NORMANDALE COMMUNITY COLLEGE

WEBSITE REDESIGN STRATEGY

APRIL 23, 2013

TABLE OF CONTENTS

INTRODUCTION ........................................................................................ 3 PROJECT OVERVIEW ………………………………………………………..4 CREATIVE APPROACH ………………………………………………………7 REDESIGN STRATEGIES ……………………………………………………8

Integrate Strengths/Features into the UX ………………………………………..8 Focus on the Student Engagement Cycle ……………………………………...17 Provide Structured Flexibility for Select Interior Templates ………………..23 Use a Product-Driven Model for Programs …………………………………….36

ADDITIONAL RECOMMENDATIONS ……………………………………..44 CONCLUSION & NEXT STEPS …………………………………………….46

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INTRODUCTION The purpose of this website redesign strategy is to establish a common set of website redesign goals and to outline a set of ideas about how the new website design should deliver on these goals. Through our Research and Discovery process, we have had the opportunity learn a great deal about Normandale Community College by conducting onsite interviews with your faculty, staff, and students, by reviewing materials and reports provided by your staff and by conducting independent research including an assessment of your current website. Specifically, we learned a great deal about how Normandale is currently positioned within the Twin Cities area and how Normandale would like to grow and improve as an organization in the future. We have summarized our findings into the 4 key insights:

1. Normandale has a strong reputation in the Twin Cities area as a quality 2-year college that supports transfer to state 4-year institutions, but would like to promote more awareness about the innovative, valuable programs and courses they offer that support direct career entry and/or career advancement.

2. Normandale’s annual enrollment of 10,000 students is comprised primarily of students who have

recently graduated from one of 30+ area “feeder” high schools. In order to remain relevant in the market and to grow enrollment, Normandale needs to position itself positively with students of color in response to the changing demographics of the area and find ways to attract more adult students to enroll for programs and courses.

3. Normandale has developed a positive, supportive, environment with resources, facilities, student

life, and opportunities that exceed what one might expect from a 2-year college. Normandale needs to build awareness about the great environment they provide to drive enrollment and, perhaps more importantly, to ensure that students take full advantage of the positive environment make the most of their experience at the school.

4. Normandale is actively working to improve retention by promoting program, degree, or certificate

completion. As with most 2-year colleges, there are inherent challenges with the target audience relating to means, availability, preparedness, and level of commitment (as students can easily exit and enter the system). Normandale is working to promote the use of the services and support they offer to ensure that students who attend Normandale receive the support and attention they need to develop a well-informed plan for how Normandale can best support their career and life goals.

Our goal now is to take everything that we learned about what Normandale Community College wants to accomplish as an organization and use our collective experience with higher education website design to develop a plan that all participants in the website redesign can reference to understand the “big picture” of what we are ultimately trying to accomplish with the redesign in respect to supporting these organizational goals. It is important to note that it is not our intent to document every tactical update or change that should be made to the new website in this document, but instead to provide enough information to establish a cohesive approach for the redesign effort.

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PROJECT OVERVIEW New Opportunities and Challenges Normandale recently transitioned their website content management systems from the Collage CMS to the Ingeniux CMS. The transition to Ingeniux has created new opportunities from a technical standpoint including the use of shared elements across multiple pages, easier and better integration of interactive content like images and videos, and the flexibility to create an experience that is more user-friendly on mobile devices. Accordingly, the transition to Ingeniux has opened the door for the decentralized network of content authors that collectively support the site to become more involved and to communicate the purpose, features, services, etc. of their respective departments, programs, etc. in a more engaging manner. Normandale’s core website management team (the staff members that are primarily responsible for managing the website) has done a fantastic job of managing an interim transition from Collage to Ingeniux and the reaction from Normandale’s staff and faculty has been very positive. However, it is also clear that there are a number of issues with the current website design that create barriers and challenges that prevent Normandale’s core website management team and content authors from fully capitalizing on the new capabilities and opportunities provided by the transition to Ingeniux. As communicated in the RFP and by Normandale’s website management team, our role as your website redesign partner is to plan, design, and build a new website that provides Normandale with an improved architecture that is more intuitive and with the tools (in the form of CMS templates) to deliver a more meaningful, engaging experience. While there are a multitude of minor or tactical issues, barriers, and challenges associated with the current website that were communicated to us throughout the Discovery & Research process, we have identified 3 specific core opportunities for how the new website should be designed to better support Normandale’s primary and secondary target audiences. Create a More Focused, Deliberate User Experience The user experience needs to be more focused in a way that proactively leads visitors to the right content at the right times. Like many higher education websites, the current website architecture of Normandale’s public website is organized, to some degree, according to Normandale’s organizational structure in a way that presents options to site users in a somewhat passive manner. Over time, this structure has been modified to better meet the needs of specific audiences, which has created a user experience that has created a number of dual, incomplete, or confusing paths to get to the most important information on the website.

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This unintended result is an experience where the information that is appropriate for a given audience at a given time is presented in a way that requires the most important visitors (like prospective students) to search through multiple sections and navigation levels to try to piece together how to complete tasks and processes that should ideally be grouped together in a more meaningful way. Further, the “organization structure” approach has resulted in an “unbalanced” site structure that presents less critical information (that is intended for specialized audiences) on equal footing with the information that is most critical to Normandale’s primary audiences like program selection and, often, in a superior position to critical information such as financial aid options, student life opportunities, and marketing content designed to promote the features and benefits of Normandale Community College. Of course, the website management team has diligently introduced some improvements such as the a Quick Links menu and Future Student/Current Student portals to mitigate this issue, but the website experience needs to be fundamentally redesigned in accordance with a clear set of priorities that defines primary and secondary audiences and specifies what types of information should be presented in a “can’t miss” manner. We have provided several ideas throughout this report for what audiences warrant primary focus and what information should be presented most prominently in the new website design. Support More Opportunities for Creative Impact The current website design is very typical of what might expect from a higher education website that has not been completely redesigned for some time. The issue, from our perspective, is that the design is inherently very dependent on block-style copy that some of the perceptions of 2-year colleges that we want to combat are, to some extent, implicitly reaffirmed. In other words, the lack of visuals and other built-in opportunities to help visitors feel what Normandale is like actually makes Normandale less interesting, modern, and progressive than it actually is. Of course, content authors are technically able to use table, post images, add videos, etc. but there are too many high priority pages that consist of long block-style paragraphs or a simple introduction and links. In some cases, the important information the site visitor needs may be present, but there are missed opportunities to build excitement and buy-in from the visitors as they navigate through the site. Accordingly, the new website design needs to support the delivery of a creative impact in a way that encourages and supports the integration of messaging and creative elements that supports the idea that Normandale offers more than what one might expect from a 2-year college. In addition to providing new, more modern template designs, our approach to this redesign needs to be to provide easy-to-integrate creative elements that the website management team and content authors can use to build a more engaging experience throughout the website experience. So, the fundamental shift from the current website implementation is that we should provide access to more types of creative elements with a more defined approach for where these elements should be presented on various types of pages. We have detailed specific opportunities for maximizing the creative impact of the new website throughout this report.

