web design buy-in process

fisher.osu.edu

September 10, 2009Shaun Holloway and Gail DicksonOSU Communicators Luncheon

Fisher’s Web DesignEvolution and Enhancements

Explanation of Process

Overview

• Recognition of need• Benchmarking• Strategy & approach• Buy-in• Communication & Implementation

Recognition of Need

• Fisher website audit | March – October 2007• Visual design, content, brand • All of the above are out-of-whack

• Internal stakeholder review• Feedback and suggestions• Alignment with units’ goals and audience

Recognition of Need

• Request for Proposal in 2007

• Led to vendor selection and work started• Half implemented• Flawed foundation and approach

• Only made the problem worse

Fisher’s Website in 2008

What Did We Learn

• TWO previous web redesigns FAILED (2002 and 2004)

• ONE web redesign half-implemented (early 2008)

• Start at the top• Communicate to stakeholders• Establish a vision and direction• Get support to migrate the resistors• Understand your own systems• Involve the RIGHT people

Benchmarking

• May 2007 – December 2008

• Business schools• Universities• Other industries

• Evaluation of global look and feel• Brand identity and voice

Benchmarking

Benchmarking

Benchmarking

Benchmarking

Benchmarking

What Did We Learn

• Fisher is in the middle of the competition• Many much worse• Many much better

• We need to fix the problem NOW

• Need a balance and perspective• Achievable• Aspirational

• Hired 2 new key positions to the college in 2008• Director of Web Marketing and Development• Chief Information Officer

• Created new “Web Services” department• Merged web functions of two offices• Combine “tech” and “communication” functions• Leverage skill sets as a package

Strategy & Approach

Strategy & Approach

• Determined direction and conducted thorough system audit

• Development of a web strategy• 3 parallel approach – design, system, social

• Leverage brand and communications• Brand guidelines completed in the summer 2008• Integrated marketing

Resource

Attract Retain

Serve

EngageSales

Orientation

InformAdvertising Orientation

Web Strategy Model

Design

System Social

InterfaceUsability

NavigationSitemap

IntegrationServer architecture

Database designAdmin tools

New mediaVisibility

ConnectionApplication

Audience Content

Channel

This model represents multiple tracts and introduces the top layer of strategy to impact the user-centered experience and build relationships.

Each arrow represents a piece of the structural foundation needed to

support the core experience for web interaction and function.

Parallel Development

By: Shaun Holloway, 2008

Website Purpose

• Missionto attract, retain, and serve Fisher’s current and future faculty, students, and alumni through emerging and existing Internet technologies.

• VisionTo build a virtual community and embraces the work of our thought leaders and establishes Fisher as a resource in the eyes of our audiences through the services and information we provide.

Web Design

• Unified and Consistent Approach– College-wide– Email, Social Media, 3rd party apps included

• Key Objectives– Advance Fisher’s brand– Enhance the user experience– Improve website management– Improve Internet marketability

Buy-in

• Involve stakeholders at all levels• Concept reviews with own offices• Presentation of final concept to Dean’s office• Meeting with Department Chairs

• Prepare presentation deck• Associate Dean’s• Key people in each office/department

Buy-in

• Make people feel special and “in-the-know”• Inspire confidence• Keep people updated• Show visible progress

Implementation = Gradual

• Global Elements – Summer 2009

• OSU Navigation Bar, Footer, Masthead• Sub-site evaluation process Fall 2009+

• Formal transition of remaining areas

• Web Style and Communication Guidelines

Communication Example

• Masthead Migration Phase LetterTo: All Fisher College of Business Users

Mentioned: Goal and planned future updatesAnswered: Q’s and concerns in advance

What are we learning

• Our time “padding” in the plan was needed• Plan for a lot of resource capacity• Plan for surprises – coding, compatibility, etc

• Understanding of our systems is paying off• Template and system inconsistencies on the back-end

but not visible to the end-user

• Setting expectations is difficult

Next Steps

• Continue with Sub-site Evaluations• Begin auditing and migrating areas• Content – text, photos, video, audio, feeds, etc

• Leverage other two web strategy approaches• Social Media and Online Marketing• CMS, security, and server architecture• Integrate and merge parallel approaches

fisher.osu.edu

Couple Helpful Books

Communicating Design by Dan Brown

Don’t Make Me Think by Steve Krug