improving web information architecture & international scientific visibility
DESCRIPTION
Improving Web Information Architecture & International Scientific VisibilityTRANSCRIPT
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Improving Web Information Architecture&
International Scientific Visibility
University / Higher Education Websites:
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CONTENTS
1. Questions you may ask yourself2. Information Architecture 3. Interaction Design4. Scientific Visibility5. Conclusions
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1. Questions you may ask yourself
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QUESTIONS YOU MAY ASK YOURSELF• Your Goals
• Your Challenges
• Your Target Audiences
• Your Analyses
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STRATEGIC GOALS
• Reach more scientific international visibility?
• Obtain international agreements/ collaboration with reputed universities?
• Improve position on rankings (ARWU, THE, Webometrics…)?
• Enhance Intranet Knowledge Management?
• Optimize CRM performance?• … ?
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TACTICAL GOALS
• More international students?
• More (and better) postgraduate students?
• Contract Highly Cited international Staff?
• Explore e-learning advantages?
• Companies agreements on R&D?
• … ?
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YOUR GOALS
What do you want from your website? Example:
• More international students
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YOUR GOALS
Web importance is growing as a source of information for international students:
• 61% students said that the university’s website was very important when they made their choice (website answers)
• 52% said that the opinion of someone who had been at this university was very important (alumni)
• brochures (10%)
• exhibitions (8%)(Lund University 2008- Sweden)
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YOUR GOALS
So, when focusing on new students, ask yourself:
“Why did students choose my university?”
Gerry McGovern
Carewords Total %Prestigious, well-recognized degree 187 7% 7% 1%Future job prospects 137 5% 12% 1%Top quality professors/lecturers 107 4% 16% 2%Career advice 106 4% 19% 3%Top ranking university 101 4% 23% 3%Top ranking course 101 4% 27% 4%Social life 99 4% 30% 5%Nightlife 89 3% 33% 5%Fees 87 3% 37% 6%Postgraduate 80 3% 39% 6%Student-focused 79 3% 42% 7%Course materials 77 3% 45% 8%Societies and clubs 73 3% 48% 8%Faculties 71 3% 50% 9%
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YOUR CHALLENGES• Budget• Bias (english dominance)• Internationalization & Globalization• Reputation & Credibility• How the university is perceived• Get them to where we want
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YOUR TARGET AUDIENCES
• Prospective students• Parents & Careers Advisers• National and international researchers• Potential customers • The Media & Community• Current students • Staff • Alumni • Public Bodies & Government
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ABOUT TARGET AUDIENCES
• Every potential user group look for different information
• Same content has different importance for different groups
• Prioritize contents prominance. How?• Power law: within target groups / audience
segments / cohorts, – a few info is searched by many,– most of info searched by a few.
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ANALYSIS
J. J. Garrett
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ANALYSIS - ELEMENTS
Peter Morville
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ANALYSIS - PROCESS
Evaluation & Iteration
Questionnaires
KPI metricsTests & Prototyping
FEEDBACK
Information Audit
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ANALYSIS – WHAT?University goals and objectives
Competitive analysis
Tasks AnalysisAudiences
Analysis
User needs analysis
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ANALYSIS – HOW?• End user focus groups• Card sorting• Search Analytics• Web Analytics• Online/E-mail questionnaire• User prototypes testing• Webmaster emails from users requests• Etc.
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ANALYSIS – HOW?When measuring:
• Define who your users are (segmentation)• Know what your users do on your site• Understand your users motivations• Don´t measure to meet your expectations• Look for patterns• Find causal relations
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ANALYSIS - EXAMPLESNumber of prospectus queries per day:
(Manchester Metropolitan University)
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ANALYSIS - EXAMPLESNumber of prospectus queries per day:
business 10,098law 9,512psychology 7,210fashion 5,660physiotherapy 4,297marketing 4,159teaching 4,141education 3,903english 3,789 (Manchester Metropolitan University)
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2. Information architecture
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INFORMATION ARCHITECTURE
Change Management
Support Process design
ChecklistsVision Content “Supply” FlowPerformance MgmtBenchmarking data
Communications
Template messagesPresentationsPublicationsNewsletters/BulletinsConferencesDemonstrations“Success Stories”FAQ
Training
Classroom studyWorkshopsDistance LearningSelf Video/AudioTrain the trainersOn-line job aidsFaculty/Area Based
“Leadership kits”
Incentives +Rewards Programs
Promotion EventsFrequent User ProgramAcademy AwardsContestsIncentive ProgramsCareer Plan
usaid.gov
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PUBLISH
THINK
4
Subject Matter ExpertContent 2
CMS
Content Manager
Content 1
Content 3
Functional KM
Team
1
2
GENERATE
3
PREPARE
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INFORMATION ARCHITECTURE
Whitworth et al.
privacy extendibility
security connectivity
reliability functionality
flexibilityusability
privacy
extendibility
security
connectivity
reliability
functionality
flexibilityusability
“balanced” “favouring security, reliability & privacy”
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INFORMATION ARCHITECTURE
• Functional structure, not organizational• The web team/committee is not the audience• User always should know:
– where is, – where has been,– where is he going
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INFORMATION ARCHITECTURE
Let´s do some benchmarking:
• Home page main structures of… • Five of the better positioned universities in… • Webometrics.info worldwide ranking• Looking for matching points, patterns…
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INFORMATION ARCHITECTURE
University portals analyzed:
- Massachusetts Institute of Technology - Harvard University - Stanford University - University of California Berkeley- Pennsylvania State University
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According to these Websites, we can recognize a number of common sections in large part.
