Unit III Goals

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Unit IIIGoals Objectives
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Goal ObjectivesThe ENDS versus the MEANS

• Goals are measurable statements, describing what
  can outcomes can be reasonably expected or
  accomplished over a fixed period of time (a day,
  a month, a semester)
• Objectives are clear, realistic, measurable,
  time-limited statements of action that reflect
  progress toward specific goals
• Writing clear goals is an important component of
  planning the strategy and IA of a site
• Whether you want to sell, educate, entertain,
  persuade, or provoke, every part of a site should
  support your goals
• Periodically evaluate your site using the goals
  and use this type of activity to help plan site
  improvements

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Examples of Educational Goals

• Increase Student Enrollment
• Reduce Program Expenses
• Demonstrate understanding of the purpose of a
  university education and the links between
  general education, career development, and
  lifelong learning
• Practice clear articulation of ideas in
  conversation and in writing exercise critical
  reading, thinking, and writing skills
• Develop Reusable Lesson Objects (RLOs) on
  Information Architecture for BATEC instructors

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Examples of Business Goals

• Develop advertising strategy
• Increase Sales Revenues
• Build the customer base
• Increase Cross-sales of Mortgage and Investment
  products
• Decrease transaction volumes (e.g. move calls out
  of the call center)
• Create lead capture system
• Reinforce brand marketing efforts
• Improve system performance

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Goals Define Site Strategy

• What message do you want the site to convey?
• How will you persuade the audience to accept your
  message?
• Select the tone for your site. Will it be
  informal or formal? Visionary or conservative?
  Dramatic or practical?
• Identify the depth of information or level of
  detail you will offer? Overview? Summary?
  Detailed?
• Consider the style and presentation of imagery
  and text on the page.
• Plan site features that will help meet your
  goals. Chat? Email? Shopping Cart?
• Identify your capabilities and how they might
  best meet your goals. Does your staff have the
  skills to develop the content needed? Do you
  have a budget for artwork or other site features?
  Will the technical staff be able to implement
  and support the features of the site? Will there
  be enough interest in the chat feature to be
  engaging? Will it require a moderator?

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Goals Define Site Success

• Goals translate to user requirements and user
  success metrics. (e.g. if the business goal is to
  move 20 of claims status calls out of the call
  center and into the web self-service channel)
• The information design and usability of this
  feature is key to the success of the site need
  functionality to accomplish this and methods of
  measurement to evaluate this type of activity
• Site success can be measured in a number of ways
• Site activity number of unique site visitors,
  page hits, downloads, requests for information
  (RFI), completed applications
• Increased site subscriptions (free or fee-based)
• Increased sales revenue from ads, products,
  campaigns
• Favorable customer feedback via email, postal
  mail, phones
• Favorable reviews or awards from industry analysts

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Prioritization of Goals

• The prioritization of website goals helps to
  determine the site scope and specific
  requirements
• Goals may overlap, or in some cases, compete,
  making it difficult to define, measure, and
  achieve success
• Several factors that affect the prioritization of
  goals include organizational values, resource
  constraints, and compliance

Functionality
Accessibility
Usability
Prioritization - Which is most important?
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Breakout Session Writing Site Goals

• In small groups write goals for the BATEC site
  redesign
• Share group goals and document similarities/differ
  ences
• Activity Time 30 minutes
• Identify and prioritize goals according to
  importance or urgency
• Identify and prioritize goals according to
  resources (time, money, human resources)
• Prioritizing and organizing goals helps determine
  site scope
• What can we do in the time allowed?
• How much can we afford to spend?
• What specific skills to we need to employ?
• Who has these?
• What is their availability?
• Do we need additional staffing?

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Breakout Session Writing Site Goals

• Identify and prioritize goals according to
  importance or urgency
• Identify and prioritize goals according to
  resources (time, money, human resources)
• Prioritizing and organizing goals helps determine
  site scope
• What can we do in the time allowed?
• How much can we afford to spend?
• What specific skills to we need to employ?
• Who has these and what is their availability?
• Do we need additional staffing?

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Sample Deliverables as Props

• HL ROI - Project Success Metrics (Show on-screen
  only)
• HL Scope Matrix (Show on-screen only)
• Project Initiation Phase (Show on-screen only)
• Project Definition Document (Show on-screen only)
• Technology Scoping Document (Show on-screen only)

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BATEC Site Redesign Project Goals Objectives

• Output of Unit III to be included in Design
  Document folder