irl web strategy
DESCRIPTION
This is an accompanying slidedeck for the podcast with Adaptive Path. A case study where design has driven the web strategy for this science research organisation.TRANSCRIPT
IRL Web Strategy 2008-09
1
Provoke Solutions
20th August 2008
Lulu Pachuau
Industrial Research Limited (IRL)
We’ll talk about…
• Web Strategy – What, Why and How
• What we did & found
– IRL web now
– People: views & wish list
– Web vision (proposed)
– Business goals & objectives
– Comparative analysis
2
– Comparative analysis
– Requirements
• Getting to the Vision – IRL web roadmap
• Measuring Success
• What next?
Strategy for your website provides an explicit understanding of the goals of the site and your users…
“”
3
the site and your users…
”Adapted from Adaptive Path UX Intensive, Design Strategy, Chicago
Web Strategy – What, Why and How
• What does the business want out of the site? – Site Objectives
• What do our users want out of it? – User needs
4
Web strategy
Site objectives User needs
3 Principles – keep in mind
• Will people want/like it? – Desirability
• Can we build it? – Capability
• Can we sustain it? – Viability
5
Viability Capability
Desirability
Website/ Product/
Service
Conceptual model from Alan Cooper, Inmates are Running the Asylum, the 3 primary qualities in high-technology business created by Larry Keeley, Doblin Group.
Develop a vision
Outline site objectives
Identify success measures
Prioritise objectives
Build a roadmap
6
measures
Identify & understand target users
Do a comparative
analysis
Define requirements
objectives
• 4 strategy workshops – science, corporate & business
• Workshop with project sponsors
• Communications Plan 2008/09, IT Strategy and IRL Strategy
• Comparative study
• The Littlest Clue by Selwyn Parker
What we did
7
What we did – Strategy sessions
• About
– Who is interacting with IRL: People
– How they are interacting with IRL: Funding, Collaborate, Projects, Staff,
News, Events, etc
– Expectations: Web experience, context
– Needs from IRL: Goals, information needs, opportunities for
interaction online
8
• Not about
– How bad the current website is
– What people (think they) want
– Having everything for everyone
Workshops
9
People, Stakeholders, Business & Science Community
Standards & Quality
People & StoriesHistory
Networking & science community
10
Discoveries
Business & Opportunities
New Zealand
World class science
Networking & science community
Connection
Common themes and suggestions
• Website needs to reflect depth and what IRL is about
– “Diversity is our strength”
– “We do more than what the homepage shows”
– “We’re in the news all the time…”
• Support careers
– “Have a career hub”
– “.. I don’t know what jobs are available and why I should join”
11
– “.. I don’t know what jobs are available and why I should join”
– “I looked at the website, but gave up (and) tried to get in touch some
other way…”
• Stories
– “...share the stories (that) capture the passion”
– “We (IRL) are in the news all the time…”
Common themes and suggestions
• Relevant to audience types
– “..it’s hard to focus for audiences like business, teachers, students and
corporate”
– “…provide high-level ‘front-door’ homepage that has ‘doors’ for
targeted audiences”
– “I looked at the website, but gave up (and) tried to get in touch some
other way…”
12
• Content governance
– “need ‘rubber stick’ to look out for inconsistencies with language and
style”
– “…up to date content and dynamic”
• Propagate and encourage Collaboration
– “…help collaboration (and) good people and staff”
Common themes and suggestions
• Contribution, participation and distribution of content
– “…we should ask content owners from science, what do we actually do
to provide input into content”
– “..some of us use wikis to share our work…”
• Share and connect
– “Linking to professionals’ sites, associations – scientists, international
credibility”
13
credibility”
– “…help collaboration (and) good people and staff”
• Better representation of what IRL does and stands for
– “We have too many activities at IRL, how do we communicate this on
the site? These complexities”
• Attract business
– “Commercialization opportunities…”
IRL Website now
“Corporate
services, non-
existent”
“Sector vs.
platforms –
confusing
“Not sure where
to start and does
not show enough
of what we do”
“Want to see
more staff profile
and what they
do”
“Too
static”
14
“Looks like it
came out of a
production
line”
“I looked at the site
for jobs, but gave up
pretty easily”
“not enough
Maori
representation”
“Not
audience
specific”
“Not enough
pictures, and
stories”
IRL Website – now
Step 1
IRL Home
15
Step 4
Step 3
Step 2
IRL Website – bring out the depth
Step 1
IRL Home
16
Step 4
Step 3
Step 2
IRLIRL
IRL Website – now
Science
People
Science
Science
17
Science
Corporate
services
Business
Stories
IRL Website – now
One
small
IRLIRLScience
People
Science
Science
18
small
doorScience
Corporate
services
Business
Stories
IRLIRL
IRL Website – future
Science
People
Science
Science
Website = GatewayWebsite = Gateway
19
Science
Corporate
services
Business
Stories
Website = GatewayWebsite = Gateway
IRLIRL
Website = GatewayWebsite = Gateway
IRL Website – future
Science
People
Stories
Science
Science
IRLIRL
Website = GatewayWebsite = Gateway
Science
Stories
Science
Science
People
20
Website = GatewayWebsite = GatewayScience
Corporate
services
Business
Website = GatewayWebsite = GatewayScience
Corporate
services
Business
IRL website is the gateway for -
businesses, stakeholders, staff and-
people to access information, interact-
“”
21
people to access information, interact-
and transact with IRL online… ”
Site objectives
22
Audiences and user groups
IRL
WebsiteWebsite
1.
