1. Site Renovation for a Social Web
Doug Armato
Director, U Minnesota Press
@noctambulate
Dean Blobaum
Electronic Marketing, U Chicago Press
@dblobaum
Isaac Tobin
Senior Designer, U Chicago Press
www.isaactobin.com

2. Revisioning the Chicago website
www.press.uchicago.edu
3. High level goals
Bring the divisions of the Press closer in cyberspace.
Apply a consistent, professional design.
Easier navigation and increased functionality for the Books Division site.
Run the website out of a Content Management System (Magnolia).
4. The process, briefly
Gather ideas & requirements
Consolidate, hone, evaluate feasibility
Assign priorities
Architect
Design
Implement
Critique
Launch
Start phase two
5. Types of website users
Knowledge Seeker
Book Seeker
Service Seeker
Service User
6. 7. Knowledge Seeker
Interested in a subject, event, etc.
Come via search engine or a link on web.
Enter on book page or content from book.
Little motivation to search or navigate.
Our interest in this user: Convert knowledge interest to book interest for sale or publicity. There is nothing but upside for the Knowledge Seeker.
8. 9. Book Seeker
Knows that the subject of their interest is instantiated in a book.
Come via search engine or a link on web.
Enter on book or author page.
Moderate motivation to search or navigate.
Our interest in this user: Provide plentiful, high quality information. Reinforce their interest and encourage transaction.
10. 11. Service Seeker
Has a task to complete. Is seeking information about a service we can provide.
Come via search engine to homepage.
High motivation to search or navigate.
Our interest in this user: Provide easy navigation to information on the service we have for their specific need.
12. 13. Service User
Is already associated with us. They may have a specific task or may have less specific needs.
Come via search engine to homepage.
Fairly high motivation to search or navigate.
Our interest in this user: Do right by them.
14. Evidence from traffic analysis
Only 10 to 15% of visitors see our homepage during their visit.
The book product page is the main point of entry for the site.
On old site desk copies was #1 search phrase.
On old site lists of newly released books by subject were popular.