.! “A ONE-STOP SHOP”

S)$-/& PLATFORM

M0/%)p/& AUDIENCES

M0/%)p/& OFFICES

CONTENT IS '"!%%&r&1

CONTENT IS 1)'#r-!$2&1

CONTENT IS 10p/)"!%&1

EVEN "#$%r!1)"%#r*

G#!/: A SEAMLESS, ON-BRAND

WEB EXPERIENCE THAT EMPOWERS USERS

SO HOW DO YOU TACKLE

%,!%?

M!-)"!

I (&!$ r&'&!r",.

COMPETITIVE r&'&!r",

ANALYTICS r&'&!r",

USER r&'&!r",

P&r'#$!'

M!r"0' NEW STUDENT

“

Major: Undecided in Columbian College of Arts & Sciences

Hometown: Albany, NY

Goal: Sign up for the right classes without any hassle.

I ,!1 $# )1&! (* /#!$' "#0/1 (&'' 0p (* r&-)'%r!%)#$. ”

L&$#r& STAFF

“

Office: Office of Student Financial Assistance

Hometown: Washington, DC

Goal: Be a guide when students and parents are lost in the system.

Y#0 ,!v& %# b& p!%)&$%. Y#0 ,!v& %# r&(&(b&r %,!% %,&*’r& 30'% .)1'. ”

G!r* PARENT

“

Profession: Lawyer

Hometown: Trumbull, CT

Goal: Handle transacLons as quickly and efficiently as possible.

W,* )'$’% %,)' &!')&r? I’( p!*)$- &$#0-, (#$&* f#r )%, !4&r !//. ”

C!r1'#r%)$-

Br!)$'%#r()$-

UX pr#b/&( '#/v&1, %,&$, *&!,?

“WE CAN’T UPDATE THE CONTENT IF IT’S ON THAT WEBSITE.”

C#$%&$% #w$&r',)p "#$"&r$'

“BUT WE JUST REDID OUR WEBSITE.”

D)-)%!/ f!%)-0&

“WE CAN’T WORK ON THIS UNTIL THE SEMESTER ENDS.”

L!". #f %)(& & r&'#0r"&'

“OUR OFFICE ISN’T THE PROBLEM.”

THERE ARE p&#p/& INVOLVED, TOO.

AND PEOPLE HAVE

f&&/)$-'.

OUR JOB IS MORE

%,!$ #0r %!"%)"'.

E(p!%,* IS ACTUALLY

REALLY HARD.

A SHORT LIST OF THINGS I DO NOT HAVE:

P!%)&$"&

B& .)$1.

L)'%&$: ACKNOWLEDGE THEIR

CONCERNS

I$"/01&: MAKE THEM A PART

OF THE PROCESS

F/6: TAKE CONSTRAINTS

INTO ACCOUNT

WHAT IF

)% 1#&'$’% w#r.?

KINDNESS IS AN

NOT A TACTIC.

!%%)%01&,

YOU CAN’T NECESSARILY EMOTE YOUR WAY

THROUGH THIS.

STRESS IS THE AMOUNT THAT YOU

- CY WAKEMAN

!r-0& w)%, r&!/)%*.

R&"#-$2& WHAT YOU CAN

CONTROL.

T!/.: GET PEOPLE TOGETHER.

S,!r&: OVERCOMMUNICATE.

T&'%: BACK UP FEELINGS WITH

NUMBERS.

T&'%: BACK UP NUMBERS WITH

FEELINGS.

C&/&br!%&: EMBRACE SMALL

VICTORIES.

DID IT

w#r.?

SO WE

THE CONTENT

%r!$'f#r(&1

FROM SCATTERED TO

#r-!$2&1

FROM SUSPICIOUS TO

%r0'%w#r%,*

FROM SILOED TO

"#$$&"%&1

f#r %,& p&#p/& b&,)$1 %,& "#$%&$%.

BUT WE HAVE TO DO THE SAME

THE PEOPLE & PROCESSES THAT MAKE IT.

C#$%&$% r&7&"%'

WHEN WE THINK ABOUT

"#$%&$% #w$&r'

AS MUCH AS WE THINK ABOUT #0r 0'&r'

BUILDING A

b&%%&r 6p&r)&$"&

A BETTER EXPERIENCE.

B&"#(&'

+!$. *#0, C#$f!b!

LISA MARIA MARTIN @REDSESAME