the challenge is institutional: merging customer needs with new operating realities
TRANSCRIPT
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The Challenge is Institutional:Merging Customer Needs with New Operating Realities
Mike McConnellUniversity of Aberdeen
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Why You Don’t Need a New Website
Mike McConnellUniversity of Aberdeen
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Why You Don’t Just Need a New Website
Mike McConnellUniversity of Aberdeen
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We’re implementing a new CMS!!
We’re half way through a branding exercise!
We’re going responsive! (on the top level pages)
We’re implementing a new CMS, also!!
We’re going to Terminal 4!
We’re leaving Terminal 4!
We’ve got a new IA!
We’re merging Squiz with Google appliance thingy!
I used to be creative!
Trying Agile! (with Prince 2)
Templates! jQuery! SiteImprove! Cluck cluck cluck!
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Why You Don’t Need a New Website Project
Mike McConnellUniversity of Aberdeen
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www.abdn.ac.uk
Awkward Metaphor
©
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SYMPTOM
CAUSE
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Our big fat web project
• 18 months!• New CMS!• 6 developers!• Committees!• PRINCE 2!• Colleges! Schools! Marketing! Etc!• Horse-trading!• Fights!• Ennui! Despair! Self-loathing!• Committees!• Committees!
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www.abdn.ac.uk
Our big fat web project
Yes! No! Single template Content authors
Content managed Content strategy
Universal navigation Brand and ‘message’
Uniform design Analytics, metrics, user data
Highly customisable Customer focus
Changes can be applied globally Social media
Easy to use for non technical authors Capture of customer data
Controlled and secure Strategic development
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www.abdn.ac.uk
Our big fat web project
Yes! No! Single template Content authors
Content managed Content strategy
Universal navigation Brand and ‘message’
Uniform design Analytics, metrics, user data
Highly customisable Customer focus
Changes can be applied globally Social media
Easy to use for non technical authors Capture of customer data
Controlled and secure Strategic development
Syste
m
Peop
lePr
oces
s
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WEBSITE
INSTITUTION
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It’s not your fault
Blame
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Why Don’t You Switch Off Your Webserver and Go Out and Do Something Less Boring Instead
Mike McConnellUniversity of Aberdeen
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Carpe Diem
Mike McConnellUniversity of Aberdeen
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www.abdn.ac.uk
Yay Digital
©
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www.abdn.ac.uk
Digital Strategy Group
“To provide high level direction for the delivery and resourcing of the University’s digital engagement, including the production of an overall digital strategy”
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Invitation to Tender
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Invitation to Tender
…to define a digital vision for the University of Aberdeen; to ensure that this is embedded in University strategy, and to help assess what people, systems and processes are necessary to deliver this vision
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Proposed stages1. Discovery: understand current capabilities and activities; market and customer analysis
2. Vision - identify opportunities and strategic aims; prioritise ideas; research these with target groups; develop an operating model
3. Planning: produce a high level business plan with options and recommendations
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Proposed stages1. Discovery: Where we’re at
2. Vision: Where we want to be
3. Planning: How we get there
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Responses• 17 bids
• Great variance in cost 18K-300K
• Great variance in activities and outputs
• 2 types of response:• digital design agencies
• enterprise architecture approaches
Precedent/KPMG appointed
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The Magical Pyramid of Digital Loveliness
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Customer Enterprise
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Process
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Potential Scope
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1. Discovery
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Discovery
• 5 week process• 7 one-to-one interviews• 8 Group Workshops• Over 100 staff involved• Market and customer analysis• Decide focus areas (scope)• 192 page report
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Discovery - internal• Many different systems• Many with usability issues• Paper-based / manual processes• Different processes required by different
sections• Lack of unified CRM• Under-utilisation of applications• Lack of Management Information • Massive current effort to upgrade university back
office systems (ERP) absorbs most available change capacity
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Discovery - external
• aged design• > 36,000 pages• findability issues• calls to action unclear• mobile unfriendly• explaining site, not a selling site
• struggles to promote
• struggles to show-off
• struggles to attract
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Discovery – sector comparison
• promoting the University - poor• attracting research - OK/poor• celebrating academics - mixed OK/poor• being international - poor• partnering with business - OK• recruiting students - poor• social and community outreach - none
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Clunky
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Scoping
