All Together Now: Content & Collaboration in a Responsive Redesign

All Together NowContent & Collaboration in a

Responsive RedesignAmy Lavoie Aura Seltzer Sara Wachter-Boettcher

C O N F A B C E N T R A L 2014

/ /


Amy LavoieDirector of Digital CommunicationsHARVARD COLLEGE ADMISSIONS & FINANCIAL AID

Sara Wachter-BoettcherContent StrategistCONSULTANT

Aura SeltzerDesignerHAPPY COG


1OneHarvard


Admissions

Financial Aid

Harvard College


Admissions Harvard CollegeFinancial Aid


11One PlaceOne MessageOne Source

One PlaceOne MessageOne Source

Admissions Financial Aid Harvard CollegeOne Website


from the StartContent


First, we got to know the team…


Shift perspectiveFoster collaboration

Create alignment



Create alignment

Sketch from a student’s POV



Create alignment

Brainstorm beyond departments



Create alignment

Turn ideas into a strategic direction


Then, we listened to our audiences.


“It was a pain to use—not very intuitive and old-fashioned. It’s kind of drab and boring.

— Harvard Applicants


“There wasn’t a clear set of instructions. What do I need to do to apply?

— Harvard Applicants


“

— A Harvard Parent

It’s been really nice to find out that Harvard is inviting, warm, loving—not snobby and exclusionary as you often believe it to be.


“

— An Accepted Student

When I went to the campus, I really had the gut feeling at Harvard and nowhere else.


StrategyA Scalable


Turn talented, diverse prospects into confident applicants—and successful Harvard students—with content that makes Harvard feel within reach, creates a sense of belonging, and clarifies the path from application to graduation.



v



v



v


Turn talented, diverse prospects into confident applicants—and successful Harvard students—with content that makes Harvard feel within reach, creates a sense of belonging, and clarifies the path from application to graduation. v

220


Sounds nice. But how?


Show the real HarvardMake exploration easy

Design stories, not pages





All of our financial aid is awarded on the basis of demonstrated financial need—there are no academic, athletic or merit-based awards, and we meet the demonstrated need of every student, including international students, for all four years. We invite you to explore our web site for a detailed description of all aspects of our aid program, including our Harvard Financial Aid Initiative for low and moderate income students…


Before

Harvard-centricDistantPassive




Before





Before



The real Harvard is...Dignified, but not stuffyWarm, but not casualEnergetic, but not peppyPersonal, but not intimateIntellectual, but not boring


Your financial circumstances have never kept you from great achievement, and they will not keep you from Harvard. Applying for financial aid will not hinder your application, regardless of your citizenship. We provide the support you need to get here by working closely with you to understand your family’s individual circumstances.

After

Student-focusedDirect

Empowering


Your financial circumstances have never kept you from great achievement, and they will not keep you from Harvard. Applying for financial aid will not hinder your application, regardless of your citizenship. We provide the support you need to get here by working closely with you to understand your family’s individual circumstances.

After

Student-focusedDirect

Empowering





Before

Admissions Financial Aid Harvard CollegeOverview

Net Price CalculatorProspective StudentsCurrent StudentsParentsResources

Forms and PublicationsContact Us

About Harvard College

AcademicsAdmissionsAdvising and CounselingDean of Harvard CollegeFinancial Aid

Harvard College DirectoryMap of the CampusMy.Harvard.eduOnline Publications

ParentsResourcesStudent Life

Today’s Harvard

About HarvardApplyingFinancial AidVisit Harvard


Before

Admissions Financial Aid Harvard CollegeOverview

Net Price CalculatorProspective StudentsCurrent StudentsParentsResources

Forms and PublicationsContact Us

About Harvard College

AcademicsAdmissionsAdvising and CounselingDean of Harvard CollegeFinancial Aid

Harvard College DirectoryMap of the CampusMy.Harvard.eduOnline Publications

ParentsResourcesStudent Life

Today’s Harvard

About HarvardApplyingFinancial AidVisit Harvard


After

Harvard CollegeAbout

AdmissionsFinancial AidAcademicsStudent &

Residential Life




W I R E F R A M E S – Harvard College, Admissions & Financial Aid Modi!ed: Mon Apr 8 2013 Page 11/28

AFFORDABILITY ( 1.2.1.1 )

Content & FeaturesSearch

About Financial Aid Academics Student & Residential Life

For Parents For Prospective Students For Current Students For School Counselors For Alumni

Admissions

Home > Admissions > Choosing Harvard >

Logo

AffordabilityAFFORDABILITY

ACADEMIC ENVIRONMENT

MEET US IN YOUR HOMETOWN

LIVING AT HARVARD

STUDENT ACTIVITIES

FACULTY ENGAGEMENT

ARTS & CULTURE

RESEARCH OPPORTUNITIES

LEADERSHIP & SERVICE

ROTC

<10% :The amount of their annual income families that make less than $150,000 are expected to contribute.

Statistics and Facts

90% of American families would pay the same or more to send their children to a state school.

More facts about Financial Aid >

We are dedicated to making Harvard affordable, no matter your family’s situation. If you are accepted, we pledge to meet your demonstrated financial need—without loans.

In fact, for 90 percent of American families, Harvard is less expensive than a state school. If you are an exceptional student but concerned about costs, we can help.

