2. Web Presence Strategy. Summer 2013
Collaborators
Sonni Mason, Roshinda Simpson, Miranda Shaffer
Nima Moinpour, Aris Tzouflas, Phoebe Daroyanni
Project Leader
Matt Melucci
3. SMS WEB PRESENCE RE-STRATEGIZED
•
•
•
New Web Design and Education Standards
New Media
New Types of Leadership
GOALS
•
•
•
Serve current students and build community among them
Attract the best talent in prospective students
Engage alumni
4. STAGES OF INVESTIGATION
• Needs Assessment
•
•
•
•
•
Assets Assessment
Competitive Analysis
Architecture & UX
Social Media Strategy
Web Publication
6. FINDINGS
Assets: People, Technology, Legacy & Venues
1. Flexibility of Future Career Path
2. Resources: Faculty, Facility & Equipment
3. New York as Learning Playground
4. Theory, Research, Production and Management Balance
5. Flexibility in Admission & Curriculum Requirements
6. Focus on Forward Thinking Pedagogy
7. Alumni of Various Focus Groups
8. Legacy
9. International Student Body
10. Projects: Past, Present, and Future Opportunities
7. FINDINGS
Needs: Cohesion, Organization & Community
1. Easily accessible information. Better organization and architecture
2. Career support
3. Student portfolio support
4. Facilitation of partnerships
5. Cohesion of the fragmented, lacking, and overlapping SM groups
8. COMPETITIVE ANALYSIS
Characteristics of successful sites: Economy, Efficiency, & Clarity
•
•
•
•
Targeted admissions landing page for prospective students
Different home page for current students with info and updates most
relevant to them
Engagement of prospective student visitors through interactivity and
relevant info graphics
Engagement of alumni through mapping their information, career support,
and social media
9. COMPETITIVE ANALYSIS
Characteristics of successful sites: Economy, Efficiency, & Clarity
•
•
•
•
•
•
Philosophy, mission, culture, and brand demonstrated seamlessly
throughout in architecture, UX, multimedia, and design choices
Ease. speed, and accuracy of navigation that works intuitively
Showcasing of personal profiles and student works
Interactivity and crowd sourced material
Efficient use of SM. SM office hours and insider’s peek
Engagement increases social currency
10. UX & IA
Assets
- Good integration with NS wider website
Needs
- Redundant, non-intuitive, confusing use of tabs and menus
- Unstable background-Fragmented menu
- Fragmented organization of the various SM outlets
- Unrewarding UX
11. RECOMMENDATIONS
• Develop a responsive design.
• Build one unified branded and inspiring message across
•
•
•
platforms.
Integrate platforms into one voice. Create a SM banner
to facilitate navigation and engagement.
Focus on authenticity and peer to peer communication.
Don’t say, demonstrate.
12. RECOMMENDATIONS
• Support student portfolios derived from different sites.
• Invest on loyalty. Develop a blog that is maintained by
•
•
•
enthusiastic students/staff.
Generate traffic. Make sharing easy.
Content relevance and quality are key.
Highlight interactivity.
13. RECOMMENDATIONS
• Crowdsource questions and ideas.
• Materiality matters. Combine online communications
•
•
with physical interactions for best engagement.
Map data in real time through infographics and SM.
Simplify IA and enrich UX by collapsing content
containers and establishing a compact one page design
(grid system plus primary left menu).
14. RECOMMENDATIONS
Start small, experiment, evaluate, redesign:
- Pilot the new web strategy through an integrative web publication platform.
- Aim to achieve a dynamic integration of information and communication with
an interface that is able to synthesize a wide range of media with micro and
macro content and real time information of happenings, activities, classes,
mappings.