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Proactively Promote Consistency Normandale, like most higher education institutions, employs a decentralized content management model that requires participations from 10, 20, 50, or even 100 separate content authors. The advantages of this approach are that the content tends to be more accurate due to the specialization of the content authors and tends to be more current than it would be if it was being managed by a smaller core website team. The primary disadvantage of this approach is that it is difficult to maintain consistency on the site because various authors are going to use different styles and organize their pages very differently. To some extent, this is unavoidable and Normandale’s website management team has proactively addressed this issue by issuing a very clear, complete style guide for the website. However, there are additional opportunities to encourage consistency throughout the website that should be incorporated into the new website. In addition to providing more definition around what creative elements can be used and clearly defining how they will be presented as described in the previous section of this document, guidelines for style and tone should be established and communicated to content authors. As importantly, the new website design should provide more definition around how website managers and content authors should present specific types of information that are not sentence-structured statements including events, news, takeaways (like PDFs), lists, tables, dividing lines and more to encourage consistency across the site. Of course, 100% consistency can never be achieved, but establishing systems for displaying information in a consistent manner will not only encourage consistency but will invite more frequent use of the content types listed, which will ultimately make the collective site experience more robust and engaging. We have detailed a number specific opportunities to encourage consistency throughout the site below in this report.

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CREATIVE APPROACH Before defining specific website recommendations, we need to define an overarching creative approach that will guide the design and messaging of the new website in a way that ensures consistency with Normandale’s brand. Per the Normandale Brand Book, Normandale seeks to provide an experience that delivers high academic standards, academic rigor, and an innovative curriculum in an approachable, supportive manner that empowers students from a wide range of diverse backgrounds to make the most of their education. Accordingly, the new website should effectively present Normandale Community College as a modern, academically progressive institution in a way that feels very approachable and welcoming and creates a practical and emotional connection between Normandale and students’ aspirations. Students and other key audiences should get the sense that Normandale offers a “large college feel” in regards to the quality of the faculty, facilities and student life but offers the support and accessibility of a 2-year college. The new website should support this central communication goal by employing the following creative tactics:

1. Normandale’s supportive nature should be communicated by using messaging on the website that is written to students and other audiences in a way that informs and delivers encouragement.

2. From a visual standpoint, the new website should deliver images of real Normandale students interacting with one another and faculty, with an emphasis on diversity. The new website should also deliver visuals of the modern facilities and welcoming environment.

3. The new website should be significantly more scan-friendly than the existing website, with the introduction of specific user experience elements designed to support a transition away from block-style copy towards a more succinct, visual-driven approach.

4. The new website should provide tools and user experience elements that help content authors create a sense of priority or to emphasize certain types of content.

These creative tactics will collectively empower Normandale’s website managers and content authors to deliver the tone and visuals that will appeal to the audience (#1 and #2 above) in balanced way that also allows them to deliver critical information by using tools to create consistent signals and queues about what is most important for website visitors (see #3 and #4 above). Beyond the creative approach defined above, we know that the new website design should adhere to Normandale’s current color scheme. Because Normandale is in the process of updating their approach to how they want to communicate their position, additional requirements will be defined and communicated in a separate creative brief once Normandale has chosen a tagline and other associated brand elements.

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REDESIGN STRATEGIES Overview We have defined 4 specific redesign strategies that will be employed to deliver a more focused, consistent user experience that delivers the right message to the right audiences in an engaging, impactful manner.

1. Normandale’s strengths and features should be integrated into the user experience in a very deliberate manner.

2. The primary focus of the user experience should be to proactively guide students through the entire

student engagement cycle.

3. The new template structure should support employ “structured flexibility” to provide more cohesive, impactful experience on high priority pages.

4. A “product-driven” approach should be used to provide a meaningful, engaging user experience

with programs, degrees, and certificates. #1: Integrate Strengths and Features into the User Experience The presentation of Normandale’s strengths and features should be woven into the fabric of the user experience of the new website in a very deliberate manner. During our onsite visit, we had the opportunity to discuss what makes Normandale unique relative to other colleges that are available to students in the Twin Cities area. Normandale staff, faculty, and students cited a number of strengths and features that make Normandale a great choice for area students including: A high quality education that exceeds what one might expect from a 2-year institution

A supportive culture designed to foster success in a diverse student body

A clean, safe, modern, accessible environment

Superior value and accessibility given the quality of the education and the relatively low cost of

education The current website does not effectively communicate these strengths and features in a highly visible, cohesive, compelling manner. There is content on the site that communicates some of these ideas, but it is distributed across the site in a way that requires uses to visit multiple sections to get the big picture and is often communicated in a passive, copy-driven manner that does not invite user engagement.

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The new website should be designed in a way that designates specific opportunities for website managers and content authors to use the website to communicate what makes Normandale special. This is very different from the current approach where there is not a deliberate plan for how Normandale’s features and strengths should be communicated. For example, the most visible real estate on the homepage is an image control that allows website managers to post various messages.

Our concern with this approach is that there is not a cohesive plan for what messages or types of messages should appear in the space, which makes it difficult for Normandale to communicate and reinforce a consistent message about what makes Normandale special and relevant. Also, on interior pages, content authors communicate Normandale’s strengths and features via a mix disparate content pages that are mixed with other types of procedural or informational content. In other words, there is not a consistent approach for how persuasive content should be delivered in conjunction with more practical information. For example, the Advising & Counseling Department content section could benefit from a more defined approach that provides direction around how we both promote Advising & Counseling and provide information about how to use the services.