Identifying them with color labels it is possible to observe content related with international and promotional aspects.
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MIT Massachusetts Institute of Technology
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MIT
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MIT - Main Link Contents Analysis
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Harvard University
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Harvard – Main Link Contents Analysis
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Stanford University
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Stanford – Main Link Contents Analysis
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Berkeley – University of California
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Berkeley - Main Link Contents Analysis
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Pennsylvania State University
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Pennsylvania - Main Direct Links and Contents
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3. Interaction design
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INTERACTION DESIGN
• Identify tasks• Order by user priorities• Order user priorities by university goals• Create workflow to get the task done • Test it & Iterate• Measure after publishing• Redesign if necessary
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INTERACTION DESIGN
J. Racine
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INTERACTION DESIGNAn example of best practice:
Situation: English speaker graduate interested on studying a PHD in Netherlands, in Utrech University.
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1. Enter in www.uu.nl/
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1. Enter in www.uu.nl/
Website is in English. To change to NATIVE language, you have to choose the option.
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2. Look for PhD studies
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3. Look for PhD studies
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3. Look for PhD studies
International Students MicroSite
Specific and Useful Information
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3. Look for PhD studies
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4. HERE WE ARE!
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4. HERE WE ARE!
Complete info about how to obtain PhD
Direct access to main contents
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4. HERE WE ARE!
And we also have all information for IS visible.
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4. Scientific visibility
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SCIENTIFIC VISIBILITY• To have a better portal is the beginning, not the end of story• A better portal is not enough• Reputation & Credibility comes from every researcher´s
reputation• Don´t wait the –research- world come to you• The more links –visibility- to you, the more probability of visits
and goals –tasks- completed.• Your university research need –always- more visibility
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SCIENTIFIC VISIBILITY
Webometrics.info
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SCIENTIFIC VISIBILITY• The more visibility, the more citations • Visibility is for:
– best authors who produce…– best papers, published in… – best “places” (journals, databases, internet…) to be found in…– more visible places, which are…– those with more connections
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SCIENTIFIC VISIBILITY
Webometrics.info
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SCIENTIFIC VISIBILITY
Source: Scopus
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SCIENTIFIC VISIBILITYIt is needed to enhance research visibility. How?
Outside your institution:
• Look for the best researchers (local, national, international)
• Attract international collaboration with better researchers than yourself
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SCIENTIFIC VISIBILITYIt is needed to enhance research visibility. How?
Inside your institution:
• Ensure control of your researchers publications• Measure, Compare and Evaluate• Give tools to reach more audience quickly. • The more audience, the more probability of citation
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SCIENTIFIC VISIBILITYControl, measure and evaluation of researchers publications to:
• Audit internal researchers publications quality • Understand your institution research fronts • Compare them internally and with others• Set personal and collective strategies• Improve scientific motivation
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SCIENTIFIC VISIBILITY
Example: Cites per document (you against…)Source: Scimago (Scopus)
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SCIENTIFIC VISIBILITYIt is needed to enhance research visibility. How?
• Give researchers tools to reach more audience quickly. • The more audience, the more probability of citation
How?
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SCIENTIFIC VISIBILITY• Publish in better impact factor Journals
• Publish in OAI (Open Access Initiative) journals
• Upload preprints, etc., to OAI repositories
• Think on Scholar SEO (Search Engine Optimization) at paper level.
• Work around general and specialized social networks
• Connect all actions (offline and online)
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5. CONCLUSIONS
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CONCLUSIONS• Set your strategic goals• Audit (diagnostics) first• Segment your audience• Analyze, measure, evaluate KPIs and production• Make it a commitment all organization members (KM)• Ensure everybody helps (Change management)• Organize contents by tasks, not by organizational chart.• The portal is not an island (visibility) • Give tools to your people & researchers• Think OAI / Scholar SEO & Social Media
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Jorge [email protected]
Central office:C/Garcilaso 15-B 46003 ValenciaTel.: 96 369 41 23 Fax: 96 369 34 [email protected]
Office Madrid:Jesús del Valle, 28 bajo 28004, MadridTel.: 636 26 71 78
Ofifce New York City:675 3rd Avenue, Suite 400, New York, N.Y. 10017 U.S.A.
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