Top Task Website Design: eduWeb2012
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Top Task Website Design: eduWeb2012
- 1. Bob Johnson Consulting, LLC 1 INCREASING WEBSITE PERFORMANCE: TOP TASK WEBSITE DESIGN eduWeb Conference 2012 Boston, MA July 30, 2012
- 2. Bob Johnson Consulting, LLC 2 Gerry McGovern partnership… http://www.customercarewords.com/
- 3. Bob Johnson Consulting, LLC 3 Why a “top task” design approach? http://www.socitm.net/events/event/245/ • “…the design and information architecture of future council websites should focus heavily on 'top tasks'. • “…we see a 'top tasks' approach as essential to developing websites that work easily and quickly for customers...” • Society for Information & Communication Technologists, 2011, in the U.K.
- 4. Overview of the research process… Assemble a longlist Poll the audience Analyse results Refine to a shortlist 4
- 5. Bob Johnson Consulting, LLC 5 TOP TASK DESIGN Lessons from 3 research projects November 2011 through April 2012
- 6. Bob Johnson Consulting, LLC 6 The top task design goal… • Create websites that give priority to quick identification of links to complete top tasks... • “Branding” images and messages & minor tasks should not slow top task completion • For new students… • Academic programs offered • How to pay, how much will I pay? • For alumni • Request a transcript • Send and read class notes • For faculty and staff • “Find a person” to get something done
- 7. Bob Johnson Consulting, LLC 7 Information Architecture… 23 colleges and universities 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Search Menus and Links Layout Visual appeal Speed
- 8. Bob Johnson Consulting, LLC 8 (1) Future students… 400+ responses… Negative votes Positive votes 4% 2% 0% 2% 4% 6% 8% 10% 12% Up-to-date Accurate Complete Language Contact Participation Open Recommendations Search Menus and Links Layout Visual appeal Speed
- 9. Bob Johnson Consulting, LLC 9 Action priorities… 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Menus and Links Complete Open Layout Search Contact Speed Recommendations Participation Visual appeal Up-to-date Language Accurate
- 10. Bob Johnson Consulting, LLC 10 Top Tasks… 9 of 60 dominate Top 25% 26-50% 51-75%
- 11. Bob Johnson Consulting, LLC 11 Most important tasks… • Most were about costs, financial aid available and what investment return to expect after graduating. • Also popular were the details of earning a degree • How long to earn a degree and flexible scheduling were high interest tasks
- 12. Bob Johnson Consulting, LLC 12 Please choose and score the TOP FIVE tasks from the list below that best describe what is important to you when choosing to go to university. 800 700 600 500 Vote 400 300 200 100 0 1 6 11 16 21 26 31 36 41 46 51 56 Tasks
- 13. Bob Johnson Consulting, LLC 13 Topics among the bottom 20 tasks… • Social media connections • Info about alumni, presidents, and deans • School news • Profiles and connections to current students
- 14. (2) Faculty & staff… 303 responses Negative votes Positive votes 20% 15% 10% 5% 0% 5% 10% Up-to-date Accurate Complete Language Contact Participation Open Recommendations Search Menus and Links Layout Visual appeal Speed 14
- 15. Faculty & staff action priorities… 0% 5% 10% 15% 20% 25% 30% Menus and Links Layout Visual appeal Search Speed Complete Contact Up-to-date Open Accurate Language Participation Recommendations 15
- 16. 16 Top tasks… 9 of 50 most important Top 25% 26-50% 51-75%
- 17. (3) Current students… 592 responses Negative votes Positive votes 15% 10% 5% 0% 5% 10% 15% Up-to-date Accurate Complete Language Contact Participation Open Recommendations Search Menus and Links Layout Visual appeal Speed 17
- 18. Current student action priorities… 0% 5% 10% 15% 20% 25% Menus and Links Speed Visual appeal Layout Contact Search Complete Participation Up-to-date Open Recommendations Language Accurate 18
- 19. Current students… 6 of 45 at top 32 My course info (schedule,… Course materials (notes, … Top 25% 26-50% Grades (check, availabili… 51-75% 3 7 19
- 20. Bob Johnson Consulting, LLC 20 Key to successful website design… • Identify top tasks for each audience • Give priority placement to the top tasks for each audience • Make sure content exists for top tasks and tasks are easy to complete • May require… • Different entry pages for each audience • Not written on a stone tablet… • Everyone must start on the same “Home Page”
- 21. Bob Johnson Consulting, LLC 21 9 EXAMPLES OF A “TOP TASK” DESIGN APPROACH From Home Page to Lower Level Pages
- 22. Bob Johnson Consulting, LLC 22 University of Glasgow… home page http://www.gla.ac.uk/
- 23. Bob Johnson Consulting, LLC 23 University of Leicester… home page http://www2.le.ac.uk/
- 24. Bob Johnson Consulting, LLC 24 BU… professional school home page http://management.bu.edu/
- 25. Bob Johnson Consulting, LLC 25 University of Manitoba… home page http://umanitoba.ca/
- 26. Bob Johnson Consulting, LLC 26 Augustana College… admissions http://www.augustana.edu/x96.xml
- 27. Bob Johnson Consulting, LLC 27 University of Oslo… student life http://www.uio.no/english/student-life/
- 28. Bob Johnson Consulting, LLC 28 Carleton College… annual report http://apps.carleton.edu/giving/report/2011/
- 29. Bob Johnson Consulting, LLC 29 Stanford… “About” topics to tasks http://www.stanford.edu/about/
- 30. Bob Johnson Consulting, LLC 30 Harvard… Helping alumni fix things http://www.alumni.hbs.edu/lefa/
- 31. Bob Johnson Consulting, LLC 31 FOR MORE INFORMATION U.S. Government guide to top task design Gerry McGovern’s blog and books NeoInsight newsletter reports
- 32. Bob Johnson Consulting, LLC 32 Top task steps from U.S. Government… http://www.howto.gov/web-content/manage/focus-on-top-tasks
- 33. Bob Johnson Consulting, LLC 33 Gerry McGovern’s blog and books…
- 34. Bob Johnson Consulting, LLC 34 Practical tips from NeoInsight… http://www.neoinsight.com/newsletter/index_by_topic.html
- 35. Bob Johnson Consulting, LLC 35 THANKS FOR BEING HERE AT EDUWEB! Bob Johnson, Ph.D. bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com