2013 AMA Symposium Presentation: Dartmouth Site Redevelopment
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Transcript of 2013 AMA Symposium Presentation: Dartmouth Site Redevelopment
Portrait of a Modern .EDU WebsitePREPARED FOR: November 11, 2013
Portrait of a Modern .Edu Website
• Who We Are & What We Do
• .Edu Sites Are Unique
• Listening… Really Listening
• Site Concerns = Bigger Issues
• Setting Goals
TODAY’S AGENDA
• Strategy Development Informing UX
• A Purposed & Fluid Visual Identity
• Building It… Step-By-Step
• Departmental DNA
• Results & The Future
Who We Are & What We Do
Portrait of a Modern .Edu Website
Portrait of a Modern .Edu Website
Sarah Memmi Director of Editorial Services
Dartmouth
Gene Lewis Chief Creative Officer
Digital Pulp
the digital pulp term
!a cushion of soft tissue on the palmar of the distal phalanx of a finger
Portrait of a Modern .Edu Website
Harvard University
DIGITAL PULP CLIENTS
Portrait of a Modern .Edu Website
BASIC PROCESS
.Edu Sites Are Unique
Portrait of a Modern .Edu Website
Portrait of a Modern .Edu Website
✓ The battle for home page supremacy
!✓ Not all audiences are equal
!✓ Taming the content beast
!✓ Consensus building is good
!but...
!✓ Let your flag fly
.EDU CHALLENGES
Listening… Really Listening
Portrait of a Modern .Edu Website
Listening… Really Listening
Portrait of a Modern .Edu Website
Portrait of a Modern .Edu WebsitePortrait of a Modern .Edu Website
DISCOVERY
‣ The more input, the better
‣ Surveys are fantastic tools
‣ Let groups hear each other
‣ Document, document, document
‣ Town Halls are powerful
Portrait of a Modern .Edu WebsitePortrait of a Modern .Edu Website
BY THE NUMBERS
500+ people
interviewed
50+ departments
& centers
500+ survey
responses
2 town halls
60+ hours of
interviews
Site Concerns = Bigger Issues
Portrait of a Modern .Edu Website
Portrait of a Modern .Edu Website
“It’s just a web site.”
TIP OF THE ICEBERG
‣ Brand work comes with the territory
‣ Leadership needs to define and own the mission & message
‣ Make it genuine or risk losing trust
Home Page
Portrait of a Modern .Edu Website
DOWN THE RABBIT HOLE…
BRAND, VOICE & NATURE SITE DESIGN & EXPERIENCE
PRIORITIES
Portrait of a Modern .Edu Website
CLEAR BRANDING =
CLEAR MESSAGE =
CLEAR PURPOSE
Setting Goals
Portrait of a Modern .Edu Website
Portrait of a Modern .Edu Website
“We need a better site.”
Portrait of a Modern .Edu Website
REFINED GOALS
1. Reach and engage Prospective Students
2. Present a unified Dartmouth (not just undergrad)
3. Promote and elevate the school’s brand and message
4. Introduce a clean, modern and elegant User Experience
5. Elevate opportunity; discourage mandate
6. Deliver a great site - not just a great .edu site
7. Keep. It. Manageable.
Portrait of a Modern .Edu Website
SUCCESS LOOKS LIKE…
• Leadership is pleased with the results
• Prospective and current students respond positively
• Campus feels site represents the school
• Admissions feedback is positive
• Department & Center adoption is positive
Portrait of a Modern .Edu Website
The site needs to expand and elevate Dartmouth's
perceived stature in the minds of prospective students,
parents, faculty and the world.
ULTIMATELY…
Strategic Development
Informing UX
Portrait of a Modern .Edu Website
Portrait of a Modern .Edu Website
WHAT WE LEARNED
‣ Clarity and simplicity are paramount
‣ Focus on external audiences... but provide a path for internal audiences
‣ Employ the tactic of “show, don’t tell”
‣ Reflect the supportive & collaborative culture of the school
‣ Create a framework that can evolve
‣ Deliver impact
Portrait of a Modern .Edu Website
ARCHITECTURE EVOLUTION
Home
Admissions Academics Research Global About Life on Campus
Portrait of a Modern .Edu Website
MAKING IT DARTMOUTH
Home
Admissions
Academics Research Global
About
Life on Campus
These are generic and users will seek them out.
