Welcome to the Higher Education Summit Georgia Techs Strategic - - PowerPoint PPT Presentation

Welcome to the Higher Education Summit

Georgia Tech’s Strategic Drupal Redesign

Today’s Team

Cheryl Little

Director of User Experience

Kelsey Harris

Digital Communications Specialist

Shamika Hill

Senior Graphic Designer Mediacurrent Georgia Tech Professional Education Georgia Tech Professional Education

Georgia Tech Professional Education (GTPE), an academic division of the Georgia Institute of Technology, offers professional development courses, certificate programs, and professional master’s degrees in a variety of formats to meet the needs of working professionals and industry partners in STEM and business fields worldwide. We educate over 36,000 individual learners representing more than 2,600 companies annually.

Georgia Tech Professional Education

ABOUT

Mediacurrent is a full-service digital agency that implements world class open source software development, strategy, and design to achieve defined goals for enterprise organizations seeking a better return on investment.

Mediacurrent

ABOUT

Agenda

About the GTPE Redesign

• User Personas
• Content Strategy
• Design / User Experience
• Navigation, Sitemap, & User Testing
• Impactful Results

The GTPE Redesign Project

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Project Mission

GTPE REDESIGN

To deliver a unified and engaging digital experience for all University "customers" — aspiring and current students, lifelong learners, alumni, and industry partners. Higher engagement and conversions Increase business intelligence Personalized, seamless experiences Streamline

• perations

Challenges

GTPE REDESIGN

The redesign was based on the premise that our site experience should serve our learners rather than our own

• perational needs. Historically, our website was very

information-heavy and flat, optimized to reduce inquiries from learners to our GTPE staff, but not updated our managed effectively. We forced our learners to comb through pages of dry copy with conflicting info and no visuals or logical organization.

Text-heavy content difficult to digest Confusing content flow Lack of visuals to encourage engagement

Website Redesign Process

Daily Sprint Workflow

Scrum Analysis Planning Design Coding User Requirements Testing Feature Releases

Launch

Fully functioning Drupal website to serve as the foundation for further digital strategies.

Sprint

Deliver & repeat until product launch.

Discovery Deliverable

Product Strategy, User Experience, & Technical Requirements documentation.

Functional Specification

System Architecture Hosting & Infrastructure Migration & Data Strategy Estimates & Sprint Planning

User Experience

Content Strategy Wireframes Conversion Paths User Testing

Business Analysis

KPIs, Analytics & SEO User Research Competitive Analysis Information Architecture & Navigation

Develop Deliver Discover

DESIGN & USER EXPERIENCE

Solutions

GTPE REDESIGN

Together, GTPE and Mediacurrent created a responsive, user-friendly interface with a new navigation and visual design to attract and engage GTPE learners and partners.

Build a learner-focused posture across GTPE and in the digital space.

People Platforms Perceptions

Implement integrated CRM and marketing automation platforms. Use learner insights to develop digital tools and interactions.

Why Drupal?

GTPE REDESIGN Third-party marketing tools and communication platforms.

Integration Security Cost-Effective

Highly secure platform protects students information. Leveraging open-source technology with no licensing fees.

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User Personas

Why are Personas Important?

USER PERSONAS

User personas are examples of the real people who engage with your website. Unlike traditional target audience segmentation, they provide greater depth and context by focusing on one character who embodies the predominant qualities of the larger group. Commonly in higher education, the challenge is to build a site that serves learners, rather than internal operational needs. Personas will provide a deeper audience understanding and a more sharply defined unique value.

USER PERSONAS

How was Research Conducted?

User Interviews Surveys Client Documentation Google Analytics Web Research

• Who are they?
• What are their digital behaviors?
• Who are their trusted sources?

Demographics

USER PERSONA RESEARCH

• What do they value in a program?
• What are their goals?
• What pain points do they have?

Psychographics

USER PERSONA RESEARCH

• Where do they research information for

pursuing a professional degree?

• What marketing channels do

they use?

Marketing Specifics

USER PERSONA RESEARCH

• What are the key things users look for in

a program that’s a decision factor?

• When are they likely to enroll?
• What are their current beliefs and

common objections?

Decision Influencers

USER PERSONA RESEARCH

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The Professional Learner

USER PERSONAS

Adam Smith

PROFESSIONAL LEARNER

Demographics

• Age: 38
• Job Title: Program Manager
• Salary: $97,500

Goals

• Become an expert in the field
• Minimize project risks and increase efficiency
• Stay up-to-date with certifications and industry trends
• Network with others in the field
• Teach/train others
• Professional development

Background

PROFESSIONAL LEARNER

• Attended undergrad program at University of North Carolina
• Graduated with a bachelor's degree in Business

Administration (BSBA)

• Moved to Atlanta for work after graduating from college
• Married with three children
• Has been with current company for 15 years
• Mid-level manager
• Natural leader, enjoys helping others
• Began mentorship program at current company
• Actively involved with UNC Alumni Association
• Extremely busy balancing professional and personal life

