Presented by Mallory Wood and Joel Goodman at the 2013 Web Conference at Penn State: UX today has mastered the art of sprawl. Interactions with our institutions, our brands, and our marketing and communication take place on myriad devices, anywhere in the world, and at any time. The sum of these interactions forms an interpersonal identity, telling the larger story of what we stand for and why we matter. In a culture where there is no longer a battle – and increasingly less distinction – between the web and the real-world, this presentation explores how the experiential expectations of our constituents has turned fluid and why an integrated approach to your college or university's marketing and communication can impact and enhance overall user experience.

1. We Are What
They See
Interpersonal User Experience

2. Mallory Wood
mStoner
@mallorywood
mStoner.com

3. Joel G Goodman
Austin • Chicago • St Louis • SoCal
@joelgoodman
braverymedia.co

4. Why does this matter?
Admissions
Bursar
Student Life
Financial Aid Advising
Alumni
Academics

5. Why does this matter?
Admissions
Bursar
Student Life
Financial AidAdvising Alumni
Academics

6. Why does this matter?
Bursar
Student Life
Financial AidAdvising Alumni
Academics
Admissions MY
UNIVERSITY

7. UX is about the emotional connection.
- aarron walter
“Emotional experiences make a
profound impact on our longterm
memory.”
Why does this matter?

8. Our friend maslow

9. user Experience
hierarchy of needs.

10. user Experience
hierarchy of needs.

11. user Experience
hierarchy of needs.
FUNCTIONAL
RELIABLE
USABLE
PLEASURABLE

12. user Experience
hierarchy of needs.
FUNCTIONAL
RELIABLE
USABLE
PLEASURABLE

13. user Experience
hierarchy of needs.
FUNCTIONAL
RELIABLE
USABLE
PLEASURABLE

14. user Experience
hierarchy of needs.
FUNCTIONAL
RELIABLE
USABLE
PLEASURABLE

15. user Experience
hierarchy of needs.
FUNCTIONAL
RELIABLE
USABLE
PLEASURABLE

16. user Experience
hierarchy of needs.
FUNCTIONAL
RELIABLE
USABLE
PLEASURABLE

17. user Experience
hierarchy of needs.
FUNCTIONAL
RELIABLE
USABLE
PLEASURABLE

18. user Experience
hierarchy of needs.
FUNCTIONAL
RELIABLE
USABLE
PLEASURABLE

19. Delight
Constituents

20. Lifetime Engagement Management

21. Prospect Do I know you?
Open You have my attention.
Inquiry I want to know more.
Visitor We should see more of each other.
Applicant I swear, I'm only seeing you.
Enrollee No really, I'm yours.
Matriculant I can't imagine being without you.
Lifetime Engagement Management

22. Graduate I laughed, I cried, you changed my life.
Recent Alumnus The world is hard. I need your help.
Alumnus We used to be so close.
Donor You've done so much, I want to return the favor.
Bequest I want others to have this relationship.
Lifetime Engagement Management

23. Lifetime Engagement Management

24. Lifetime Engagement Management

25. Creating Positive Emotion:
Admissions

28. Creating Positive Emotion:
College of William and Mary

33. Creating Positive Emotion:
Marketing

37. Creating Positive Emotion:
College of William and Mary

42. Creating Positive Emotion:
Advancement

43. Creating Positive Emotion:
Johns Hopkins University

45. Creating Positive Emotion:
Rensselaer Polytechnic Institute

49. Creating Positive Emotion:
Nazareth College

52. We Are What
They See
Interpersonal User Experience

53. Thank you
mallory.wood@mstoner.com
mStoner
joel@brvry.me
Bravery Media