Portrait of a Modern .Edu Website
MAKING IT DARTMOUTH
Home
Academics Research Global Life on Campus
Portrait of a Modern .Edu Website
MAKING IT DARTMOUTH
Home
Academics Research
Global
Life on Campus
Global content should be integrated throughout the site
Portrait of a Modern .Edu Website
MAKING IT DARTMOUTH
Home
Academics Research Life on Campus
Portrait of a Modern .Edu Website
MAKING IT DARTMOUTH
Home
Academics Research Life on Campus
Portrait of a Modern .Edu Website
MAKING IT DARTMOUTH
Home
Academics Research Life on Campus
Language Matters
Portrait of a Modern .Edu Website
MAKING IT DARTMOUTH
Home
Education ResearchLife &
Community
Language Matters
Portrait of a Modern .Edu Website
ARCHITECTURE = ESSENCE
Home
Education ResearchLife &
Community
A Purposed Visual Identity
Portrait of a Modern .Edu Website
Portrait of a Modern .Edu Website
DESIGN DIRECTION
Simple
Modern
Light
Engaging
…with a nod to tradition
Clean
Portrait of a Modern .Edu Website
A RESPONSIVE APPROACH
Building It… Step-By-Step
Portrait of a Modern .Edu Website
Portrait of a Modern .Edu Website
A PHASED APPROACH
‣ School year schedules demanded a fall debut for the site - but code and
CMS weren’t ready
‣ Interim solutions can be messy - re-skinning was a key to success
‣ Don’t bite off more that you can chew - keep it simple
‣ Even responsive can be done in a “light” fashion.
Who We Are & What We Do
Portrait of a Modern .Edu Website
Portrait of a Modern .Edu Website
FALL 2012 SPRING 2013
Portrait of a Modern .Edu Website
Portrait of a Modern .Edu Website
Departmental DNA
Portrait of a Modern .Edu Website
Portrait of a Modern .Edu Website
DEPARTMENT IDENTITY IS CRITICAL
‣ Departments need a sense of self - independence is highly valued
‣ For their areas of expertise the parent brand plays a diminished role
‣ Department-level site resources are minimal
‣ Balancing support, visual design and even template types matters
Admissions Schools Centers Global Arts Athletics Giving
| EDUCATION | RESEARCH | LIFE & COMMUNITY
The Undergraduate ExperienceGraduate SchoolsDepartments & DegreesLibrariesStudy Around the WorldSummer at DartmouthLifelong Learning
Education
Research NewsFaculty ExpertsResearch CentersProjects & LabsPublications & GrantsConferences & SeminarsResearch Resources
Research
Dartmouth at a GlanceAccessibilityEmergency PreparednessAdministrative OfficesCareers
About Dartmouth
Explore the GreenArtsAthleticsDiversityHealth & WellnessOutdoorsResidential LifeServiceStudent Group & ActivitiesSustainability
Life & Community
PeopleGraduate Program Research Areas Societies & Labs News & Events
EDUCATION
The Department of
Biological Sciences
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photo: Student, Caylean Carey photo: Professor, Kevin Peterson photo: inspirational
Welcome Class of 2016!Professor Peart's open house presentation to the incoming class of 2016 an accompanying handout now available. Congratulations and welcome to Dartmouth Class of 2016!
Best Presentation Award at Society for Freshwater ScienceCayelan Carey '06 has just won the 2012 Best Oral Presentation in Applied Research at the Society for Freshwater Science meeting.
Prof. Peterson: Understanding the Evolution of MammalsProfessor Kevin Peterson is featured in a Nature article "Phylogeny: Rewriting evolution"for his work using microRNAs to understand the evolution of mammals.
