golden rule for the web - #edugurusummit
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@nickdenardis#eduGuruSummit
The golden ruleof the web
@nickdenardis#eduGuruSummit
@nickdenardis#eduGuruSummit
Nick DeNardisAssociate Director of Web CommunicationsWayne State Universityhttp://wayne.edu/
Host of EDU Checkuphttp://educheckup.com/
Writer for .eduGuruhttp://doteduguru.com/
Curator of EDU Snippitshttp://edusnippits.com/
@nickdenardis#eduGuruSummit
What we will cover
Problems Solutions Tools
@nickdenardis#eduGuruSummit
Maintaining a website is like maintaining a building
A single department might look like a ranch in the suburbs
@nickdenardis#eduGuruSummit
But in reality it is just a floor in a giant skyscraper.
@nickdenardis#eduGuruSummit
You wouldn't want to wander around a
skyscraper
Why do we let it happen to our users?
@nickdenardis#eduGuruSummit
Get in & get outSpotting pain points on other sites is easy
@nickdenardis#eduGuruSummit
@nickdenardis#eduGuruSummit
@nickdenardis#eduGuruSummit
The curse of knowledgeYou are no longer an outsider
@nickdenardis#eduGuruSummit
Curses are myths
@nickdenardis#eduGuruSummit
Only YOU can stand up for your users
Every day will be a struggle
@nickdenardis#eduGuruSummit
Ace the checkup testHomepage
Degree List
Program
Requirements
• Admission
• Degree
• Outcomes
• Faculty
• Students
• Alumni
• Research
• Advisors
Next Step
• RequestInformation
• Schedule aVisit
• ContactAdvisor
• Find Contact Information
@nickdenardis#eduGuruSummit
Common pain points
• Missing content
• Duplicate content
• Obstructed content
• Dead ends
• PDF's
• Silos
@nickdenardis#eduGuruSummit
Missing content
• Upcoming Deadlines
• Program Information
• Contact Information
• Coming Soon
• More important things to do
• Assigning responsibilities
• Lack of time
• Lack of knowledge
What Why?
@nickdenardis#eduGuruSummit
Missing content
@nickdenardis#eduGuruSummit
Missing content
@nickdenardis#eduGuruSummit
Duplicate content
• Bulletin information
• Admission requirements
• Faculty profiles
• Forms, forms, forms
• Inbound links
• Multiple owners
• Multiple initiatives
• Assuming existing information isn’t findable
Why?What
@nickdenardis#eduGuruSummit
@nickdenardis#eduGuruSummit
@nickdenardis#eduGuruSummit
Requirements Confusion
@nickdenardis#eduGuruSummit
@nickdenardis#eduGuruSummit
@nickdenardis#eduGuruSummit
“I already filled out that form”
What do you mean? Google gave me this one!
@nickdenardis#eduGuruSummit
Duplicate Forms
@nickdenardis#eduGuruSummit
Obstructed content
• Non user controlled animation
• Slow interactions
• Inaccessibility
• “Wow” factor
• Different goals
• Laziness
• Lack of information
Why?What
@nickdenardis#eduGuruSummit
Slow Interactions
@nickdenardis#eduGuruSummit
Dead Ends
@nickdenardis#eduGuruSummit
Dead ends
• Request information
• Contact an advisor
• View course description
• Directions to an office/event
• Apply!
• Lack of maintenance
• Oversight
• Assumptions
Why?Looking for:
@nickdenardis#eduGuruSummit
@nickdenardis#eduGuruSummit
PDF's
• Over used
• Under used
• Accessibility Issues
• Laziness
• Lack of Knowledge
What Why?
@nickdenardis#eduGuruSummit
Overused
@nickdenardis#eduGuruSummit
Unnecessary
@nickdenardis#eduGuruSummit
Silos
• “My users are different”
• “My site needs to have movement, it needs Flash”
• “We have our own IT people, they can handle it”
• “The university tools are too limiting”
• “We need close control over everything we are doing”
@nickdenardis#eduGuruSummit
What we will cover
Problems Solutions Tools
@nickdenardis#eduGuruSummit
SolutionsThere is no "easy" button
@nickdenardis#eduGuruSummit
Content audits
@nickdenardis#eduGuruSummit
Do you own this?
Step #1 to running a successful website
http://www.contentstrategy.com/
@nickdenardis#eduGuruSummit
Before
@nickdenardis#eduGuruSummit
After
@nickdenardis#eduGuruSummit
Personas
@nickdenardis#eduGuruSummit
@nickdenardis#eduGuruSummit
@nickdenardis#eduGuruSummit
Content ownership
• Structure of CMS
• IT infrastructure
• Lack of sharing
• Static pages
• Trapped in MS Word
YourUsersOwnYour
Content
@nickdenardis#eduGuruSummit
@nickdenardis#eduGuruSummit
Feedback loops
@nickdenardis#eduGuruSummit
Idea
Sketch
Implement
Testing
@nickdenardis#eduGuruSummit
Idea
@nickdenardis#eduGuruSummit
Sketch
@nickdenardis#eduGuruSummit
Implementation
@nickdenardis#eduGuruSummit
Testing
@nickdenardis#eduGuruSummit
Testing
@nickdenardis#eduGuruSummit
Refine
@nickdenardis#eduGuruSummit
Communicate
@nickdenardis#eduGuruSummit
Communication = Trust
@nickdenardis#eduGuruSummit
Blog, post often
@nickdenardis#eduGuruSummit
@nickdenardis#eduGuruSummit
@nickdenardis#eduGuruSummit
@nickdenardis#eduGuruSummit
@nickdenardis#eduGuruSummit
What we will cover
Problems Solutions Tools
@nickdenardis#eduGuruSummit
Books
• Rocket Surgery Made EasySteve Krug
• Content Strategy for the WebKristina Halvorson
• Web Form DesignLuke Wroblewski
• Neuro Web DesignSusan M. Weinschenk
@nickdenardis#eduGuruSummit
Tools
• CrazyEgg.com
• Woopra.com
• Websort.net
• Wordpress.com
• Tumblr.com
@nickdenardis#eduGuruSummit
CrazyEgg
@nickdenardis#eduGuruSummit
Woopra
@nickdenardis#eduGuruSummit
Woopra
@nickdenardis#eduGuruSummit
Websort
@nickdenardis#eduGuruSummit
Questions?
@nickdenardis#eduGuruSummit
Thank youhttp://slideshare.net/nickdenardis/
@nickdenardis#eduGuruSummit
Photo Credits
• http://www.flickr.com/photos/jenniferbrooke/4903005798/
• http://www.flickr.com/photos/lobraumeister/3719898954/
• http://www.flickr.com/photos/rowmuse/309535784/
• http://www.flickr.com/photos/traftery/4773457853/
• http://www.woopra.com/features/visitor-tracking/
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