Adam Smith

Device Types 75% Marketing Channels

Google Search Linkedin Email

Wants, Needs, & Decision Criteria

PROFESSIONAL LEARNER

• Attend reputable program with top-ranked faculty
• Become subject matter expert
• Advance career (promotion, raise)
• Learn best practices to lead, educate and train others

Adam Smith

Wants & Needs

• Reputation and quality of school / program
• Price of course including all associated fees
• Location of course

Decision Criteria

• Co-workers / Employer
• Associations and Conferences
• Project Management Institute (PMI)

Trusted Sources

Common Objections

PROFESSIONAL LEARNER

Adam Smith

“I can’t afford the cost of the program and associated fees.” “The courses won’t fit into my busy schedule.” “I can’t make it to campus for classes.” “I’m not sure that the course materials are relevant to my role.” “I won’t have the

• pportunity to network

with the right people.”

Common Questions

PROFESSIONAL LEARNER

Adam Smith

“How much does the program cost and what are the associated fees?” “How long will it take to complete my certification?” “What will the certification do for me?” “Who teaches the courses?” “How will this program help my career?” “What does the course schedule look like? “Can I take these courses online?” “What makes this program unique?”

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The Degree Seeker

USER PERSONAS

John Gardell

DEGREE SEEKER PROSPECT

Demographics

• Age: 29
• Job Title: Mechanical Engineer
• Salary: $83,500

Goals

• Become an expert in both business and technology
• Increase knowledge of engineering processing
• Gain management and leadership skills
• Network with others in the field
• Teach/train others
• Professional development

Background

DEGREE SEEKER

• Attended undergrad program at Georgia Tech
• Graduated with a bachelor's degree in Mechanical

Engineering (BSME)

• Has lived within 50 miles of Atlanta his whole life
• Married with one daughter
• Has been with current company for five years
• Full-time employee
• Leads cross-functional teams at work
• Needs a solid foundation in business to grow

professionally

• Actively involved with Georgia Tech Alumni Association
• Extremely busy balancing professional and personal life

John Gardell

Device Types 80% Marketing Channels

Google Search Linkedin Email

Wants, Needs, & Decision Criteria

• Flexible schedule with on-site learning options
• Reputable program / meaningful degree
• Direct job application
• Network with others in the field

DEGREE SEEKER

John Gardell

Wants & Needs

• Reputation and quality of school / program
• Price of program
• Location of program needs to be flexible / part online
• Course schedule needs to attainable with full time job

Decision Criteria

• Co-workers / Employer
• Online Search / Website
• Friends

Trusted Sources

Common Objections

“GTPE’s program costs more than

• thers in the area.”

“I live outside the city, it takes awhile to get to campus.” “I need to complete my masters in less than two years, part time.” “I’m not sure how online learning works

• r if I’d like it.”

DEGREE SEEKER

John Gardell

Common Questions

DEGREE SEEKER

John Gardell

“How can I interact with my professor and other students?” “What are the application deadlines?” “How do I register?” “Can I view a sample lecture to see what

• nline learning is like?”

“Are there special programs for veterans?” “Is financial aid available?”

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The Corporate Partner

USER PERSONAS

Ashley Jones

CORPORATE PARTNER

Demographics

• Age: 31
• Job Title: Corporate Event Planner
• Salary: $68,000

Goals

• Host events for less than 100 attendees
• Find convenience and affordable venues
• Host unforgettable events for all parties involved
• Find a reputable partner who is trustworthy and helpful
• Network with others in the field

Background

CORPORATE PARTNER

• Attended undergrad program at Georgia State University
• Graduated with a Bachelor of Business Administration in Hospitality
• Certified Meeting Professional (CMP)
• Has lived in Atlanta her whole life
• Currently engaged to get married
• Has been hosting events in Atlanta for almost 10 years
• Organizes events for corporate trainings
• Has worked with GTPE in the past
• Actively involved in the event planning community
• Extremely busy coordinating all the event logistics

Ashley Jones

Device Types 85% Marketing Channels

Google Search Social media Events

Wants, Needs, & Decision Criteria

• Event space that is flexible & affordable for corporate training
• Reputable partner who can help organize all event logistics,

including catering and furniture rentals

• Staff to help set up / break down event

Wants & Needs

• Reputation and quality of event space
• Venue conveniently located in downtown Atlanta
• Relationship / partnership with event venue
• Venue is available and affordably priced

Decision Criteria

CORPORATE PARTNER

Ashley Jones

• Corporate Website
• Online Search / Social Media
• Local Sources (Employer, Friends, Peers)

Trusted Sources

Common Objections

“Venue cost is too high given the size of the event space.” “The location is not ideal for our employees.” “There are limited resources when it comes to event logistics.” CORPORATE PARTNER

Ashley Jones

Common Questions

“How may events are held in this space each year?” CORPORATE PARTNER

Ashley Jones

“How much does the venue cost?” “Are there catering options?” “Do you assist with event breakdown or cleaning?” “How far in advance should I book my event?” “Do you require a deposit?” “Do you offer discounts for repeat customers?” “Do you assist with event set-up or decorating?”

