Lessons in Designing a Mobile Experience Creighton Dent, TargetX Brian Heger, Maryville University of St. Louis

2. Lessons in Designing a
Mobile Student Experience
with Salesforce

3. Brian Heger
Assoc. Director of Strategic
Communication & Recruitment
bheger@maryville.edu
Fastest Growing Private University
The Chronicle of Higher Education
2018 Impact Award Winner
Student Systems & Services
Campus Technology
4th

4. Creighton Dent
Client Success
creighton.dent@targetx.com
EDA Certified
Salesforce.org
3x Winner
Salesforce.org
ISV PARTNER
OF THE YEAR
2019 ISV Partner of the Year
Higher Ed | Salesforce.org

5. The 1,000 Foot View
The Value of the Student Experience & the Role of Mobile
Expected Learning Outcomes
Defining Mobile-First in a Mobile-Responsive World
Maryville’s Approach to Designing a Mobile-First Student Experience
Takeaway Tips for Leveraging Mobile to Support Student Outcomes

6. Student Expectations
No Exceptions for the Ivory Tower
Student
Delight
Cycle

7. Blurring the
lines between
the physical
and the digital
worlds.
The Rise of Designing for the Student Experience
A historical retrospect
1.0 2.0 3.0 4.0
Adopting
Software
Leveraging
the Basics
Breaking
the Silos
Student
Experience
EMPOWERING
INSTITUTIONS
EMPOWERING
PEOPLE
CRM
App
http:

8. 3 out of 4
students report
having visited a
college website
on their mobile
device.
The Student Experience is already mobile; it’s a question of good vs. bad
Why a Mobile First Strategy is Required
2018 Social Admissions Report, NRCCUA & TargetX

9. 57 percent
said the website
was very or
extremely
important in their
college search.
The Student Experience is already mobile; it’s a question of good vs. bad
Why a Mobile First Strategy is Required
2019 Digital Admissions Report, mStoner & TargetX

10. The Student Experience is already mobile; it’s a question of good vs. bad
Why a Mobile First Strategy is Required
86
%
Students that prefer to
communicate with
colleges via email
on their mobile
device.
2018 Social Admissions Report, NRCCUA & TargetX

11. The Student Experience is already mobile; it’s a question of good vs. bad
Why a Mobile First Strategy is Required
Students that
applied to college
on a smartphone
or tablet.
2019 Digital Admissions Report, mStoner & TargetX
smartphone
dependent.
Non-white, lower
income, younger
adults are
increasingly

12. The Student Experience is already mobile; it’s a question of good vs. bad
Why a Mobile First Strategy is Required

13. “At Maryville, we have a foundational belief that
everything inside the classroom should be
challenging and rigorous, and
everything outside the classroom
should be easy.”
Dr. Mark Lombardi, President
Maryville and the Student Experience

14. The Maryville Story
Strategic
Plan
2022:
10,000
Students

15. The Maryville Story
Strategic
Plan
Salesforce
& TargetX
Admissions
&
Advancement

16. The Maryville Story
Strategic
Plan
Salesforce
& TargetX
Connected
Campus
3
Salesforce
Instances

17. The Maryville Story
Strategic
Plan
Salesforce
& TargetX
Connected
Campus
RESULTS
2022:
10,000
Students

18. The Maryville Story
Strategic
Plan
Salesforce
& TargetX
Connected
Campus
RESULTS
10,200
Students

19. Enrollment Student Lifecycle

20. Leads & Inquiries

21. Prospect Cards

23. Emails
180%
➕ Keep it Simple
➕ The Inverted Pyramid
➕ People like Pushing Buttons
➕ Personalization Beyond Name
tips
2018 Redesigning the Student Experience, TargetX

24. Emails
Email apps like
Gmail and iOS
may clip
messages at
100kb+
➕ Keep it Simple
➕ The Inverted Pyramid
➕ People like Pushing Buttons
➕ Personalization Beyond Name
tips

25. Emails
➕ Keep it Simple
➕ The Inverted Pyramid
➕ People like Pushing Buttons
➕ Personalization Beyond Name
tips
Grab Attention
Build Anticipation
Call to
Action

26. Emails
Adding a
button
increased CTA
by 127%
➕ Keep it Simple
➕ The Inverted Pyramid
➕ People like Pushing Buttons
➕ Personalization Beyond Name
tips

27. Emails
➕ Keep it Simple
➕ The Inverted Pyramid
➕ People like Pushing Buttons
➕ Personalization Beyond Name
tips

28. Event Registration and Forms
Step 1
Event Registration Student
[event site URL]?type = [event type]
[event site URL]?type = Individual%20Visit,Group%20Session
tips ➕ Append URL to filter events

29. Event Registration and Forms
Step 2
Event Registration Student
[event site URL]?type = [event type]
[event site URL]?type = Individual%20Visit,Group%20Session
&cid={!Contact.ID}
tips ➕ Append URL to prefill student data

30. Event Registration and Forms
Step 3
Event Registration Student
Increase in campus
visit:
● Registrations
● Attendance

31. Applicants

32. Cohesive Enrollment Process
Great experience, regardless of device

33. Cohesive Enrollment Process
Great experience, regardless of device

34. Cohesive Enrollment Process
Great experience, regardless of device

35. Cohesive Enrollment Process
Great experience, regardless of device
➕ Vertical Scrolling
➕ TargetX Higher Ed
Exchange
tips

36. Cohesive Enrollment Process
Great experience, regardless of device

37. Cohesive Enrollment Process
Great experience, regardless of device

38. Where to start?

39. Next Steps
+ Look at touchpoints through a
mobile lense
Student Journey Mapping
Student
Delight
Cycle

40. Next Steps
Understanding the profile of today’s student
undergraduate graduate
non-traditional
● wait after high school to enroll in post-secondary education
● attend college part-time while working full-time
● have dependents who are not their spouse or partner
● are financially independent from their parents for purposes
of financial aid; and
● often times, have completed their high school degree
through a certificate or GED program.
Ruffalo Noel-Levitz, Adult E-Expectations
freshman transfer on-campus online
Defined as students over the age of 24 sharing one or
more additional characteristic(s):
74% of the current student market

41. www.targetx.com/df19