Understand the lifecycle of an educational website designed for the School of Business and Economics as we go from launch to analysis and then to paralysis as years go by. After analyzing data and testing new designs, interfaces, and elements we redesigned the site to improve performance and usability.

1. Building, maintaining, and remodeling the School of
Business and Economics website at Michigan Tech.
2008 – 2013
Lynn Makela
@lynndro

2. A is to a
family, what a
is to an
organization.

3. @
In 2008 at the School of Business and Economics….
• Online MBA being launched in fall 2010
• New undergraduate curriculum
• New Content Management System
Percussion Systems, Rhythmyx

5. @
JAN 2009 AUG 2009
Client
Questionnaire
Research
• Audiences
• Interviews
• Summary
and analysis
Creative
Brief
Planning
• Navigation
• Wireframing
• Card sorts
• Assess media
needs
• Testing
Development
• Approve content
• Photography/Vid
• SEO
optimization
Beta
Launch
• More
testing
• Bug fixes
• Training

8. What was missing?
• Content owners and
regular reviews
• Mobile site
2010 2011 2012

10. Web Remodel
Analysis
Research questions
Project Management
Communication
Develop and Test
Complete Updates

11. [analysis]
• What story are we trying to tell for each of our programs?
• Why is our bounce rate relatively high on program
pages?
• Are visitors finding what they are searching for?
• Is the navigation intuitive?
• How can we measure student conversions across
websites (undergraduate admission > business)?

12. • Google Analytics
• SEOmoz
• Crazy Egg
[analysis]
• Interviews and focus groups

13. Undergrad/grad recruitment cycles

14. SEOmoz: Keyword Optimization

15. Crazy Egg
• Lack of user
interaction
with
homepage
content

17. • Decrease clicks to program pages
• Increase average time on site (especially
for graduate programs)
• Update visual design, move to an open
design, not restricted by a large header
– Improve homepage element interaction
• Add degree programs to mobile site

18. Stakeholders
• Business School Administration
• Recruiters
• Faculty and Advisors
• University Admissions: Graduate and Undergraduate
• University Marketing and Communication
Meetings and Reporting
• One on one
• Data presentations and shared goals
• Collaboration across groups

20. Project Management (Basecamp)
Managed to do lists, regular meetings and shared findings.
• Timeline October 2012 – March 2013
• Research and planning, 3 months
• Development, 3 months
• Team
• Marketing Director, School of Business
• Creative Director, University Comm
• Web Maintenance Developer,
University Comm
• Web graphics designer
• Content Writer

24. • Set website reviews every 6 – 8 months
– Regular evaluation of admissions and
graduate school analytics for program pages
• Engage all stakeholders often for what is
working and what isn’t on current site
• Identify other channels that require
consideration following updates
– Print, signage, digital displays

25. • Digital Projects: Lifecycle vs Launch
– Build, maintain, remodel, plan
• It’s alive! Websites and all digital content
– Product owners, organization, testing

26. Lynn Makela
Marketing Manager
Professional and Continuing Education, OSU
? Lynn.makela@oregonstate.edu

27. Credits
• Image Credits:
– Via nerdegut:
http://www.flickr.com/photos/nerdegutt/3584415033/
– Via kineticfoto:
http://www.flickr.com/photos/siongphotography/4848348465/
• BBC News source, March 3, 2014: http://www.bbc.com/news/business-26383058