Iterative Design 101

Penn State Web Conference - 2014

Development

@shelleykeithDirector of Digital CommunicationsUniversity of Mary Washington

o10 years .eduoSmall biz ecommerceoProject managementoStrategeryoProcess and purposeoMe <> designer

HiPPO: a definition

Highest Paid Person’s Opinion

Low Hanging Fruit

oFitness for useo navigationo contento relevant imagery

o10-second testoSearch engine friendlyoAnecdotal feedback, user tests, analyticsoF-pattern

F-Pattern Test

Let’s talk iteration

Undergraduate Admissions

Admissions Landing Page – 1st iteration

Iterative Design – 2nd iteration

Iterative Design – iteration 3

Iterative Design - Now we're getting somewhere

Another Iteration.

“You can’t predict what the final result is going to be. You can only make small course corrections. The “final” thing is the result of the process.”

– Lori Packer (@loripa)

Always Be Iterating

Helpful Links. LOLZ.

“Helpful” Links. Realz.

Actually helpful.

My Thought Process…

o The web is your largest, most utilized and most versatile communications tool.

o Use the resources you have to gain maximum value.o Blogs, social media, student generated content,

campus event coverage, traditional media coverage, etc.

o Content, content, content.

Working with HiPPOs.

oFocus on measurable goals. Define success. Evaluate constantly.

oUse your data. Promote your wins. Build capital. Be the expert.

Questions?