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20 years of web design project management experience distilled in 21 tips in 45 minutes, with time for questions! Web content strategy. Team and stakeholder responsibilities. The purposes of design.
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21 HIGHER ED
WEB BEST PRACTICES
JasonOnDesign.com
ABOUT YOU.
JasonOnDesign.com
YOUR SUPERPOWER
CommunicatorProgrammerDesignerOther
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REPRESENTING?Campus Web TeamHigh Traffic PageDepartmentVendor
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ABOUT ME.
BRANDINGDESIGNUSABILITYTECHNOLOGY
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MY DREAM.
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TIP 1 USE DRUPAL OR
WORDPRESS.
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TECHNOLOGY IS NOT THE ISSUE.
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TIP 2 SET GOALS.
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FEATURES AREN’T GOALS.
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In the past [time frame] the [process name] has not been[business/customer issue] resulting in [very bad measurable thing].
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In the past two years the number of site visits has not been fallingresulting in 20% less applicants.
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TIP 3 STEAL.
Good artists copy, great artists steal.- Pablo Picasso
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TIP 4 TEST.
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DON’T GUESS - TESTWhichTestWon.com
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AND THE WINNER IS
no icons = 11% more conversions
source: whichtestwon.com
40% more “add to cart” clicks
+200% click-throughs+ 300% revenue11% more conversions
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TIP 5 READ.
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TIP 6 AVOID BULLSHIT.Your content mantra.
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PHOTO BY BARRY YANOWITZ VIA FLICKR CREATIVE COMMONS.
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TIP 7 TRUST STUDENTS.
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TIP 8 EMBRACE THE BAD.
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Bad reviews caused sales to rise, by an average of 45%.
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TIP 9 BUILD A TEAM.
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RIGHT PEOPLE.RIGHT QUESTIONS.
RIGHT TIME.
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Stakeholder - Committed. (<2h)Visionaries - True North. (2-4h)Core Web Team - Everything. (???)Visual Identity Team - Cohesion. (<5h)Communicators - Content. Messaging. (???)Perspective - (<2h)
RIGHT TEAM
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TIP 10 BE INCLUSIVE.(internally)
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BE TRANSPARENT.
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TIP 11 DON’T SETTLE.
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MEH...
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THIS IS THE STAKEHOLDER’S
FIRST JOB
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TIP 12 WORKING MEETINGS ONLY.
© 2011 Steve Krug© 2001 Steve Krug
© 2011 Steve Krug© 2001 Steve Krug
© 2011 Steve Krug© 2001 Steve Krug
© 2011 Steve Krug© 2001 Steve Krug
© 2011 Steve Krug© 2001 Steve Krug
© 2011 Steve Krug© 2001 Steve Krug
© 2011 Steve Krug© 2001 Steve Krug
© 2011 Steve Krug© 2001 Steve Krug
© 2011 Steve Krug© 2001 Steve Krug
© 2011 Steve Krug© 2001 Steve Krug
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ESCAPE PHRASES
• Let’s do a quick prototype.• What’s the worse that would happen?• I’ll add this to our next test.• Let’s ship with it and watch analytics.
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TIP 13KNOW WHY USERS ARE ON
A GIVEN PAGE.
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PORTALOR
DESTINATION
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Get off
ShortNavigationBranding
PORTAL DESTINATIONGet to
Long is OKNext StepsInformation
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A HOME PAGE IS A PORTAL PAGE.
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TIP 14 WRITE A
“SHITTY FIRST DRAFT”.
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SOURCE: Kevan Lee
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Enter content the first day of the project.
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FAIL EARLY.FAIL OFTEN.
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TIP 15 USE YOUR OLD SITE!
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IT SUCKS ANYWAY!
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TIP 16 TEST EVERYTHING.
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Join the Revolution.
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Message # Negatives # Positives
Make a difference and do what you love 1 17
Build your own future. 3 13
Expand your world. 3 13
Explore our nationally acclaimed programs 3 13
Land a solid job. Do what you love. Make a difference. 2 11
Join the revolution! 6 12
Your employability, your passion, your world. 3 9
100% of our grads get hired in their field, right out of college 3 9
There’s more demand for our grads than we have grads 7 9
The degree that will launch your career 5 7
We have a world to offer 7 7
Land a high paying gig straight out of college 9 4
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ABOUT USGOOD DESIGN IS DESIGN WITH INTENT
TIP 17
KNOW. FEEL. DO.
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TIP 18 ONE MONTH.
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I’m retiring.
I don’t like yellow.
I changed my mind.
We have a new product.
I’m so sick of this project.
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TIP 19 BRAND MATTERS.
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PAY ATTENTION• Which is targeted to women?• Which is for doctors only?• Which is the most popular?• Which is made by a $2b company?• Which is homegrown?
A
B
C
D
E
F
G
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WHO HAS A GUESS?• Which is targeted to women?• Which is for doctors only?• Which is the most popular?• Which is made by a $2b company?• Which is homegrown?
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12 JUDGEMENT CALLSIn 7 seconds:• Money• Education• Interesting• Etc.
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TIP 20 SPEED UP!
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TIP 21 BELIEVE.
JasonOnDesign.comSOURCE: KarenSLewis - Creative Commons.
GravitySwitch.comJasonOnDesign.com
Thank You
