iterative design 101: strategery! #hewebne
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Iterative Design 101
HighEdWeb New England - 2014
Development
@shelleykeith
Director of Digital Communications
University of Mary Washington
o10 years .edu
oSmall biz ecommerce
oProject management
oStrategery
oProcess and purpose
oMe <> designer
HiPPO: a definition
Highest Paid Person’s Opinion
Low Hanging Fruit
oFitness for useo navigation
o content
o relevant imagery
o10-second test
oSearch engine friendly
oAnecdotal feedback, user tests, analytics
oF-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.
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?