McKinsey’s managing director, Dominic Barton, and other partners discuss global trends and how to act on them. Full story requires subscription.
Hat tip to @benhinnen
Strategy
03
Nov 10
Peter Merholz Presentation: Upgrade Your Mandate
Higher ed organizations are poorly structured to create exceptional customer experiences across all points of contact. In this talk, Peter Merholz discusses the symptoms of broken organizations and how they can become truly customer-centric.
30
Apr 10
Tension Between Marketing and Usability: Part 2
In my previous post about the push and pull between marketing a site and making it usable, I try to make the case that the DU site leans too heavily toward marketing when all available data suggests usability is more important. However, on second glance, I believe I need to clarify my stance and I’ll use the home pages from Google and Apple’s developer conferences as an example.
My bias is toward a balance between marketing and usability, but the bias gives more initial credence to usability than to marketing. Why? Because you can market the hell out of a site, a subsection or page, but if people don’t know it exists, then it doesn’t matter. That’s my main criticism of the DU homepage- It looks great (which is valuable in and of itself), but it comes at the expense of visitors (prospective students) getting their tasks completed slower and more inefficiently. The most powerful way to manage this tension is to 1) ensure your basic usability requirements are met and 2) make that basic usable framework as beautiful as possible.
If we look at the Apple and Google examples on this page (you can click them to access full size versions), you see this 1-2 approach put into practice. Google is a usable site. It gives visitors a short overview of the conference, easy to find/use links to additional information and a big button to join. But is it beautiful? Has it leveraged good marketing principles? Well, it does provide user generated content to breathe some life into the page, but I would argue that it’s not an engaging presence. It has leaned too far toward usability by disregarding the power good marketing would provide.
Apple’s page also provides basic information on the conference, links to additional information and a big button to join. The difference is that Apple takes that basic usable form and packages it with more marketing muscle. The page is beautiful. It’s engaging, active and makes me want to go in order to be a part of the energy depicted. This is a page that has found a good balance between marketing an usability.
Both conferences, being as high profile as they are, will undoubtedly sell out (Google’s already has as of this writing) so you could make a counter argument that Google’s lack of marketing didn’t hinder them. In fact, they likely saved money and time by avoiding the marketing point of view. True enough. But which conference do you want to be a part of?
28
Apr 10
Tension Between Marketing and Usability: Part 1
Nick Denardis of EDU Checkup critiqued the University of Denver’s redesign and gave it a 94%. Pretty good. He liked the strong visual impact of the homepage, that content was geared toward addressing student needs and that the underlying code was done with SEO and accessibility in mind. What Nick didn’t know, couldn’t know, was the drama and politics that culminated in this particular design. One aspect of this hidden world is what I’d like to discuss today- the tension between the marketing and usability camps. While I’d like to think that both can (should) co-exist to support one another, its been my experience that they don’t. An organization tends to lean one way or another, many times leaning so heavily one way or another that the overall site experience suffers and, therefore, so do visitors.
Before we dive into the details, we need to define marketing and usability. By “marketing” I mean a perspective that exults the intangible- largely subjective areas like branding and visual aesthetics. By “usability” I mean a perspective that exults the tangible- things that are perceived to be objective through testing and measurement like navigation and functionality controls, categorization and flow of information. I realize you may disagree on my definitions, but for the sake of argument, I’m not here to say one is better than the other so feel free to change the definitions in your own mind. I support both as I’ve defined them. You should ensure that your visitors are represented through testing and measurement, but you also need to be a leader sometimes and do what you feel is necessary even if it’s contrary to user’s wishes. The two can work in tandem, but so often fail to do so. However, that is not a recipe for disaster in and of itself.
A higher ed site could go in either direction. DU’s homepage is squarely in the marketing corner while the task of finding degree information is squarely in the usability corner, yet neither truly works as intended for me, not to disrespect Nick’s conclusions. The homepage does indeed have impact and bucks the usual higher ed trend, but does it work? It does if you want to grab attention and differentiate yourself from the pack (I’ll assume a prospective undergrad student audience). But do students want different or do they want ease of use or a sense of what life at DU is like or something else? Is the leadership inherent in publishing such a bold homepage good or bad? I’d argue that the homepage misses the mark.
I don’t see any reason to be bold here when so much of our own research and those of DU’s consultants over the years points to the fact that people researching what college to attend are more interested in getting the four big questions answered as opposed to being “marketed” to:
- Does the school offer the degree I’m interested in?
- Am I qualified to attend this school?
- Will I fit in socially/do I see myself being happy at this school?
- Can I (and/or my folks) afford it?
How many of these does the DU homepage answer (or how many of these questions can you easily get to if you make your way to an internal page within the DU site)? To varying degrees, there are links and clues for each of them, but they’re overwhelmed by the gigantic photo and audience links. This page is more about DU than it is about DU’s customers.
UPDATE 4/29/2010: I decided to expand on this idea using a non-higher ed example.
18
Nov 09
Entropy and the Web
Websites want to be chaotic. They don’t like order, hierarchy, or staying on brand. Your efforts to tame it or control it are largely futile. The best you can do is point it in the right direction and then keep on eye on it. Turn your head for just a minute and suffer the consequences: broken links, inconsistent messages, oddball layouts, one time exceptions, and so on.
We usually clammer for more people, more money and more tools as salvation. They’re not. Those things will solve today’s problems, but new ones will arrive tomorrow. No set of widgets, plug-ins or third party add-ons will stop the inevitable. No workflow, processes or project manager from heaven stands a chance. Can you think of any CMS so good that it doesn’t let anything through the cracks? I can’t. Can we supersize it to an EMS and lick the problem? That’ll probably make it worse.
I bring all this up because after two days of great information and conversations at the AMA Higher Ed Symposium, It’s clear that higher ed is lurching forward in fits and starts to leverage all the wondrous new tools and services appearing daily on the Web. But in all the excitement and drama lies the everyday needs of everyone’s website. You’ve gotta remember to take care of the small, non-glamorous details that keep your site alive and well. Don’t lose sight of the daily grind because entropy is always there with you.
Is there hope? Well… just about the only thing any of us can muster in defense is vigilance. Stay attentive, be nimble and don’t let small problems fester into big ones. Keep the daily grunt work moving along efficiently, but also keep an eye on what’s coming up ahead. If the new thing on the horizon goes unchecked until it’s too late to deal with effectively, you lose. It’ll turn your hard work and good intentions into chaos and doubt. Don’t let it get to that.