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Fisher Website 2.0
Next Generation Web Design:Evolution and Enhancements
fisher.osu.edu
March 2009
Offices of Information Technology Services and External Relations
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Offices of Information Technology Services and External Relations
Website Mission and Vision
• Mission
to attract, retain, and serve Fisher’s current and future faculty, students, and alumni through emerging and existing Internet technologies.
• Vision
To build a virtual community and embraces the work of our thought leaders and establishes Fisher as a resource in the eyes of our audiences through the services and information we provide.
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Offices of Information Technology Services and External Relations
Key Objectives Foundation
• Built off of Discovery Phase website audit between March - October 2007
• Benchmarking research of business schools, universities, and other industries between May 2007 - July 2008
• Extension of brand guidelines enhancements completed in the summer 2008
• Save money. Use of vendor’s creative web design and familiarity with Fisher
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Offices of Information Technology Services and External Relations
Key Objectives Foundation
• Reach and Scope• global audience• entire college web presence
• own websites – internal/external• 3rd party user interfaces
• Impact
• consistent college look and feel
• streamline development and marketing
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Offices of Information Technology Services and External Relations
Fisher Client Focused
• Internal stakeholder review• feedback and suggestions• included in the design• align with units’ goals and audience
• Links currently accessible from the homepage will remain
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Offices of Information Technology Services and External Relations
Key Objectives
• Advance Fisher’s brand
• Enhance the user experience
• Improve website management
• Improve Internet marketability
Concepts shown as a flow from the home
page to level 4
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Offices of Information Technology Services and External Relations
Advance Fisher’s Brand
• Reinforce college as a market leader
• Modernize look and feel of design
• Establish consistency – one college
• Create a memorable experience
• Support marketing and communications
• Leverage OSU’s brand and web design.
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Offices of Information Technology Services and External Relations
Brand Design Approach
• Evolution of previous design and new brand guidelines
• use of enhanced photography • distinguish brand – e.g. medallions
• Quickly convey industry leadership
• Offer relevant content
• Positive user experience
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December 2008 | Offices of Information Technology Services and External Relations
Brand Design Approach
• Deliver clear, multiple communication paths to most desired content
• Create more opportunities to connect and interact with the site
• Highlight and credentials personal stories
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Offices of Information Technology Services and External Relations
Enhance the User Experience
• Consistent, no-thought navigation• Intuitive access to breadth and depth of content from across the college
• Enhance rich-media and text content • photos, video, audio• content drill-down
• Build foundation for social media tools• Engage the users on a deeper level
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Offices of Information Technology Services and External Relations
Visitor Approach
• New visitors goal
• quickly gain top-level understanding• inspire them to learn more• provide multiple paths to key areas• reduce number of clicks to content• easily find contacts and connections
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Offices of Information Technology Services and External Relations
Visitor Approach
• Repeat visitors goal
• find new, updated information• download or feed information• access to key contacts or information• quick access to MyFisher• deeper level of interaction• become advocates, word-of-mouth
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Offices of Information Technology Services and External Relations
Improve Website Management
• Build framework for expansion of content and application
• Support template structure
• Integration into a CMS
• Layout and design standards allow for improved non-technical staff training
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Offices of Information Technology Services and External Relations
Improve Website Marketability
• Keyword optimization
• Allow bots to crawl content paths easier
• Intra-site marketing opportunity
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Offices of Information Technology Services and External Relations
Improve Website Marketability
• Extend the user experience• cross-leverage the design to 3rd party applications• consistency across Fisher related sites
• Compliance
• OSU Web Accessibility Center• Section 508
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Offices of Information Technology Services and External Relations
Design Strategy – Home Page
• Single visual design elements combine to create a tone, engages users, and invites interaction
• photos, architecture, medallions, unique angles, color palette
• Use of screen real estate• expandable and flexible areas• time sensitive messaging capable
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Offices of Information Technology Services and External Relations
Design Strategy – Home Page
• Establishes layout for entire website• position of global elements• position of navigation
• New depth and edge to homepage• all-purpose feature gallery• additional outlet for hi-profile content
• Opportunity to establish guidelines
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Offices of Information Technology Services and External Relations
Design Strategy – Sub-levels
• Clean and open feel
• Improved page architecture – readability
• Content displayed to encourage deeper exploration into site
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Offices of Information Technology Services and External Relations
Design Strategy – Sub-levels
• Graphic elements provide visual cues for enhanced usability
• Modular sub-design offers customizable options within the brand design
• Stylized tables, classes, and visual formats cleanly display information CONSISTENTLY across entire website
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Fisher’s Website as of December 2008
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November2008
OSU new web design
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June 2009
Current web
design
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November2008
Half step forward
Usability and navigation tests
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Use of strong photography
Medallions as distinguishing factor
Clear division of screen real estate
All who have links currently will remain
New depths of new and constant info
Slide 10
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OSU navigation bar
OSU brand feel
Fisher branded
Masthead visible on all web pages
Primary navigation is audience-based
Secondary navigation
Utility navigation Slide 11
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Display of Fisher multimedia gallery
Photos or video
Additional layer to home page content
Shows depth of events and impact
Faster drill down of key messages
Slide 12
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Display use of drop-down navigation
ADA compliant
User familiarity
Expandable / flexible
Standardized footer visible on every page
Slide 13
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Level 1 Web Page
Consistent layout
“Hot buttons” geared toward respective audiences
Visual icons
Use of style and photos
Begin use of “breadcrumb navigation”
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Level 2 Web Page
Consistent layout
Flexible space in design to allow various forms of content and applications
Showcase events and announcements
Potential user-generated content
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Level 3 Web Page
Photography banners maintain graphic design of the brand at the lowest level
Example of styled table for consistent use
Use of Fisher color palette throughout
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Level 3 Web Page
Photography banners also carry key messages and showcase faculty, teaching, and events
Column style can be a layout option depending on the content
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Level 3 Web Page
Example of content display on brand
Modules on the right are flexible
Modules can be created as tools or widgets that can be used across the entire website
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Level 3 Web Page
Shows flexibility in the template structure
Different ways to display content to the user
Use of medallion as signature element
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Level 4 Web Page
Consistent layout
Example styled tables and displaying content with flexibility
Example of a way to display multimedia content inside of a page
Left navigation shows location to user