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How a Web Redesign Drives Organizational Change
presented by
Toni Bird — @tonibird Sorel Denholtz — @sorel
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A Cautionary Tale
In Which They Attempt to Redesign a Web Site, and Discover Quagmires of Conflict, Overgrown Timelines,
Creeping Scope, and Swamps of Despair
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Once upon a time…
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The marketing team wanted to bring their site into the 21st century.
Audience-centric
User-friendly
Visually appealing
Responsive
And bound to be award-winning!
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The path looked clear ahead.
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Chapter 1
In which they define their approach
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2. Make the site audience-centricOrganize information for audiences, rather than by departments
1. Improve look & feelNew design with compelling visual elements. Use existing copy to streamline the effort.
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Our heroes worked hard…
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A new information architecture!
Beautiful layouts!
Responsive designs!
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Unknown to them, the journey was fraught with danger
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Chapter 2
In which they share their work with others
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Internal presentations were arranged.
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Internal presentations were arranged.
Approval was anticipated.
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Internal presentations were arranged.
Approval was anticipated.
Soon, their vision would be reality.
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They presented the smartly reorganized sitemap.
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There were outcries!
They presented the smartly reorganized sitemap.
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“Where is MY section? Why is my content in three different places. Why is another group’s content here with mine?!?”
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“Where is MY section? Why is my content in three different places. Why is another group’s content here with mine?!?”
“How will I edit this? Who owns this content???”
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“Where is MY section? Why is my content in three different places. Why is another group’s content here with mine?!?”
“How will I edit this? Who owns this content???”
“Why did you do this to us?!?!?”
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The marketing team was shocked.
Their work had been thought through so carefully. Why didn’t people like it?
Surely the visual design presentation would go better. The new design was fantastic.
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And yet, when they presented, more outcries…
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And yet, when they presented, more outcries…
There are too many pictures! We won’t have enough good ones!
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And yet, when they presented, more outcries…
There are too many pictures! We won’t have enough good ones!
Why is there so much copy? Who wrote it? Why is it so long? Why is it so out of date?
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And yet, when they presented, more outcries…
There are too many pictures! We won’t have enough good ones!
Why is there so much copy? Who wrote it? Why is it so long? Why is it so out of date?
This is unacceptable!!
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Again, they were stunned.
It was so beautiful. Highly visual, like everyone wanted. The parallax scrolling was fresh and new.
They had used existing copy — which everyone had been happy with.
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Chapter 3
In which they seek help from above
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In desperation, they reached out to the CMO, the visionary who had initially requested a web redesign.
The CMO loved the site, and was on board with their execution.
Until…
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…the CMO spoke to other leaders in the organization, and heard the complaints, questions, and concerns.
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Others didn’t feel heard.
These weren’t their changes.
They weren’t at all sure these were the right changes.
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The obstacles were overwhelming
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They could no longer move forward
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Our heroes had neglected to consider the impact of the changes on their
stakeholders
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The moral is…
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they who underestimate the impact of change will be
sorely disappointed.
The moral is…
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It Was a Tragic Tale
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“Oh no!! That sounds terrible! Why does it happen!?!”
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Avoiding Tragic Outcomes in a Website Redesign Project
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Recognize that organizational change is part of every web redesign
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Anticipate what will change, both directly and indirectly,
as a result of your work
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Manage the change.
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Three case studies
No.1 Managing Expected Change
No.2 Navigating Unexpected Change
No.3 Intentionally Driving Organizational Change
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Redesigning Alumni Reunion Pages
Case Study No.1Managing Expected Change
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Reunions page
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Class reunion page
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Reunion schedules
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Reunion schedules
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Reunion schedules
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Reunion schedules
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The problems
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The problems
Visual design was out-of-date
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The problems
Visual design was out-of-date
Disorganized and redundant content and navigation
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The problems
Visual design was out-of-date
Disorganized and redundant content and navigation
Staff were entering the same content multiple times
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The problems
Visual design was out-of-date
Disorganized and redundant content and navigation
Staff were entering the same content multiple times
Alumni were confused by reunion pages
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The problems
Visual design was out-of-date
Disorganized and redundant content and navigation
Staff were entering the same content multiple times
Alumni were confused by reunion pages
Mobile website was incomplete and cumbersome
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The solutions
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The solutions
New visual design and information architecture
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The solutions
New visual design and information architecture
Leverage Drupal content management system (CMS) to author once, display multiple times
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The solutions
New visual design and information architecture
Leverage Drupal content management system (CMS) to author once, display multiple times
Provide a tool for alumni to easily find their class reunion page
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The solutions
New visual design and information architecture
Leverage Drupal content management system (CMS) to author once, display multiple times
Provide a tool for alumni to easily find their class reunion page
Use responsive templates
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You guessed it.
