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Iterative Website Redesign: Micro Goals in Action
Nick DeNardis
@nickdenardis

  Associate Director of
  Web Communications
  Wayne State University
  http://wayne.edu/


  Host of EDU Checkup
  http://educheckup.com/


  Writer for .eduGuru
  http://doteduguru.com/


  Curator of EDU Snippits
  http://edusnippits.com/
Higher ed web work is hard
aka conferences..
Today’s Topics

• Motivations behind full redesigns
• The “non full redesign” option
• Creating effective feedback loops
• Communicating changes
Your site is launched
       Now what?
Wait 2 years, repeat.
   Forming the committee now...
Or.. Start making
    changes in 2 weeks?
While the committee is still busy announcing the launch
Churn and Burn
The Redesign Truths

• Everyone strives for “something different”
• Your users are not sick of your site
• Large focus on visual appearance
• Old and new websites have completely
  incomparable experiences
Reasons to Redesign

• Users goals not being met
• Bring the site into a central identity
• Institution or department has new goals/
  initiatives
• Reaction to a change in the marketplace
Micro Redesigns
                   Definition:
Taking small deliberate steps to reach a larger goal
 (which may be not 100% apparent at the time).
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Encourage
           Craftsmanship
Let designers design, writers write, developers program.
Micro Ideas

• Reduce redundancy
• Clearer calls to action
• Reduce path length
• Remove a silo
• Integrate external information
Micro Changes

• Grouping content
• Visual style tweaks
• Combining CSS/JS/Image files
• Menu item label changes
• Microcopy changes
Homepage Stories
0.009 % CTR




Less than 100 click-throughs per month
Trial and Error
0.01 % CTR




Less than 150 click-throughs per month
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
New CTR: 0.8 %

Now ~6,500 click-throughs per month



       6400 % improvement!
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Campus Tour
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
A/B Test
Google Website Optimizer
Option 1    Option 2




           Goal
A/B Test
Goal Conversion
Faculty Profiles
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Apply Now
Homepage call to action

  http://j.mp/h8pwej
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
100 days?
What type of timeline is that?
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Side Effects
 Be on the lookout
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
An Evolution
   wayne.edu
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
37 Signals
  Evolution
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Opportunities
Everyone has an eye for challenges
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Feedback Loops
• Interacting with the actual users
• Can be subjective
• Solution may not be perfect for everyone
• Needs to be documented
• Think of the scientific method
Communicating Changes
       Building support
Blogging is story telling
Tools of the trade
•   Google Analytics
    http://google.com/analytics
•   Google Website Optimizer
    http://www.google.com/websiteoptimizer
•   Crazy Egg
    http://crazyegg.com
•   Click Tale
    http://clicktale.com
•   Woopra
    http://woopra.com
•   Websort
    http://websort.net/
CrazyEgg
Woopra
Woopra
Websort
Google Analytics
Google Website Optimizer
Click Tale
Dream Big
  Think Small
Thank you
http://slideshare.net/nickdenardis
   http://blogs.wayne.edu/web/
Iterative Website Redesign: Micro Goals in Action - CASEV 2011
Photo Credits
•   http://www.flickr.com/photos/cayusa/1198663035/

•   http://www.flickr.com/photos/usfwsnortheast/
    5473321885/

•   http://www.flickr.com/photos/wynnie/6393444439/

•   http://www.flickr.com/photos/drift-words/
    10434156/

•   http://www.flickr.com/photos/bjornmeansbear/
    5081930704/

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