IRL Web Strategy 2008-09

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Provoke Solutions

20th August 2008

Lulu Pachuau

Industrial Research Limited (IRL)

We’ll talk about…

• Web Strategy – What, Why and How

• What we did & found

– IRL web now

– People: views & wish list

– Web vision (proposed)

– Business goals & objectives

– Comparative analysis

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– Comparative analysis

– Requirements

• Getting to the Vision – IRL web roadmap

• Measuring Success

• What next?

Strategy for your website provides an explicit understanding of the goals of the site and your users…

“”

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the site and your users…

”Adapted from Adaptive Path UX Intensive, Design Strategy, Chicago

Web Strategy – What, Why and How

• What does the business want out of the site? – Site Objectives

• What do our users want out of it? – User needs

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Web strategy

Site objectives User needs

3 Principles – keep in mind

• Will people want/like it? – Desirability

• Can we build it? – Capability

• Can we sustain it? – Viability

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Viability Capability

Desirability

Website/ Product/

Service

Conceptual model from Alan Cooper, Inmates are Running the Asylum, the 3 primary qualities in high-technology business created by Larry Keeley, Doblin Group.

Develop a vision

Outline site objectives

Identify success measures

Prioritise objectives

Build a roadmap

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measures

Identify & understand target users

Do a comparative

analysis

Define requirements

objectives

• 4 strategy workshops – science, corporate & business

• Workshop with project sponsors

• Communications Plan 2008/09, IT Strategy and IRL Strategy

• Comparative study

• The Littlest Clue by Selwyn Parker

What we did

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What we did – Strategy sessions

• About

– Who is interacting with IRL: People

– How they are interacting with IRL: Funding, Collaborate, Projects, Staff,

News, Events, etc

– Expectations: Web experience, context

– Needs from IRL: Goals, information needs, opportunities for

interaction online

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• Not about

– How bad the current website is

– What people (think they) want

– Having everything for everyone

Workshops

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People, Stakeholders, Business & Science Community

Standards & Quality

People & StoriesHistory

Networking & science community

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Discoveries

Business & Opportunities

New Zealand

World class science

Networking & science community

Connection

Common themes and suggestions

• Website needs to reflect depth and what IRL is about

– “Diversity is our strength”

– “We do more than what the homepage shows”

– “We’re in the news all the time…”

• Support careers

– “Have a career hub”

– “.. I don’t know what jobs are available and why I should join”

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– “.. I don’t know what jobs are available and why I should join”

– “I looked at the website, but gave up (and) tried to get in touch some

other way…”

• Stories

– “...share the stories (that) capture the passion”

– “We (IRL) are in the news all the time…”

Common themes and suggestions

• Relevant to audience types

– “..it’s hard to focus for audiences like business, teachers, students and

corporate”

– “…provide high-level ‘front-door’ homepage that has ‘doors’ for

targeted audiences”

– “I looked at the website, but gave up (and) tried to get in touch some

other way…”

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• Content governance

– “need ‘rubber stick’ to look out for inconsistencies with language and

style”

– “…up to date content and dynamic”

• Propagate and encourage Collaboration

– “…help collaboration (and) good people and staff”

Common themes and suggestions

• Contribution, participation and distribution of content

– “…we should ask content owners from science, what do we actually do

to provide input into content”

– “..some of us use wikis to share our work…”

• Share and connect

– “Linking to professionals’ sites, associations – scientists, international

credibility”

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credibility”

– “…help collaboration (and) good people and staff”

• Better representation of what IRL does and stands for

– “We have too many activities at IRL, how do we communicate this on

the site? These complexities”

• Attract business

– “Commercialization opportunities…”

IRL Website now

“Corporate

services, non-

existent”

“Sector vs.

platforms –

confusing

“Not sure where

to start and does

not show enough

of what we do”

“Want to see

more staff profile

and what they

do”

“Too

static”

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“Looks like it

came out of a

production

line”

“I looked at the site

for jobs, but gave up

pretty easily”

“not enough

Maori

representation”

“Not

audience

specific”

“Not enough

pictures, and

stories”

IRL Website – now

Step 1

IRL Home

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Step 4

Step 3

Step 2

IRL Website – bring out the depth

Step 1

IRL Home

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Step 4

Step 3

Step 2

IRLIRL

IRL Website – now

Science

People

Science

Science

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Science

Corporate

services

Business

Stories

IRL Website – now

One

small

IRLIRLScience

People

Science

Science

18

small

doorScience

Corporate

services

Business

Stories

IRLIRL

IRL Website – future

Science

People

Science

Science

Website = GatewayWebsite = Gateway

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Science

Corporate

services

Business

Stories

Website = GatewayWebsite = Gateway

IRLIRL

Website = GatewayWebsite = Gateway

IRL Website – future

Science

People

Stories

Science

Science

IRLIRL

Website = GatewayWebsite = Gateway

Science

Stories

Science

Science

People

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Website = GatewayWebsite = GatewayScience

Corporate

services

Business

Website = GatewayWebsite = GatewayScience

Corporate

services

Business

IRL website is the gateway for -

businesses, stakeholders, staff and-

people to access information, interact-

“”

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people to access information, interact-

and transact with IRL online… ”

Site objectives

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Audiences and user groups

IRL

WebsiteWebsite

1.

