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Agenda• Introductions• The Need• Human Centered Design Approach• Project Overview• New Experience• Critical Transactions• Lessons Learned
About CSU East Bay• 14,000 students enrolled• 42 certificate and degree programs
offered by Continuing Education• Courses offered at Hayward,
Concord, Oakland, and online• Last website re-design in 2004
About Story+Structure
Why the Need for Change?• Migration from C2K to Peoplesoft• Search for CRM • Broken registration / course search /
enrollment process• Outdated, utilitarian web presence
Solution
People
Process
Technology
Technology Centered Approach
Processes dictated
by technolog
y
Users behavior
mandated by
processes
User needs guide
process creation
Process determines technology
requirements
Technology is built around
user needs
Project Overview
Project Overview
Website Redesign &
CMS Implementatio
n
Branding / Messaging
CRM Shopping Cart
Old Website
Old Website
Old Website
Promises, Promises• Expectations=Promises• Every interaction makes, keeps or
breaks a promise
Marketing Recruiting Registration Matriculation
Promises, Promises• Creating a good user experience
means setting expectations you can meet
Marketing Recruiting Registration Matriculation
Promises broken
FindingsBoth students and staff agreed the current site was comprehensive with a lot of information, but they struggled to find answers to their questions amongst all the information
FindingsStaff were being inundated with phone calls from students who couldn’t find the information they needed
FindingsThe process for registering for courses was confusing
FindingsIndividuals developed unique ways of dealing with various obstacles
Solution
CRM CRM Implementation
• Salesforce chosen as CRM platform• Salesforce comes “out of the box” as
a business-to-business solution• CSUEB had no previous recruiting
strategy
CRM Step 1: Recruiting Design
CRM Step 2: Incorporate into UI
Step 1: Information Architecture
New Website
site organization and usability
We’ve rethought how the site is organized to better reflect the expectations students bring with them when they first visit.In our research, the #1 area of interest was:“Do you have what I want?”
This approach accommodates the various navigational approaches people take. The ease-of-use and focus on utility sends a message
that we respect the student’s time and have anticipated their needs.
Shopping Cart
Registration Process
Registration Process
Registration Process
Re-cap• Moving from a technology centered
to human centered approach helped us create a great user experience
• Focusing on the user helped us launch multiple systems at once that offer a unified experience
Questions?Dan BelloneMarketing DirectorUniversity ExtensionCalifornia State University, East [email protected]
Guy FelderChief [email protected]
