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why, how, what

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‣ Introductions ‣ CSUF ‣ Experience Driven Branding ‣ Results at CSUF ‣ Architecture of an Experience Driven Organization ‣ Questions

Our Time Together

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story+structure

We are a human-centered innovation design firm. By creating meaningful engagement between people and organizations, we help organizations become experience driven.

+

est. 2007

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what is human-centered design?

creating solutions that are desirable, feasible, and viable

desirable Human

feasible Technology

viable Business

creating solutions that are desirable, feasible, and viable

start

here

desirable Human

feasible Technology

viable Business

discover

frame

brainstormideate

synthesize define

measure

prototype

user- centered

our process

research

discover

frame

brainstormideate

synthesize define

measure

prototype

user- centered

ask and listen

observe

define challenges

understand people

frame opportunity

ideation

analyze & choose

design

test

iterate

roi & outcomes

business strategy

investments needed

our process

Eventually, everything connects.

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California State University, Fullerton

‣ One of the largest campuses in the California State University system ‣ 40,000 current students ‣ Growing the traditional, undergraduate student population is not a

priority ‣ Growth looking to come from CE/non-traditional and international

students ‣ Looking to increase international experiences for CSUF students

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CSUF: University Extended Education

‣ Credit: 8 degree programs and 2 online degree-completion programs ‣ Non-credit: 40 certificate programs and corporate/public partnerships ‣ International: international admissions, student services, study abroad,

language and exchange programs ‣ Summer and Winter Sessions ‣ OLLI and Fullerton Arboretum ‣ 25 in 5: new initiative to create 25 new programs in 5 years

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Our Challenge

‣ Marketing was aligned around print collateral and local distribution to purchased mailing lists

‣ Marketing results were evaluated by enrollment/revenue ‣ Marketing and communications pieces were developed to support

organizational goals (enrollment) and not the goals of students

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Initial Project

‣ Digital marketing and communication that can be better tracked for effectiveness

‣ Marketing and communications that can be customized to for individual students: who and where they are ‣ Every communications piece should not be developed to get a

potential student to enroll ‣ We went shopping for CRM technology, since that supports those goals

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Project Expansion: New Experience

‣ After talking to colleagues, realized that technology alone could not provide the experience we were looking for

‣ We needed to ensure we had the organizational structure and internal processes to create the student experience that CRM technology would then support

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We Needed to Unlearn

The way we had been and were doing things needed to change, which required both learning a new process but also unlearning the old one. From “Why the Problem is Unlearning (Harvard Business Review)”:

‣ 1: Recognize that the old mental model is no longer relevant or effective

‣ 2: Find or create a new model that can better achieve your goals ‣ 3: Ingrain the new mental habits

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organization orientation

‣ Product Oriented

‣ Brand Oriented

‣ Experience Oriented

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brand oriented

Brand oriented organizations utilize a strong brand as the predominant means to attract customers.

‣ Utilize brand spokespeople ‣ Create lifestyle affiliations

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product oriented

Product oriented organizations focus more on products to carry the equity

‣ Focus on product features and new products ‣ Value competitive or return on investment competitive

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experience oriented

Experience oriented organizations create experiences that they then deliver across a wide range of products - often with little connection

‣ Carefully craft an experience ‣ Disrupt very stable and established markets

why

how

whatwhat we doA clear picture of what we do

“comfortable”

how we differOur position in the marketplace

“memorable”

why we existOur mission and core beliefs

“meaningful”

Brand Analysis Where Your Brand Strategy Should Be

By answering the question “why does something exist?” we are exploring the impression or mark that it leaves on us. We are imagining what it will mean to us long after our encounter with it is done.

why

active

passive

us constituents

Force

Catalyst

Bridge

We connect people to education as a force to change their lives.

Force

We believe education is a bridge that connects people to their potential.

Bridge

We are the catalyst to help people reach their full potential.

Catalyst

We connect people to education as a force to change their lives.

Force

BridgeWe believe education is a bridge that connects

people to their potential.

CatalystWe are the catalyst to help people reach their full

potential.

We connect people to education as a force to change their lives.

