When it comes to evaluating the strengths and weaknesses of a design concept, no designer (or project team, or hot-shot design firm) is perfect. Instead of relying on gut instinct, we’ll trace the path of how George School used qualitative and quantitative feedback from their audiences to make informed decisions about design direction. We’ll explore a variety of easy-to-emulate approaches that help ensure your new website structure and content and design will help you reach your institutional goals (whatever they are). Presented by Patrick DiMichele, senior strategist, mStoner, at CASE I, Boston, MA, in January 2010.

1. The Emperor’s New Clothes

2. Presented by Patrick DiMichele — Senior Strategist, mStoner

3. Presented by Ari Betof — Director of Enrollment Management
& Strategic Planning, George School

4. Get Started

5. Get Started
Outline your goals.

6. Get Started
Decide if you
need a partner.

7. Get Started
Consider it a process,
not a just a project.

8. Get Started
Draft a strategy
or project plan.

9. Get Started
Inform and involve
your community.

10. Get the Right Idea

11. Get the Right Idea
Design a spectrum
of initial concepts.

16. Get the Right Idea
Solicit feedback from
campus community.

17. Get the Right Idea
Solicit feedback from
external audiences.

18. Get the Right Idea
Choose a concept.

19. Get the Idea Right

20. Get the Idea Right
Engage in a process of
continuing revelation.

27. Get the Idea Right
Centralize your
(piles of) information.

28. Get the Idea Right
Conduct some
usability testing.

29. Get the Idea Right
Mesh your design
with your technology.

30. Get the Idea Right
Encourage last
minute feedback
(and then stop).

31. Measure Impact

32. Measure Impact
Feedback

33. Measure Impact
“ I knew so much before
ever coming to the school.”
— George School Student

34. Measure Impact
“ It feels like being on campus.”
— George School Alumna

35. Measure Impact
“ Every Wednesday I go
onto the website to see if
[my son] is in Our Week
in Pictures.”
— George School Parent

36. Measure Impact
By the Numbers

37. Measure Impact
26 %
Percentage of faculty & staff that contributed
5+ hours of time to the website prior to launch.

38. Measure Impact
60 %
Percentage jump in web traffic.

39. Measure Impact
2:28
Average time spent on the homepage. Average!

40. Measure Impact
37 %
Percentage of increase in online giving.

41. Measure Impact
Exceeded Annual Fund Goal

42. Measure Impact
Largest new student
cohort in twenty years.

43. Measure Impact
Lower Acceptance Rate

44. Measure Impact
Increased Yield

45. Measure Impact
33 %
Percentage of admission candidates that logged-in to check
admission status within 20 minutes of the official decision.

46. Thank You.
Patrick DiMichele
mStoner
773 305 0537 x24
patrick.dimichele@mstoner.com
+
Ari Betof
George School
215 579 6550
ari_betof@georgeschool.org