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The Homepage and Advising & Counseling pages are just 2 of many examples on the site where a more deliberate approach that helps define where and how strengths and features should be communicated would be useful to content authors. A better approach must be defined both at the architectural level by defining the optimal arrangement of persuasive and informational pages (information architecture) for key sections such as Admissions and multiple Student Services site sections and by providing templates that help content authors understand what user interface elements and assets are available to supplement basic, procedural information. Define Central Themes This begins by defining 3-5 central themes or ideas that we want to communicate and reinforce throughout the website. The central themes that we select should answer the question “Why Normandale” in a very clear, concise manner. For our target audience, which includes many millennial who have become experts at filtering out marketing fluff, the themes we choose should be simple to understand, broad enough to encompass a number of sub-features/benefits, and tangible enough to be associated with creative assets and specific user actions. These themes should then be communicated persistently throughout the website in a “can’t miss” manner on the homepage and throughout the interior pages. Exposure to these themes on initial entry and then

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throughout the experience will ensure that visitors understand what makes Normandale special by the time they complete various visits to the site. We will work with Normandale through our creative process to define the 3-5 themes that should be featured on the website, but we have outlined a few ideas that we may want to explore as we proceed with the redesign:

1. Innovative Programs & Curriculum: The quality of the education should be presented with a focus on the most interesting programs that differentiate Normandale from other community colleges (nanotechnology, dental hygiene) and related opportunities like Study Abroad. We should also select programs and opportunities that emphasize group work and that drive home the idea that Normandale is on par with 4-year colleges in respect to the quality of the education. Since essentially every college in the United States and beyond indicates that they offer “quality education”, it will be important to take an approach that is more specific and more tailored around what makes Normandale

2. Positive Environment: We need a means to showcase various the features of the school that

collectively create a positive environment. The communication on the website should emphasize the related features that are most important to the growth target audiences such as diversity and support services.

3. Great Facilities: The quality of the facilities are significantly understated on the current website and

clearly play a major role breaking down misconceptions about what Normandale offers students as a local 2-year college. Key features would be the Kopp Center, science labs, great food options, and new Partnership Center.

4. Value: While the presentation of value is not as exciting as the other potential central ideas, we

believe it is important to continue to reinforce the idea of value throughout the website. The key to presenting value is to create a more complete, specific understanding of how Normandale provides value by covering a wide range of cost and convenience factors.

We have provided 2 examples below from similar colleges that have clearly organized a structured way to answer why students should consider each of their schools. (Examples Provided On Next 2 Pages)

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Example1: Rasmussen College Homepage

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Example 2: Lone Star College “Why Lone Star” Page

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While we are not directly recommending that we create a page that specifically outlines all of the themes like Lone Star College, we want to demonstrate that the themes are presented clearly and prominently on high volume pages in a way that is very tangible. Once we have defined the right mix of ideas/features, UX team and design team will work to define how these themes will be delivered via the new website interface. We have provided some ides below to guide our efforts in integrating the key themes into the new website design. Encourage Interaction with the Themes on the Homepage The homepage should present the central themes very prominently in manner that allows users to view and understand the ideas at a glance and in a way that invites exploration and interaction. We envision a tiered approach that provides an overarching idea very clearly (positive environment) and invites interaction with specific features (support, diversity, student life) associated with the theme. The themes and features should be designed to not only drive interest in enrollment by prospective students, but also to build awareness of features like student life and student services that encourage more involvement by current students to support retention and completion goals. To the extent possible, each central idea should be supported by advanced content (video, images, stories, etc.) produced specifically for the website. For example, a short video generally describing the positive environment might be created and then each feature may be supported by an image that aligns with our creative approach and a call-to-action that helps visitors understand what to do next if they are interested in the feature. This is similar to the approach that we used when we redesigned the Pima Community College website where visitors quickly are able to quickly understand that Pima offers career programs, transfer options, is very affordable, and offers very flexible schedules and then take action to explore each theme.

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The central themes should remain consistent over the lifetime of the website, but the features should be updated periodically with consideration for what types of audiences will be visiting the site and to allow for Normandale to expose a lot of features. Note that the central themes that we select and how we deliver them creatively will be influenced by the choices that are made relating to the currently in progress brand updates, but we feel comfortable recommending a theme-based approach because it is flexible enough to work with a wide range of overarching brand statement, taglines, etc. Designate Specific Opportunities to Present Themes on Interior Pages The information architecture should be organized in a manner that helps departments and divisions understand how and where they should present the features and benefits they offer students and other stakeholders. In other words, there should be a reasonably consistent approach in how departments and divisions structure their sections to deliver both persuasive content and essential process or directional information. To the extent possible, the central themes should be incorporated into the content created for these pages. Continuing with Rasmussen College as our example for the integrating central themes, note that visitors to the site who are interested in Support are directed to a page that outlines the types of support offered by the college:

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In effect, Rasmussen College has defined that their website should feature a parent pages that utilize a styled graphic (Support +) and introductory copy that reinforces a central theme and then offers links in the sub navigation to explore information about the various support services that are offered by the school. In other words, Rasmussen College has deliberately incorporated “theme landing pages” into their information architecture that also serve an important function in helping visitors navigate the site. Our intent is not to suggest that this exact same approach should be employed for Normandale’s new website, but we should employ the same strategy by designating specific pages that help connect our themes with informational content. Integrate Themes-Based Stories on Interior Pages The use of representative student, faculty, and alumni stories was discussed in our Discovery Sessions as a potential tactic that might be used on the website. While we do not feel that a story-based feature is the right option for the homepage (where we feel features should be presented in a more direct manner), we do believe that stories can be used as a flexible way to supplement informational content on interior pages. The general idea is that Normandale and BarkleyREI will work together to organize a set of stories that align with the one or more of the central themes using real students, faculty, staff, or alumni experiences:

1. The stories should be categorized according to feature or intended use and then made available for content authors if they are relevant to the content on the page/s they manage.

2. There should be a process by which content authors can browse the story selection and a means

by which they can select stories to feature on the page/s they manage. The degree to which this is automated will be influenced by choices we make about our budget, but, for the purposes of this document, let’s agree that content authors should understand where to find stories and have some way of using them.

3. The presentation of the stories should be consistent across the site structured in a way that brings

visibility to one of the central themes and invites interaction with the featured story.