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You guessed it. Here be dragons.
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These are the organizational changes we expected
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These are the organizational changes we expected
Authors would no longer be able to add pages or extend the navigation at will
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These are the organizational changes we expected
Marketing would need to support authors when new pages were needed.
Authors would no longer be able to add pages or extend the navigation at will
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These are the organizational changes we expected
Class pages would no longer be unpublished between reunions
Marketing would need to support authors when new pages were needed.
Authors would no longer be able to add pages or extend the navigation at will
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These are the organizational changes we expected
Content would be needed to maintain reunion pages at all stages of the cycle
Marketing would need to support authors when new pages were needed.
Class pages would no longer be unpublished between reunions
Authors would no longer be able to add pages or extend the navigation at will
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These are the organizational changes we expected
Authoring would be less redundant but would be require using the Drupal CMS
Content would be needed to maintain reunion pages at all stages of the cycle
Marketing would need to support authors when new pages were needed.
Class pages would no longer be unpublished between reunions
Authors would no longer be able to add pages or extend the navigation at will
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These are the organizational changes we expected
Content would be needed to maintain reunion pages at all stages of the cycle
The publishing tool was complex. Processes would need documentation.
Marketing would need to support authors when new pages were needed.
Class pages would no longer be unpublished between reunions
Authoring would be less redundant but would be require using the Drupal CMS
Authors would no longer be able to add pages or extend the navigation at will
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The Approach
Or, how we avoided the Swamps of Despair.
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x-Framework
@sorel @tonibird
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x-Framework
Anxious
@sorel @tonibird
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x-Framework
Anxious
Contented
@sorel @tonibird
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x-Framework
Bored Anxious
Contented
@sorel @tonibird
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x-Framework
Bored Anxious
Contented Happy & Excited
@sorel @tonibird
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After people reach a stable level of comfort, they are more tolerant of change, risk, and uncertainty.
@sorel @tonibird
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Communicate at all levels
Cultivated executive sponsorship: CMO and director of alumni relations
Partnered with the“do-ers:” director of alumni communications, alumni web manager
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Use every channel available
Large and small presentations
Weekly check-ins
Drop-ins
Blog
Brown-bag lunches
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Shrink the change
Step-by-step approach
Divided our project into increments: Goals, target audience, content, design
One presentation, one topic
Built anticipation
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Repeat yourself
At every opportunity, we recapped
Objectives
Roles
Responsibilities
Process
Definition of success
Next Steps
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Frame the projectin your stakeholders’ language
Built excitement and energy about coming improvements: social media integration, and stronger visual impact
Described the project using their vocabulary and priorities.
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Success!
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Before
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After
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After
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After
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Before
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AfterBefore
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AfterBefore
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Before
Every schedule was edited individually
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Before
Every schedule was edited individually
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After: Class of 2011, 2006 & 2001
Many pages published at once
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After: Class of 2011, 2006 & 2001
Many pages published at once
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After: Class of 2011, 2006 & 2001
Many pages published at once
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After: Class of 2011, 2006 & 2001
Many pages published at once
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After: Class of 2011, 2006 & 2001
Many pages published at once
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The Results
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Site launched just before spring reunions.
Alumni smoothly accessed their reunion pages on desktop and mobile.
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Site authors were able to update easily in real time.
And now spend less time updating content.
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Help requests from alumni are way down.
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Alumni now have a persistent page for their reunion information. Wherever
they are in the cycle.
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One year later, the site continues to be up-to-date, and has remained organized
and easily navigable.
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A shift occurred: Marketing is seen as a
trusted and strategic partner.
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Case Study No.2Navigating Unexpected Change
Redesigning Faculty Profiles
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Faculty listing page
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Faculty profile
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The problems
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The problems
Visual design was out-of-date
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The problems
Visual design was out-of-date
Profiles were difficult to scan
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The problems
Visual design was out-of-date
Profiles were difficult to scan
Content, such as journal articles, was not shared across the site
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The problems
Visual design was out-of-date
Profiles were difficult to scan
Content, such as journal articles, was not shared across the site
Publication management system out-dated and difficult to use
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The problems
Visual design was out-of-date
Profiles were difficult to scan
Content, such as journal articles, was not shared across the site
Publication management system out-dated and difficult to use
Faculty were building profiles off-site with no benefit to institution
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The solutions
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The solutions
Fresh new look: Bigger text, images
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The solutions
Fresh new look: Bigger text, images
Improved page presentation for high scan-ability
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The solutions
Fresh new look: Bigger text, images
Improved page presentation for high scan-ability
Profiles would stay up-to-date as publications, books, courses, etc., were added to Drupal
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The solutions
Fresh new look: Bigger text, images
Improved page presentation for high scan-ability
Profiles would stay up-to-date as publications, books, courses, etc., were added to Drupal
Given the complexity of the profiles in this new system, faculty assistants would be trained as authors
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Yup, here be dragons.
