Welcome to the Higher Education Summit Georgia Tech’s Strategic Drupal Redesign
Today’s Team Cheryl Little Kelsey Harris Shamika Hill Director of User Experience Digital Communications Specialist Senior Graphic Designer Mediacurrent Georgia Tech Georgia Tech Professional Education Professional Education
ABOUT Georgia Tech Professional Education Georgia Tech Professional Education (GTPE), an academic division of the Georgia Institute of Technology, offers professional development courses, certificate programs, and professional master’s degrees in a variety of formats to meet the needs of working professionals and industry partners in STEM and business fields worldwide . We educate over 36,000 individual learners representing more than 2,600 companies annually.
ABOUT Mediacurrent Mediacurrent is a full-service digital agency that implements world class open source software development, strategy, and design to achieve defined goals for enterprise organizations seeking a better return on investment .
Content Strategy ● Agenda ● ● ● About the GTPE Redesign Navigation, Sitemap, & User Testing ● ● ● ● ● Design / User Experience User Personas ● ● ● ● ● ● ● Impactful Results
The GTPE Redesign Project
GTPE REDESIGN Project Mission To deliver a unified and engaging digital experience for all University "customers" — aspiring and current students, lifelong learners, alumni, and industry partners. Increase business Personalized, Streamline Higher engagement intelligence seamless experiences operations and conversions | 7
GTPE REDESIGN Challenges The redesign was based on the premise that our site Text-heavy content difficult to digest experience should serve our learners rather than our own operational needs. Historically, our website was very information-heavy and flat, optimized to reduce inquiries Confusing content flow from learners to our GTPE staff, but not updated our managed effectively. We forced our learners to comb through pages of dry copy with conflicting info and no Lack of visuals to visuals or logical organization. encourage engagement
DESIGN & USER EXPERIENCE Website Redesign Process Discover Develop Deliver Business Analysis User Experience Functional Specification Discovery Deliverable Sprint Launch KPIs, Analytics & SEO Content Strategy System Architecture Product Strategy, User Deliver & repeat until Fully functioning Drupal website User Research Wireframes Hosting & Infrastructure Experience, & Technical product launch. to serve as the foundation for Competitive Analysis Conversion Paths Migration & Data Strategy Requirements documentation. further digital strategies. Information Architecture & User Testing Estimates & Sprint Planning Navigation Daily Sprint Workflow Scrum Coding Analysis User Requirements Planning Testing Design Feature Releases
GTPE REDESIGN Solutions Together, GTPE and Mediacurrent created a responsive, user-friendly interface with a new navigation and visual design to attract and engage GTPE learners and partners. People Platforms Perceptions Build a learner-focused posture Implement integrated CRM and Use learner insights to develop across GTPE and in the digital space. marketing automation platforms. digital tools and interactions.
GTPE REDESIGN Why Drupal? Integration Security Cost-Effective Third-party marketing tools and Highly secure platform protects Leveraging open-source communication platforms. students information. technology with no licensing fees.
User Personas | 12
USER PERSONAS Why are Personas Important? User personas are examples of the real people who engage with your website. Unlike traditional target audience segmentation, they provide greater depth and context by focusing on one character who embodies the predominant qualities of the larger group. Commonly in higher education, the challenge is to build a site that serves learners, rather than internal operational needs. Personas will provide a deeper audience understanding and a more sharply defined unique value.
USER PERSONAS How was Research Conducted? User Client Surveys Google Analytics Web Research Interviews Documentation
USER PERSONA RESEARCH Demographics ● Who are they? What are their digital behaviors? ● Who are their trusted sources? ●
USER PERSONA RESEARCH Psychographics ● What do they value in a program? What are their goals? ● What pain points do they have? ●
USER PERSONA RESEARCH Marketing Specifics Where do they research information for ● pursuing a professional degree? What marketing channels do ● they use?
USER PERSONA RESEARCH Decision Influencers ● What are the key things users look for in a program that’s a decision factor? When are they likely to enroll? ● What are their current beliefs and ● common objections?
USER PERSONAS The Professional Learner | 19
PROFESSIONAL LEARNER Adam Smith Demographics Age: 38 ● ● Job Title: Program Manager ● Salary: $97,500 Goals ● Become an expert in the field ● Minimize project risks and increase efficiency Stay up-to-date with certifications and industry trends ● Network with others in the field ● ● Teach/train others ● Professional development
PROFESSIONAL LEARNER Background Attended undergrad program at University of North Carolina ● ● Graduated with a bachelor's degree in Business Adam Smith Administration (BSBA) ● Moved to Atlanta for work after graduating from college Device Types ● Married with three children Has been with current company for 15 years ● ● Mid-level manager ● Natural leader, enjoys helping others 75% ● Began mentorship program at current company Marketing Channels Actively involved with UNC Alumni Association ● ● Extremely busy balancing professional and personal life Google Search Linkedin Email
PROFESSIONAL LEARNER Wants, Needs, & Decision Criteria Wants & Needs Adam Smith ● Attend reputable program with top-ranked faculty ● Become subject matter expert ● Advance career (promotion, raise) Learn best practices to lead, educate and train others ● Decision Criteria Trusted Sources Reputation and quality of school / program Co-workers / Employer ● ● ● Price of course including all associated fees ● Associations and Conferences ● Location of course ● Project Management Institute (PMI)
PROFESSIONAL LEARNER Common Objections Adam Smith “The courses won’t fit “I can’t afford the into my busy schedule.” cost of the program and associated fees.” “I’m not sure that the “I won’t have the course materials are “I can’t make opportunity to network relevant to my role.” it to campus with the right people.” for classes.”
PROFESSIONAL LEARNER Common Questions “How long will it take to “How much does the Adam Smith complete my certification?” program cost and what are the associated fees?” “What will the certification do “Can I take these for me?” courses online?” “Who teaches “How will this program the courses?” help my career?” “What does the course “What makes this schedule look like? program unique?”
USER PERSONAS The Degree Seeker | 25
DEGREE SEEKER PROSPECT John Gardell Demographics Age: 29 ● ● Job Title: Mechanical Engineer ● Salary: $83,500 Goals ● Become an expert in both business and technology ● Increase knowledge of engineering processing Gain management and leadership skills ● Network with others in the field ● ● Teach/train others ● Professional development
DEGREE SEEKER Background Attended undergrad program at Georgia Tech ● ● Graduated with a bachelor's degree in Mechanical John Gardell Engineering (BSME) ● Has lived within 50 miles of Atlanta his whole life Device Types ● Married with one daughter Has been with current company for five years ● ● Full-time employee ● Leads cross-functional teams at work 80% ● Needs a solid foundation in business to grow professionally Marketing Channels Actively involved with Georgia Tech Alumni Association ● ● Extremely busy balancing professional and personal life Google Search Linkedin Email
DEGREE SEEKER Wants, Needs, & Decision Criteria Wants & Needs John Gardell Flexible schedule with on-site learning options ● ● Reputable program / meaningful degree ● Direct job application Network with others in the field ● Decision Criteria Trusted Sources Reputation and quality of school / program Co-workers / Employer ● ● ● Price of program ● Online Search / Website ● Location of program needs to be flexible / part online ● Friends Course schedule needs to attainable with full time job ●
DEGREE SEEKER Common Objections John Gardell “I live outside the city, it takes “GTPE’s program awhile to get to campus.” costs more than others in the area.” “I’m not sure how online “I need to complete my learning works masters in less than or if I’d like it.” two years, part time.”
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