Reimagining Carleton

Reimagining Reimagining Carleton.eduCarleton.edu

Jaye LawrenceJaye Lawrence

Web Services GroupWeb Services GroupOctober 19, 2007October 19, 2007

Why does it matter?Why does it matter?

For many, it’s the first For many, it’s the first (sometimes only) point (sometimes only) point of contactof contact

>75% research colleges online>75% research colleges online >50% of applicants at four-year >50% of applicants at four-year

institutions use online institutions use online applicationsapplications

For >20% of applicants, first point For >20% of applicants, first point of contact is the admissions of contact is the admissions applicationapplication

First impressions First impressions mattermatter

(but you’d better make it fast)(but you’d better make it fast)

The average prospect’s visit to a The average prospect’s visit to a college website lasts only 60 college website lasts only 60 secondsseconds

In comparison, their average In comparison, their average session on MySpace.com is nearly session on MySpace.com is nearly 2 hours2 hours

So…where are we So…where are we now?now?

Carleton.edu at a Carleton.edu at a GlanceGlance 300+ live sites300+ live sites 9,000 pages9,000 pages 30,000 images30,000 images 86,000 visits/month (77,000 86,000 visits/month (77,000

external)external) 1.6 million page views/month 1.6 million page views/month

(724,000 external)(724,000 external)

Carleton.edu at a Carleton.edu at a GlanceGlance Top pages* for external audiencesTop pages* for external audiences (per month): (per month):

Admissions HomeAdmissions Home 9,9469,946Athletics HomeAthletics Home 9,4589,458Alumni HomeAlumni Home 6,0216,021Information for New Students (seasonal)Information for New Students (seasonal) 4,4924,492EmploymentEmployment 4,2404,240Reunion (seasonal)Reunion (seasonal) 3,5273,527Information for VisitorsInformation for Visitors 3,4903,490Alumni DirectoryAlumni Directory 3,4263,426A to Z GuideA to Z Guide 2,8292,829Admissions: ApplyingAdmissions: Applying 2,700 2,700 Registrar’s Office: Schedule of Classes Registrar’s Office: Schedule of Classes 2,5092,509

*In average number of page views in a typical month.

Where are we Where are we heading? heading?

Redesign GoalsRedesign Goals

Improve design, organization, and Improve design, organization, and navigationnavigation

Strengthen Carleton’s identity and Strengthen Carleton’s identity and personality on the webpersonality on the web

Bring focus to our web Bring focus to our web communications strategy by:communications strategy by:– Understanding our primary audiencesUnderstanding our primary audiences– Delivering key messages in an Delivering key messages in an

unmistakably Carleton “voice”unmistakably Carleton “voice”– Placing new emphasis on research and Placing new emphasis on research and

measurabilitymeasurability

Recent StepsRecent Steps

I.I. Creative BriefCreative Brief

II.II. Research with high school groupsResearch with high school groups

III.III. 11stst round of rough creative round of rough creative conceptsconcepts

IV.IV. Research with prospective Research with prospective studentsstudents

and their parentsand their parents

V.V. 22ndnd round of creative concepts round of creative concepts

The Creative BriefThe Creative Brief

A deceptively simple document A deceptively simple document that defines: that defines: – Audience(s)Audience(s)– GoalsGoals– PersonalityPersonality

Guides all subsequent creative Guides all subsequent creative developmentdevelopment


AudiencesAudiences– Primary: Prospective StudentsPrimary: Prospective Students– Secondary: Other off-campus Secondary: Other off-campus

audiences (families, alumni, audiences (families, alumni, community, etc.)community, etc.)

– Tertiary: On-campus audiencesTertiary: On-campus audiences


(Home page example)(Home page example)

GoalsGoals– Make a positive first impression that Make a positive first impression that

captures Carleton’s unique qualitiescaptures Carleton’s unique qualities– Make it obvious for all audiences Make it obvious for all audiences

where they should go from the home where they should go from the home pagepage

– Establish a visual identity that will Establish a visual identity that will extend throughout Carleton.eduextend throughout Carleton.edu


PersonalityPersonality

(That’s the tricky part.)(That’s the tricky part.)(And probably the most (And probably the most important.)important.)


Driven and informed by the Carleton Driven and informed by the Carleton Intellect statement:Intellect statement:

“The Carleton intellect is in perpetual motion, “The Carleton intellect is in perpetual motion, challenging conventional ways of thinking, challenging conventional ways of thinking, asking the tough questions, and pushing for asking the tough questions, and pushing for creative solutions to complex problems. It is creative solutions to complex problems. It is an intellect of passionate curiosity and an an intellect of passionate curiosity and an ability to collaborate on issues with fresh and ability to collaborate on issues with fresh and well-grounded perspective. It laughs, it well-grounded perspective. It laughs, it engages, it embraces the task of learning engages, it embraces the task of learning with humility, conviction and a wink. The with humility, conviction and a wink. The Carleton intellect is open to possibility, and Carleton intellect is open to possibility, and focused on making a difference.”focused on making a difference.”