Thesis

By answering the question “why does something exist?” we are exploring the impression or mark that it leaves on us. We are discussing what it will mean to us long after our encounter with it is done.

You choose how you interact with your constituents. Why not choose to interact in a way that leaves an impression that tells them why you’re here?

how

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brand promise to your customers

Make an intentional connection with every prospective student as part of your service blueprint. This extends to technology, relationship building, and work process.

Key Questions

Can we build a relationship with every prospective and current student? How do we create connection at every touchpoint?

What are the gaps or rough points in our service blueprint? How can we smooth those out or build bridges across them to make the path clear and easy to follow?

How do we adapt our technology and business processes to build connection and create accessibility?

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brand promise to your university

Completely embody agile methodologies and an entrepreneurial mentality.

Key Questions

How can we move quickly to validate and act on new opportunities?

How do we become known as the the “yes” team?

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brand promise to your community

By helping people change their lives you transform your community.

Key Questions

Can every program be transformative?

Is there a way to evaluate the community impact of a program?

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architecture of experience driven organizations

howwhy

how

what What delivers the experienceby keeping promises

HOW is your promise to your constituents

WHY drives brand by defining how it’s possible

promises, promises

Expectations = Promises Creating a good user experience means setting expectations you can meet.

Marke&ng) Recrui&ng) Registra&on) Matricula&on)

promises broken

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architecture of experience driven organizations

Marketing Recruiting Critical Transaction Classroom Alumni

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architecture of experience driven organizations

Marketing Recruiting Critical Transaction Classroom Alumni

Product Repeat BusinessPurchase/ConversionBiz Dev/Lead Nurturing

Experience Driven • Each functional group develops a plan

to meet the customer’s needs while keeping brand promises

• This is called a “Service Blueprint”

Product Oriented • Each function is collected around the

programs

• Brand promises are not consistent

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results

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Marketing Recruiting Critical Transaction Classroom Alumni

marketing

academic support

student services

IT — data security

the student experience“as is”

?

marketing

marketing

marketing

program team

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Marketing Recruiting Critical Transaction Classroom Alumni

marketing

academic support

student services

IT — data security

the student experience“as is”

?

IT is highly focused on ensuring data security and applications development

marketing

marketing

marketing

Marketing/Communications is all over the place

There is no recruiting strategy and no defined process or assignment of responsibilities

Student Services is trying to take on more, but work station security and performance measurements that are misaligned with actual performance are barriers

program team

Your program development process is awesome! The only thing we’d change is bringing in focus groups and possibly some prototyping prior to launch. Lots of Ad Hoc communications and excel data keeping here

So much ad hoc communications going on here

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IT — data security

Marketing Recruiting Critical Transaction Classroom Alumni

marketing/communications

enrollment management team

the student experience“to be” — ideal

academic support

student services

Marketing/communications assumes

responsibility for: Branding; Voicing; All

Communications across the student experience Enrollment

management team is formed to lead enrollment/recruiting strategy Student Services handles

registrations/enrollments

Academic support makes great class-room experiences

Marketing/communications develops an alumni outreach strategy. May or may not include advancement.

IT is balanced between supporting the student experience and application development. Being able to create custom applications can be a strength, but only when there is not a best-of-breed solution already available. Security concerns also need to be moderated against industry/peer standards to avoid creating onerous barriers to users and customers.

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Organizational Realignment

‣ UEE is creating dedicated strategic recruiters recruiters within each program cluster and a group of process recruiters that will help areas based on need.

‣ The process is not easy. Lots of meetings and sensitive discussions about job responsibilities and changing roles.

‣ It is exciting. Most staff, after beginning to emphasize with the student experience, are excited about changing responsibilities to better support students.

‣ Ultimately this clarifies everyone’s role and provides guidance to support specific duties; every job function is no longer tied to increasing revenue

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The New Role of Marketing

‣ Marketing offices’ goals are shifting toward customer/student satisfaction, not strictly revenue growth (Salesforce State of Marketing 2016)

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thank you!

Presented November 2016 by Guy Felder guy@storyandstructure.com Brendan Babbish