Harvard College knew it was time for a website overhaul: While prospective students who visited campus raved about the welcoming staff, those who only used the website said Harvard felt distant and formal. Users had to navigate three different but often near-duplicate websites—the College, Admissions, and Financial Aid—to get critical information. Amid it all, mobile visits were soaring—and the College needed to support those users equally.
The answer? A single, responsive website that unified content from all three groups, brought the Harvard College experience to life online, and better communicated information about key topics like financial aid. But getting there took more than editorial revisions and layout decisions. It took changing how each department saw its content, transforming it from a departmental output into a student-centric resource.
Hear how web design studio Happy Cog, Harvard, and a content strategist partnered to transform multiple websites into a single, student-centered system, and learn how leading with content can:
- Help diverse departments embrace a single vision and shared roadmap
- Keep projects on time and on budget
- Ensure responsive design systems and CMS specs actually fit your content’s needs
All Together Now: Content & Collaboration in a Responsive Redesign
1. All Together Now
Content & Collaboration in a
Responsive Redesign
Amy Lavoie Aura Seltzer Sara Wachter-Boettcher
CONFAB CENTRAL 2014
/ /
2. CONFAB CENTRAL 2014
Amy Lavoie
Director of Digital Communications
HARVARD COLLEGE ADMISSIONS & FINANCIAL AID
Sara Wachter-Boettcher
Content Strategist
CONSULTANT
Aura Seltzer
Designer
HAPPY COG
19. CONFAB CENTRAL 2014
“It was a pain to use—not very
intuitive and old-fashioned.
It’s kind of drab and boring.
— Harvard Applicants
20. CONFAB CENTRAL 2014
“There wasn’t a clear set of
instructions. What do I need
to do to apply?
— Harvard Applicants
21. CONFAB CENTRAL 2014
“
— A Harvard Parent
It’s been really nice to find out that
Harvard is inviting, warm, loving—
not snobby and exclusionary as
you often believe it to be.
22. CONFAB CENTRAL 2014
“
— An Accepted Student
When I went to the campus,
I really had the gut feeling at
Harvard and nowhere else.
24. CONFAB CENTRAL 2014
Turn talented, diverse prospects into
confident applicants—and successful
Harvard students—with content that
makes Harvard feel within reach,
creates a sense of belonging, and
clarifies the path from application to
graduation.
25. CONFAB CENTRAL 2014
Turn talented, diverse prospects into
confident applicants—and successful
Harvard students—with content that
makes Harvard feel within reach,
creates a sense of belonging, and
clarifies the path from application to
graduation.
v
26. CONFAB CENTRAL 2014
Turn talented, diverse prospects into
confident applicants—and successful
Harvard students—with content that
makes Harvard feel within reach,
creates a sense of belonging, and
clarifies the path from application to
graduation.
v
27. CONFAB CENTRAL 2014
Turn talented, diverse prospects into
confident applicants—and successful
Harvard students—with content that
makes Harvard feel within reach,
creates a sense of belonging, and
clarifies the path from application to
graduation.
v
28. CONFAB CENTRAL 2014
Turn talented, diverse prospects into
confident applicants—and successful
Harvard students—with content that
makes Harvard feel within reach,
creates a sense of belonging, and
clarifies the path from application to
graduation.
v
220
32. CONFAB CENTRAL 2014
All of our financial aid is awarded on the basis of
demonstrated financial need—there are no
academic, athletic or merit-based awards, and we
meet the demonstrated need of every student,
including international students, for all four years.
We invite you to explore our web site for a detailed
description of all aspects of our aid program,
including our Harvard Financial Aid Initiative for
low and moderate income students…
All of our financial aid is awarded on the basis of
demonstrated financial need—there are no
academic, athletic or merit-based awards, and we
meet the demonstrated need of every student,
including international students, for all four years.
We invite you to explore our web site for a detailed
description of all aspects of our aid program,
including our Harvard Financial Aid Initiative for
low and moderate income students…
Before
Harvard-centric
Distant
Passive
33. CONFAB CENTRAL 2014
All of our financial aid is awarded on the basis of
demonstrated financial need—there are no
academic, athletic or merit-based awards, and we
meet the demonstrated need of every student,
including international students, for all four years.
