As an organization that has fostered web pages from the early years, the proliferation of pages has been organic. Our web site followed organizational structure and gave units their own identity. In recent years, however, Google and other search engines have rendered that model obsolete. Now, rather an a web structure that mimics our complex organization, we need it designed for the naive searcher.
To understand how people seek information is to follow their clicks
We have analytic tools that track clicks and searches. When we see a particular term being sought routinely, we will position that information so it is readily available. For instance, on the Dal site, many people search for ‘blackboard,’ our course management system. To accommodate them, we should give Blackboard a prominent position on our pages. Other information is sought at particular times of the year: Convocation, billing due dates, application requirements. . . these all see spikes. We need to present that information accordingly.
Our new web project provides the ability to break down our organizational boundaries in favor of integrated services. Here’s an example: In the old web, many of the teaching, academic support, IT and related services all have distinctive web pages. They also reside in different divisions at Dalhousie. From our organizational perspective, this makes sense. From a prospective students’ perspective, it is confusing. As we think about how to present our services, we need to reframe them. Think of a link on the home page for Teaching and Learning Resources. From there would be a page that highlights information resources, faculty support, access to research databases, tutoring, help with Blackboard, support for multimedia in the classroom and stress management for finals. With one fell swoop, we’ve just crossed the turf of three organizational divisions. From a student perspective, we put together a basket of resources that makes sense. The web is blind to our organizational boundaries.
We are doing this as we plan for the ITS web pages. People are rarely looking for ITS the department. Rather, they want help on various topics: What do they bring to campus for the first semester? What number do they call with questions? How do they pay a bill online? How do they reset a password? How do they get into Blackboard? Is wireless available on campus? What kind of computer should they buy and where? Where can they find computer repairs? There are hundreds more questions like these. Having a central place to provide these answers will help us organize our information to be more attuned to their needs. They will not need to know about our organization, or whether they should contact Network and Systems, Administrative Services, Academic Support or the Help Desk.
We’ll be following the clicks and adjusting accordingly.
Interesting . . . if we can do this for web pages, can we do it for our organization?