(Which is all (Which is all wonderful.)wonderful.)

(But how do you turn it (But how do you turn it into a web site?)into a web site?)


We brainstormed hundreds of words We brainstormed hundreds of words describing Carletondescribing Carleton

Using the Carleton Intellect Statement as Using the Carleton Intellect Statement as our guide, we distilled them down to 5:our guide, we distilled them down to 5:– DynamicDynamic– GenuineGenuine– CuriousCurious– OpenOpen– WhimsicalWhimsical


This personality will manifest itself This personality will manifest itself everywhere on the redesigned web everywhere on the redesigned web site:site:– LanguageLanguage– ToneTone– Color paletteColor palette– Photography/graphic choicesPhotography/graphic choices– Degree of (in)formalityDegree of (in)formality– Content decisionsContent decisions

But…But…

Creative direction wasn’t enough. Creative direction wasn’t enough. We also needed to better We also needed to better

understand what our major understand what our major audiences want from our web audiences want from our web site.site.

High School Focus High School Focus GroupsGroups 2 classes of juniors who were 2 classes of juniors who were

actively researching collegesactively researching colleges Several exercises:Several exercises:

– Terminology testingTerminology testing– Preferred method of contactPreferred method of contact– Most-wanted contentMost-wanted content– First reactions to college home First reactions to college home

pages pages (not our own)(not our own)

TerminologyTerminology

Tested what terms they would Tested what terms they would use for what we’d call Prospective use for what we’d call Prospective Students, Admissions, Students, Admissions, Application, etc.Application, etc.

No big surprises (except that No big surprises (except that many can’t spell “prospective”)many can’t spell “prospective”)

Preferred Contact Preferred Contact MethodMethod(When ready to get more information about a college)(When ready to get more information about a college)

1.1. Send an email to the collegeSend an email to the college2.2. Submit an “Ask A Student” form onlineSubmit an “Ask A Student” form online3.3. Phone the Admissions officePhone the Admissions office4.4. Instant message a current studentInstant message a current student5.5. Instant message Admissions officeInstant message Admissions office6.6. Going to a chat room hosted by an Going to a chat room hosted by an

Admissions counselorAdmissions counselor7.7. Posting on a college Myspace/Facebook pagePosting on a college Myspace/Facebook page

Most Wanted ContentMost Wanted Content

Pictures, pictures, and more picturesPictures, pictures, and more pictures– Of the place, NOT the studentsOf the place, NOT the students– Buildings, classrooms, dorm rooms, gathering places, Buildings, classrooms, dorm rooms, gathering places,

town/city or surrounding areatown/city or surrounding area Basic factsBasic facts

– Where is itWhere is it– Student populationStudent population– Ratio of faculty to studentsRatio of faculty to students– Information on the town/areaInformation on the town/area– ClimateClimate– Price—tuition, fees, costs (often hard to find)Price—tuition, fees, costs (often hard to find)– Majors and minorsMajors and minors– Requirements to get inRequirements to get in– FoodFood– Jobs on campusJobs on campus– What daily life is likeWhat daily life is like

Biggest GripesBiggest Gripes

Big paragraphs of text; hard to readBig paragraphs of text; hard to read Things are hard to findThings are hard to find Posed looking student pictures…smiling Posed looking student pictures…smiling

posed people, students studying posed people, students studying outside, crowds in football stands, etc.outside, crowds in football stands, etc.

““They hide what they don’t want you to They hide what they don’t want you to see”see”

Hard to find the majors & fast factsHard to find the majors & fast facts They all sound the sameThey all sound the same

Reactions to College Reactions to College Home PagesHome Pages Happy student photos inevitably regarded as Happy student photos inevitably regarded as

fake and posed (“don’t show me somebody fake and posed (“don’t show me somebody studying under a tree”)studying under a tree”)

Strong response to campus photos, especially Strong response to campus photos, especially those that gave sense of surrounding areathose that gave sense of surrounding area

Negative response to too many (or too Negative response to too many (or too confusing) navigation optionsconfusing) navigation options

Preferred limited number of obvious buttons Preferred limited number of obvious buttons to larger number of text linksto larger number of text links

Huge interest in getting sense of placeHuge interest in getting sense of place Little interest in specific student storiesLittle interest in specific student stories Great interest in everyday student lifeGreat interest in everyday student life

Putting it all togetherPutting it all together(and putting it to the (and putting it to the test) test)

Creative Concept Creative Concept TestingTesting 3 imaginary colleges:3 imaginary colleges:

– AldineAldine– BlackstockBlackstock– CannonCannon

3 creative approaches:3 creative approaches:– Student profileStudent profile– Campus placesCampus places– Mind mapMind map

Tested with prospective students and Tested with prospective students and parents visiting Carletonparents visiting Carleton

Aldine: JaymeAldine: Jayme

Blackstock: Evans: Blackstock: Evans: NoneNone

Cannon: MaileeCannon: Mailee

Aldine: NaysanAldine: Naysan

Blackstock: Turbine: Blackstock: Turbine: NoneNone

Cannon: TomCannon: Tom

1A 1C1B

2A 2C2B

Students said…Students said…

Very quirky…would follow up.Very quirky…would follow up. Doesn’t show much about college as a Doesn’t show much about college as a

whole.whole. Seems like a diverse school.Seems like a diverse school. Pretty much every guide book has Pretty much every guide book has

something like this. something like this. Not sure I want to read his story—I want to Not sure I want to read his story—I want to

know about the school.know about the school. I’ve seen four variations on this one before.I’ve seen four variations on this one before. Doesn’t give any sense of the school.Doesn’t give any sense of the school. I like this one. It’s funny. Could see myself I like this one. It’s funny. Could see myself

looking into this college--no cliques.looking into this college--no cliques.

Parents said…Parents said…

Warm and fuzzy [but I] want to see Warm and fuzzy [but I] want to see campus, sense of safety.campus, sense of safety.

Alludes to a cross-cultural experience.Alludes to a cross-cultural experience. Similar to a large number of sites. Similar to a large number of sites.

Doesn’t stand out. Doesn’t stand out. Trying to be unique, but actually common.Trying to be unique, but actually common. Probably wouldn’t pursue.Probably wouldn’t pursue. Sense of humor…I like that. Would Sense of humor…I like that. Would

encourage my daughter to look at.encourage my daughter to look at. Looks like the emphasis is on diversity.Looks like the emphasis is on diversity.


Kind of person I’d want to be around.Kind of person I’d want to be around. Student is appealing, want to find out Student is appealing, want to find out

what school is like first hand.what school is like first hand. Not interested in the profileNot interested in the profile I find it a little boring.I find it a little boring. I’m looking for general info I’m looking for general info

(admissions info). Campus events (admissions info). Campus events don’t have a bearing on my life.don’t have a bearing on my life.

Something I’ve seen before, but Something I’ve seen before, but good.good.


Would like to see a picture of the Would like to see a picture of the school instead of students. I know that school instead of students. I know that student pictures are intentionally student pictures are intentionally diverse.diverse.

Friendly. I want to read Jayme’s story.Friendly. I want to read Jayme’s story. Very understated. Wouldn’t pursue.Very understated. Wouldn’t pursue. Not impressed. Sort of flaky. Doesn’t Not impressed. Sort of flaky. Doesn’t

come across as a top rated college.come across as a top rated college. It’s fun. Doesn’t give me as much of an It’s fun. Doesn’t give me as much of an

impression of the school right away.impression of the school right away.


Trying too hard to seem edgy.Trying too hard to seem edgy. Overwhelming, too much to look at.Overwhelming, too much to look at. Ooh, fun. Interesting. You jump right into campus.Ooh, fun. Interesting. You jump right into campus. It’s kind of disorienting. Don’t know where to It’s kind of disorienting. Don’t know where to

start.start. More creative, more original.More creative, more original. I like the idea—you can see the social gathering I like the idea—you can see the social gathering

spots in addition to the main buildings.spots in addition to the main buildings. More arts focused. Personal map is interesting. More arts focused. Personal map is interesting.

Would pursue.Would pursue. Quirky school, not as focused on athletics and Quirky school, not as focused on athletics and

more on academics and the arts. Definitely would more on academics and the arts. Definitely would be interested.be interested.


Fun school. Would explore this one.Fun school. Would explore this one. Too light, informal. Kinda dumb.Too light, informal. Kinda dumb. I like this. It’s not what you expect.I like this. It’s not what you expect. It’s confusing to me. So much going It’s confusing to me. So much going

on that I didn’t notice the words.on that I didn’t notice the words. Looks like it’s fun. Looks smart.Looks like it’s fun. Looks smart. Cute. I think it would be more Cute. I think it would be more

attractive to students than adults.attractive to students than adults.


I like it. Colorful, not intimidating, lots of I like it. Colorful, not intimidating, lots of activities.activities.

Really creative. Fun, not too serious. Really creative. Fun, not too serious. Would pursue. Would pursue.

Would be worried that the school wasn’t Would be worried that the school wasn’t up to speed technologically. Wouldn’t up to speed technologically. Wouldn’t pursue.pursue.