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Undergraduate Studies
Contact
Admissions Schools Centers Global Arts Athletics Giving
| EDUCATION | RESEARCH | LIFE & COMMUNITY
The Undergraduate ExperienceGraduate SchoolsDepartments & DegreesLibrariesStudy Around the WorldSummer at DartmouthLifelong Learning
Education
Research NewsFaculty ExpertsResearch CentersProjects & LabsPublications & GrantsConferences & SeminarsResearch Resources
Research
Dartmouth at a GlanceAccessibilityEmergency PreparednessAdministrative OfficesCareers
About Dartmouth
Explore the GreenArtsAthleticsDiversityHealth & WellnessOutdoorsResidential LifeServiceStudent Group & ActivitiesSustainability
Life & Community
EDUCATION
The Institute for
Writing & Rhetoric
Christiane Donahue, Ph.D. Director, Institute for Writing and RhetoricAssociate Professor of Linguistics
Teaching
Works in Progress
Areas of Expertise
Books & Writing
"I am interested in combining French functional linguistics and discourse analysis with composition-rhetoric scholarship, my research interests include cross-cultural and cross-disciplinary analysis, pluringuality and internationalization, genre study, and the development of multi-method research approaches drawn from European and United States traditions."
Writing 5French Linguistics 1 & 2
“When Copying Is Not Copying: Plagiarism and French Composition Scholarship,” in Originality, Imitation, Plagiarism: Teaching Writing in the Digital Age, U. of Michigan Press, 2008
“Cross-Cultural Analysis of Student Writing: Beyond Discourses of Difference,” in Written Communication, 25 (3)
Bradley TaylorAssistant Professor
Samuel ValezAssistant Professor
Lee WittersAssistant Professor
Olga ZhaxybayevaAssistant Professor
writing public speaking poetry
genetics biochemistry biophysics genetics biochemistry immunology
More Faculty at the Institute of Writing & Rhetoric
View Resume/CV
writing public speakingpoetry
public speaking
Title of book Title of book
Speaking Engagements
9th IAIMTE International ConferenceUPEC: Université Paris-Est Créteil / France, Institut Universitaire de Formation des MaîtresJune 11 - June 13, 2013
Writing, Rhetoric, and Discourse Speaker SeriesDartmouth College, Hanover, New HampshireOctober 16, 2012
22nd Penn State Conference on Rhetoric and CompositionRhetoric and Writing across Language BoundariesSunday, July 10–Tuesday, July 12, 2011
+ view 3 more
Publications
“When Copying Is Not Copying: Plagiarism and French Composition Scholarship,” in Originality, Imitation, Plagiarism: Teaching Writing in the Digital Age, U. of Michigan Press, 2008
“Cross-Cultural Analysis of Student Writing: Beyond Discourses of Difference,” in Written Communication, 25 (3)
“Multiple Assessments of a First-year Seminar Pilot,” in the Journal of General Education (in press) co-authored with biology professor Andrew Barto
+ view 7 moreTitle of book Title of book
PeopleGraduate Program Prizes & Awards Materials & Support News & EventsUndergraduate Studies
Contact
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Portrait of a Modern .Edu Website
Portrait of a Modern .Edu Website
Portrait of a Modern .Edu Website
Results & The Future
Portrait of a Modern .Edu Website
Portrait of a Modern .Edu Website
RESULTS
Portrait of a Modern .Edu Website
‣ Mandates don’t work; carrot - not stick
‣ Build the argument with substance
‣ Strong internal leadership cannot be underestimated
‣ Respect for each individual and an acknowledgement of the
challenges they face will yield cooperation
‣ Be bold and stay the course (this is a super marathon, not a
100m dash)
ADDITIONAL LEARNING
Portrait of a Modern .Edu Website
Thank You.
Sarah Memmi Director of Editorial Services
Dartmouth
Gene Lewis Chief Creative Officer
Digital Pulp
[email protected]@dartmouth.edu