Who You Calling A Jesse?

There has been a bit of a discussion in the uwebd list about when is the right time to launch a higher ed web site. Thinking that launch is for new sites and re-launch is for re-branding and something you do with care, my first reaction was “why would you launch a new higher web site?” There is still a tendency in higher education to launch new designs on the campus community from time to time and I think, in modern web time, that is nuts.

Think of the people that use your web site, how they use it, how long they have been using, and who the redesign is for? Are they the same people? Flipping the switch on large changes (navigation, content, etc) is, at an informed guess level, expensive. Every day users are disrupted, new users don’t notice, and the occasional student user likely will think a refresh gets in the way and ask why does their online course environment still suck when you obviously have time to make changes on this site?

Major website overalls on public sites are a waste of resources with little ROI

Here is a generalized version of redesign process in higher ed:

• Someone says ‘we need a fresh look’ (usually fueled by marketing folks or recruitment ‘studies’)
• Committee is formed to look at ‘revamping’ the home page
• 6-24 months pass with around a dozen people on a committee discussing designs
• assumptions are based on personal preferences about what people want to see on the web
• Someone brings up implementing or changing the CMS, another committee is formed to look at that in parallel
• ‘three’ designs are chosen, CMS’s are investigated
• In a perfect world usability studies occur
• In the practical world, ‘previews’ are given to key politically sensitive areas on campus
• After some news releases and committee discussions at various levels some last minute ‘additions’ to menus or content are made for the flavour of the month
• page is launched
• users freak out, some love it, some hate it, all have to learn the new navigation to get on with what they have to do online
• more additions are required for political reasons

Have I gone through this? Yes, twice in seven years. I changed jobs just before my third time came around. In the 15 years or so of a web presence for most schools I would imagine they have done this an average of 4 times with the range between 3 and 8.

This cycle plays out just about everywhere in higher education and I think it largely because we ask each other what we did and copy/tweak/repeat. My guess is that the investment into this type of cycle is around:

• at least 3 FTE of ~45K salaries initially
• into the dozens of FTE for campus wide change
• if you buy a CMS ~100-500K plus more FTE

There is also a cost in disrupting people’s work flows (staff tend to have click patterns to things they need everyday, moving that causes cardiac conditions to worsen), committee time, and the other things that don’t get done.

What do you get back on that investment? Nothing. I don’t believe for one second that students decide to go to a particular higher education institution because their website looked cool, modern, etc. If high school students say that they are just telling you what you want to hear (teenagers do that? really?). Finding the information they need about what it is like to go to school there, programs, the city, the cost, etc would influence them but not a picture of a researcher up to their waste in sludge (grad students that care already know who that it and what they do).

Incremental changes by design and invest in content: clear, concise, informative

I am not saying you should never freshen up your website. You most certainly should but it should never require a re-launch unless you re-branding or something significant. Slight changes to navigation, content, colours, etc can occur without throwing it all out and starting fresh. Your previous design can’t be that bad (if it is, replace it by all means) but it is likely looking pre-web 2.0 or worse, way overboard on web 2.0ness. So clean it up, design change, but don’t do a demolition unless you absolutely have to.

Take your experience with other websites. If you have to be there to find something do you care what it looks like? No. You only care if you can’t find the information you need or if Google didn’t get you to a quality source on the first search. Students, staff, faculty, friends, etc all come to a higher education website not to hang out but they come to find out specific information. If they can find it and it is readable and your site isn’t some over designed 10px paradise with animated gifs they will have a positive experience.

I do believe things like HTML 5 and Microformats places more focus on the content then the look as the content becomes more portable. More and more people do not see your content in a look and feel that you have 100% control over (you never had 100% control) so why focus on that? Make it so your content is structured properly and relevant. Search engines will like you more as will the people using them.

Update: Smashing posted an Article on Feb 3rd on what being clear and effective in communication on the web means. Facebook offers a great example of continuous improvement in design without relaunching anything (the new design was launched once but changed many times) over a period of 5 years

Where design efforts should be focused: on the tools students use everyday

…and that is a whole other blog post. Fact is that higher education rarely spends time on the experience in web based applications that students, staff, faculty must use everyday. Why is that? I have some thoughts that I will post later ;)