User-centered thinking in higher ed communications

Batu Sayici Melissa Zuroff

Hello!

@batusayici

@MelissaZuroff

Let’s 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

flickr.com/photos/remembertobreathe/14351037195

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.

1

Challenges you might face

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

Overcome the challenges

• Show, don’t 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.

2

Identify the right people and skill sets…

Visual Design UX Content Analyst

…and foster their skills.

Involve users (early) in the design process.

3

Determineyour process.

InterviewsSocial Media

SurveysAnalytics

BrainstormingCard sorting

Surveys Analytics

Usability tests

Use your data to find what’s 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.

Here’s 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.

4

3

3.25

3.5

3.75

4

easy to find easy to understand enjoyable

Before After

Results

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?

@batusayici

@MelissaZuroff