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Changing the profiles would need to address several factors
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Changing the profiles would need to address several factors
Faculty care deeply about how they are presented to the academic world
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Changing the profiles would need to address several factors
We presented designs early and often; sought extensive input from faculty administration
Faculty care deeply about how they are presented to the academic world
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Changing the profiles would need to address several factors
Faculty vary widely. One size does not fit all
We presented designs early and often; sought extensive input from faculty administration
Faculty care deeply about how they are presented to the academic world
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Faculty vary widely. One size does not fit all
Changing the profiles would need to address several factors
We analyzed the content of profiles and planned for many variations
We presented designs early and often; sought extensive input from faculty administration
Faculty care deeply about how they are presented to the academic world
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Faculty vary widely. One size does not fit all
Changing the profiles would need to address several factors
Faculty are busy and are supported by faculty assistants
We analyzed the content of profiles and planned for many variations
We presented designs early and often; sought extensive input from faculty administration
Faculty care deeply about how they are presented to the academic world
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Faculty vary widely. One size does not fit all
Faculty are busy and are supported by faculty assistants
Changing the profiles would need to address several factors
We analyzed the content of profiles and planned for many variations
We designed a system that would be easy for assistants to manage
We presented designs early and often; sought extensive input from faculty administration
Faculty care deeply about how they are presented to the academic world
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We slew those dragons handily
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And then, a new dragon appeared
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And then, a new dragon appeared
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The dean insisted that faculty be able to edit profiles themselves
at launch.
Relying on faculty assistants to edit would not work.
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This had serious implications
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This had serious implications
Profiles are part of a system. Authors must also add publications, working papers, case studies, books, and more.
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This had serious implications
Profiles are part of a system. Authors must also add publications, working papers, case studies, books, and more.
Faculty would not be expected to go through training. Site must be self-explanatory.
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This had serious implications
Profiles are part of a system. Authors must also add publications, working papers, case studies, books, and more.
Faculty would not be expected to go through training. Site must be self-explanatory.
An increase in the number of authors meant increased risk of inconsistency.
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There were tears.
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Then we made a plan.
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The Approach
Or, how we avoided the Swamps of Despair.
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The IKEA Effect
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People place a disproportionately high value on products they helped create.
The IKEA Effect
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Identify influencers
Faculty trust their peers and key members of the academic administration team
Certain faculty would vocally dissent — we could learn from those opinions
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Engage influencers directly
We partnered with academic administration early
Vocal and influential faculty participated in usability testing of our authoring prototype
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Individualize your approach to address individual needs
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Track the big picture
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Communicate individual details
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It worked.
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Before
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After
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Before
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Before After
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Before After
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The Results
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In the first two weeks, 125 faculty updated profiles and 1000+ publications were added
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Today, help requests are way down
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Faculty and their assistants easily update profiles without compromising
site consistency
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Many faculty changed their attitude towards the website profiles
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We shifted the perception of Marketing. We are seen as a trusted partner by the faculty and
by their support teams.
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Rethinking News
Case Study No.3Intentionally Driving Organizational Change
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News landing page
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News landing page
Editorial
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News landing page
School news
Editorial
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Editorial/ Research article
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Editorial/ Research article
Press release/Announcement
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The problems
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The problems
Visual design was out-of-date
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The problems
Visual design was out-of-date
Navigation did not invite further exploration
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The problems
Visual design was out-of-date
Navigation did not invite further exploration
Articles appeared nowhere else on site
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The problems
Visual design was out-of-date
Navigation did not invite further exploration
Articles appeared nowhere else on site
Users were unable to distinguish between editorial content and news about the school
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The solutions
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The solutions
Fresh new look
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The solutions
Fresh new look
Leverage CMS to dynamically provide related articles, and to showcase articles across the site
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The solutions
Fresh new look
Leverage CMS to dynamically provide related articles, and to showcase articles across the site
Encourage site exploration from stories
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The solutions
Fresh new look
Leverage CMS to dynamically provide related articles, and to showcase articles across the site
Encourage site exploration from stories
Use navigation, functionality, and design to distinguish between editorial and news stories
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Yup, here be dragons.
