Problem The Kent State University (KSU) Campus Life website section was a collection of content without a targeted purpose. The content was not organized to meet University goals or the needs of Kent’s four top priority audiences:
Online graduate students
My Role I served as a UX consultant to the Content Manager of KSU Campus Life and facilitator to a group of UXD Graduate Students.
UX Disciplines: Content Strategy, Facilitation, Message Architecture reflecting Voice and Tone
Approach I conducted a set of activities to inform the content strategy for KSU Campus Life with the intent to deliver a set of content recommendations which would meet both business goals and top priority audience needs.
Using a set of Personas representing the four audiences developed by previous graduate students, I drafted an Experience Narrative, mapping the customer to anything non-academic that would promote or diminish the Persona’s relationship with KSU.
Using the Experience Narrative and the Personas, I created an Experience Journey for each audience. This was a set of lists, carefully arranged to perform in the context of a relationship with a university.
The Prospective Student Experience Journey.
A tricky set of constraints identified from a Stakeholder Interview with the Content Manager, conducted by another graduate student, revealed significant constraints on content type and a lack of communication between departments.
I also conducted a content audit for University Health Services (UHS) a subset of Campus Life.
Results From these documents, I identified Content Recommendations for KSU Campus Life. The recommendations called out the goals of the university and the goals of the audiences and were completely independent of existing content.
After delivering the content recommendations, I facilitated a team of Kent State Graduate Students to identify the voice and tone for a Student Life Message Architecture focusing on brand perception.
Lessons Learned Although eager to provide high-quality content to KSU Campus Life, the Content Manager indicated in the Stakeholder Interview that a lack of time, development resources, and collaboration between departments posed significant impediments to implementing the most engaging types of content.
Content Governance is the real problem for KSU. I suggested a modification the Content Governance Model for KSU Content Strategy.
I am a champion of the user, blending user needs with business goals. I study users to understand needs, motivations and behaviors through diverse research methods.
I explore design solutions from prototype to release, confirming or disproving assumptions with each iteration. My work informs technical implementation and uncovers opportunities for innovation and competitive advantage.