We invite you to explore our web site for a detailed
description of all aspects of our aid program,
including our Harvard Financial Aid Initiative for
low and moderate income students…
All of our financial aid is awarded on the basis of
demonstrated financial need—there are no
academic, athletic or merit-based awards, and we
meet the demonstrated need of every student,
including international students, for all four years.
We invite you to explore our web site for a detailed
description of all aspects of our aid program,
including our Harvard Financial Aid Initiative for
low and moderate income students…
Before
Harvard-centric
Distant
Passive
34. CONFAB CENTRAL 2014
All of our financial aid is awarded on the basis of
demonstrated financial need—there are no
academic, athletic or merit-based awards, and we
meet the demonstrated need of every student,
including international students, for all four years.
We invite you to explore our web site for a detailed
description of all aspects of our aid program,
including our Harvard Financial Aid Initiative for
low and moderate income students…
All of our financial aid is awarded on the basis of
demonstrated financial need—there are no
academic, athletic or merit-based awards, and we
meet the demonstrated need of every student,
including international students, for all four years.
We invite you to explore our web site for a detailed
description of all aspects of our aid program,
including our Harvard Financial Aid Initiative for
low and moderate income students…
Before
Harvard-centric
Distant
Passive
35. CONFAB CENTRAL 2014
The real Harvard is...
Dignified, but not stuffy
Warm, but not casual
Energetic, but not peppy
Personal, but not intimate
Intellectual, but not boring
36. CONFAB CENTRAL 2014
Your financial circumstances have never kept you
from great achievement, and they will not keep
you from Harvard. Applying for financial aid will
not hinder your application, regardless of your
citizenship. We provide the support you need to
get here by working closely with you to understand
your family’s individual circumstances.
After
Student-focused
Direct
Empowering
37. CONFAB CENTRAL 2014
Your financial circumstances have never kept you
from great achievement, and they will not keep
you from Harvard. Applying for financial aid will
not hinder your application, regardless of your
citizenship. We provide the support you need to
get here by working closely with you to understand
your family’s individual circumstances.
After
Student-focused
Direct
Empowering
39. CONFAB CENTRAL 2014
Before
Admissions Financial Aid Harvard College
Overview
Net Price Calculator
Prospective Students
Current Students
Parents
Resources
Forms and Publications
Contact Us
About Harvard College
Academics
Admissions
Advising and Counseling
Dean of Harvard College
Financial Aid
Harvard College Directory
Map of the Campus
My.Harvard.edu
Online Publications
Parents
Resources
Student Life
Today’s Harvard
About Harvard
Applying
Financial Aid
Visit Harvard
40. CONFAB CENTRAL 2014
Before
Admissions Financial Aid Harvard College
Overview
Net Price Calculator
Prospective Students
Current Students
Parents
Resources
Forms and Publications
Contact Us
About Harvard College
Academics
Admissions
Advising and Counseling
Dean of Harvard College
Financial Aid
Harvard College Directory
Map of the Campus
My.Harvard.edu
Online Publications
Parents
Resources
Student Life
Today’s Harvard
About Harvard
Applying
Financial Aid
Visit Harvard
43. AFFORDABILITY (1.2.1.1)
Content & Features
Search
About Financial Aid Academics Student & Residential LifeAdmissions
Home > Admissions > Choosing Harvard >
Logo
AffordabilityAFFORDABILITY
ACADEMIC
ENVIRONMENT
MEET US IN YOUR
HOMETOWN
LIVING AT HARVARD
STUDENT ACTIVITIES
FACULTY ENGAGEMENT
ARTS & CULTURE
RESEARCH
OPPORTUNITIES
LEADERSHIP & SERVICE
ROTC
<10%:
The amount of their annual
income families that make
less than $150,000 are
expected to contribute.
Statistics and Facts
90%of American
families would pay the
same or more to send their
children to a state school.
More facts about Financial Aid >
We are dedicated to making Harvard affordable, no matter
your family’s situation. If you are accepted, we pledge to
meet your demonstrated financial need—without loans.
In fact, for 90 percent of American families, Harvard is less
expensive than a state school. If you are an exceptional
student but concerned about costs, we can help.
MyHarvard Directory FAQs College Events
1 “Financial Aid” Propeller Video (60 se
1.1 Optional video caption
2 Crosslink to “Assessing Need” (1.3.1.2)
3 Crosslink to “Cost of Attendance” (1.3.
4 Statistics and Facts Module
A highly visual area featuring distinguishin
and figures will demonstrate how Harvard
to make every student’s education accessib
affordable.
