Independent consultant Georgy Cohen encouraged attendees to think of a website as just one part of a broader digital ecosystem, with many components acting together in some way, all reliant upon each other. This ecosystem may include school or department sites, course catalogs, research databases, event calendars, social media and other digital assets.
Website redesigns often fail because they treat the website as a standalone entity, ignoring the many entities connected to it.
The Problem with Redesign
Cohen likened the redesign to “lipstick on a pig” — a superficial, short-term fix rather than an opportunity to build an efficient, strategic foundation you can iterate upon, leading to:
- Redundant systems and platforms
- Confused ownership and decision-making
- Inconsistent user experience and weakened brand
- Ineffective use or collection of data
- A disconnect from institutional goals
- Missed opportunities for huge cost savings
The goal should be bigger than a redesign. Cohen advocated for “a more cohesive, efficient and interconnected .edu approach.”
A Digital Master Plan
Cohen’s proposed solution is to approach the digital environment with something like a campus master plan. This living document would:
- Assert the critical value of digital platforms
- Align digital platforms to strategic priorities
- Center data and measurement to guide iteration
- Clarify ownership and decision-making through comprehensive governance
- Steward limited resources to ensure long-term sustainability
Cohen’s digital master plan maturity model moves from standalone products and disconnected processes to integrated platforms to the highest level of maturity: a comprehensive plan where publishing, processes and platforms are coordinated across the organization.
“Cohen’s digital master plan moves from standalone products and disconnected processes to a comprehensive plan where publishing, processes and platforms are coordinated across the organization.”
Action Steps: What You Can Do
- Map Out the Landscape: Create a web registry to identify all digital pieces and where they connect.
- Pay Down “Content Debt”: Audit and remove or revise redundant, outdated or poor content.
- Evaluate the User Experience: Use research, personas and user testing to improve user journeys.
- Evaluate Your Governance Model: For example, is it centralized, decentralized or hybrid? What are your publishing roles, responsibilities and workflow?
- Assess Organizational Efficiency: Take an enterprise view of team roles, skills and workflows. Align team functions to institutional needs.
- Identify Data-Integration Opportunities: Leverage data from omnichannel analytics, third-party and other sources to inform decision-making and communication.
- Strengthen Internal Partnerships: Improve collaboration across Marketing and Communications, IT and Procurement so digital teams can influence relevant purchasing decisions.
- Standardize Publishing: Create templates and centralize resources (aligned to brand, accessibility, SEO) to increase efficiency.
- Influence Leadership Priorities: Incorporate digital strategy into the institution’s strategic plan, with meaningful metrics.
According to Cohen, this holistic approach to the digital environment will future-proof the .edu, achieve efficiency and cost savings, amplify your brand and increase collaboration.
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