mStoner

RE-IMAGINING SUNY.EDU

Thursday, 4 June 2015

Presented by: David Belsky, Director of Marketing & Creative Services, SUNY

Taras Kufel, Web Design & Content Manager, SUNY Fran Zablocki, Strategist, mStoner

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Project Partners

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MSTONER’S ROLE

Strategy

Information Architecture Development

Responsive HTML/CSS Development

Usability Testing

Content Development

Analytics3

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TERMINALFOUR’S ROLE

Implementation

Testing

Training

Support

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Bring it all together

• Formulate a Narrative

• Complete Implementation

• User training

• Create and Update Content

SUNY’S ROLE

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CORE GOALS

1. Tell the SUNY story more compellingly

2. Raise the SUNY brand profile

3. Showcase the depth and breadth of what SUNY offers

4. Meet the needs of both internal and external audiences

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CHALLENGE

BUILD A HOME PAGE THAT MAKES A MILLION PEOPLE HAPPY

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1stlargest state education system in

U.S.

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64campuses

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460,000current students

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88,000faculty and staff

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Tonsof prospective student applicants.

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SOLUTION

BUILD TWO HOME PAGES

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SUNY.EDU for prospective students and external audiences.

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System.SUNY.EDU For staff & administrators

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CHALLENGE

CONVEY THE POSITIVE IMPACT THAT SUNY HAS ON THE WORLD

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SOLUTION

PARALLAX FEATURES HOME PAGE

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CHALLENGE

MAKE KEY INFORMATION AND TRANSACTIONS EASY TO USE

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SOLUTION

LEAN, FOCUSED INFORMATION ARCHITECTURE

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We minimized the number of paths that users could take. We didn’t want to overwhelm them, we wanted to present them with just the most important pieces of information and actions.

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Information Actions

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SUNY.edu’s top navigation and content is meant to connect and lead into these actions.

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SOLUTION

OFF-SCREEN AND HIDDEN NAVIGATION INTERACTION

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The ‘Now at SUNY’ drawer introduces off-screen, sidebar content as a companion to the parallax experience.

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The ‘Super Footer’ houses a great deal of information, but keeps overall screen real estate minimal.

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It also provides further access to user tasks and actions of value.

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CHALLENGE

ALLOW SHARED DATA AND ASSETS ACROSS SUNY

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SOLUTION

A COHESIVE BACK END DATA ECOSYSTEM

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SYSTEM.SUNY.EDU

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RESEARCH FOUNDATION FOR SUNY

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OPEN SUNY (Future T4 implementation)

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T4 DATA ECOSYSTEM

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SUNY MEDIA

SUNY.EDU

RFSUNY.ORG

SYSTEM.SUNY.EDU

OPEN SUNY

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By using a shared data structure and TERMINALFOUR back-end, all four sites can share and publish from the same asset pool.

This includes news stories, data points, photography, media and search results.

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Content can be created once and used many times across sites for efficiency and consistency.

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SOLUTION

DATA-RICH FEATURE STORIES

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Predictive content strategy was used to introduce related stories and articles on the Features Page template.

This behavior emulates modern online newsroom best practices.

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CHALLENGE

CHANGE CONTENT DEVELOPMENT STRATEGY FOR AN ON-THE-GO WORLD

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SOLUTION

ANALYZE CONTENT FOR AUDIENCES AND TASKS

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Analytics is your friend.

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Know who you’re talking to and what you want to say.

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Develop content that could build our reach through our existing strengths.

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Renew focus on daily blog output to connect users to tasks on SUNY websites.

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Apply to SUNY

Do Business with SUNY

Work for SUNY

Conduct Research with SUNY

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RESULTS

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“I’m most proud that we rolled out a result that really reflected so many people’s input and ideas, yet still presented one, unified State University. We are 64 campuses strong, but there is no question at SUNY.edu that we are one system.”

David Belsky

Director of marketing and creative services at SUNY

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Further Resources

mStoner Blog Posts on the project.

SUNY.edu case study.

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THANKS! QUESTIONS?

Fran ZablockiStrategistfran.zablocki@mStoner.com www.mstoner.com (585) 678-1169@Zablocki