Flexible Web Branding, the Case Against Single Web Templates - My CASE V Presentation
[slideshare id=6149953&doc=case-2010-download-101213163823-phpapp02]
I was out most of last week at the CASE V conference in Chicago. I was asked to speak about Flexible Web Branding, the Case Against Single Web Templates (opens new window). My presentation is embedded above.
# Presentation description
Look at the use of single templates on higher education websites. Implementing an institution-wide template sounds like a good idea at first but how does it perform in the real world? Get insights into the pros and cons of implementing a single template across all institution websites. We will explore what works and what doesn't, from both the management and end-user prospective. Discover techniques to embrace the uniqueness of each area of your institution and how to engage your visitors along the way.
Flipping through the presentation you will notice a lot of screen shots, this is where I walked through the user experience while giving initial thoughts and motivations for next steps.
The golden rule of the web: Treat users as you would want to be treated
# Breaking the talk down
The goal was to get everyone thinking about the end user, their end user. We use sites like eduStyle.net (opens new window) to benchmark other institution's websites but what are we really measuring? We are not the primary audience for those sites, most noteworthy sites end up being very pretty but not functional at all.
In my talk I walk through three noteworthy websites from the past year, similar to how I would on EDU Checkup (opens new window). What we discover is the redesigned sites employ a single web template in which all content is meant to fit within a single structure. Unfortunately the needs of each page are different and although the single template is well branded, it doesn't cater to the user's needs.
I propose a happy medium starting with a three tier branding system.
- Tier 1: Homepage, Admissions, Financial Aid, Housing, etc.
- These sites need to be both well branded and pay close attention to the needs of the users
- Tier 2: Current Student oriented sites, Offices, Departments
- These sites don't need as strict branding and can make the users work a little more
- Tier 3: Staff & Administrative sites, Centers & Institutes
- These sites can use a single template or have a completely external audience and need little branding
Starting the process of a flexible template system starts with determining the user and departmental needs. From there, sketching wireframes and building wireframes on a grid. Basing the structure on a grid can make sites that look different feel similar. It also allows for items to be interchangeable. You will find all departments use similar constructs, just with their own content. Identifying and creating these constructs is important to creating a maintainable infrastructure.
I then go through two examples that cater to the end user while still keeping the uniquenesses of each department and needs of the user on the page they are on.
# Take aways
- Treat users as you would want to be treated
- Every department cannot fit into the same box
- Create constructs everyone can use
- Have fun while still being professional
- It's just the web