Investors &
Stakeholders
2.
Science
researchers,
collaborators
& project
teams
2 –Researchers, Collaborators &
Projects
• Industry bodies, Regional
development agencies
• Science community, CRIs, research
NZ & overseas
• Education sector
• Clients
• People involved or interested in
projects
3 – Information seekers &
Interested parties
• Science community
• Educations sector
• General public & media
4 –New business & ventures
•Potential clients, NZ SME’s
1 –Investors &Stakeholders
• NZ industry, Industry bodies
• RDAs
• Shareholding ministers, Politicians
• MoRST, FRST, CCMAU, MED
23
WebsiteWebsite
4.
New
business &
ventures
5.
Overseas
audience
3.
Information
seekers &
interested
parties
• General public & media
• International R&D and
innovation community
•Potential clients, NZ SME’s
• International R&D and
innovation community
•Education sector
User groups based on tasks
and interaction with IRL
What are others doing – Comparative Analysis
24
Other CRI’s
25
International sites
26
What others are doing – User offerings
• Promote/Strategic display of who we are & what we do
– people, services, research, testimonials, stories, case studies, pictures,
news & events, articles, publications, etc.
• Exposure of deeper content
– Serious science, platforms, scientists, pioneering work, citations, etc.
• Ways to interact with us, keep up to date and informed
– Events, news, RSS, email-newsletters
27
– Events, news, RSS, email-newsletters
• Careers, jobs and benefits
– Vacancies, apply online, supporting content
What others are doing – User offerings cont’d…
• Share & Connect
– collaborate, comments, feedback, ratings, projects, alumni
• Free stuff
– Tools, activities & resources, downloads
• Buy stuff
– shop for products, chemicals, instruments, services
• Use of latest web content types – Videos, podcasts, etc.
28
• Use of latest web content types – Videos, podcasts, etc.
• Visual design
– application of graphical elements, colour, type and so on to enhance
experience
You don’t want to be on
this side
You want to be on this
side
Low High
29
this side side
Pattern with
International
30
Pattern with
CRI’s
Pattern with
International
Opportunity for IRL
- Point of
Difference
31
Difference
- Add value to
customers
32
33
34
35
Objectives – prioritized
36
Objectives – prioritized
• [add graph]
37
Why prioritise?
• Provide scope
– What we ARE doing
– What we are NOT doing
• Give us confidence we are meeting the overall business
objectives
• Helps us define specific features for each strategic phase
• Helps build the roadmap…
38
• Helps build the roadmap…
Roadmap to Innovation
39
Roadmap – Elements
• For each phase
– Goal and focus
– Customer offerings
– Business value & Benefits
Goal &
Focus
Features/
Scope
40
Business
value
Customer
value
Inspired by Adapted from Adaptive Path UX Intensive, Design Strategy, Chicago
“”
Rediscover IRL –An integrated experience for IRL services and info to regain trust from staff and “
”41
”and info to regain trust from staff and clients online and set expectations for what’s ahead. ”
42
43
44
“”
Communicate and share –A unified communications platform that fosters community of scientists by sharing
“”
45
”fosters community of scientists by sharingand contributing to IRL website. ”
46
47
“”
Gateway to IRL –Gateway for interaction with IRL online.
“”
48
”Gateway for interaction with IRL online.
”
49
50
51
52
Measuring success and ROI
• Listen to users of the site – internal and external
53
Phase Unique visits
from targeted
audiences for
specific
pages...
RSS Feeds Number of
registrations
(for jobs &
publications/
newsletters)
Staff
participation /
contribution at
least up to
Views – videos,
images,
downloads
Phase 1 50% increase 10% of visits n/a 5% of staff n/a
Phase 2 300% increase 25% of visits At least 10 10% of staff At least 50% of
54
Phase 2 300% increase 25% of visits At least 10 10% of staff At least 50% of
the total unique
visits
Phase 3 Steady rise
including
global
audiences
Steady rise Steady
increase
20 % of staff No staff x 3
• World class science, history and depth – IRL
• Science community and network
• Listen to your users
So what is the strategy?
55
Roadmap to Innovation
• Where to from here?
• Listen to users – external and internal
56
• Offer new features based on usage & return
• Be open to change
• Look for opportunities – there are no limits
IRL website is the gateway for businesses, stakeholders, staff and people to access information, interact
“”
57
people to access information, interact and transact with IRL online… ”
Thank you ☺
58
Inspired by & adapted from Adaptive Path UX Intensive (Chicago)
http://adaptivepath.com
http://adaptivepath.com/events/2008/oct/strategy.php
Creative Commons License:
http://creativecommons.org/licenses/by-nc-nd/3.0/nz/