City s user experience journey. Ryan Taylor Head of Digital

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1 City s user experience journey Ryan Taylor Head of Digital

2 Contents User experience and website redevelopment Generation Z and mobile Interdependence circle and performance measurement

3 About Us City, University of London: a leading global university committed to academic excellence, focused on business and the professions and located in the heart of London. Digital Team: Head of Digital Website Manager and Web Content Officers Digital Designer Digital Marketing Executive Social Media Officer Web Development Team Web Development Manager Lead Developer and Developers User Experience Architect and User Experience Researcher

4 User experience and website redevelopment

5 Product Specification Two websites fit for launch Sufficient functionality for BAU Built for future development Built for integration with other systems, legacy and future

6 Product specification New CMS system data driven model, faster content production. (New) workflow* Information Architecture Principles Comprehensive site maps Wireframes Navigation On-site search Templated pages and functionality Course, News, Events, People, Facilities, Standard Content, Unit (e.g. School), Section (e.g. Dept), Online Forms, Research Case Study, Home page Content audit per URL Quality / Priority Data models Courses, news, events, maps and locations, people, contact

7 User story format As a (user type) I want to (task) So that (outcome / benefit)

8 Definition of a user story slim and high-level requirements Create stories Split stories (if too large to be implemented in one iteration) Reprioritise, remove (out of scope) Stories evolve over time Themes - a collection of related user stories. Themes are often used to organize stories into releases or to organize them so that various subteams can work on them. Source:

9 City User stories As other user stories Adapted use for website development; not for a specific software application development A broad overview of the landscape of requirements from across the whole university Allowed for identification of shared needs for most efficient focus of effort and definition of production specification. Most user stories delivered through content. Content prioritised through the content audit process and determined at a local level. Categorised by Themes: Prospective Student, Search / Find, Research

10 Examples As an employed individual who wants to study a degree, I want to know of universities which grant scholarships to fund degrees, since I might not make enough money to fund myself. Prospective Student Focus Group Content scholarships, fees and funding Findability search, IA, course specification

11 Examples As an academic interested in a very specific field of work, I want to know professors who could tutor my research in said field of work, since I might be interested in doing research work at a PhD level. Focus Group participant Content People profile Findability Navigation, Search Functionality Contact module

12 Examples As a parent, I want information about research standards of a Psychology department at a university, to help parent and son hone in on learning opportunities that will affect the usefulness of the education. Focus group participant Content Research department, Research Case Studies, Research gateway Findability Search, IA (sitemaps, navigation), People Delivery of the user story is facilitated by the functionality ownership of delivery rests with the content owners the Schools in this case.

13 User story creators Internal stakeholders University Executive Marketing teams Student recruitment and admissions Research and Enterprise Library Careers External focus groups Recruiters Prospective Undergraduates Further Education Advisers International Students Prospective Undergraduates Executive Education / CPD Prospective MBA students (telephone interviews)

14 User stories to product specifications Page templates Informational pages Course pages Product pages Person profile pages (inc. testimonials) Regional landing pages Administrative Unit Home page (School/Dept/Centre) Regularly updated pages News pages Events pages Tools People / Experts Finder Course Finder Events Finder Facilities Finder

15 Analysis of user stories 195 delivered by Search functionality 135 delivered by Courses specifications 46 delivered by People specifications 29 delivered by Events specification 60 delivered by Contact module specification 51 delivered by Careers information Out of scope: forums, live chat, postgraduate application process, e-payment, current staff and student content and services Total no of user stories: 604 Most about finding information content generation managed at local level guided by content audit Few user stories require bespoke functionality

16 Product Overview Feature Detail Base product 80 Features/Stories 60% delivered in phase 1 (current phase) Product Backlog 400+ new features Delivered over next two years

17 Course page as the atomic element

18 Information Architecture (Templates)

19 Mood boards

20 Content Migration 11,000 pages

21 User testing - City s Interaction Lab

22 Generation Z and mobile

23 Gen Z and mobile 90% of year olds own a smartphone Source: Ofcom

24 Mobile search % for ucas clearing Source: MintTwist

25 Mobile search % for undergraduate course Source: MintTwist

26 Gen Z and course research Changing research behaviour 10% of students search exclusively online. Protracted research phase across multiple devices. Valued online information sources over offline information sources. 62% researched universities on a smartphone.

27 Mobile search

28 Voice search and natural language

29 Responsive design Website designed and coded to present content in a way best suited for the device its being displayed on be it mobile, tablet, desktop, Smart TV. Produce content once, appears correctly everywhere. Content is indexed by Google and appears in search results. Main templates responsive all new work made responsively.

30 Responsive design course pages

31 City Home Page wireframe desktop

32 City Home Page wireframe - Mobile

33 Channels

34 Snapchat

35 Spotify

36 Facebook Video and Sina Weibo

37 Interdependence circle and performance measurement

38 All channels are dependent on each other

39 Measurement framework What should you measure? Create a holistic picture. Collect, analyse and act on a blend of metrics: Descriptive metrics: operational data about user interactions (visits, page views etc.) Perception metrics: how do prospects, current students and staff perceive their interactions with you? (surveys) Outcome metrics: what the user will do as a result of their interaction? (Did they achieve their goals? Task completion)

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41 City, University of London Northampton Square London EC1V 0HB United Kingdom T: +44 (0) E: