higher education summit welcome to the tech’s... · to deliver a unified and engaging digital...

Welcome to the Higher Education Summit

Georgia Tech’s Strategic Drupal Redesign

Today’s Team

Cheryl LittleDirector of User Experience

Kelsey HarrisDigital Communications Specialist

Shamika HillSenior Graphic Designer

Mediacurrent Georgia Tech Professional Education

Georgia Tech Professional Education

Georgia Tech Professional Education (GTPE), an academic division of

the Georgia Institute of Technology, offers professional development

courses, certificate programs, and professional master’s degrees in

a variety of formats to meet the needs of working professionals and

industry partners in STEM and business fields worldwide. We

educate over 36,000 individual learners representing more than 2,600

companies annually.

Georgia Tech Professional EducationABOUT

Mediacurrent is a full-service digital agency that implements world

class open source software development, strategy, and design to

achieve defined goals for enterprise organizations seeking a

better return on investment.

MediacurrentABOUT

Agenda

About the GTPE Redesign

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User Personas

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Content Strategy●●●●

Design / User Experience

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Navigation, Sitemap, & User Testing●●●

Impactful Results

The GTPE Redesign Project

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Project MissionGTPE REDESIGN

To deliver a unified and engaging digital experience for all University "customers" —

aspiring and current students, lifelong learners, alumni, and industry partners.

Higher engagement and conversions

Increase business intelligence

Personalized, seamless experiences

Streamline operations

ChallengesGTPE REDESIGN

The redesign was based on the premise that our site

experience should serve our learners rather than our own

operational needs. Historically, our website was very

information-heavy and flat, optimized to reduce inquiries

from learners to our GTPE staff, but not updated our

managed effectively. We forced our learners to comb

through pages of dry copy with conflicting info and no

visuals or logical organization.

Text-heavy content difficult to digest

Confusing content flow

Lack of visuals to encourage engagement

Website Redesign Process

Daily Sprint Workflow

Scrum

Analysis

Planning

Design

Coding

User Requirements

Testing

Feature Releases

Launch

Fully functioning Drupal website

to serve as the foundation for

further digital strategies.

Sprint

Deliver & repeat until

product launch.

Discovery Deliverable

Product Strategy, User

Experience, & Technical

Requirements documentation.

Functional Specification

System Architecture

Hosting & Infrastructure

Migration & Data Strategy

Estimates & Sprint Planning

User Experience

Content Strategy

Wireframes

Conversion Paths

User Testing

Business Analysis

KPIs, Analytics & SEO

User Research

Competitive Analysis

Information Architecture &

Navigation

Develop DeliverDiscover

DESIGN & USER EXPERIENCE

SolutionsGTPE REDESIGN

Together, GTPE and Mediacurrent created a responsive, user-friendly interface with a new

navigation and visual design to attract and engage GTPE learners and partners.

Build a learner-focused posture

across GTPE and in the digital space.

People Platforms Perceptions

Implement integrated CRM and

marketing automation platforms.

Use learner insights to develop

digital tools and interactions.

Why Drupal?GTPE REDESIGN

Third-party marketing tools and

communication platforms.

Integration Security Cost-EffectiveHighly secure platform protects

students information.

Leveraging open-source

technology with no licensing fees.

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User Personas

Why are Personas Important?USER PERSONAS

User personas are examples of the real people who engage with

your website. Unlike traditional target audience segmentation, they

provide greater depth and context by focusing on one character

who embodies the predominant qualities of the larger group.

Commonly in higher education, the challenge is to build a site that

serves learners, rather than internal operational needs. Personas will

provide a deeper audience understanding and a more sharply

defined unique value.

USER PERSONAS

How was Research Conducted?

User Interviews Surveys

Client DocumentationGoogle Analytics Web Research

● Who are they?

● What are their digital behaviors?

● Who are their trusted sources?

DemographicsUSER PERSONA RESEARCH

● What do they value in a program?

● What are their goals?

● What pain points do they have?

PsychographicsUSER PERSONA RESEARCH

● Where do they research information for

pursuing a professional degree?

● What marketing channels do

they use?

Marketing SpecificsUSER PERSONA RESEARCH

● What are the key things users look for in

a program that’s a decision factor?

● When are they likely to enroll?

● What are their current beliefs and

common objections?

Decision InfluencersUSER PERSONA RESEARCH

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The Professional Learner USER PERSONAS

Adam SmithPROFESSIONAL LEARNER

Demographics● Age: 38

● Job Title: Program Manager

● Salary: $97,500

Goals● Become an expert in the field

● Minimize project risks and increase efficiency

● Stay up-to-date with certifications and industry trends

● Network with others in the field

● Teach/train others

● Professional development

BackgroundPROFESSIONAL LEARNER

● Attended undergrad program at University of North Carolina

● Graduated with a bachelor's degree in Business

Administration (BSBA)

● Moved to Atlanta for work after graduating from college

● Married with three children

● Has been with current company for 15 years

● Mid-level manager

● Natural leader, enjoys helping others

● Began mentorship program at current company

● Actively involved with UNC Alumni Association

● Extremely busy balancing professional and personal life

Adam Smith

Device Types

75%

Marketing Channels

Google Search Linkedin Email

Wants, Needs, & Decision CriteriaPROFESSIONAL LEARNER

● Attend reputable program with top-ranked faculty

● Become subject matter expert

● Advance career (promotion, raise)

● Learn best practices to lead, educate and train others

Adam Smith

Wants & Needs

● Reputation and quality of school / program

● Price of course including all associated fees

● Location of course

Decision Criteria

● Co-workers / Employer

● Associations and Conferences

● Project Management Institute (PMI)

Trusted Sources

Common ObjectionsPROFESSIONAL LEARNER

Adam Smith“I can’t afford the cost of the program and associated fees.”

“The courses won’t fit into my busy schedule.”

“I can’t make it to campus for classes.”

“I’m not sure that the course materials are relevant to my role.”

“I won’t have the opportunity to network with the right people.”

Common QuestionsPROFESSIONAL LEARNER

Adam Smith“How much does the program cost and what are the associated fees?”

“How long will it take to complete my certification?”

“What will the certification do for me?”

“Who teaches the courses?”

“How will this program help my career?”

“What does the course schedule look like?

“Can I take these courses online?”

“What makes this program unique?”

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The Degree Seeker USER PERSONAS

John GardellDEGREE SEEKER PROSPECT

Demographics● Age: 29

● Job Title: Mechanical Engineer

● Salary: $83,500

Goals● Become an expert in both business and technology

● Increase knowledge of engineering processing

● Gain management and leadership skills

● Network with others in the field

● Teach/train others

● Professional development

BackgroundDEGREE SEEKER

● Attended undergrad program at Georgia Tech

● Graduated with a bachelor's degree in Mechanical

Engineering (BSME)

● Has lived within 50 miles of Atlanta his whole life

● Married with one daughter

● Has been with current company for five years

● Full-time employee

● Leads cross-functional teams at work

● Needs a solid foundation in business to grow

professionally

● Actively involved with Georgia Tech Alumni Association

● Extremely busy balancing professional and personal life

John Gardell

Device Types

80%

Marketing Channels

Google Search Linkedin Email

Wants, Needs, & Decision Criteria

● Flexible schedule with on-site learning options

● Reputable program / meaningful degree

● Direct job application

● Network with others in the field

DEGREE SEEKER

John Gardell

Wants & Needs

● Reputation and quality of school / program

● Price of program

● Location of program needs to be flexible / part online

● Course schedule needs to attainable with full time job

Decision Criteria

● Co-workers / Employer

● Online Search / Website

● Friends

Trusted Sources

Common Objections

“GTPE’s program costs more than others in the area.”