4. There should be a means by which content authors can submit stories in accordance with a specific story structure that will be established in the user experience phase of this project

So, for example, we could create 2 stories for each central theme as a starting point for launch and one or more of those stories might support the central theme of Value. One of the stories about Value could feature a student who is a first generation college student of color that explored other options, initially considered Normandale for transfer, found a program that facilitates direct entry into a great career, and an is now enjoying an internship facilitated via the Center for Experiential Education. This story could then be used to supplement financial aid pages, on a page about the program the student pursued, on the page for the Center for Experiential Education, and possibly on pages that relate to career placement. All content authors would use the same story, but for different reasons. Incorporating stories approach infuse faces and personalities into the site experience in a meaningful way that supports the aspirational and accessibility ideas we want to communicate on the new website.

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#2: Focus on the Student Engagement Cycle

The primary focus of the user experience should be on guiding students through the entire student engagement cycle.

As described by Normandale staff in our Discovery sessions and as confirmed in our independent research, the navigation of the current website presents a mix of departments and information without a clear focus to drive prioritization. As previously noted in the Project Overview of this document, the result of this approach is that essentially all content types are presented in a reasonably equal level of visibility, which overemphasizes content that is intended for narrower secondary audiences and underemphasizes content that is essential to supporting students’ relationship with the college. For the new website, we want to be very clear that the user experience should be primarily focused on supporting the entire student engagement cycle. We have emphasized that the new website should support the entire engagement cycle. This means that the user experience should be designed to support the needs of prospective students and current students from their initial exposure to Normandale through graduation and/or transfer and perhaps even beyond. Accordingly, we would expect the user experience to include provide a balanced experience that effectively drives enrollment but also supports student engagement by encouraging involvement in student life and the use of services like advising. The key is to maximize student engagement with a focus on providing the most critical information at the right times. Of course, the first priority status of the content that is associated with the student engagement cycle does not mean that content for other audiences will be hidden on the site, but instead creates an opportunity to deliver content for secondary audiences in a way that helps these audiences find the information that is most relevant to them without sifting through the content that is intended for students. The example below from Prince George’s Community College in Maryland illustrates this idea. Note that the navigation is very streamlined and certainly, relevant to both prospective and current students and provides clear direction for select audiences (business, alumni) in a sub-menu that is very apparent but does not detract from the overarching focus on students. (Example Provided on Next Page)

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Example: Prince George’s Community College Homepage

In addition to helping students and other audiences find the most relevant content more easily, a more focused approach sets the stage for the use of a voice that is designed to speak to the primary audience instead of using generalized language that speaks about a subject. We have outlined some supporting ideas below that will be used to inform what a more student-focused experience will be structured on your new website. Streamline the Primary Navigation According to Need A clear focus on student needs will create an opportunity to significantly streamline the navigation on the new website. Specifically, the new website architecture should be organized around the idea that the navigation structure should be driven by what students need instead of by department or by who manages a certain group of pages. In other words, the answer to “what should be included in the primary navigation” should be “what 4,5, or 6 types of information do students need to make a decision to enroll, complete enrollment, and then stay engaged?”

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Determining exactly how navigation elements will be labeled is beyond the scope of this strategy and will be defined in the user experience and design phases of this project but, at this point, we would like to establish the basic idea that designing a more user-friendly site experience requires a shift to an information architecture that emphasizes student needs. Information Paying for College Must be More Prominent Access to information on how to pay for college must be more prominent in our new, more student-focused design. The financial aid information on the current website is currently available in the Quick Links and in the Current Students menu, but should be considerably more prominent (as in one of the primary navigation items) on the new website. Also note that we have used the terminology “paying for college” instead of financial aid. We have chosen this term to provide a practical example of how we will shift from a department-driven navigation scheme to a needs-based navigation scheme. In other words, we have selected a label that (which our user experience team can modify as long as the new label delivers on this general idea) uses friendlier, approachable language. This approach also opens the door to include all relevant resources and information that a student might need as it relates to paying for school into one area and facilitates a communication style that allows content authors to introduce students to the idea of paying for college in a way that provides encouragement and reinforces the idea of value. The example provided below from Prince George’s Community College illustrates how a more consolidated, streamlined, user-friendly approach makes the process of acquiring financial aid and paying for college seem more approachable. (See Example on Next Page)

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Example: Prince George’s Community College - Paying for College Page

Notice, first of all, that Paying for College is not housed in a long, extended menu with other options, but instead is a top level section with its very own, succinct, neatly organized menu. Also notice the very strong introduction that includes the line “Lack of financial resources should not keep you from attending college” and a very straightforward, headline driven introduction that helps visitors scan for the information they need. We also like the inclusion of clear contact information (which is covered later in this document) and that fact that there is a visual (Financial Aid Questions?) that encourages interaction with the Financial Aid Staff (also covered later in this document). By making an engaging presentation of Paying for College a top priority, Normandale will ensure that students who are struggling with understanding how they are going to pay for college will be able to find the information they need and the encouragement they want.

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Consolidate and Clarify the Enrollment Process First of all, enrollment information should be more prominent on the new website – again preferably clearly labeled in the primary navigation. Beyond that, the process by which a new student applies and registers and everything else that is reasonably relevant to ensuring that students ultimately make it to the first semester of classes should be organized in a user-friendly fashion:

1. The effective delivery of an admissions & registration section begins with an introduction to Normandale and why it is a good choice and high level, visual overview of the enrollment process for prospective students that have not yet decided to apply.

2. The site section should provide clear direct on how to apply and proactively encourage interaction

with admissions personnel and advisors. This must go beyond simply providing contact information in the body copy of key pages, but should include invitations to do so persistently throughout the section to reduce the number of stealth applicants.

3. Post-application steps and stages should be presented in a manner that helps users understand

what they need to complete and when they need to complete it leading up to the start of classes. This should include major tasks like registering for courses and purchasing books to minor tasks like how to secure parking permits, etc.

4. There should be a defined approach for how the site should deliver tailored content to student audiences with unique requirements or that have access to specific opportunities or services such as international students or veterans.

Beyond supporting these 4 basic functions, the content in the section should be written in a manner that encourages and supports that aligns with the supportive, welcoming culture at Normandale. Continuing with the Prince George Community College example, we can see that the site designers combined Admissions & Registration and included links like “Advising” and “Services” to help set the stage for student success. Again, note that there is a welcoming introduction and that the body content does the heavy lifting in directing audiences with a unique set of needs (concurrent enrollment, veterans) to customized content. Because this content is provided in the body copy in a highly visible manner, it does not have to be provided in the navigation and facilities the presentation of a very streamlined navigation. (See Example on Next Page)

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Example: Prince George’s Community College Admissions & Registration Page

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Additional Ideas for Creating a Student-Focused User Experience To avoid being redundant, we have outlined additional content that should be consolidated by student need and presented more prominently on the site using the approach described above for paying for college and enrollment:

1. Information on Support Services such as advising, tutoring, library, etc. should be consolidated and displayed more prominently.