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The Approach
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It wasn’t just readers who were confused.
Internal stakeholders were unclear about the distinctions.
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We would have to actively change the way stakeholders thought about articles
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Existing stories were on a spectrum
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Existing stories were on a spectrum
Mostly about the research
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Existing stories were on a spectrum
Mostly about the school
Mostly about the research
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The new approach would be audience-centric, designed for specific needs
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Editorial
The new approach would be audience-centric, designed for specific needs
Audience is interested in learning and exploring ideas
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School newsEditorial
The new approach would be audience-centric, designed for specific needs
Audience is interested in learning and exploring ideas
Audiences want information
about the school
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School newsEditorial
They could no longer be interchangeable
Audience is interested in learning and exploring ideas
Audiences want information
about the school
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Use navigation, functionality, and design to distinguish types of content
School newsEditorial
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Use navigation, functionality, and design to distinguish types of content
Story encourages exploration: Has related topics and editor’s picks
School newsEditorial
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Use navigation, functionality, and design to distinguish types of content
Story encourages exploration: Has related topics and editor’s picks
Story encourages follow-up: Has links to programs, media
toolkit, other school information
School newsEditorial
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Use navigation, functionality, and design to distinguish types of content
School newsEditorial
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Use navigation, functionality, and design to distinguish types of content
Context would be editorial: Navigation includes other business topics
School newsEditorial
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Use navigation, functionality, and design to distinguish types of content
Context would be editorial: Navigation includes other business topics
Context would be school-related: Navigation includes information about the school
School newsEditorial
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Use navigation, functionality, and design to distinguish types of content
School newsEditorial
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Use navigation, functionality, and design to distinguish types of content
Tone is journalistic. Appropriate for syndication in other business media.
School newsEditorial
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Use navigation, functionality, and design to distinguish types of content
Tone is journalistic. Appropriate for syndication in other business media.
Tone is approachable and informative. Invites audiences
to explore further.
School newsEditorial
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Use navigation, functionality, and design to distinguish types of content
School newsEditorial
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Use navigation, functionality, and design to distinguish types of content
Simple link for general media inquiries
School newsEditorial
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Use navigation, functionality, and design to distinguish types of content
Simple link for general media inquiries
Contact info for a specific media relations team member
School newsEditorial
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There was resistance to this new approach, particularly from media relations.
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There was resistance to this new approach, particularly from media relations.
We needed to understand why.
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Keep asking “why?” to get to the root of the problem
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Why did the media relations team want editorial articles to stay the same?
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Why did the media relations team want editorial articles to stay the same?
They didn’t want to lose the media contact name from the articles.
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Why did the media relations team feel it was important to keep the media contact name on articles?
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Why did the media relations team feel it was important to keep the media contact name on articles?
It was the only way they could connect the press with the media relations team.
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Why was it important to use the articles to connect the press to the media team?
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Why was it important to use the articles to connect the press to the media team?
They sent the articles out on BusinessWire as press releases.
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Why were they sending them out on BusinessWire as press releases?
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Why were they sending them out on BusinessWire as press releases?
They needed to reach journalists, and it was the only distribution channel they had access to.
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![Page 217: How a Web Redesign Drives Organizational Change: A Cautionary Tale](https://reader037.vdocuments.net/reader037/viewer/2022110107/58a06c251a28ab06528b5def/html5/thumbnails/217.jpg)
Why did they need to distribute the research to reach journalists?
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Why did they need to distribute the research to reach journalists?
There was no place on the site for the press to find information specifically for them.
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Think beyond the scope of your project
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Think beyond the scope of your project
They needed a dissemination channel for research
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Think beyond the scope of your project
Social media and email could be the primary dissemination channel
They needed a dissemination channel for research
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Think beyond the scope of your project
Social media and email could be the primary dissemination channel
They needed a place on the site for the press to contact them directly
They needed a dissemination channel for research
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Think beyond the scope of your project
Social media and email could be the primary dissemination channel
Adding a Newsroom to the site would help media find the information and contacts they wanted
They needed a dissemination channel for research
They needed a place on the site for the press to contact them directly
![Page 224: How a Web Redesign Drives Organizational Change: A Cautionary Tale](https://reader037.vdocuments.net/reader037/viewer/2022110107/58a06c251a28ab06528b5def/html5/thumbnails/224.jpg)
Eventually, we achieved alignment. We were ready to move forward with the new content structure.