“I live outside the city, it takes awhile to get to campus.”

“I need to complete my masters in less than two years, part time.”

“I’m not sure how online learning works or if I’d like it.”

DEGREE SEEKER

John Gardell

Common QuestionsDEGREE SEEKER

John Gardell“How can I interact with my professor and other students?”

“What are the application deadlines?”

“How do I register?”

“Can I view a sample lecture to see what online learning is like?”

“Are there special programs for veterans?”

“Is financial aid available?”

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The Corporate Partner USER PERSONAS

Ashley JonesCORPORATE PARTNER

Demographics● Age: 31

● Job Title: Corporate Event Planner

● Salary: $68,000

Goals● Host events for less than 100 attendees

● Find convenience and affordable venues

● Host unforgettable events for all parties involved

● Find a reputable partner who is trustworthy and helpful

● Network with others in the field

BackgroundCORPORATE PARTNER

● Attended undergrad program at Georgia State University

● Graduated with a Bachelor of Business Administration in Hospitality

● Certified Meeting Professional (CMP)

● Has lived in Atlanta her whole life

● Currently engaged to get married

● Has been hosting events in Atlanta for almost 10 years

● Organizes events for corporate trainings

● Has worked with GTPE in the past

● Actively involved in the event planning community

● Extremely busy coordinating all the event logistics

Ashley Jones

Device Types

85%

Marketing Channels

Google Search Social media Events

Wants, Needs, & Decision Criteria

● Event space that is flexible & affordable for corporate training

● Reputable partner who can help organize all event logistics,

including catering and furniture rentals

● Staff to help set up / break down event

Wants & Needs

● Reputation and quality of event space

● Venue conveniently located in downtown Atlanta

● Relationship / partnership with event venue

● Venue is available and affordably priced

Decision Criteria

CORPORATE PARTNER

Ashley Jones

● Corporate Website

● Online Search / Social Media

● Local Sources (Employer, Friends, Peers)

Trusted Sources

Common Objections

“Venue cost is too high given the size of the event space.”

“The location is not ideal for our employees.”

“There are limited resources when it comes to event logistics.”

CORPORATE PARTNER

Ashley Jones

Common Questions“How may events are held in this space each year?”

CORPORATE PARTNER

Ashley Jones

“How much does the venue cost?”

“Are there catering options?”

“Do you assist with event breakdown or cleaning?”

“How far in advance should I book my event?”

“Do you require a deposit?”

“Do you offer discounts for repeat customers?”

“Do you assist with event set-up or decorating?”

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Key TakeawaysUSER PERSONAS

Key TakeawaysUSER PERSONAS

● Many customers today are local (southeast), aged 25-45, and have

an engineering focus

● All personas have extremely busy schedules and are looking for

flexible programs applicable to their needs

● All personas want easy access to information and are seeking

personal/professional advancement

● All personas are heavily influenced by employers and peers

● Word of mouth and reputation drive conversion across all personas

● There is a lot of opportunity for increasing brand awareness around

corporate partners (ie. case studies)

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Content Strategy

Why is a Content Audit Important?CONTENT STRATEGY

Once the users are defined the next step is to optimize the content in order to provide them with the best possible experience. During the content audit and gap analysis pages are looked at through the eyes of the user personas.

Auditing the pages of the website that exist today helps us:

● Learn what content already exists

● Align content with persona needs

● Identify areas for improvement (layout, content, design)

● Get a better sense of organization and site navigation

CONTENT STRATEGY

Enable specific targeting focused on the users interests.

GTPE Content Goals

Increase Search Traffic

Develop optimized content that moves users through buyer journeys.

Increase Conversions

Deliver an experience that can measure up to any device.

Improve the content delivery on all devices

“What degree programs are offered?”

Content Optimization: HomepageCONTENT STRATEGY

What is each user looking for on the home page?

“What non-degree courses are offered?”

