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This is a presentation from the Drupal in Education Summit on June 2, 2014 hosted by the University of Texas. This kicks off the first day of DrupalCon Austin 2014. This case study discusses our shared experience in redesigning the University of Texas website using Drupal 7. This presentation covers the history of the University of Texas website and challenges, Springbox discovery findings, the infrastructure for the website, the process of changing from Drupal 6 to Drupal 7 and finally the theming process for the site. This presentation was created by staff from Springbox and the University of Texas Web & Contract Services team.
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Page 1
The Future utexas.eduUTEXAS.EDU HOMEPAGE
presented by Springbox and UT ITS Dept
Our Shared Vision
To elevate the digital presence of The University of Texas at Austin
by delivering a forward-thinking, data-driven experience that is
beautifully simple, exceptionally usable, actively engaging, and
deeply reflective of the passionate Longhorn community.
OutlineUTEXAS.EDU HOMEPAGE
Introductions
Working with a digital agency
History of the UT website
Discovery findings
Server structure
Development
Questions?
Introductions
UTEXAS.EDU HOMEPAGE
Springbox
The University of Texas at AustinInformation Technology Services
Chris Martinez – Developer
Michael Redding – Developer
Tom Hudson – CTO
Jenn Coast – Web Strategist
Paul Grotevant – IT Manager
Working with a digital agency
UTEXAS.EDU HOMEPAGE
Springbox view
• Communication is key!• Manage stake holders / decision makers• Clearly define scope• Did I mention communication?
ITS view
• Communication is key! • Marketing v. IT roles / responsibilities • Share higher ed / government requirements• Did I mention communication?
History of the UT website
UTEXAS.EDU HOMEPAGE
2013 - Responsive redesign project kickoff
2013 - emergency.utexas.edu in Drupal
2011 - Multi-year infrastructure replacement project begins, for a 2014 launch
2010 - Major redesign, main site in Drupal
2007 - Update to 2002 design
2006 - Update to 2002 design
2002 - Major redesign; - emergency.utexas.edu offsite
1998 - Major redesign
1996 - Major redesign
1994 - Major redesign; - WWW address registered with CERN
1993 - First Web server at the university
Discovery
UTEXAS.EDU HOMEPAGE
Simplify links
Align stakeholders
Build for scale
SIMPLIFY
What are the most popular links on the homepage?
HighPAGE-VIEWS
MediumPAGE-VIEWS
LowPAGE-VIEWS
SEARCH
DIRECTORY
UT LIBRARY
COURSE SCHEDULES
COLLEGES & SCHOOLS
STUDENTS
REGISTRATION
ACADEMICS
JOBS
STAFF
MCCOMBS
BEALONGHORN
ATHLETICS
CALENDARS
ABOUT UT
GRADUATE ADMISSIONS
HEALTHY HORNS
CAMPUS LIFE
FACULTY
CAMPUS TOURS
TRANSCRIPTS
PARKING & SHUTTLES
Source: 2012 site analytics
SIMPLIFY
How is the homepage used?
Source: 2012 site analytics
INTERNAL SITE SEARCHES DESTINATION PAGES
BLACKBOARD
REGISTRAR
CLASS LISTING
TRANSCRIPTS
GRADE REPORTS
COURSE SCHEDULE
TUITION
WHAT I OWE
FINANCIAL AID
UNDERGRADUATEADMISSIONS
GRADUATE ADMISSIONS
QUEST
PARKING
STUDY ABROAD
ADMISSIONS
WEBMAIL/EMAIL
JOBS
GPA CALCULATOR
HOUSING
DEGREE AUDIT
NEXT PAGES
REGISTRAR SERVICES
GRADE REPORT
These are queries typed into the search bar on utexas.edu These are “buried” pages that people are navigating to in high numbers.
These are pages that more than 100K visitors go to after the homepage, but they
don’t have a link on the homepage.
(For context, only 18 links on the homepage get more than 100K in next-page traffic.)
“SIMPLIFY
What links and content do stakeholders want on the homepage?
The homepage should tell more of a story.
“There’s too much” and “I can’t find
information” or “I can’t find events.”
I would like a“UT in the News” section.
Improve search!
I’d change the“how to apply”
section.
It’s a little too separate.
It would be great to have a small feature that explains
why the tower is orange. Currently we have to write a news
story every time the tower is lit.
People often ask “What’s going on around campus?”
We could better use social media.
We don’t advertise all that student affairs has to offer –
like a rock climbing wall!Applicant care about that and
everything outside of class.
The homepage needs easier understanding of events. It’s a huge opportunity.
”
SIMPLIFY
What are the stakeholders’ points of view?
SIMPLIFY
SEARCH
EVENTS
UT IN THE NEWS
SOCIAL MEDIA CULTURE/STORY
FEATURED STORIES
Where do stakeholders agree?
SIMPLIFY
Who’s visiting the homepage?
52%
15%
26%
5% 2%
CURRENT STAFFCURRENT STUDENTS
PROSPECTIVE STUDENTS
ALUMNICURRENT FACULTY
Source: 2012 site analytics
SIMPLIFY
Where are users going after the homepage?
