Students, Services, Silos, and Sanity: A Content Transformation Story

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STUDENTS, SERVICES, SILOS, SANITY: rfr r & LISA MARIA MARTIN @REDSESAME CONFAB HIGHER ED 2013

description

All the cool kids seem to be doing it: bringing financial aid, tuition payments, registration, and other student services together under one virtual umbrella—the coveted “one-stop shop.” Not surprisingly, creating a web presence for previously siloed offices can prove challenging. There are limited resources, wide-ranging audiences, long histories of territorialism—and we haven’t even started digging into the content. Using the George Washington University’s recent undertaking as an example, this presentation will discuss the ups and downs of creating a single web presence for multiple organizations: gathering project support with user research and analytics, identifying where organizational challenges impact content, and keeping the peace—and your sanity—amid stakeholder tension. Delivered at Confab Higher Ed, November 12, 2013

Transcript of Students, Services, Silos, and Sanity: A Content Transformation Story

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STUDENTS, SERVICES, SILOS, SANITY:

! "#$%&$% %r!$'f#r(!%)#$ '%#r* &

LISA MARIA MARTIN @REDSESAME

CONFAB HIGHER ED 2013

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+)' )' ! '%#r* ABOUT CHANGE.

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/  C,!$-)$- WEBSITES

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/  C,!$-)$-

CONTENT

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/  C,!$-)$-

MY ATTITUDE

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I !( ! CS/IA/UX/OMG

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/  

I w#r. !% THE GEORGE WASHINGTON

UNIVERSITY

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W,&r& w& BUILD WEBSITES FOR

GW SCHOOLS, OFFICES, & PROGRAMS

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/  L).&

STUDENT SERVICES

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ENROLLMENT TUITION

SCHOLARSHIPS BILLING

COURSE REGISTRATION LOAN APPLICATIONS

TRANSCRIPTS STUDENT ACCOUNTS

VETERAN BENEFITS

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+& ",!//&$-&: “WE NEED A WEBSITE.”

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!.! “A ONE-STOP SHOP”

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S)$-/& PLATFORM

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M0/%)p/& AUDIENCES

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M0/%)p/& OFFICES

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CONTENT IS '"!%%&r&1

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CONTENT IS 1)'#r-!$2&1

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CONTENT IS 10p/)"!%&1

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EVEN "#$%r!1)"%#r*

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G#!/: A SEAMLESS, ON-BRAND

WEB EXPERIENCE THAT EMPOWERS USERS

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SO HOW DO YOU TACKLE

%,!%?

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M!-)"!

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I (&!$ r&'&!r",.

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COMPETITIVE r&'&!r",

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ANALYTICS r&'&!r",

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USER r&'&!r",

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P&r'#$!'

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M!r"0' NEW  STUDENT  

Major:  Undecided  in  Columbian  College  of  Arts  &  Sciences  

Hometown:  Albany,  NY  

Goal:  Sign  up  for  the  right  classes  without  any  hassle.  

I ,!1 $# )1&! (* /#!$' "#0/1 (&'' 0p (* r&-)'%r!%)#$. ”

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L&$#r& STAFF  

Office:  Office  of  Student  Financial  Assistance  

Hometown:  Washington,  DC  

Goal:  Be  a  guide  when  students  and  parents  are  lost  in  the  system.  

Y#0 ,!v& %# b& p!%)&$%. Y#0 ,!v& %# r&(&(b&r %,!% %,&*’r& 30'% .)1'. ”

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G!r* PARENT  

Profession:  Lawyer  

Hometown:  Trumbull,  CT  

Goal:  Handle  transacLons  as  quickly  and  efficiently  as  possible.  

W,* )'$’% %,)' &!')&r? I’( p!*)$- &$#0-, (#$&* f#r )%, !4&r !//. ”

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C!r1'#r%)$-

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Br!)$'%#r()$-

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UX pr#b/&( '#/v&1, %,&$, *&!,?

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“WE CAN’T UPDATE THE CONTENT IF IT’S ON THAT WEBSITE.”

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C#$%&$% #w$&r',)p "#$"&r$'

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“BUT WE JUST REDID OUR WEBSITE.”

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D)-)%!/ f!%)-0&

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“WE CAN’T WORK ON THIS UNTIL THE SEMESTER ENDS.”

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L!". #f %)(& & r&'#0r"&'

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“OUR OFFICE ISN’T THE PROBLEM.”

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S)/5

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O,.

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THERE ARE p&#p/& INVOLVED, TOO.

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AND PEOPLE HAVE

f&&/)$-'.

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OUR JOB IS MORE

%,!$ #0r %!"%)"'.

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E(p!%,* IS ACTUALLY

REALLY HARD.

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A SHORT LIST OF THINGS I DO NOT HAVE:

P!%)&$"&

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B& .)$1.

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L)'%&$: ACKNOWLEDGE THEIR

CONCERNS

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I$"/01&: MAKE THEM A PART

OF THE PROCESS

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F/6: TAKE CONSTRAINTS

INTO ACCOUNT

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WHAT IF

)% 1#&'$’% w#r.?

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KINDNESS IS AN

NOT A TACTIC.

!%%)%01&,  

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YOU CAN’T NECESSARILY EMOTE YOUR WAY

THROUGH THIS.

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STRESS IS THE AMOUNT THAT YOU

- CY WAKEMAN

!r-0& w)%, r&!/)%*.  

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R&"#-$2& WHAT YOU CAN

CONTROL.

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T!/.: GET PEOPLE TOGETHER.

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S,!r&: OVERCOMMUNICATE.

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T&'%: BACK UP FEELINGS WITH

NUMBERS.

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T&'%: BACK UP NUMBERS WITH

FEELINGS.

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C&/&br!%&: EMBRACE SMALL

VICTORIES.

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DID IT

w#r.?

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SO WE

THE CONTENT

%r!$'f#r(&1

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FROM SCATTERED TO

#r-!$2&1

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FROM SUSPICIOUS TO

%r0'%w#r%,*

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FROM SILOED TO

"#$$&"%&1

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f#r %,& p&#p/& b&,)$1 %,& "#$%&$%.

BUT WE HAVE TO DO THE SAME

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THE PEOPLE & PROCESSES THAT MAKE IT.

C#$%&$% r&7&"%'

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WHEN WE THINK ABOUT

"#$%&$% #w$&r'

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AS MUCH AS WE THINK ABOUT #0r 0'&r'

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BUILDING A

b&%%&r 6p&r)&$"&

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A BETTER EXPERIENCE.

B&"#(&'

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+!$. *#0, C#$f!b!

LISA MARIA MARTIN @REDSESAME