Embed Size (px)
Citation preview
Bob Johnson Consulting, LLC 1
BEST PRACTICES FOR TOP TASK WEB DESIGN:
HIGHER ED EXAMPLES©ROBERT E. JOHNSON, PH.D. 2016
Bob Johnson, Ph.D.Academic Impressions: Planning for a Higher Ed
Website Redesign Cincinnati, OH: February 28 – March 2
Bob Johnson Consulting, LLC 2
KEEP. IT. SIMPLE.
What do most people want from your website? Fast task completion.
THE GOLDEN RULE…
<5 seconds to connect as a page opens.
Bob Johnson Consulting, LLC 3
Bob Johnson Consulting, LLC 4
THE TOP TASK WEBSITE DESIGN GOAL…
Quick identification of the path to top tasks.
Bob Johnson Consulting, LLC 5
Attention to Jakob Nielsen…http://www.nngroup.com/articles/university-sites/
Top 10 Design Guidelines… My favorites…
• #5• “Make it easy to view a list of
majors and programs.”• #8
• “Follow the user journey: check the main tasks for each of your audiences.”
• #9• “Beware the perils of making
your website ‘cool.’“
Bob Johnson Consulting, LLC 6
TOP TASK RESEARCH RESULTS3 to 5 tasks dominate from lists of 60 to 100 possibilities.
Bob Johnson Consulting, LLC 7
Please choose and score the TOP FIVE tasks from the list below that best describe what is important to you when
choosing to go to university.
0
100
200
300
400
500
600
700
800
1 6 11 16 21 26 31 36 41 46 51 56
Vote
Tasks
Bob Johnson Consulting, LLC 8
Top future student tasks…• “Traditional” undergrad students…
• Academic programs• Costs & financial aid • Investment return after graduating.
• “Adult” students add…• Time to complete a program • Flexible scheduling
Bob Johnson Consulting, LLC 9
Topics among the bottom 20 tasks…• Social media connections• Info about alumni, presidents, and deans• School news• Profiles and connections to current students
Bob Johnson Consulting, LLC 10
Top task ID process…http://www.digitalgov.gov/2015/02/06/top-task-usability-design-for-your-users/
Bob Johnson Consulting, LLC 11
Guide to the research…http://www.customercarewords.com/top-tasks-identification-overview/
Bob Johnson Consulting, LLC 12
HOME PAGE EXAMPLES…
Top website design winner in 2013…London’s Design Museum award… http://bit.ly/HfxFAq
Bob Johnson Consulting, LLC... @highedmarketing 13
Bob Johnson Consulting, LLC ... @HighEdMarketing 15
Finding top tasks via “search”…http://www.xavier.edu/
Bob Johnson Consulting, LLC 16
Carousel co-existence…https://www.vu.edu.au/
University of Ottawa in 2014…https://www.uottawa.ca/en
Bob Johnson Consulting, LLC 19
University of Ottawa in 2016…
Bob Johnson Consulting, LLC 20
STUDENT RECRUITMENT…
Bob Johnson Consulting, LLC 21
Tasks in the admissions cycle…http://www.esu.edu/admissions
Bob Johnson Consulting, LLC ... @HighEdMarketing 22
Rapid cost estimator…http://www.wellesley.edu/admission/affordable/myintuition
Bob Johnson Consulting, LLC 23
Fast scholarship qualification…http://scholarships.eku.edu/estimator
Bob Johnson Consulting, LLC ... @HighEdMarketing 24
Online transfer credit information…https://www.franklin.edu/transfer-credit-college-course-equivalency-tool
Bob Johnson Consulting, LLC 25
Alumni career info by academic major…http://www.colgate.edu/distinctly-colgate/success-after-colgate
Bob Johnson Consulting, LLC 26
Brief inquiry capture form…http://online.gannon.edu/request-more-information
Bob Johnson Consulting, LLC 27
Professional schools keep it simple…http://bit.ly/1aDruV9
Bob Johnson Consulting, LLC 28
ADVANCEMENT & ALUMNI…
Easy to scan key campaign numbers…http://www.giveto.pitt.edu/campaign/data
Bob Johnson Consulting, LLC 29
Bob Johnson Consulting, LLC 30
27 alumni tasks get center position…http://alumni.psu.edu/
Bob Johnson Consulting, LLC 31
Alumni home page networking task…http://apps.carleton.edu/alumni/
Top tasks for alumni accounts…http://www.alumni.hbs.edu/lefa/
Bob Johnson Consulting, LLC 32
Bob Johnson Consulting, LLC 33
“Browse by topic” for IU news in 2013…http://newsinfo.iu.edu/
Bob Johnson Consulting, LLC 34
The newsroom site, 2016 version…
Bob Johnson Consulting, LLC 35
ACADEMIC PROGRAMS & SERVICES…
Top tasks for study abroad…http://studyabroad.arcadia.edu/
Bob Johnson Consulting, LLC 36
Bob Johnson Consulting, LLC 37
6 important library tasks…http://www.stritch.edu/library/
Top tasks for international students…http://www.uio.no/english/student-life/
Bob Johnson Consulting, LLC 38
Bob Johnson Consulting, LLC 39
Quick facts with unusual clarity…https://www.transy.edu/about/facts.htm
Bob Johnson Consulting, LLC 40
Important faculty details…http://www.middlebury.edu/academics/enam/faculty
Bob Johnson Consulting, LLC 41
WRAPPING UP…
Bob Johnson Consulting, LLC 42
Top task steps to remember…• For any audience, 3 to 5 tasks stand out as most
important.• People should see top tasks immediately (5 seconds or
less) as a web page opens.• Priority to task words especially important in a mobile
view.• For recruitment, ask admissions people what questions
future students most often ask.• Beware of “cool” features that do not contribute to task
completion.• Reduce content bloat as much as possible.
Bob Johnson Consulting, LLC ... @HighEdMarketing 43
THANKS FOR BEING HERE IN CINCINNATI!Bob Johnson, [email protected]@highedmarketing