Source: 2012 site analytics
Admissions/Apply
Check Status
Majors/Programs
Visit
Finances
Housing
PROSPECTIVE STUDENTS
Registration
Registrar
Grade Report
Schedules
Grades
Transcripts
CURRENT STUDENTS
Registrar(Staff Section)
Rosters
Jobs
Parking
CURRENT STAFF
Alumni pages (For Specific Schools)
UT Law
Transcripts
Wallpaper
Career Networking
ALUMNI
List & Profiles
Colleges & Schools
Academics
Various Departments
Registrar(Staff Section)
CURRENT FACULTY
Schedules
Grades(Staff Section)
CURRENT STAFFCURRENT STUDENTS
PROSPECTIVE STUDENTS
ALUMNICURRENT FACULTY
ALIGN
Defining the Primary User Groups
Primary Users Groups in the Current Homepage
CURRENT STAFF & FACULTY
CURRENT STUDENTS
PROSPECTIVE STUDENTS
ALUMNIPROSPECTIVE
FACULTY
…creating an opportunity to prioritize a new Primary User Group – Prospective Faculty.Future Primary Users Groups
ALIGN
Brand Impact on Primary User Groups
PARENTS
VISITORS
MEDIA
BIG DONORS
PRIDE IN THE BRAND
-------------------------------------------------- ---------------------------------------------------
LEARNING THE BRAND
Showcasing the brand to prospective students would encompass other audiences.
CURRENT STAFF & FACULTY
CURRENT STUDENTS ALUM
PROSPECTIVE STUDENTS PROSPECTIVE FACULTY
PRIDE IN THE BRAND
LEARNING THE BRAND
ALIGN
Meet the UT personas
CURRENT STUDENT
PROSPECTIVE STUDENT
PROSPECTIVE FACULTY
CURRENT FACULTY / STAFF
ALUM
Based on data gathered from site analytics, stakeholder interviews, user interviews, the university’s mission statement, and past personas, these new personas represent the primary user groups of the university’s homepage. These personas should be used as a decision-making tool moving forward when organizing and prioritizing content.
PERSONAL GOALS
Study just enough to make an A- in every class, get a
summer internship offer at a prestigious investment
banking firm, and don’t miss a football game. Get an
MBA…someday. Until graduation, enjoy every minute
he has left at the best university in the world.
• Active on Facebook, starting to tweet
• Uses his smartphone for social networking, playing games, and navigating around
• On email list serves for his student organizations and fraternity
20
HOMETOWNAbilene, TX
WANTS DIGITAL EXPERIENCE WITH UT TO FEEL
INTERESTED IN
TYPICAL DIGITAL EXPERIENCE WITH UT
CURRENTLYJunior at UT
WHY UT
“utexas.edu”
TYPES IN BROWSER UTEXAS.EDU
1. Simple and easy when taking care of classwork, forms,
tasks, bills
2. Reliable and fast, especially in a pinch
3. Cool, by showing him interesting events on campus
AGE
+ UT football season
+ His fraternity
+ Study abroad programs
+ Sweet gyms
+ Intramural sports
-----------------------------------------------------------------
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DIGITAL HABITS
BRYAN ARKIN CURRENT STUDENT
BLACKBOARD
REGISTRAR SERVICES
CHECKING HIS GRADES
UNIVERSITY WEBMAIL
GETTING AROUND CAMPUS
CAREER SERVICES
-----------------------------------------------------------------
-----------------------------------------------------------------
BUILD
utexas.edu Site Architecture
SEOBest Practices
BUILD
The homepage ranks #1 or #2 for branded keywords.
To maintain this ranking over time we will need to:
• Reduce homepage links from 154 links to under 100
• Eliminate 18 duplicate links on the homepage
• Incorporate dynamic social media feeds and functionality
Server structure
UTEXAS.EDU HOMEPAGE
• Web Central • Shared UNIX hosting environment, • Hosting for www.utexas.edu and
custom domains
• Home/Core Pages in Drupal • Drupal 6 CMS launched in 2010 • Complex cache/push model from
separate server • Complex rewrite mapping
• UT Web Project• Replace 20-year-old infrastructure• Cloud-ready, high-availability service• Launch in 2014
• Offsite Emergency Website • DR/BC with limited content• Hosted by the kindness of peers
2002-2012; 3rd-party hosting in 2012• Drupal in 2013• CDN for www in the future?
Development
UTEXAS.EDU HOMEPAGE
Theme
Modules
Workflow
Development process
DEVELOPMENT
Theme
Source: 2012 site analytics
• Built from scratch
• ZURB Foundation
• Mobile first
• Flexible grid
DEVELOPMENT
Modules
Hero Image
Mega Menu
DEVELOPMENT
Workflow
One Proposed Workflow…
Local Environment
Initial Build
Springbox Staging
ITS Staging / Bitbucket share
ITS / Springbox Build
ITS Build
DEVELOPMENT
Development process - Progression
Documentation / Planning / QA
• Source Control – Bitbucket • Documentation / Collaboration with UX• Front-end homepage build• Integration of front-end homepage into Drupal
– Defining of all modules– Build of modules– Build of pages
• Front-end secondary pages build (We are HERE)• Integration of front-end homepage into Drupal
– Defining of all modules– Build of modules– Build of pages
• Continual Testing• Bug fixes• Deployment
DEVELOPMENT
Development process
VISITOR SATISFACTION
ENGAGEMENT
TRAFFIC VOLUME
RETURNING TRAFFIC
TRAFFIC FROM MOBILE DEVICES
not yet measuredimplement one-question surveys, such as: “did you find what you were looking for?”
34%
11% mobile traffic
24%+ mobile traffic
10%+returning visits returning visits
49%click-through rate
60%+click-through rate
14%+visits
target & improve
TRACKING SUCCESS
Improving the homepage experience
2012 UT IN 3 YEARS
35.7% Of all .edu visits
Page 30
Questions?