Creating a New Student Experience for a Connected World
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Transcript of Creating a New Student Experience for a Connected World
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Agenda• Introductions• The Need• Human Centered Design Approach• Project Overview• New Experience• Critical Transactions• Lessons Learned
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About CSU East Bay• 14,000 students enrolled• 42 certificate and degree programs
offered by Continuing Education• Courses offered at Hayward,
Concord, Oakland, and online• Last website re-design in 2004
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About Story+Structure
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Why the Need for Change?• Migration from C2K to Peoplesoft• Search for CRM • Broken registration / course search /
enrollment process• Outdated, utilitarian web presence
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Solution
People
Process
Technology
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Technology Centered Approach
Processes dictated
by technolog
y
Users behavior
mandated by
processes
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User needs guide
process creation
Process determines technology
requirements
Technology is built around
user needs
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Project Overview
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Project Overview
Website Redesign &
CMS Implementatio
n
Branding / Messaging
CRM Shopping Cart
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Old Website
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Old Website
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Old Website
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Promises, Promises• Expectations=Promises• Every interaction makes, keeps or
breaks a promise
Marketing Recruiting Registration Matriculation
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Promises, Promises• Creating a good user experience
means setting expectations you can meet
Marketing Recruiting Registration Matriculation
Promises broken
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FindingsBoth students and staff agreed the current site was comprehensive with a lot of information, but they struggled to find answers to their questions amongst all the information
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FindingsStaff were being inundated with phone calls from students who couldn’t find the information they needed
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FindingsThe process for registering for courses was confusing
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FindingsIndividuals developed unique ways of dealing with various obstacles
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Solution
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CRM CRM Implementation
• Salesforce chosen as CRM platform• Salesforce comes “out of the box” as
a business-to-business solution• CSUEB had no previous recruiting
strategy
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CRM Step 1: Recruiting Design
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CRM Step 2: Incorporate into UI
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Step 1: Information Architecture
New Website
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site organization and usability
We’ve rethought how the site is organized to better reflect the expectations students bring with them when they first visit.In our research, the #1 area of interest was:“Do you have what I want?”
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This approach accommodates the various navigational approaches people take. The ease-of-use and focus on utility sends a message
that we respect the student’s time and have anticipated their needs.
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Shopping Cart
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Registration Process
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Registration Process
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Registration Process
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Re-cap• Moving from a technology centered
to human centered approach helped us create a great user experience
• Focusing on the user helped us launch multiple systems at once that offer a unified experience
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Questions?Dan BelloneMarketing DirectorUniversity ExtensionCalifornia State University, East [email protected]
Guy FelderChief [email protected]