2. Information on Student Life including food, diversity, clubs, facilities, events, etc. should be

consolidated and displayed more prominently.

3. Information on Academics/Programs is already displayed prominently but the content needs to be reorganized and presented differently. We have provided a separate strategy that details how this section should be organized later in this document.

#3: Build “Structured Flexibility” Into Key Interior Pages The new website should provide sub division content authors with new tools that encourage and support a more consistent, impactful presentation of their content. Because Normandale employs a decentralized content management model, the quality of the user experience depends heavily on the ability of individual content authors to create a cohesive, compelling end product. Much like any other group activity, individual members need guidance and support to ensure that they are all working in a coordinated, productive manner. Normandale’s website management team has taken the first step in issuing a formal guide that provides policies for how content authors should structure pages on the site. However, we believe the website redesign creates an opportunity to take additional steps to promote consistency throughout the site and to provide content authors with new tools to create more impactful pages. Website design best practices will be employed across all website templates to promote consistency, but we believe this is particularly important for high traffic pages managed by Sub Division content authors. As defined in the RFP, “Sub Divisions” have been loosely defined as website sections that are managed by certain departments such as finance & operations, admissions, student services, student life, and the library.* *The RFP technically designates additional sub-division pages that relate to content types such as News and Events, but our recommendations assume that these content types will be integrated into the needs-based user experience we have recommended for this project

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Some sub division pages on the current website are consistent to some extent, but some are very different from other sub division pages and very few of the sub division pages deliver an experience that is impactful from a creative standpoint. We have provided an analysis of 3 sub division pages below to support this idea:

1. Advising & Counseling Department Landing Page

2. Financial Aid Landing Page

3. Center for Experiential Learning Landing Page

The Advising & Counseling Department landing page (the page that serves as the parent to other site pages) is technically consistent with other pages in terms of how the page title (H1) and sub-heads are styled, but note that the tone is very straightforward, there is no imagery, and there is a line break utilized to break the introduction from the sub-sections.

As noted previously in this document, this page is not as impactful as it could be as there are missed opportunities to speak to students in a way that reinforces the idea that Normandale offers a supportive environment.

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The Financial Aid landing page uses introductory language that suggests that that Normandale offers a supportive environment, but does not deliver any type of visual impact that draws the user in. Also note that the author chose to highlight critical information using a header/box approach that differs from the line break used by Advising & Counseling.

Overall, this page is reasonably useful and the language is reasonably friendly, but the method of calling out critical information is moderately effective and differs from how the Advising & Counseling page and the page below called out critical information.

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Of all of the existing sub division pages on the site, the Center for Experiential Education probably delivers the best experience that is closest to the standard that we hope to promote on the new website. The page uses an image and box to create interest and introduce visitors to the CEE’s story. There is also an image (which we would prefer to see as an interactive gallery) that shows how faces and people.

However, again we see some consistency with other sub division pages (use of headings & subheading) but inconsistency in terms of where imagery is positioned and how critical information is delivered. These 3 pages do not lack impact and consistency with one another because the content authors or website team are not diligent or interested. Instead, we believe these pages are not impactful and consistent because the current template set does not provide content authors with enough built-in tools and queues for how certain types of information should be presented.

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The solution to this issue is to provide a template set to Sub Division content managers that provide “structured flexibility.” We use structured flexibility to describe an approach to template design that designates specific creative treatments and positioning for specific types of elements on a page, but provides content authors with flexibility by making some elements optional and by offering a menu of elements that can be used on each given template. This is different than the approach utilized on the current site where content authors use reasonably basic, copy-driven templates to produce most pages using open editable content areas. For example, Pima Community College maintains multiple campuses and we identified that the pages used to showcase each campus lacked personality and were very inconsistent. To resolve this issue, we designed a new “Campus Template” that helped guide content authors for campuses on how they should structure their pages and made use of backgrounds and controlled formatting to bring more personality to the pages. Note how the 2 campus pages below offer tools that allow each campus to showcase what is unique (photo gallery, video, featured areas) but that the presentation is consistent across both pages. Also, note that each “chunk” of content is broken up by a styled header with color to ensure that each message stands out. (See Example on Next Page)

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Example 1: Pima Community College Northwest Campus Page

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Example 2: Pima Community College Desert Vista Campus Page

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This is not to suggest that the solution we employed for Pima’s campus pages would work on, say, your new Paying for College landing page, but the idea is that we should provide content authors more input on what types of information goes where and that we control how different types of information are structured and presented via the template design/coding. Of course, this is not to say that it is practical to expect that every page on the website should be carefully structured to deliver a very exact experience. This would not be practical because the website would take a long time to build, would be very expensive, and would be confusing to use from a content migration standpoint. Accordingly, we expect to create very basic templates that are intended to support the creation of pages that are necessarily and appropriately very copy-driven, possible with a few very standard elements (such as the story features discussed previously in this document) that can be implemented to inject some personality into the simple interior pages. However, there are specific types of pages such as Sub Division landing pages or landing pages for specific audiences that are critical to the user experience that certainly do warrant a more structured approach that should be delivered by specialized templates with a more robust, controlled feature set. The specific templates that will be needed to support your new website will be defined in our user experience process, but for the purposes of this strategy, we want to communicate the general idea that these templates for “high priority” pages should be created and then use the remainder of this section to outline some of the structured page elements that will be most useful to your content authors. Note, that, in some respects, this differs from the approach implied in the RFP where individual templates would be created for each Sub Divisions as this approach would result in the creation of flexible templates that would be used by different Sub Divisions much like different campuses at Pima used the same template to create different pages. We have outlined some supporting specific supporting ideas below that will be used to inform how we will integrate “structured flexibility” into the templates we design to support high priority pages. Include a Summary Statement There should be a consistent way to deliver a highly visible summary statement that aligns with the central themes defined for the site. We envision the summary statement will appear at the top of the page and be used to state how each sub division supports its respective audience/s. The summary statement should be presented in a way that sets it off visually from the rest of the copy on the site and might be required on certain types of templates. The presence of a summary statement on high priority pages like Sub Division landing pages, etc. will create a consistent feel across the site and provides an easy “designed-in” way for content authors to communicate the big picture before delving into the details.

