Tambellini Summit

1. Redesigning the
Student Experience
Mike Roe, Director of Information Technology, WMU
Kevin Butts, VP of Product Development, TargetX

2. Mike Roe
Director of Information Technology
Western Michigan University
Kevin Butts
VP, Product
TargetX

3. 3
Our Values

4. Student Expectations
No Exceptions for the Ivory Tower

5. The Rise of Designing for the Student Experience
How far we’ve come
Blurring the
lines
between the
physical
and the
digital
worlds.
1.0 2.0 3.0 4.0
Adopting
Software
Leveraging
Basics
Breaking
the Silos
Student
Experience
EMPOWERING INSTITUTIONS
EMPOWERING
STUDENTS
CRM
App
http:

6. Why worry about the
student experience?

7. The landscape for
traditional high
school graduates
is changing.

8. 74% of students
have one of the
characteristics that
are typically
considered
“nontraditional”

9. Generation Z has
wildly different
expectations than
Millennials.

10. The Student Experience is already mobile;
it’s a question of good vs. bad

11. Why a Mobile First Strategy is Required
The Student Experience is already mobile; it’s a question of good vs. bad
3 out of 4
students report
having visited
a college
website on
their mobile
device.
2018 Social Admissions Report, NRCCUA & TargetX

12. 57 percent
said the
website was
very or
extremely
important in
their college
search.
2019 Digital Admissions Report, mStoner & TargetX
Why a Mobile First Strategy is Required
The Student Experience is already mobile; it’s a question of good vs. bad

13. Why a Mobile First Strategy is Required
The Student Experience is already mobile; it’s a question of good vs. bad
86%
Students that prefer to
communicate with
colleges via email
on their mobile
device.
2018 Social Admissions Report, NRCCUA & TargetX

14. Why a Mobile First Strategy is Required
The Student Experience is already mobile; it’s a question of good vs. bad
⅓
Students that
applied to college
on a smartphone
or tablet.
2019 Digital Admissions Report, mStoner & TargetX
smartphone
dependent.
Non-white,
lower income,
younger adults
are increasingly

15. Why a Mobile First Strategy is Required
The Student Experience is already mobile; it’s a question of good vs. bad

16. We’re all trying to attract the same set
of students ⸺ how do you deal
with that?
Be better.
- Mike Roe

17. Located in Kalamazoo, Michigan
• 145 miles West of Detroit
• 145 miles East of Chicago.
Total students 22,562
• Undergraduate 17,760 or 79%
• Graduate 4,802 or 21%
265 Total Programs
• Bachelor's 152
• Master's 78
• Specialist 1
• Doctoral 34
Famous Alumni
• Tim Allen - Comedian/Actor
• Homer Stryker - Physician/Inventor
• Greg Jennings - Former Green Bay Packer
• Luther Vandross - Singer/Producer
Cotton Bowl 2017
Western Michigan University
WMU Broncos

18. TargetX Events Module
over 2800 events managed in calendar year 2018.
Sign-up for an event quickly from computer or smartphone.
Use Event Filters to customize the student experience to
show events relevant to them.
❖ Prospects/Inquiries
❖ Admitted Students
❖ Current Students
Events
Thinking about the student experience from the first interaction

19. QR Code check in
❖ QR Code simply contains students Salesforce ID.
❖ QR Code is emailed and/or printed on agendas.
❖ Scan into custom FormAssembly form that auto check’s in
student for event.
❖ Employ wireless bluetooth scanners
Update Contact Information during check in
❖ Event Check-in calls up student contact information
❖ Allow student to verify on iPad or Tablet
Events
Building that student experience at the event. NO LINES!

20. User experience that is personalized for each student
Multiple Portals
❖ Undergrad
❖ Grad Programs
❖ Fall Welcome
❖ WMU Student (test phase)
❖ Pre-College Programs (Coming 2020)
Portal
Access at their fingertips.

21. Two different portals allowing different structure for each
student population.
Similar navigation making use of multiple tabs to provide a
robust experience
❖ My Dashboard - Application creation and status,
checklists, requirements etc.
❖ My Academics - information on the chosen college
and major.
❖ My Costs & Financials - links to scholarship
applications, total cost calculator, etc.
❖ Explore WMU - Campus Virtual Tour, Events
Scheduler
Portal
Undergrad/Graduate Recruiting Portal

22. Over 50 applications - customized for specific levels,
programs, student populations.
Application Dashboard
❖ Track Application progress and status
❖ Checklist items both pre-admit and post admit
View Decision letter on your smartphone!
Portal
Pre-College Undergrad/Grad Applications

23. Application Dashboard
Portal

24. Admit Decision Letter
Portal

25. Scholarship Applications
Portal

26. My Academics
Portal

27. My Costs and Financial Aid
Portal

28. Explore WMU - Videos
Portal
My Costs & Financial Aid

29. Different Tab set
❖ My Dashboard - for applications
➢ ATYPical Students - Middle Schoolers
➢ Dual Enrollment Students
❖ My Academics
❖ Parent Information and Consent
❖ Campus Information
Portal
Pre-college Programs Portal

30. An Event Portal
Different Tab set.
Build you agenda
Portal
Fall Welcome Portal

31. Portal
Fall Welcome Portal

32. Portal
Fall Welcome Portal

33. Portal
Current Student Portal
Logon using WMU account info
Only showing information relevant to the student.
Customizing the experience based on:
❖ Enrolled Student
❖ College
❖ Major

34. Portal
Current Student Portal

35. Portal
Current Student Portal

36. In the pipeline at WMU
• Internal Social platform for students
• Live Agent Chat
• Chat Bots
• Financial Aid Integration
• Integration with Development Office ORG
• Non-student contacts for Government
Affairs and Extended University Programs

37. Where to start?

38. Are you an optimist
or a realist?

39. Product Management basics
Three things to consider when designing for students:
❖ Know the job to be done
❖ Know your students
❖ Partnerships are not optional

40. Jobs Theory

41. Student success is a journey
Every solution needs context
Be mindful of the full
process when
designing for a step
❖ Pre-Application
❖ Application
❖ Admitted, Not Yet
Enrolled
❖ Currently Enrolled
❖ Graduate

42. Next steps:
Talk to your students
User Interview tips
❖ Start with a specific question
“How can we make the application process easier for
students?”
“What is the best way to communicate with students about
support services?”
❖ Solicit real stories over idealized answers
“Tell me about the last time you..”
❖ Note taking as a listening tool; Recording for retention
❖ Be mindful of confirmation bias

43. Your Guide to Student
Journey Mapping:
>> targetx.com/tambellini19

44. Next steps:
Cross Campus Partnerships
Tips for winning rollouts
❖ Agree on objectives and a lexicon
❖ Set metrics for success
❖ Measure zealously
❖ Plan to make adjustments

45. Q&A

46. Thank You!