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STUDENTS, SERVICES,
SILOS, &SANITY:
a content transformation story

LISA MARIA MARTIN @REDSESAME
CONFAB HIGHER ED 2013
This is a story
ABOUT CHANGE.
Changing
/	
  

WEBSITES
Changing
/	
  

CONTENT
Changing
/	
  

MY ATTITUDE
I am a
CS/IA/UX/OMG
I work at
THE GEORGE WASHINGTON
UNIVERSITY
/	
  
Where we
BUILD WEBSITES FOR
GW SCHOOLS, OFFICES,
& PROGRAMS
Like
/	
  

STUDENT SERVICES
ENROLLMENT
TUITION
SCHOLARSHIPS
BILLING
COURSE REGISTRATION
LOAN APPLICATIONS
TRANSCRIPTS
STUDENT ACCOUNTS
VETERAN BENEFITS
The challenge:
“WE NEED A WEBSITE.”
aka
“A ONE-STOP SHOP”
Single
PLATFORM
Multiple
AUDIENCES
Multiple
OFFICES
Students, Services, Silos, and Sanity: A Content Transformation Story
CONTENT IS

scattered
CONTENT IS

disorganized
CONTENT IS

duplicated
EVEN

contradictory
Goal:
A SEAMLESS, ON-BRAND
WEB EXPERIENCE
THAT EMPOWERS USERS
SO HOW DO YOU TACKLE

that?
Magic!
I mean research.
COMPETITIVE

research
ANALYTICS

research
USER

research
Personas
Marcus
NEW	
  STUDENT	
  
Major:	
  Undecided	
  in	
  Columbian	
  
College	
  of	
  Arts	
  &	
  Sciences	
  
Hometown:	
  Albany,	
  NY	
  
Goal:	
  Sign	
  up	
  for	
  the	
  right	
  classes	
  
without	
  any	
  hassle.	
  

“

I had no idea my
loans could mess up
my registration.

”
Lenore
STAFF	
  
Office:	
  Office	
  of	
  Student	
  Financial	
  
Assistance	
  
Hometown:	
  Washington,	
  DC	
  
Goal:	
  Be	
  a	
  guide	
  when	
  students	
  
and	
  parents	
  are	
  lost	
  in	
  the	
  system.	
  

“

You have to be patient.
You have to remember
that they’re just kids.

”
Gary
PARENT	
  
Profession:	
  Lawyer	
  
Hometown:	
  Trumbull,	
  CT	
  
Goal:	
  Handle	
  transacLons	
  as	
  
quickly	
  and	
  efficiently	
  as	
  possible.	
  

“

Why isn’t this easier? I’m
paying enough money for
it, after all.

”
Cardsorting
Students, Services, Silos, and Sanity: A Content Transformation Story
Students, Services, Silos, and Sanity: A Content Transformation Story
Brainstorming
Students, Services, Silos, and Sanity: A Content Transformation Story
Students, Services, Silos, and Sanity: A Content Transformation Story
Students, Services, Silos, and Sanity: A Content Transformation Story
UX problem solved,
then, yeah?
“WE CAN’T UPDATE
THE CONTENT IF IT’S
ON THAT WEBSITE.”
Content ownership concerns
“BUT WE JUST
REDID OUR WEBSITE.”
Digital fatigue
“WE CAN’T WORK
ON THIS UNTIL THE
SEMESTER ENDS.”
Lack of time & resources
“OUR OFFICE ISN’T
THE PROBLEM.”
Silos
Oh.
THERE ARE people
INVOLVED, TOO.
AND PEOPLE HAVE

feelings.
OUR JOB IS MORE

than our tactics.
Empathy
IS ACTUALLY
REALLY HARD.
A SHORT LIST OF THINGS
I DO NOT HAVE:

Patience
Be kind.
Listen:
ACKNOWLEDGE THEIR
CONCERNS
Include:
MAKE THEM A PART
OF THE PROCESS
Flex:
TAKE CONSTRAINTS
INTO ACCOUNT
Students, Services, Silos, and Sanity: A Content Transformation Story
WHAT IF

it doesn’t work?
Students, Services, Silos, and Sanity: A Content Transformation Story
KINDNESS IS AN

attitude,	
  

NOT A TACTIC.
YOU CAN’T NECESSARILY
EMOTE YOUR WAY
THROUGH THIS.
STRESS IS THE
AMOUNT THAT YOU

argue with reality.	
  
- CY WAKEMAN
Recognize
WHAT YOU CAN
CONTROL.
Talk:
GET PEOPLE TOGETHER.
Share:
OVERCOMMUNICATE.
Test:
BACK UP FEELINGS WITH
NUMBERS.
Test:
BACK UP NUMBERS WITH
FEELINGS.
Celebrate:
EMBRACE SMALL
VICTORIES.
Students, Services, Silos, and Sanity: A Content Transformation Story
DID IT

work?
Students, Services, Silos, and Sanity: A Content Transformation Story
Students, Services, Silos, and Sanity: A Content Transformation Story
Students, Services, Silos, and Sanity: A Content Transformation Story
Students, Services, Silos, and Sanity: A Content Transformation Story
Students, Services, Silos, and Sanity: A Content Transformation Story
Students, Services, Silos, and Sanity: A Content Transformation Story
SO WE

transformed
THE CONTENT
FROM SCATTERED TO

organized
FROM SUSPICIOUS TO

trustworthy
FROM SILOED TO

connected
BUT WE HAVE TO DO THE SAME

for the people behind
the content.
Content reflects
THE PEOPLE & PROCESSES
THAT MAKE IT.
WHEN WE THINK ABOUT

content owners
AS MUCH AS WE
THINK ABOUT

our users
BUILDING A

better experience
Becomes
A BETTER EXPERIENCE.
Thank you, Confab!

LISA MARIA MARTIN

@REDSESAME

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