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Integrate the Controlled Presentation of Multimedia Nearly everyone who participated in our Discovery sessions indicated that they would like to see more images and video on the site. The current site allows visitors to add images and video to the site but there aren’t enough designated opportunities in place to deliver images and video and we believe this contributes to the lack of images and video on the current site. To encourage the use of images and video, we should design templates that support the inclusion of photos or videos in a way that controls how these creative elements are presented. In other words, there should be designated, “designed-in” opportunities to showcase photos and videos that take the responsibility of positioning the assets out of the hands of the content managers. And on the CMS administration side of the equation, the availability of specific CMS controls (upload your YouTube video here) should be included to encourage the inclusion of images and video by making it easier for content managers to add images and videos. Additional guidance and structure should be provided in respect to captioning, how to add related calls-to-action, etc. The Campus Life page below utilizes a template that we designed for Arkansas State University. Notice that there is a designated gallery where content authors can post images and a designated format for how copy (like the red “Get Involved on Campus”) should be associated and presented with each image. (See Example on Next Page)

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Example: Arkansas State University Campus Life Landing Page

While the approach we used for Arkansas State University may differ visually from the approach we recommend for the Normandale, the concept of providing a consistent way of delivering images and videos on high priority pages is the same.

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Integrate Customer Service Elements Sub division templates should proactively support and encourage communication with the appropriate staff and faculty members. In other words, our template set should support the delivery of contact information and a related call-to-action in a way that creates an invitation and stands out visually from the rest of the content. This will help visitors find the information more easily, serve as a standing reminder for content managers to include contact information, and provide guidance on how the contact information should be formatted and presented. Note how North Seattle Community College presents important contact information in a “can’t miss” manner on their advising page - and has gone the extra mile by providing directions to the physical location associated with the service and a link to view the Advising Office’s hours. Example: North Seattle Community College Advising Landing Page

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There is a wide range of options range for how we can deliver a more customer-service driven approach to Normandale website visitors ranging from simply providing highly visible contact information to including a widget that supports online chat. The specifics will be defined in our user experience design, but for the purposes of this document, we want to note the importance of this incorporating customer service into interior pages throughout the site. In addition to creating a positive impression with visitors, we believe the deliberate inclusion of customer service-oriented content and tools will serve as a key means in helping convert stealth applicants into known entities that can be guided and advised. Incorporate Tools to Communicate Processes Multiple participants in our Discovery Sessions communicated that they struggle to use the current website to communicate step-by-step or similar types of processes. This again goes back to reliance on users to map out a plan for how they want to organize process-oriented content using copy-driven CMS templates, which significantly increases the possibility that the presentation of processes will vary from section-to-section of the site. The new website should have tools available that help content managers organize and communicate step-by-step processes in an organized fashion. This might be involve adding something very simple like making graphic numbering availability like the example from Century College below: Example: Century College Admissions Landing Page

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Or we might offer a specialized template designed to deliver a step-by-step process like we did for Pima Community College: Example: Pima Community College How to Apply Page

As with other ideas we have provided in respect to providing more advanced interior template options, the specific implementation will be defined in later phases of this project. The key takeaway at this point should be that the new website should offer specific tools that help content authors present processes in a way that is more useful and engaging than what they can currently offer using standard copy formatting.

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Additional Ideas to Support Structured Flexibility In the interest of not being repetitive, we have provided a summary of additional structured elements that should be made available in one or more of the interior pages that are designed to support high priority pages:

1. Content authors should have a means to display Dates and Deadlines in a way that makes them stand out from the rest of the content.

2. Content authors should have the ability to include and display Events related to their department or

division.

3. Content authors should have tools that allow them to create a clear Call-to-Action for actions like Applying or, in the case the Foundation, to Donate.

#4: Apply a Product-Driven Model for Presenting Programs The new website should present programs, degrees, and certificates using a new approach that is based on helping students understand what they are getting, if it is right for them, how they will use the “product”, how much it will cost in terms of commitment, and how they should proceed if they are interested. As discussed in our onsite Discovery Sessions and as documented in a previous report by Brain Traffic, the presentation of academic information on the current website such as what programs & degrees are offered and who supports the programs & degrees (departments) is inconsistent and not as compelling as it could be. Based on our understanding of the situation, Normandale’s website staff has made adjustments to adapt the current site in response to the recommendations made by Brain Traffic, including the creation of more direct paths to individual programs according to interest (http://www.normandale.edu/programs-and-degrees.html) and working with academic departments to implement a more consistent way of organizing their content into department “microsites” (the landing page and group of child pages that comprise department site sections). However, there are barriers inherent in the current design of the site that have prevented Normandale from implementing a full-scale optimization of the Academics content on the site. First of all, we believe that there is currently an issue with the dual experience by which visitors can access information to learn about how Normandale’s academic offering can support their needs. Specifically, there is currently a Programs & Degrees section and an Academics section on the website – with both serving very similar purposes but in a very different way. We are not sure if this developed as a result of implementing Brain Traffic’s recommendations within the existing structure of the website or if this was present prior, but we believe that the current approach is confusing and violates the fundamental website design best practice of not providing website visitors with 2 competing ways to do the same thing (particularly within close proximity of one another). Depending on which path visitors choose, they will either pass through the Department content (Academics) or pass directly into Programs content (Programs & Degrees).

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To support Brain Traffic’s recommendations, we will provide recommendations for how the presentation of Academics, Programs & Degrees, and perhaps even the Continuing Education can be presented to provide a more streamlined use experience. In addition to providing a revised information architecture, we will provide template recommendations for how Academic Department landing page templates (or some other related type of template depending on how the information architecture evolves) should be designed to support Brain Traffic’s recommendations. While both of these issues are important, Brain Traffic has already provided a strategic base that will guide our efforts so we have chosen to focus on how we should present specific programs in a way that builds on Brain Traffic’s efforts to date. Programs, degrees, and other forms of “completion” like certificates (referred to generally as Programs with a capital “P” throughout the remainder of this section) need to be presented using a product-driven model. This is not to say that we should employ an ecommerce-style approach directly to showcase Programs or that we are transitioning to a hard sell style to present programs, as both approaches would be wildly inappropriate and very ineffective in our opinion. Instead, the product-driven approach is intended to signal a shift away from the current approach of providing “information and requirements” to an approach that asks “what do our customers need from our website to make, and then pursue, a Program choice that supports their needs and wants?” First, students or prospective students need to determine first and foremost if attending Normandale will make their life better. They may be thinking in less lofty terms, but this is what they fundamentally need to understand. If they determine that, yes, Normandale does offer something that will help support some type of career or life goal, then they need to understand what Programs will support these goals and determine if they can afford the Programs financially, and in respect to the level of commitment required. Interested students also need to understand if they are “qualified” to pursue a Program given their current skill level, as “requirements and prerequisites” were cited as important information by both of the student audiences we interviewed in our onsite Discovery Sessions. Of course, answering these questions is easier said than done when using a relatively passive model like a website to provide the answers, but an earnest attempt to answer these questions should be the guiding force behind how we present Programs on the new website. We have provided several specific ideas below about how the new website can deliver a more useful, engaging Program experience and how a product-driven model will support this redesign goal. Facilitate Program Selection Based On Needs First, we must provide tools and signals that will help visitors identify an initial set of programs that they would like to explore. Some users have a very defined idea about the exact program that they want to pursue and need information about a specific program. This might be the case for reverse transfers (who have been given

