better web projects through strategy

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Post on 17-Aug-2014

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As people who work on the web we tend to get mostly tactical assignments, such as development of specific features, content, or visuals. How can thinking strategically lead to better success with web projects?

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  • BETTER WEB PROJECTS THROUGH STRATEGY
  • PRESENTED AT HIGHEDWEB 2013
  • @DougGapinski
  • mStoner.com
  • SHARE #heweb13 #wrk6
  • STEAL slideshare.net/thedougco
  • The Plan and the Pattern Five Strategic Questions for Better Web Work Strategy Exercise
  • Analytics Prototyping Design Content TACTICAL Online Advertising User Testing Social Media Development
  • Analytics Prototyping Design Content TACTICAL Online Advertising User Testing Social Media Development
  • Strategy = Winning
  • Strategy Managing
  • STRATEGY IS A PLAN
  • Strategy is the creation of a unique and valuable position. Michael E. Porter, Harvard Business School Source: hbr.org
  • In higher education, a strategic web project strengthens the position of your institution.
  • trincoll.edu/urbanglobal
  • futurity.org
  • itap.purdue.edu/studio
  • STRATEGY IS A PATTERN
  • An emergent strategy is a pattern of action that develops over time in an organization... despite a mission and goals. Henry Mintzberg, McGill University Source: http://bit.ly/1cijx6O
  • If you built your site with: responsive web design, accessibility compliance, speed optimization, and congured site search ...
  • ... you have an emergent web strategy.
  • The emergent web strategy is to serve content to everyone from any device.
  • Emergent strategies exist even if they go unobserved.
  • Building on patterns that already work means a higher chance of success.
  • FIVE STRATEGIC QUESTIONS (for better web projects)
  • 1 How does your web project relate to your organizations mission and nancial goals?
  • MISSION FINANCIAL GOALS YOUR PROJECT
  • MISSION + RECRUITMENT We are more urban and global than other liberal arts colleges. trincoll.edu/urbanglobal
  • MISSION + RESEARCH We are one of the worlds top research universities. futurity.org
  • MISSION + CLASSROOM EXPERIENCE Our teaching combines locationbased and online learning. itap.purdue.edu/studio
  • 2 Who is the primary audience for your project?
  • THE TYRANNY OF .EDU AUDIENCES Traditional Age Students Transfer Students International Students Graduate Students Continuing Ed Students Noncredit Students Parents Current Students Alumni Faculty Sta Businesses Peer Institutions Job Seekers
  • Were about to look at a degree page example. Real names have been replaced with emoji cat heads to protect the innocent.
  • LETS DO IT AGAIN.
  • = PROSPECTIVE STUDENTS = CURRENT STUDENTS
  • Source: xkcd.com
  • THINGS THAT STRENGTHEN THE POSITION OF A UNIVERSITY WITH PROSPECTIVE STUDENTS A modied version of: xkcd.com/773
  • THATS WEB STRATEGY ( LOVINGLY SET IN COMIC SANS)
  • 3 How can your project make a bigger statement beyond the web?
  • ampersandbox.wm.edu
  • capitol.edu
  • augustana.edu/goodt
  • 4 When can you get feedback from your audience?
  • Knowing who knowing what they want
  • Primary audience: Brown University fanatics Primary purpose: a place for them celebrate, share, and explore
  • We conducted interviews before prototyping, in person at the Brown University campus.
  • We conducted user tests on prototypes (using gotomeeting.com).
  • We performed task-based usability tests with both Chalkmark and usertesting.com.
  • The Brown team will monitor analytics, social activity and content submissions post-launch.
  • 5 How can you sustain the content needs of your web site?
  • The content is the ecosystem. Without it, all you have is a landscape.
  • Beyond a broad strategy, youre going to need a content strategy ...
  • ... and dedicated time for content creation and curation.
  • Luckily, @radiofreegeorgy is here to talk about content strategy next.
  • THE EXERCISE
  • For a project in ight, or one youve completed, answer the ve questions.
  • How does your web project relate to your organizations mission and nancial goals? Who is the primary audience for your project? How does (or how could) your project make a bigger statement beyond the web? When did (or could) you get feedback from your audience? How do (or will) you sustain the content needs of your site?
  • THANKS @DougGapinski