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Key Takeaways

USER PERSONAS

Key Takeaways

USER PERSONAS

• Many customers today are local (southeast), aged 25-45, and have

an engineering focus

• All personas have extremely busy schedules and are looking for

flexible programs applicable to their needs

• All personas want easy access to information and are seeking

personal/professional advancement

• All personas are heavily influenced by employers and peers
• Word of mouth and reputation drive conversion across all personas
• There is a lot of opportunity for increasing brand awareness around

corporate partners (ie. case studies)

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Content Strategy

Why is a Content Audit Important?

CONTENT STRATEGY

Once the users are defined the next step is to optimize the content in order to provide them with the best possible

• experience. During the content audit and gap analysis pages

are looked at through the eyes of the user personas. Auditing the pages of the website that exist today helps us:

• Learn what content already exists
• Align content with persona needs
• Identify areas for improvement (layout, content, design)
• Get a better sense of organization and site navigation

CONTENT STRATEGY Enable specific targeting focused on the users interests.

GTPE Content Goals

Increase Search Traffic

Develop optimized content that moves users through buyer journeys.

Increase Conversions

Deliver an experience that can measure up to any device.

Improve the content delivery on all devices

“What degree programs are offered?”

Content Optimization: Homepage

CONTENT STRATEGY

What is each user looking for on the home page?

“What non-degree courses are

• ffered?”

“What certificate programs are available?” “Are the programs

• nline or on-site?”

“Can I host a meeting or a conference at the campus?” “Are on-site trainings available?”

Homepage Content Recommendations

CONTENT STRATEGY

Restructure and prioritize content in order to target each audience.

Courses & Certificates Degree Programs Corporate Partnerships Host a Meeting

“I’m not sure how online learning works or if I’d like it.” “Are the programs online

• r on-site?”

“What non-degree courses are

• ffered?”

Targeting the Personas

CONTENT STRATEGY “What certificate programs are available?” “Can I host a meeting or a conference at the campus?”

Navigation, Sitemap, & User Testing

The ease or difficulty of anticipating where to find information on a website is a main factor in what makes a website usable.

Improving the Information Architecture

NAVIGATION, SITEMAP, & USER TESTING

In order to improve the user’s ability to find the information they’re looking for, it’s a good idea to first get a lay of the land and conduct usability testing. In our case, we wanted to see how easy (or hard) it was for people to access key information using the current navigation

• vs. a few other possible solutions that we had in mind. A tree

test was the approach we selected to help us gather the information.

NAVIGATION, SITEMAP, & USER TESTING Used Treejack to set up 3 tests focused solely on site structure

User Testing

Tests Tasks

Developed 5 tasks for each test group, aimed to touch on all GTPE

• fferings (not necessarily based on

most popular user paths)

Time

Split distribution list randomly and evenly into 3 groups. Collected responses for 3 days

User Testing Indicators

NAVIGATION, SITEMAP, & USER TESTING

User Testing Indicators

NAVIGATION, SITEMAP, & USER TESTING

1 2 3

Key Take-Aways

NAVIGATION, SITEMAP, & USER TESTING

• In general, users are unfamiliar with the Global

Learning Center ○ Understandable given user population, niche audience ○ “Events” may be too general

• It is important to allow user to search by subject

○ Can live under courses or search

• Grouping courses, certificates and degrees under

programs did not cause confusion

• All tests were fairly comparable in terms of success,

but directness and time to complete the tasks varied ○ Nav 2 & 3 were completed in under 3 minutes

Design & User Experience

Design Process

DESIGN & USER EXPERIENCE

Vision & Strategy

User Personas Gap Analysis Content Audit

Quantitative & Qualitative Data Collection

Wireframes Design Prototypes

User Experience & Visual Design

Responsive Design

DESIGN & USER EXPERIENCE

Site-Wide Components

Components help break down a site into its most essential parts. This process also helps to see how elements work independently from the whole site and better understand the options included within each component,

Reusable Component Library

DESIGN & USER EXPERIENCE

Reusable Component Example

DESIGN & USER EXPERIENCE

Component Summary

Group of (2) or (4) or (6) content blocks. 1. Section title (h3) 2. Content block title (h4) in white with Atlanta Fog overlay: 75% opacity. 3. Image with title bar covering top ¼ Image size: 620px X 450px

4.

Descriptive copy with optional link. Recommended cc: 150-175 (160 shown)

1

TABLET MOBILE

2 3 4

Components

DESIGN & USER EXPERIENCE

Results

Impactful Results

GTPE REDESIGN

50

Increase in page views

• n all devices

35

Increase in sessions on all devices

22

Increase in page views

• n all devices

21

Increase in page views

• n a mobile device

10

Increase in time spent

• n a mobile page

57

Increase in sessions on mobile devices

50

Increase in downloads and form submissions

28

Increase in leads across all programs

GTPE REDESIGN 2017 Marketing Award for the Georgia Tech Online landing page (online.gatech.edu) from UPCEA, an association for leaders in professional, continuing, and online learning.

1

UPCEA Gold Award Winner

Recipe for a Successful Project

The most successful projects share these 3 characteristics: Invested Team Great Communication A “Get It Done” Attitude

Thank You!