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information from the referring 4-year college), returning students, or students who have worked closely with a guidance counselor. However, given the relative inexperience of Normandale’s primary audience (recent high school grads), we expect that many of Normandale’s website visitors have an idea of what they want to do, but need guidance and information that helps them explore what is available and make an informed decisions about what Program supports their goals. Normandale has already made advances in this aspect of program exploration by providing a list of Programs based on a career-centered organization supported by the use of subheads, but we have some additional ideas about how to help website visitors identify and find the right programs for their respective needs. In effect, we need to make sure that we help visitors start identify the right “products” that meet the users’ most basic requirements so they can identify a set of products that warrant further exploration. Featured Programs Because Normandale has a number of highly valuable Programs for which they would like to build more awareness and interest, the new website should provide a means by which Normandale can “feature” programs on one or more high traffic pages, including Academic/Program experience entry pages (like the Program & Degrees landing page) and possibly even the homepage. This will provide a means to increase the visibility of innovative programs, which will create a positive impression and expose undecided or transfer-focused visitors to new ideas about how they can benefit from attending Normandale. Quick Find Features Although it may not technically be in the scope of this project (which can be discussed as we proceed with the user experience design), we believe there is a role for a function that allows visitors to find a very specific program very easily without having to use the site search and without having to click through the entire site tree. This has become a common feature on many higher education websites (including some of our recent redesigns) and would be particularly useful for current students that need to pull information relating to requirements or for other users that do not need support in choosing a Program. Self Selection Variables We can promote self-selection in accordance with a variety of basic needs and goals to deliver a subset of programs that meet a student’s “core” requirements beyond career interest.

First of all, most visitors will have a general idea about whether they plan to transfer to a 4-year college, complete a Program that facilitates direct entry into the workforce, or take non-credit courses for personal or professional growth. While we don’t want to force a choice because some visitors may be exploring based on interest or other needs/preferences, we should provide an option for visitors to explore a transfer-focused path vs. a career entry path.

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However, the presentation of these paths should be presented in a way that builds on Normandale’s reputation as a great transfer school but also builds awareness that Normandale offers great 2-year programs. Additional variables that should be used to drive self-selection will be defined in the user experience design phase of this project, potentially including the preference for online or night courses for the adult audience or preferences for, say certificates vs. full 2-year degrees. The Credit Programs & Degrees page that we created for Pima Community College effectively delivers paths for transfer students (right hand navigation, callout above the list of programs), but in a way that is primarily focused on student interest (the accordion-style program buckets). Example: Pima Community College Credit Programs & Degrees Page

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Prince George’s Community College uses an approach to showcase program options that is very different from the approach we used for Pima, but still effectively channels visitors towards subsets of programs based on their goals. Their focus is on directing visitors to Credit or Non Credit Programs and they have also included a featured program (Environmental Studies) as described above. Example: Prince George’s Community College Programs & Courses Landing Page

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Showcase Individual Programs Using a Product-Driven Model As with general sub division templates and department templates, we should apply the concept of structured flexibility to support consistent, more impactful Program pages. The structure of the “Program Detail” templates that we will create to support individual Program pages should be organized in accordance with 5 basic requirements. Adherence to the 5 requirements detailed below will support a product-driven model for presenting Programs that will help content authors present Programs in a meaningful, engaging manner. Introduce The purpose and benefit of every program should be communicated in a concise, student-centered manner using “you” and “your” statements. The exact format and style that will be used to introduce the program should be defined in the user experience design phase, but, for the purposes of this document, we want solidify that a clear introduction that communicates the purpose and benefits of the Program should be provided and presented with a high level of visual priority. Explore Visitors should be presented with information and interactions that allow and encourage them to explore the Program in a meaningful way. This experience should be built around helping visitors understand if the program is interesting to them and if it will be provide them with the skills, experience, and end result they want from a Program. We want to leave flexibility for our user experience team and creative team to determine the right mix for encouraging exploration of Normandale’s programs, but we envision this Exploration might include things like: Featured courses

Information on related careers

An introductory video

Related opportunities (clubs)

Featured faculty members associated with the program

Associated stories

The general idea is that the Program Details templates should be deliberately designed to encourage (or even require) the inclusion of content that allows visitors to explore a program in a way that is not overshadowed by details or by low-value content that is not relevant to their decision.

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Details Details content includes information that visitors need to understand if they are interested in a program. Examples of information that we would consider Details include information such as prerequisites, program guide PDFs, a typical course schedule/list, etc. In most cases, users need to understand the details before they make a decision, but details are more about assessing effort level and less about determining if the program fundamentally meets their needs. Accordingly, this information should be clearly labeled and available, but we would like to explore an approach where links to details content is grouped and organized for high visibility and easy access, but is presented in a way that it is not intertwined arbitrarily with content intended to provide an introduction and to facilitate exploration. Some details, like the total number of hours required for a program and class format (online vs. offline only) should probably be highly visible on the page and available without additional clicks, particularly as we pursue the older adult audience. Other details such as a suggested course scheduled that is only really relevant after the visitor is closer to making a decision and demands a lot of real estate is probably best delivered via a link or callout that drives visitors to a new page or a takeaway like a PDF. Century College does a reasonably nice job of organizing content somewhat in accordance with this approach, outside a few random details mixed in with summary information. For example, notice that they provide a concise overview of the program in “About the Program”, offer a video about the program to facilitate exploration, and provide information about target careers very prominently. (Example on Next Page)