“What certificate programs are available?”

“Are the programs online or on-site?”

“Can I host a meeting or a conference at the campus?”

“Are on-site trainings available?”

Homepage Content RecommendationsCONTENT STRATEGY

Restructure and prioritize content in order to target each audience.

Courses & Certificates

Degree Programs

Corporate Partnerships Host a Meeting

“I’m not sure how online learning works or if I’d like it.”

“Are the programs online or on-site?”

“What non-degree courses are offered?”

Targeting the Personas

CONTENT STRATEGY

“What certificate programs are available?” “Can I host a

meeting or a conference at the campus?”

Navigation, Sitemap, & User Testing

The ease or difficulty of anticipating where to find information on a website is a main

factor in what makes a website usable.

Improving the Information Architecture

NAVIGATION, SITEMAP, & USER TESTING

In order to improve the user’s ability to find the information

they’re looking for, it’s a good idea to first get a lay of the land

and conduct usability testing.

In our case, we wanted to see how easy (or hard) it was for

people to access key information using the current navigation

vs. a few other possible solutions that we had in mind. A tree

test was the approach we selected to help us gather the

information.

NAVIGATION, SITEMAP, & USER TESTING

Used Treejack to set up 3 tests

focused solely on site structure

User Testing

Tests TasksDeveloped 5 tasks for each test

group, aimed to touch on all GTPE

offerings (not necessarily based on

most popular user paths)

TimeSplit distribution list randomly and

evenly into 3 groups. Collected

responses for 3 days

User Testing IndicatorsNAVIGATION, SITEMAP, & USER TESTING

User Testing IndicatorsNAVIGATION, SITEMAP, & USER TESTING

1 2

3

Key Take-AwaysNAVIGATION, SITEMAP, & USER TESTING

● In general, users are unfamiliar with the Global

Learning Center

○ Understandable given user population, niche

audience

○ “Events” may be too general

● It is important to allow user to search by subject

○ Can live under courses or search

● Grouping courses, certificates and degrees under

programs did not cause confusion

● All tests were fairly comparable in terms of success,

but directness and time to complete the tasks varied

○ Nav 2 & 3 were completed in under 3 minutes

Design & User Experience

Design ProcessDESIGN & USER EXPERIENCE

Vision & Strategy

User Personas

GapAnalysis

ContentAudit

Quantitative & Qualitative Data Collection

Wireframes

Design

Prototypes

User Experience & Visual Design

Responsive Design DESIGN & USER EXPERIENCE

Site-Wide ComponentsComponents help break down a site into its most essential parts. This process also helps to see how elements work independently from the whole site and

better understand the options included within each component,

Reusable Component LibraryDESIGN & USER EXPERIENCE

Reusable Component Example

DESIGN & USER EXPERIENCE

Component SummaryGroup of (2) or (4) or (6) content blocks.

1. Section title (h3)

2. Content block title (h4) in white with Atlanta Fog overlay: 75% opacity.

3. Image with title bar covering top ¼Image size: 620px X 450px

4. Descriptive copy with optional link. Recommended cc: 150-175 (160 shown)

1

TABLET

MOBILE2

3

4

ComponentsDESIGN & USER EXPERIENCE

Results

Impactful ResultsGTPE REDESIGN

50Increase in page views

on all devices

35Increase in sessions on

all devices

22Increase in page views

on all devices

21Increase in page views

on a mobile device

10Increase in time spent

on a mobile page

57Increase in sessions on

mobile devices

50Increase in downloads and form submissions

28Increase in leads across

all programs

GTPE REDESIGN

2017 Marketing Award for the Georgia Tech Online landing page (online.gatech.edu) from UPCEA, an association for leaders in

professional, continuing, and online learning.

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UPCEA Gold Award Winner

Recipe for a Successful ProjectThe most successful projects share these 3 characteristics:

Invested Team

Great Communication

A “Get It Done” Attitude

Thank You!