4.1 Crosslink to “Fact Sheet” (1.3.1.3)
4.2 Crosslink to “Fact Sheet” (1.3.1.3)
5 Crosslinks to “Net Price Calculator” (1
5.1 Module includes the first two dropdow
the calculator to lower barriers to entr
show visitors how easy it is to start us
calculator. The options in the second d
down should change depending on th
first selection. The full calculator shou
prepopulate with the user’s already-co
ed answers and pick up where the use
6 Mini Apply Module
A repeatable module that calls prospectives
begin the application process. Crosslinks to
cation Process” (1.2.4).
6.1 Crosslinks to “What We Look For” (12.
“Application Requirements” (1.2.4.1), an
“Application Timeline” (1.2.4.2)
The Affordability page emphasizes (from a
that anyone who is accepted can attend. T
great facts, and to link to the appropriate s
Content & Features
Caption for video: Ehendit que veliquos pa plitate cullesti a qui nobit, simagnim eicia vollige-
nis nus apicien ducimai Iquodis evelit que.
Financial Aid
1
4
2
3
1.1
4.1
4.2
“Our doors have long been open to talented students regardless of financial need but
many students simply do not know or believe this. We are determined to change both the
perception and the reality.”
– President Emeritus Lawrence H. Summers
Cost of Attendance
Determining your need
All of Harvard’s financial aid is awarded on the basis of demonstrated financial need. We
consider many factors such as your/family income, assets, size of family, and unusual ex-
penses to determine your financial aid package—which is carefully designed to ensure
you can afford your education.
A private college education is a significant endeavor for any family to undertake. We break
down all the parts to help your planning: from tuition to Health Services fees, even with
additional estimations for things like personal expenses.
NPC Screenshot
Start the Calculator
Calculate Your Net Price
Start Your Application
Our Net Price Calculator will give you a
quick estimate of the net cost of a year
at Harvard and help you understand
how Harvard can help. Begin here:
We outline what we look for in our
applicants, tell you what you’ll need to
submit, and will help you stay on track
so your application best represents you.
5.1
6.1
USA
-- select --
What is your primary place of residence?
What is your primary country of citizenship?
5
6
78. CONFAB CENTRAL 2014
Turn talented, diverse prospects into
confident applicants—and successful
Harvard students—with content that
makes Harvard feel within reach,
creates a sense of belonging, and
clarifies the path from application to
graduation.
79. CONFAB CENTRAL 2014
Turn talented, diverse prospects into
confident applicants—and successful
Harvard students—with content that
makes Harvard feel within reach,
creates a sense of belonging, and
clarifies the path from application to
graduation.
v
81. CONFAB CENTRAL 2014
Turn talented, diverse prospects into
confident applicants—and successful
Harvard students—with content that
makes Harvard feel within reach,
creates a sense of belonging, and
clarifies the path from application to
graduation.
v
82. CONFAB CENTRAL 2014
“
— A Harvard Undergraduate
It's less cluttered, the font is bigger, and
pictures seem to pop more on the new
website. There's definitely a warmer feel...
The new profiles of bloggers give a better
presented literal face of the student body.
83. CONFAB CENTRAL 2014
Turn talented, diverse prospects into
confident applicants—and successful
Harvard students—with content that
makes Harvard feel within reach,
creates a sense of belonging, and
clarifies the path from application to
graduation.
v
220
84. CONFAB CENTRAL 2014
We are receiving fewer baseline questions,
and operations are going more smoothly.
Most of the questions are now application-
related. We are funneling more specific
and better questions to [College staff],
because there is better information on
the website.
“
— Anthony Grant
INFORMATION SERVICES SUPERVISOR,
HARVARD COLLEGE ADMISSIONS VISITOR CENTER
86. CONFAB CENTRAL 2014
APRILOCTOBER
New Site
Fewer Financial Aid questions
received by email
EARLY ACTION
REGULAR DECISION
FINANCIAL AID
APPLICATION DUE80
70
60
50
40
30
20
10
89. CONFAB CENTRAL 2014
Our new website brings clarity to the
admissions process and shows the
affordability of a Harvard education in a
way that was simply not possible before.
I’m proud of the way we have brought
the Harvard undergraduate community
to life online.
“
— William Fitzsimmons
DEAN OF ADMISSIONS & FINANCIAL AID, HARVARD COLLEGE