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Example: Century College Program Detail Page

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Redirect As a visitors Explore Programs and/or investigate the Details of a Program, some of them may determine that they need to look at other Programs. Given that visitors often explore programs based on a general interest (and that there are a lot of related programs), our new design should deliberately offer a means of redirecting visitors to similar Programs. The exact method by which visitors will be redirected will be defined in the user experience design, but possibilities include directing visitors to department landing pages to explore what else is offered by the associated departments or presenting hand-picked “related programs.” The latter option would provide an opportunity to build awareness of new or underutilized programs. Regardless of what method is used to redirect Program page visitors, it is important there are clear queues that help visitors understand where the redirect content is located and why it has been provided. Too often (like in the Century College example provided above), related programs are provided passively without explanation, which reduces the usefulness of the feature. The deliberate integration of redirecting also creates an opportunity to analyze user behavior data analyzed over time on a program-by-program basis to determine if there are situations where visitors consistently find themselves in the “wrong programs” and then adjustments can be made accordingly. Action The actions that users should take if they are interested in a program should be very clear and should be presented very prominently. The idea is to encourage action, with an emphasis on activities that will encourages interested students to transition from stealth applicants to known entities. This is not to say that “Apply” might not be one of the “action” options presented, but there should be other actions that are encouraged with an emphasis on creating contact with Normandale’s staff so they can begin support the interested students in a meaningful way. This relates back to the idea of incorporating customer service in a meaningful way as we described earlier in this document and we envision that some of the same tools such as an Online Chat might be used to support this requirement. The key here is to deliberately invite action from the end user that will encourage interaction with Normandale vs. passively providing contact information or an “Apply Now” link without consideration for the various stages of Program selection. Note that these 5 requirements (Introduce, Explore, Details, Redirect, and Action) do not need to be explicitly labeled or organized into distinct sections, but instead should be viewed as a sort of “checklist” that can be referenced to ensure that the user experience design of our Program Details pages address all 5 requirements in a way that will ultimately help students make an informed decision and then take appropriate actions to “purchase” the best available “product” that supports their needs and wants.

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ADDITIONAL RECOMMENDATIONS There are 2 additional recommendations for the new website that are not part of the core redesign strategy presented above but need to be supported by the new website design. Create a Mobile-Friendly Experience The website needs to support a more user-friendly experience on mobile devices. As with essentially all colleges and universities we have worked with in recent years, an increasing proportion of Normandale’s site visitors are using handheld devices or tablets to access the website. Per the table provided below, just over 4% of visits to the sites originated from mobile devices in 2011. Since then, the percentage of visitors accessing the site accessing the site has increased each quarter, with just over 11% of visits to the site originating from mobile devices in the last quarter. Timeframe Total Visits Total Mobile Visits* % Visits by Mobile Users 2011: All 4,049,542 169,925 4.03% 2012: 1st Quarter 940,210 64,970 6.46% 2012: 2nd Quarter 827,351 60,585 7.32% 2012: 3rd Quarter 839,971 77,183 9.19% 2012: 4th Quarter 974,454 94,932 9.74%

2013: 1st Quarter 930,305 105,300 11.32% *Includes visitors using handheld devices and tablets per Google Analytics for www.normandale.edu. Given recent marketing trends relating to handheld device and tablet sales, it is very unlikely that the percentage of mobile site users will decrease or even stop increasing in the near future. Accordingly, it is very important that the new website offer an improved experience on mobile devices. Our approach for this redesign will be to leverage the built-in capabilities of Ingeniux 8.0, which utilizes mobile device detection software to provide alternative mobile “views” for mobile website users. In effect, each template that is created (pending a careful analysis of which templates actually need a mobile alternative) needs a mobile-friendly layout that utilizes the same content that appears in the desktop view, but arranges the content it in a format that is easy to manage on a mobile device. Introduce Priority and Organization to Audience Portals Normandale currently offers students, employees, and faculty with “go-to” pages that are designed to aggregate the most commonly used and most relevant pages from the site into one specific page. Key pages that currently serve this purpose include:

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1. Employee Page http://www.normandale.edu/normandale-employees.html

2. Current Students: http://www.normandale.edu/current-students.html

3. Future Students: http://www.normandale.edu/future-students.html

4. One-Stop for All Students: http://www.normandale.edu/current-students/one-stop.html

While we should ensure that employees and students should be able to find the content that is most relevant to their needs, we should carefully consider how (and perhaps even if) all existing portal-style pages of this nature should be included in the new redesign. For example, the design of a new, more student-focused may offset the need for a Current Students page and a Future Students page. In our experience, the designation of “Future Students” and “Current Students” can be a slippery slope because there are a lot of shared options that are relevant to both audiences. The inclusion of a list of Employee pages/links, however, is probably more straightforward if we plan to transition to a more student-focused user experience. For the audience portal-style pages that we do decide to create, we should utilize design and content “chunking” that supports the organization of the links into “buckets” based on the purpose they serve or by priority. Chunking (grouping similar links and labeling the groups) is currently used on the One-Stop page but not on the other pages. In respect to priority, current students and faculty both cited issues with the structure of the current pages in our Discovery Sessions because the links they use most frequently (like D2L) are somewhat obscured by other links that they never or rarely use. Accordingly, any portal-style pages that we create for the new website should factor in the frequency or likelihood of use of specific tools and ensure that the design aligns with user priority. This is not to say that this is the only factor that should be considered, but it certainly should inform the user experience of the pages. We may even want to consider introducing frequently used tools (like D2L) as standard elements in the universal interface (header, footer, etc.)

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CONCLUSIONS & NEXT STEPS We hope that you found this Website Redesign Strategy informative and useful and hope that it will generate further discussion about how we should approach the redesign of your website before we proceed with the design of the user experience. We want to reiterate that this Website Redesign Strategy is designed to generate discussion and to serve as a reference for redesign participants to ensure that everybody is working towards the same set of goals and ideas for how to support these goals. We look forward to discussing our recommendations with you in the near future. After we discuss this draft of the strategy, we will create a final version of this document and post it for use by all redesign participants. Finally, we want to again state that we appreciate the opportunity to work with you on the redesign of your website. It is clear that the people who are leading this redesign effort at Normandale genuinely want to produce a great end product for all of the right reasons and we appreciate your cooperation and the hospitality and support that you have provided to our team thus far.

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