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You Are Not Your Target Audience
- 1. You Are Not Your Target Audience Jeanne Ivy & Ian Dunne Delivering Website Experiences Geared Toward Gen Z
- 2. Ian Dunne Director of Communications and Marketing Jeanne Ivy Director of UX
- 3. Discussion Topics 1 Engaging Gen Z 3 Continuous Improvement 2 Audience Research
- 4. Ye Olde Site
- 6. About Gen Z Born around 1995: prospective undergrads Projected to become largest population by 2020 Uses up to 5 screens to connect Attention span of 8 seconds Connects to Internet up to 10 hours a day
- 7. Web Strategy for Generation Z → Surveys with over 2,100 GenZs and their parents → Focus groups with over 120 future students → Hundreds of usability tests
- 8. Engaging Gen Z Future Focused meaningful experiences that lead to future success Mobile First content in tiny impactful packages Show Don’t Tell communicate in images, icons & through stories Immersive engaging and authentic video & VR
- 11. Marketing Materials Review Stakeholder Interviews Focus Groups Online Survey Website Evaluation Traffic Analysis Peer Review Implementation Review Getting to know WPU
- 12. “Peace is like family. You know everyone. It feels like home.” Why WPU? “It is a good area. There is always something to do in Raleigh.” “People at Peace want you to succeed. Larger schools can’t focus on you.”
- 13. What did we learn from the survey?
- 14. “Any housing information. I think this area could be greatly expanded. Photos, descriptions of the dorms, more info on the apartments, etc.” What is the one thing a new website could do to best meet your needs?
- 15. Traffic Analysis 30% of website visitors are on a mobile device.
- 17. Got r first glimpse at new @WPeaceU website mock-up by @SystemsAlliance #TheyCameTheyListenedTheyDesignedTheyNailedIt #Giddy #Fall2016 Dr. Brian C. Ralph @WPeaceUPrez
- 19. Online Testing
- 20. “I would want to see videos, multiple interviews, scrolling photos of students and their work...” Does the academic program page provide enough information about what your experience would be like?
- 21. Testing In-Person Task-based, quantitative We went to PacerCamp Orientation!
- 22. In-Person Testing Table at Career ExpoOne-on-one interviews with families Focus group with student leaders
- 24. Engaging Gen Z Future Focused Mobile First Show Don’t Tell Immersive
- 25. Mobile First
- 30. Show Don’t Tell
- 31. Show Don’t Tell
- 33. Future Focused
- 37. Keep Content Fresh Benchmark Make Iterative Changes Analyze Data Continuous Improvement 1 3 2 4 5 Govern
- 38. 5% Increase in visitors on mobile since launch 7% Decrease in mobile bounce rate
- 42. Ian Dunne Director of Communications and Marketing, William Peace University @iancdunne02 idunne@peace.edu www.peace.edu Thank You! Jeanne Ivy Director of User Experience, SAI Digital @jivydesign jivy@saidigital.com www.saidigital.com
Notas del editor
- Welcome to You Are Not Your Target Audience – This presentation is a case study of work between SAI Digital and William Peace University on their website redesign, which is primarily geared toward Gen Z audiences. How many people here were born after 1995? Even if you were, you are not in high school, you are not currently applying to colleges, you are not thinking about moving to Raleigh, or trying to decide on a major – essentially – you are not your target audience and the only way you can gear information to them is to get to know them and get their feedback.
- Ian – Welcome everyone. I am the Director of Communications and Marketing at William Peace University and an award-winning marketing and content strategist with nearly 10 years of corporate and higher education marketing experience. I also operates and run my own digital media consulting firm, Ian C. Dunne Films, LLC, where I specialize in media production and marketing. Jeanne Ivy – Hi Everyone, I am the Director of User Experience at SAI Digital where I provide a full range of strategic UX services to higher education and non-profit clients. I have been working on the web for 20 years now and have taught graphic, web, and instructional design at UMBC, Towson University, and Johns Hopkins University before joining SAI 6 years ago.
- A brief overview of what we are going to cover today… Starting with Engaging Gen Z audiences. When William Peace University (WPU) engaged SAI Digital to redesign their website, their top priority was to a create an immersive experience that resonates with Gen Z audiences. WPU knew they wanted a mobile-first website rich in video, imagery, and social media but really looked to SAI to figure out how to deliver that experience. We will dive into the audience research that we conducted to make sure that we really knew Peace inside and outside so that we could tell the most compelling story to those audiences. And lastly, we will talk about Continuous Improvement because launching a website is just the beginning, and we are so fortunate to work with Ian and his team who truly believe in consistently enhancing the experience for their audiences.
- When Peace and SAI first started working together, this was a main goal of theirs – Ian to elaborate
- When we talk about Gen Z audiences, for the purposes of today, we are talking about individuals born in 1995 or later. These are your prospective undergraduate students.. if you’ve never known a world without information and communication at your fingertips via the internet and smartphones, you’re going to have a whole different outlook than any other generation in history.
- Born around 1995 (current high school students) Projected to become the largest percentage of population by 2020 (25%) Gen z use up to 5 screens (smartphone, TV, laptop, desktop and tablet, gaming console, watch etc…) to connect Attention span of 8 seconds On internet 10 hours a day – consider that your site needs to be fresh, they don’t want to see the same photo and newstory every time they hit your site.
