OLIN SCHOOL OF BUSINESS WEB REDESIGN

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OLIN SCHOOL OF BUSINESS WEB RE-DESIGN
March 5, 2002
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WHY REMODEL?
Cluttered
Cramped
Navigation not intuitive
Not integrated with other marketing initiatives
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HOW DID IT GET THAT WAY?
Explosive growth in use of web
Resource constraints
Organizational challenges
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HOW WE DID IT
Consider resources, choose method
Compare site to Olins key messages
Benchmark against other schools
Talk to experts, internal and consultants
Break the project into components
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AUDIENCE
Guiding premise all top-level pages should
communicate key messages and address needs of
external audience
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AUDIENCE
Guiding premise all top-level pages should
communicate key messages and address needs of
external audience
Some branches directed to external audience
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AUDIENCE
Guiding premise all top-level pages should
communicate key messages and address needs of
external audience
Some branches directed to external audience
Others were directed to internal users and didnt
recognize existence of external audience
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AUDIENCE
Guiding premise all top-level pages should
communicate key messages and address needs of
external audience
Some branches directed to external audience
Others were directed to internal users and didnt
recognize existence of external audience
A key message was missing
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STRUCTURE CONTENT OUTLINE
Consult experts with outsider perspective
Propose revised structure
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STRUCTURE CONTENT OUTLINE
Home
ProspectiveStudents
ExecutiveEducation
AcademicResources
CareerResources
Alumni
About Olin
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STRUCTURE CONTENT OUTLINE
Consult experts with outsider perspective
Propose revised structure
Negotiate with individuals and departments to
obtain buy-in
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STRUCTURE REORGANIZING BRANCHES
Prioritize, an ongoing process
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STRUCTURE REORGANIZING BRANCHES
Prioritize, an ongoing process
Brainstorm with department
Draw on external resources if budget allows
Propose new structure of categories and
subcategories
Obtain buy-in
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DESIGN
Communicate requirements to consultant and
solicit design solutions
Discuss recommendations and agree on preferred
concept
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DESIGN
Communicate requirements to consultant and
solicit design solutions
Discuss recommendations and agree on preferred
concept
Obtain buy-in from department managers
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DESIGN CONCEPT TO EXECUTION
Programming
Writing and Art production
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DESIGN CONCEPT TO EXECUTION
Programming
Writing and Art production
Negotiate/obtain buy-in
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TECHNICAL PROCEDURES
Dynamic vs. Static
Departmental Web Contacts
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CONTENT AND DESIGN MANAGEMENT PROCEDURES
Programming maintains graphic standard
ER directs top level content photography and
text
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CONTENT AND DESIGN MANAGEMENT PROCEDURES
Programming maintains graphic standard
ER directs top level content photography and
text
ER consults with departments on lower levels
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CONTENT MANAGEMENT PROCEDURES
Creation and Maintenance
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Outsideconsultant
Content structure
Approve
Approve
ER content IS - programming
DWC
Development
Go live
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A WORK IN PROGRESS
Communicate and educate ER IS team
Departments Its all marketing
I have a computer, I can do that

Procedures implement and enforce
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Questions and Answers
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OLIN SCHOOL OF BUSINESS WEB RE-DESIGN
March 5, 2002