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The web is this magical place where everyone has opinions on what isn't working and why. The call for website (and, let's face it, primarily homepage) redesigns comes from all sides at the most inopportune times. Instead of embarking on a massive project where scope creep and HIPPO's will eat your soul, start making small, goal-oriented, data-driven changes to content and IA. The results may surprise even the most vocal of HIPPO's.
Iterative Design 101
Penn State Web Conference - 2014
Development
@shelleykeithDirector of Digital CommunicationsUniversity of Mary Washington
o10 years .eduoSmall biz ecommerceoProject managementoStrategeryoProcess and purposeoMe <> designer
HiPPO: a definition
Highest Paid Person’s Opinion
Low Hanging Fruit
oFitness for useo navigationo contento relevant imagery
o10-second testoSearch engine friendlyoAnecdotal feedback, user tests, analyticsoF-pattern
F-Pattern Test
Let’s talk iteration
Undergraduate Admissions
Admissions Landing Page – 1st iteration
Iterative Design – 2nd iteration
Iterative Design – iteration 3
Iterative Design - Now we're getting somewhere
Another Iteration.
“You can’t predict what the final result is going to be. You can only make small course corrections. The “final” thing is the result of the process.”
– Lori Packer (@loripa)
Always Be Iterating
Helpful Links. LOLZ.
“Helpful” Links. Realz.
Actually helpful.
My Thought Process…
o The web is your largest, most utilized and most versatile communications tool.
o Use the resources you have to gain maximum value.o Blogs, social media, student generated content,
campus event coverage, traditional media coverage, etc.
o Content, content, content.
Working with HiPPOs.
oFocus on measurable goals. Define success. Evaluate constantly.
oUse your data. Promote your wins. Build capital. Be the expert.
Questions?