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Keep stakeholders engaged to avoid backsliding
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Achievement Unlocked: Site Launch
![Page 227: How a Web Redesign Drives Organizational Change: A Cautionary Tale](https://reader037.vdocuments.net/reader037/viewer/2022110107/58a06c251a28ab06528b5def/html5/thumbnails/227.jpg)
Before: News landing page
![Page 228: How a Web Redesign Drives Organizational Change: A Cautionary Tale](https://reader037.vdocuments.net/reader037/viewer/2022110107/58a06c251a28ab06528b5def/html5/thumbnails/228.jpg)
Before: News landing page
School news
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After: School news
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After: School news
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Before
School news story
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Before After
School news story
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Before After
School news story
![Page 234: How a Web Redesign Drives Organizational Change: A Cautionary Tale](https://reader037.vdocuments.net/reader037/viewer/2022110107/58a06c251a28ab06528b5def/html5/thumbnails/234.jpg)
Before: News landing page
Editorial
![Page 235: How a Web Redesign Drives Organizational Change: A Cautionary Tale](https://reader037.vdocuments.net/reader037/viewer/2022110107/58a06c251a28ab06528b5def/html5/thumbnails/235.jpg)
Before: News landing page
Editorial
![Page 236: How a Web Redesign Drives Organizational Change: A Cautionary Tale](https://reader037.vdocuments.net/reader037/viewer/2022110107/58a06c251a28ab06528b5def/html5/thumbnails/236.jpg)
After: Insights
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After: Insights
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Before
Insights story
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Before After
Insights story
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Before After
Insights story
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After: Newsroom
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The Results
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The team has clarity about press releases versus editorial content
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Processes established at launch continue today
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Editorial team now includes an art director
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Social media proves to be effective at disseminating knowledge
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Social media proves to be effective at disseminating knowledge
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Site metrics show longer and deeper visits to the site
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Stanford Business Insights was nominated for a Webby award
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“Ok, how do I do this?”
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It’s simple.
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It’s simple. Tame the dragons.
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It’s simple. Tame the dragons stakeholders.
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The 50:50 Rule
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The 50:50 Rule
50% of your time: project tasks
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The 50:50 Rule
50% of your time: project tasks
50% of your time:
stakeholders
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How to tame the dragons?
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How to tame the dragons?Plan for and manage change.
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Your stakeholders will be anxious about change.
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Bring them to excitement.
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Bringing stakeholders to excitement
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Bringing stakeholders to excitement
Communicate at all organizational levels
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Bringing stakeholders to excitement
Communicate at all organizational levels
Use every channel
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Bringing stakeholders to excitement
Communicate at all organizational levels
Use every channel
Shrink the project
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Bringing stakeholders to excitement
Communicate at all organizational levels
Use every channel
Shrink the project
Repeat yourself
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Bringing stakeholders to excitement
Communicate at all organizational levels
Use every channel
Shrink the project
Repeat yourself
Frame the project in your stakeholders’ language
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Invite stakeholders into the process
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Inviting stakeholders into the process
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Inviting stakeholders into the process
Identify influencers and engage them directly
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Inviting stakeholders into the process
Identify influencers and engage them directly
Individualize your approach to address individual needs
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Inviting stakeholders into the process
Identify influencers and engage them directly
Individualize your approach to address individual needs
Track the big picture and communicate the details
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Address the root problems
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Addressing the root problems
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Addressing the root problems
Ask “why?” And then ask “why?” again
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Addressing the root problems
Ask “why?” And then ask “why?” again
Think beyond the scope of your project
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Follow through. Keep your stakeholders focused and engaged.
Lather, rinse, repeat.
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5 major launches later
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5 major launches later
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5 major launches later
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5 major launches later
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5 major launches later
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5 major launches later
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5 major launches later
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5 major launches later
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5 major launches later
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5 major launches later
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5 major launches later
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5 major launches later
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5 major launches later
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5 major launches later
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5 major launches later
New roles & responsibilities across the school
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5 major launches later
New roles & responsibilities across the school
Fewer web authors overall; marketing can easily support most departments
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5 major launches later
New roles & responsibilities across the school
Fewer web authors overall; marketing can easily support most departments
Site remains consistent, easily navigated, highly usable, content-rich
![Page 294: How a Web Redesign Drives Organizational Change: A Cautionary Tale](https://reader037.vdocuments.net/reader037/viewer/2022110107/58a06c251a28ab06528b5def/html5/thumbnails/294.jpg)
5 major launches later
New roles & responsibilities across the school
Fewer web authors overall; marketing can easily support most departments
Site remains consistent, easily navigated, highly usable, content-rich
Marketing is seen as an effective and valuable partner across the organization
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– from The Little Prince by Antoine de Saint-Exupéry
“If you tame me we’ll need each other.”