Investors &

Stakeholders

2.

Science

researchers,

collaborators

& project

teams

2 –Researchers, Collaborators &

Projects

• Industry bodies, Regional

development agencies

• Science community, CRIs, research

NZ & overseas

• Education sector

• Clients

• People involved or interested in

projects

3 – Information seekers &

Interested parties

• Science community

• Educations sector

• General public & media

4 –New business & ventures

•Potential clients, NZ SME’s

1 –Investors &Stakeholders

• NZ industry, Industry bodies

• RDAs

• Shareholding ministers, Politicians

• MoRST, FRST, CCMAU, MED

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WebsiteWebsite

4.

New

business &

ventures

5.

Overseas

audience

3.

Information

seekers &

interested

parties

• General public & media

• International R&D and

innovation community

•Potential clients, NZ SME’s

• International R&D and

innovation community

•Education sector

User groups based on tasks

and interaction with IRL

What are others doing – Comparative Analysis

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Other CRI’s

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International sites

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What others are doing – User offerings

• Promote/Strategic display of who we are & what we do

– people, services, research, testimonials, stories, case studies, pictures,

news & events, articles, publications, etc.

• Exposure of deeper content

– Serious science, platforms, scientists, pioneering work, citations, etc.

• Ways to interact with us, keep up to date and informed

– Events, news, RSS, email-newsletters

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– Events, news, RSS, email-newsletters

• Careers, jobs and benefits

– Vacancies, apply online, supporting content

What others are doing – User offerings cont’d…

• Share & Connect

– collaborate, comments, feedback, ratings, projects, alumni

• Free stuff

– Tools, activities & resources, downloads

• Buy stuff

– shop for products, chemicals, instruments, services

• Use of latest web content types – Videos, podcasts, etc.

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• Use of latest web content types – Videos, podcasts, etc.

• Visual design

– application of graphical elements, colour, type and so on to enhance

experience

You don’t want to be on

this side

You want to be on this

side

Low High

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this side side

Pattern with

International

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Pattern with

CRI’s

Pattern with

International

Opportunity for IRL

- Point of

Difference

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Difference

- Add value to

customers

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Objectives – prioritized

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Objectives – prioritized

• [add graph]

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Why prioritise?

• Provide scope

– What we ARE doing

– What we are NOT doing

• Give us confidence we are meeting the overall business

objectives

• Helps us define specific features for each strategic phase

• Helps build the roadmap…

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• Helps build the roadmap…

Roadmap to Innovation

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Roadmap – Elements

• For each phase

– Goal and focus

– Customer offerings

– Business value & Benefits

Goal &

Focus

Features/

Scope

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Business

value

Customer

value

Inspired by Adapted from Adaptive Path UX Intensive, Design Strategy, Chicago

“”

Rediscover IRL –An integrated experience for IRL services and info to regain trust from staff and “

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”and info to regain trust from staff and clients online and set expectations for what’s ahead. ”

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“”

Communicate and share –A unified communications platform that fosters community of scientists by sharing

“”

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”fosters community of scientists by sharingand contributing to IRL website. ”

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“”

Gateway to IRL –Gateway for interaction with IRL online.

“”

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”Gateway for interaction with IRL online.

”

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Measuring success and ROI

• Listen to users of the site – internal and external

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Phase Unique visits

from targeted

audiences for

specific

pages...

RSS Feeds Number of

registrations

(for jobs &

publications/

newsletters)

Staff

participation /

contribution at

least up to

Views – videos,

images,

downloads

Phase 1 50% increase 10% of visits n/a 5% of staff n/a

Phase 2 300% increase 25% of visits At least 10 10% of staff At least 50% of

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Phase 2 300% increase 25% of visits At least 10 10% of staff At least 50% of

the total unique

visits

Phase 3 Steady rise

including

global

audiences

Steady rise Steady

increase

20 % of staff No staff x 3

• World class science, history and depth – IRL

• Science community and network

• Listen to your users

So what is the strategy?

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Roadmap to Innovation

• Where to from here?

• Listen to users – external and internal

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• Offer new features based on usage & return

• Be open to change

• Look for opportunities – there are no limits

IRL website is the gateway for businesses, stakeholders, staff and people to access information, interact

“”

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people to access information, interact and transact with IRL online… ”

Thank you ☺

lulu@provoke.co.nz

alastair@provoke.co.nz

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alastair@provoke.co.nz

bob@provoke.co.nz

Inspired by & adapted from Adaptive Path UX Intensive (Chicago)

http://adaptivepath.com

http://adaptivepath.com/events/2008/oct/strategy.php

Creative Commons License:

http://creativecommons.org/licenses/by-nc-nd/3.0/nz/