- What do we know about Gen Zs? Well we had done a lot of research on the generation’s expectations for web experiences for a few years before working with William Peace and wrote a white paper on it (which you can get for free if you stop over at our booth…) Throughout the past few years we have done surveys with over 2,100 Gen Z students and their families, focus groups with over 120 students and have done hundreds of usability tests
- In short, we focused on four major points in our redesign, which we will explore in more depth later. Mobile First = ensuring that all content is mobile accessible, and that content is presented in ways that are easy to read and engage with on the phone. This generation is used to getting their news in 144 characters, That means losing walls of text in favor of more impactful packages stronger headlines, that entice users to more in-depth content, or do enough to provide the overall feel for what Peace is all about. Immersive – experiences that engage and that is primarily through video and Ian and his team are taking that to new dimensions with VR. Show Don’t Tell – communicating in images, icons and stories instead of paragraphs, more akin to Snapchat than a novel… and content that is truly Future Focused. Students are very conscious of their time and money, they want to know that they education is worthwhile and will lead to a career, or graduate school or another important goal, so more emphasis on outcomes.
- So we took what we already knew about Gen Z’s and started to delve more into Peace, trying to get a better understand of their goals and objectives and a their audiences.
- We also ask for open ended feedback and received great comments about Peace in particular – the housing. Asking that it could be greatly expanded.
- What can you learn? – At Peace, with all of our other surveys, the #1 answer to what is most important is academic programs. Why audiences visit the site Are they satisfied with the current experience in terms of design, content, navigation, functionality? What information is most important to them to see on a revised site Perceptions of current organizational brand
- We also ask for open ended feedback and received great comments about Peace in particular – the housing. Asking that it could be greatly expanded.
- We also look at traffic data – from the most hit pages to the least, (the most being the programs of study page) the navigational paths people take, and we installed some tracking software to get heatmap and videos of people using the site so we could see where the stumbling blocks were. Analysis of Google Analytics and HotJar video and heatmap capture data to measure site visitor behavior.
- From there we rearchitected the content, developed core messaging (in this case we focused on four major aspects of Peace – the location in Raleigh, the emphasis on future success, the tight-knit caring community, and the innovative academic programs), and created a working prototype of the website (desktop and mobile) that we could start testing with audiences.
- William Peace’s president loved what we did so much he tweeted for us! We thought we nailed it too – but- we are not the target audience and neither is Dr. Ralph so we had to start testing with students.
- We wanted to get as much feedback in as short of amount of time as possible. So we first launched an online test. This allowed us to reach a wide audience of users who would complete a series of tasks such as if you wanted to apply to peace where would you click…. And give us feedback on the overall design. These were static mockups but were helpful – Ian talk about how you recruited audiences to participate.
- Here is an example of feedback around the academic programs that we received.
- Then we went to PACER Camp!
- We had a booth set up for SAI at the majors and information fair for families and incoming students I simply grabbed families who were finishing the check-in process (campus photo, waivers, ID, etc.) and asked them to participate with swag incentives (hats, shirts, water bottles, etc.) – this included parents as well which was valuable feedback
- The entire interface is the same on desktop and mobile in terms of the navigation – easy to read, easy to scan, easy to navigate
- The entire interface is the same on desktop and mobile in terms of the navigation – we also did something which we consider to be highly innovative, which is when you slide open the menu, off canvas, the rest of the page responds, allowing you to have the menu open or not, and still interact with page content
- But we learned a lot from the user testing and in particular, really focused on a better menu system.
- In terms of immersive, ian wanted video and we really helped guide the branding and governance behind it, and now every video clip is tied to one of the brand messages – and ian and his team are exceptional and producing them and keeping them fresh.
- VR – Ian discuss approach to housing and how successful that has been.
- Back to academics – we wanted a way to showcase the academic programs but also provide an entry point for students that are undecided, make it fun, interactive…
- The academic programs themselves are a huge point of pride and something the students went nuts over in our testing. We will show you a quick video of how they work
- Future focused – how do we show students that they time and money at Peace will lead to future scuess – we have an entire main navigation item dedicated to Success After WPU that has statistics and stories.
- When we first worked with Peace – they were tagging news stories about people with People of Peace and we loved it. We made it a focus on the website and that morphed into PrepareatPeace – stories of alumni that are succeeding
- When we first worked with Peace – they were tagging news stories about people with People of Peace and we loved it. We made it a focus on the website and that morphed into PrepareatPeace – stories of alumni that are succeeding
- So how do we make sure that all of the hard work doesn’t sit and collect dust for the next three years until another major website overhaul is due?
- Largest Open House 7% decrease in mobile bounce rate We’re constantly trying to stay ahead of the curve, looking at other benchmark colleges and even retail for design ideas and enhancing UX Our faculty and staff do a great job of asking for things – sometimes TOO MUCH! This gives us ideas on how we can add-on to the great infrastructure that is already in place A key thing too, is changing the culture around campus regarding the goals of your new website, and where the old one struck out – refrigerator analogy Keeping content fresh and staying relevant is essential. You can have a great site infrastructure and it look great, but what happens when a user visits again in a month? Are they say seeing the same banner slides? The same feature video? The same featured events or stories?
- I come from a 24-hour news producing background so producing content on an hourly basis is second nature to me. People need to think more like news producers. What have I produced today? Can I do more? Today’s news cycle, especially with social media, is changing literally every minute. It’s imperative to have continuous, QUALITY content. My saying – convert content to clients – in this case, your potential clients are your prospective students and parents. Turn that content you’re putting out into applications, visits, and eventually registered, deposited students
- Although it is far more about attracting successful students than winning awards, willing the GRAND CASE AWARD is a major achievement that came from this work. Ian talk about beating out Clemson.
- Thank you! We invite you to explore the website and follow up with questions. Feel free to stop by the booth to get our white paper, also a white paper on accessibility and enter to win a Google Home!