It’s so busy I have to take a second look.It’s so busy I have to take a second look. Would click through on a lot of these.Would click through on a lot of these. Gives a good impression, would pursue Gives a good impression, would pursue

further.further. Gives a feel for the school. Knows how to Gives a feel for the school. Knows how to

have fun but work hard.have fun but work hard.


Playful. Humor plus academics.Playful. Humor plus academics. Says liberal (politically) to me. Too edgy for Says liberal (politically) to me. Too edgy for

me. me. Like seeing some ethnicity.Like seeing some ethnicity. No, this is kindergarten. It might appeal to No, this is kindergarten. It might appeal to

students, but not to parents.students, but not to parents. As a parent, I understand it, but it doesn’t hit As a parent, I understand it, but it doesn’t hit

the essential purpose.the essential purpose. Not a fan of student pictures. The advantage of Not a fan of student pictures. The advantage of

showing diversity is outweighed by the stress showing diversity is outweighed by the stress that’s put on it.that’s put on it.

A little full. Cute, though. Students would like it.A little full. Cute, though. Students would like it. A little informal. Too busy. A little informal. Too busy.


Like it. Conveys a fun sense, international, Like it. Conveys a fun sense, international, environmental.environmental.

Natural, rural, environmentally friendly. Would Natural, rural, environmentally friendly. Would consider.consider.

Rural. Funny. Bookworms go here. Rural. Funny. Bookworms go here. Appealing to someone who wants to get away Appealing to someone who wants to get away

from the city and focus on education.from the city and focus on education. Gives the impression of where it is—I like that. I Gives the impression of where it is—I like that. I

like the windmill and how it points out the like the windmill and how it points out the student connection. Humor is attractive.student connection. Humor is attractive.

Slightly boringish, but really informational.Slightly boringish, but really informational. Kind of boring. Shows environmentally Kind of boring. Shows environmentally

conscious, into the sciences more than the arts.conscious, into the sciences more than the arts.


Farming and agriculture. Lost interest.Farming and agriculture. Lost interest. Good sense of humor. Emphasizing green Good sense of humor. Emphasizing green

things—appealing.things—appealing. See some whimsy, but that’s all.See some whimsy, but that’s all. Like the balloons. It’s more grabby. Like the balloons. It’s more grabby.

Stands out as different. Would pursue.Stands out as different. Would pursue. I would think this is a strong science I would think this is a strong science

school. Not so much arts.school. Not so much arts. Too far outside the city.Too far outside the city. I like this one, because it is a cross I like this one, because it is a cross

between having a bit of humor, and between having a bit of humor, and showing progressive values. showing progressive values.


Would be interesting to go to. Place that Would be interesting to go to. Place that balances work and play.balances work and play.

Friendly, not boring.Friendly, not boring. Makes me want to see the campus.Makes me want to see the campus. Shows more individuality. Gives a feel about Shows more individuality. Gives a feel about

what you might be doing, while feeling more what you might be doing, while feeling more professional. professional.

More inclined to pursue this one.More inclined to pursue this one. Would definitely look further into school.Would definitely look further into school. Definitely interesting. Working hard but laid Definitely interesting. Working hard but laid

back.back. Gives you the feeling of humor and understands Gives you the feeling of humor and understands

the life of students. Would pursue definitely.the life of students. Would pursue definitely.


Really like it. Plays with the tradition of Really like it. Plays with the tradition of showing ivy-covered buildings.showing ivy-covered buildings.

More innovative and interesting.More innovative and interesting. Gets the uniqueness of the school without Gets the uniqueness of the school without

being a dilution of the purpose of the college.being a dilution of the purpose of the college. The popups are insider knowledge, which is The popups are insider knowledge, which is

distracting.distracting. School with some character, kids with all sorts School with some character, kids with all sorts

of backgrounds.of backgrounds. More warmth than you would typically expect.More warmth than you would typically expect. Seems academically focused…Messages Seems academically focused…Messages

surprise you. Maybe they have fun at this surprise you. Maybe they have fun at this campus, too.campus, too.

Putting it all Putting it all together…together…

Next StepsNext Steps

Final round testing of numerous home page Final round testing of numerous home page layouts/variationslayouts/variations

Usability testing of new site navigationUsability testing of new site navigation Home page photography Home page photography

(if it ever stops raining…)(if it ever stops raining…) Technical developmentTechnical development December:December: Launch of new home page + new Launch of new home page + new

search and navigation tools + new Campus search and navigation tools + new Campus Life, Academics, and About Carleton contentLife, Academics, and About Carleton content

1Q 2008:1Q 2008: Admissions site redesign Admissions site redesign 2Q 2008:2Q 2008: Alumni site redesign Alumni site redesign 3Q 2008:3Q 2008: Faculty/staff and student gateway Faculty/staff and student gateway

redesignredesign

Questions?Questions?

(and online alumni (and online alumni community preview, if time community preview, if time permits)permits)

Reimagining Carleton

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