For Faculty

MyHarvard Directory FAQs College Events

1 “Financial Aid” Propeller Video (60 sec) 1.1 Optional video caption

2 Crosslink to “Assessing Need” (1.3.1.2)

3 Crosslink to “Cost of A!endance” (1.3.1.1)

4 Statistics and Facts Module A highly visual area featuring distinguishing facts and !gures will demonstrate how Harvard strives to make every student’s education accessible and a"ordable.

4.1 Crosslink to “Fact Sheet” (1.3.1.3)

4.2 Crosslink to “Fact Sheet” (1.3.1.3)

5 Crosslinks to “Net Price Calculator” (1.3.2)5.1 Module includes the !rst two dropdowns of

the calculator to lower barriers to entry and show visitors how easy it is to start using the calculator. The options in the second drop-down should change depending on the user’s !rst selection. The full calculator should prepopulate with the user’s already-complet-ed answers and pick up where the user le# o".

6 Mini Apply Module A repeatable module that calls prospectives to begin the application process. Crosslinks to “Appli-cation Process” (1.2.4).

6.1 Crosslinks to “What We Look For” (12.4.3), “Application Requirements” (1.2.4.1), and “Application Timeline” (1.2.4.2)

The A"ordability page emphasizes (from an Admissions perspective) Harvard’s dedication to making sure

that anyone who is accepted can a$end. The content needs personal appeal and warmth, to make use of

great facts, and to link to the appropriate sections of Financial Aid for details.

Content & Features

Caption for video: Ehendit que veliquos pa plitate cullesti a qui nobit, simagnim eicia vollige-nis nus apicien ducimai Iquodis evelit que.

Financial Aid

1

4

2

3

1.1

4.1

4.2

“Our doors have long been open to talented students regardless of financial need but many students simply do not know or believe this. We are determined to change both the perception and the reality.”– President Emeritus Lawrence H. Summers

Cost of Attendance

Determining your needAll of Harvard’s financial aid is awarded on the basis of demonstrated financial need. We consider many factors such as your/family income, assets, size of family, and unusual ex-penses to determine your financial aid package—which is carefully designed to ensure you can afford your education.

A private college education is a significant endeavor for any family to undertake. We break down all the parts to help your planning: from tuition to Health Services fees, even with additional estimations for things like personal expenses.

NPC Screenshot

Start the Calculator

Calculate Your Net Price

Start Your Application

Our Net Price Calculator will give you a quick estimate of the net cost of a year at Harvard and help you understand how Harvard can help. Begin here:

We outline what we look for in our applicants, tell you what you’ll need to submit, and will help you stay on track so your application best represents you.

5.1

6.1

USA

-- select --

What is your primary place of residence?

What is your primary country of citizenship?

5

6


…but content patterns aren’t content.


OwnershipSharing


Balance the load


Make it feel achievable

Make space for participation


Deliverables became tools

Opinions became objectives

Training became practice

Rules became habits


UnityKeeping


Remind, realign, reassure


How do we bring all these parts together?


ContentDesigning for


Art directionHierarchy & priority

Responsiveness & modularity












Design for possibilities

Build with purpose

We did it!


Mobile matters, more than ever.


More visitors from mobile devices

November 2012 – April 2013

17.8%November 2013 – April 2014

7.1%


Content strategy drives success.





v


More applicants requested fee waivers

v16.4%2012 – 2013

22.7%2013 – 2014



v


“

— A Harvard Undergraduate

It's less cluttered, the font is bigger, and pictures seem to pop more on the new website. There's definitely a warmer feel... The new profiles of bloggers give a better presented literal face of the student body.


Turn talented, diverse prospects into confident applicants—and successful Harvard students—with content that makes Harvard feel within reach, creates a sense of belonging, and clarifies the path from application to graduation. v

220


We are receiving fewer baseline questions, and operations are going more smoothly. Most of the questions are now application-related. We are funneling more specific and better questions to [College staff], because there is better information on the website.

“

— Anthony Grant INFORMATION SERVICES SUPERVISOR, HARVARD COLLEGE ADMISSIONS VISITOR CENTER


APRILOCTOBER

New Site

Fewer Financial Aid questions received by email

80

70

60

50

40

30

20

10


APRILOCTOBER

New Site

Fewer Financial Aid questions received by email

EARLY ACTION

REGULAR DECISION

FINANCIAL AID APPLICATION DUE80

70

60

50

40

30

20

10


LearnedWhat We


Everyone is a content person.

1


Our new website brings clarity to the admissions process and shows the affordability of a Harvard education in a way that was simply not possible before. I’m proud of the way we have brought the Harvard undergraduate community to life online.

“

— William Fitzsimmons DEAN OF ADMISSIONS & FINANCIAL AID, HARVARD COLLEGE


To go “responsive,” be responsive.

2


Feedback loops prevent loose ends.


3Success is what’s

sustainable.


Choose perfection


Choose perfectionChoose progress


Content evolves, long after launch.


Admissions

Financial Aida websiteBuild momentum


Admissions

Financial Aida websiteBuild momentum


Thank you!Amy [email protected]

college.harvard.edu

Sara Wachter-Boettcher@SARA_ANN_MARIE

sarawb.com

Aura Seltzer@AURASELTZER

happycog.com

mailto:[email protected]




https://twitter.com/sara_ann_marie




All Together Now: Content & Collaboration in a Responsive Redesign

Education

moderate income

priority responsiveness

familys individual

including

makes harvard

net price

demonstrated

financial