Council InternationalStudy Programs

Internet Site Design

March 12, 2001

Project Elements

Web content management system

Document database

Site Refresh

Content Management

Buy vs. Build?

• Off-the-shelf options are available

• Cautions Existing functionality may drive business

adaptation Limited flexibility to accommodate changing needs Integration issues Enterprise architecture requirements

• Custom solution may be better

Content Management

Enterprise Architecture Perspective

• Relationship to other software systems and business processes

• Specifically Document database Content development workflow Future web site functionality

Content Management

EVI’s Proposal for CMS

• Conduct business needs analysis first

• Consider enterprise architecture requirements

• Build (or buy) optimally cost-effective solution

Content Management

Business Needs Analysis Process

• Interviews with key stakeholders

• Business Requirements Document

• Review, revision, and sign-off

• Translate BRD to functional requirements

• Use functional requirements to design the best solution

Document Database

Our Vision

• All common information maintained in a single location

• Component-based architecture facilitates delivery through multiple channels Web site Formatted text for print documents Dynamically generated PDF files Export to other web sites and systems

Document Database

WebSite

Print Export Module

OtherExportModule(XML)

PDFExport Module

Component Architecture for Document Repository System

DocumentRepository

•Database•Workflow•User Interface

Document Database

Component-based Architecture

• Logic at each level is self-contained and unaware of how other components function

• Each component knows only how to send a request and interpret a response, or receive a request and produce a response

• Any component or system that can speak their language can interact with these components

Document Database

Component-based Architecture

• Other benefits More efficient More flexible More scaleable

Document Database

Emphasis on Needs Analysis

• Build system to accommodate future use

• Enable move to future functionality sooner

• Revising later likely to be much more expensive

Document Database

Our Vision vs. Your Vision

• Somewhat more than requested in the RFP

• We think this is the best approach Opportunity now Consistent with enterprise view Can be done within budget

Site Refresh

Site Refresh

External Relations vs. Software Development

• Content management system and document database are software systems

• Site refresh crosses over to marketing/ external relations: how to deliver content in a way that influences customer beliefs and behavior

Site Refresh

Council ISP’s Goals:

• Improve customer workflow

• Increase “stickiness”

• Boost traffic

• Position programs (adventurous and fun yet academically serious)

• Reduce volume of information requests

Site Refresh

Requires awareness of customer

• What is customer trying to accomplish?

• What attracts/keeps customer to the site?

• What is customer’s perception of programs and of Council?

• What information does customer need, and how should it be delivered?

Site Refresh

Qualitative Customer Research

• If we talk to customers the wrong way, they may not respond

• Qualitative research gives us information we need to communicate the right way

• Helps us understand the functional, behavioral, and emotional drivers that influence the customer

Site Refresh

Insight and Understanding

• How do you look for a study abroad program? By location, or field of study, or something else?

• What are the strengths and weaknesses of our competitors’ web sites?

• Why do you want to study abroad?

• What kinds of information do you need most?

Site Refresh

Insight and Understanding

• Once you have the information you need, what do you expect to be able to do from our web site?

• What does study abroad mean to you?

• What do you hope to learn about yourself through study abroad? What kind of person do you think study abroad will make you?

Site Refresh

Insight and Understanding

• This kind of information immensely valuable for crafting presentation

• Not that difficult (or expensive) to get

Site Refresh

Qualitative Customer Research: Preliminary Plan

• Online surveys On Council ISP site Solicit via email broadcast Recruit through members, information inquiries, etc.

• Online focus groups (if needed)

• Limited traditional focus groups (if needed)

• Test resulting ideas and designs

Review

Content Management System

• Determine business needs first, then design best system

Document Database

• Plan now for future functionality

Site Refresh

• Based on qualitative customer research

Why EVI?

Knowledge of travel business, student market, and Council ISP

Proven track record

Breadth of resources

Service and commitment

Council InternationalStudy Programs

Internet Site Design

March 12, 2001