Evaluation criteria Weighting
Level of Waste/Inefficiency/Lost Income (£ pa) 10Student and Other Stakeholder Engagement 30Stakeholder satisfaction with Service Delivery 30Uptake/Adoption of Digital Culture 15
The Development of a Differentiating Brand 15
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Prioritisation Framework
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Priority focus areas
• Undergraduate (UG) Admissions
• Postgraduate Taught (PGT) Admissions
• Student Learning Experience
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2. Vision
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Vision
• 5 week process• 3 further workshops aligned with
priority focus areas• Digital Forum• 50 page report
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Vision - Target Operating Model
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Vision - Target Operating Model
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Digital Forum
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Vision – Digital forum
• 2 days• 100 staff• 4 customer experience maps
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Vision - Focus areas mapped
Undergraduate (UG) Admissions:• Acquiring, Admitting and Welcoming, Home &
International UG students
Postgraduate Taught (PGT) Admissions• Acquiring, Admitting and Welcoming, Home &
International PGT students
Student Learning Experience• Learning Management • Freeing up the Academics’ year to Teach and
Research more
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Digital Team
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Vision – Restructured digital team(s)
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Vision – Team roles• Digital copywriting• User experience designers• Digital visual designers• Front-end developers• Instructional designers• Instructional developers• Digital project managers• Analytics analysts• Social community manager
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3. Planning
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Planning• 108 page report• 4 Customer Experience Maps• 10 Outline Business Cases • Implementation Plan
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Outline Business Cases (OBCs)
• issue and context
• a summary explanation of proposed solution
• high level view of indicative costs and timescales
• summary of all identifiable risk, issues and dependencies, including mitigation/resolution activity
• indicative benefits realisation timescales where apparent
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Planning - OBCs1. Identify & acquire best in class Student Records System
2. Procure a single end-to-end CRM system
3. Develop a new digital customer interface for the CRM
4. Develop improved management information
5. Enhance access to pastoral and administrative support
6. Improve / consolidate VLE functionality
7. Improve admissions processes
8. Improve web presence and the use of social engagement
9. Consolidate and improve digital capability
10. Improve the coordination and management of change
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Planning - implementation
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Next steps
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Next steps
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6 months
• Present to University Management Group
• Governance structure approved and in place
• Digital Strategy Programme Manager in place, with administrative support
• Head of Experience (or equivalent) identified
• Communications strategy (Internal)
• Map current activities / resources / roles
• Identify quick wins
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serendipity[ser-uh n-dip-i-tee]
1. an aptitude for making desirable discoveries by accident.
2. good fortune; luck.
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Enterprise Resource Planning
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Business Improvement
…to facilitate and catalyse, remove barriers, and help groups work better together, with the overall aim of improving the university for students, staff and other partners.
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External Relations• Director of External Relations• Head of Marketing• 2 x Digital Communications Officers• 3 x Digital Marketing Officers• 1 x Social Media Marketing Officer• 3 x College Marketing Officers• 2 x Marketing Officers• 1 x Internal Comms Officer
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WEBSITE
INSTITUTION
The Iceberg of Misery
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The Magical Pyramid of Digital Loveliness
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The All-Seeing Eye of Digital Engagement
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ConclusionWebSomething that the University has:
• a website/marketing channel
• a web team
Dealt with by specialists
DigitalSomething that the University is:
• services delivered digitally by default
• a seamless customer experience across multiple channels
• all parts of the institution will be digital as integral part of how they work
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Questions
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Picture credits• “Happy chicken” by Martin Abegglen
https://www.flickr.com/photos/twicepix/2209931934Creative Commons
• “Queensferry Crossing” by John Simhttps://www.flickr.com/photos/jtsretired/17783107652Used with explicit permission, all rights reserved
• Iceberghttps://search.creativecommons.org/Creative Commons
CommitteeMarketoonist.comUsed without permission
• Retro clockhttp://www.houzz.co.uk/photos/5154089/retro-digital-flip-clock-red-contemporary-clocks Used without permission
• All seeing eyeLicensed under Public Domain via Wikimedia Commons https://commons.wikimedia.org/wiki/File:Dollarnote_siegel_hq.jpg#/media/File:Dollarnote_siegel_hq.jpg
• Question chickenhttps://pixabay.com/ Creative Commons
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The End