user centered thinking in higher ed communications

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  • User-centered thinking in higher ed communications

    Batu Sayici Melissa Zuroff

  • Hello!



  • Lets talk about

    Using research and data to establish a user-centered strategy

    Determining the tools and team needed

    Recognizing and exploring how to approach potential challenges

  • User-centered design Designing a product or service around how users want or need to use it, rather than forcing them to change their behavior to accommodate your product or service.

  • Before

  • Internally driven communication mimicking organizational structure and language!

  • The problem?

  • Now

  • A user-centered design and content strategy reflecting students:

    1. mental model 2. priorities 3. language

  • How to get therein 4 steps

  • Get management support and sponsorship.


  • Challenges you might face

    No budget/staff Low awareness of benefits Resistance to act Organizational change

  • Overcome the challenges

    Show, dont just tell.

    Focus on projects that produce tangible results.

    Involve stakeholders throughout the process of planning, execution, analysis, and reporting.

  • Make your argument.

  • Emphasize what a user-centered

    strategy enables

    More effectively meeting organizational objectives

    Better serving user needs

    Better accountability

  • Some resources on getting leadership buy-in:

  • Build the right team.


  • Identify the right people and skill sets

    Visual Design UX Content Analyst

  • and foster their skills.

  • Involve users (early) in the design process.


  • Determineyour process.

    InterviewsSocial Media


    BrainstormingCard sorting

    Surveys Analytics

    Usability tests

  • Use your data to find whats not working.

  • Understandcurrent experience

    and pain points.

  • Simplifytheir journey.

  • Talk their language.Avoid jargon and

    internal terminology.

  • Check rough prototypes early.

  • Test & iterateQuick and dirty is better than none.

  • Heres an example

  • Tips for user tests

    Use social media and email to create a pool of participants.

    Offer desirable incentives.

    Run small tests often.

    Aim to make things better, not perfect.

  • Some resources on testing:

  • Measure and communicate results.


  • 3





    easy to find easy to understand enjoyable

    Before After


  • To be more user-centered

    Get management support and sponsorship.

    Build the right team.

    Involve users early in the design process.

    Measure and communicate results.

  • Steve Krug

    When fixing problems, try to do the least you can do.

    But also

  • Questions?




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