Upload
donna-floyd
View
222
Download
0
Tags:
Embed Size (px)
Citation preview
med.wisc.edu How we got thereAPRIL 4, 2013
Server Developer
2 Front EndDevelopers
5Back End
Developers
5Web
Editors
Email Marketing
Program Manager
WebGraphicDesigner
Project
Specialist
Information &
Social Media Architect
Student
Web SystemsManager
Creative & EditorialManager
MeDirector
VP of Marketinge-Health
Server Developer
2 Front EndDevelopers
5Back End
Developers
5Web
Editors
Email Marketing
Program Manager
WebGraphicDesigner
Project
Specialist
Information &
Social Media Architect
Student
Web SystemsManager
Creative & EditorialManager
MeDirector
VP of Marketinge-Health
Where does your web team report?
Marketing? IT? Other?
UW Health
UW Health
It’s complicated. (Can you relate?)
Integration among our hospital and physician practice organization
Late 90s - 2002
uwhospital.orguwdoctors.org
2003
uwhealth.org
2005-2006More Integration
UWHC Intranet
UWMF Intranet
+ =
2007-2008Enter the UW School of Medicine and Public Health
•Planning for a consulting engagement underway
•Began talking to e-Health
2007-2008Enter the UW School of Medicine and Public Health
No central site maintenance or strategy
Lack of trust due to history of difficulty with web projects
Outdated design; outgrown navigation
Very cumbersome content management
Poor search engine performance
Recommendations
From consultantsForm a governance structure for the web
Provide funding to e-Health to take on the development and maintenance of UWSMPH websites
From leadershipShow more connectivity between the academic and clinical enterprises
Lessons Learned
There is a time and place for consultants.
Engagements helped build credibility for both UWSMPH project and in 2002 for uwhealth.org.
A UWSMPH champion was critical to our success and continues to
play an important role.
What are we building?
Total Integration
Requires single brand and URL among all entities
Demonstrates the strong connection and competitive advantage of an AMC
Treats all audiences the same (potential students, patients, etc.)
Visual and Navigational Integration
Allows UWSMPH and UW Health their brands (color schemes and logo)
Caters to the specific audiences (potential students, patients, etc.)
Demonstrates the strong connection and competitive advantage of the AMC
Lessons Learned
Know what you are going to build and get the appropriate
buy-in before you start.
Find out what’s important to leadership.
Morbi leo risus, porta ac consectetur ac, vestibulum at eros. Donec id elit non mi porta gravida at eget metus. Cras mattis consectetur purus sit amet fermentum. Cras justo odio, dapibus ac facilisis in, egestas eget quam.
Design Process
Tendency to focus on tiny details vs. overall concept
(e.g. placeholder copy
and background images)
People will want to add their “stuff” to the home page
Design needs to feel special
What We Learned
Lesson Learned
It’s important to define project scope.
Who’s In and Who’s Out
Who’s In and Who’s Out
Lesson Learned
Small efforts (even those outside of scope)
can lead to big gains.
The Template
Measuring Success
Anecdotal…
Skeptics turned supporters
Request from clinical chair to have e-Health maintain his departmental site
Surprising adoption of the departmental templates with continued interest years later
Currently looking at expanding e-Health’s scope to include centers and departments
1stResult
3rdResult
4thResult
Measuring Success Google Page Ranking
Pre-redesign, site was buried in search results.
MD Program, Rural Medicine, or Public Health
Wisconsin MD Program
Medical School
Now when you search for…
Measuring SuccessGoogle Referrals
10kAverage visits a
month
2009
25kAverage visits a
month
2013
150%
increase
Today’s Challenges
How do you add staff to expand scope? Need parts of many types of FTEs What do you need the most of? What can be outsourced?
Prioritizing technical projects for the school among those of the clinical enterprise
Getting leadership comfortable with social media
(e.g., student blogs)
Keeping up with technology Responsive/mobile Apps
Keeping up with client and user expectations
Lessons Learned
Skeptics will be skeptical.
Change is hard.
Lessons Learned
Same battles, different day.
Sites have an audience and a purpose, so hold your ground.
Lessons Learned
Act on requests promptly, even in development.
(earning credibility; fighting historical perceptions)
Beg, borrow and steal to get content.
Better to give them something to react to if they don’t know how to start.
Final Lesson
Don’t just move what was there —
make it better.Not everything needs to be on the site,
even if it’s been on the site already.
Look beyond what you have today.