uscTIMES
intr od the ucing sc new
Stories, snippets & scenes from the
.edu
University of South Carolina. Aik
en /
Beau
fort /
Columbia
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alke
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Unio ter /
n / Upstat e
9/ 1 6/2 0 1 3
a new Day is loading The new sc.edu will
The home page of sc.edu is getting a new
feature a responsive
look and a new content management
design, meaning it
system, representing a new way of thinking
will be usable on
about our website. The new design will
devices from smart-
gradually replace various Web designs that
phones to tablets to
have been in place for a dozen years.
desktop computers without installing
J.C. Huggins, director of Web
an app. About a
Communications, has spent 18
hundred pages will
months working with his team to
go live at launch on
develop a new and improved USC
Sept 18. Other aca-
website. Not satisfied with mere
demic and adminis-
cosmetic modifications, the team
trative pages will be
took an outside-in approach to
redesigned over the coming months, join-
both the site’s form and function.
ing the College of
The result is a visual feast that’s
Nursing and School
also easy to use, whether at your
of Music sites on the
desk or on the go.
new platform.
Why does USC need a new website? As the Web has evolved, so have expectations. It’s im-
site. This will lessen the problem of information being
portant to realize that the new site will not be judged
inconsistent or outdated.
against our old website — it will be judged against the other websites people visit every day. So presenting things in a visual and navigational language that visitors are familiar with is important.
Q
&
A
because all the changes will cascade throughout the
The old site was developed maybe 12 years ago, and, from a visual design perspective, it didn’t look very contemporary. Even more importantly, things break down pretty quickly when you’re trying to navigate the site. We found people predominantly used the search bar to find pages rather than trying to navigate through it; it’s out of frustration.
Will existing pages be affected? Your iTAMS, VIP and other important pages are not going away! It will just now be easier to find them because there will be one point of entry.
What was the inspiration for the new site? We looked at a lot of sites, but made a conscious decision not to limit ourselves just to higher education sites. Instead, we looked at best practices broadly from across the Internet. One feature people will notice is that the site will adapt itself based on whether you’re
How is the new site different?
looking at it from a desktop computer or a portable de-
We wanted a website that presents visitors with a true
vice. That’s called responsive design, which was pretty
feeling of what it’s like to be here at USC, so the first
cutting-edge when we first started researching our new
thing people will notice is that the visual design is very
site. It’s a great feature, especially for people who want
lively and engaging.
to access information no matter where they are.
We have audience-specific pages, called gateways, to help our internal audiences find what they want
Final thoughts?
easily. For example, if you’re a faculty or staff mem-
Change can be a bit jarring when you’re used to see-
ber, we’ve collected all the resources you’d likely want
ing something presented the same way for a long
to see in one place. It’s organized in a very intuitive
time, but I think faculty and staff will find what they
fashion, so the onus isn’t on you to figure out where
need quickly and easily. We’re also proud that we can
all these individual resources are located.
introduce USC to prospective students, parents and
For those at USC who maintain Web pages, the new platform — or content management system — will make it much easier to change and update information
others in an authentic, contemporary way.
2
University of south carolina
Rethinking sc.edu ersal Content Univ
In rethinking the website, we began with defining our audiences,
sentative Conte pre nt Re Theme
prioritizing what they need from the site and integrating those needs with our goals for the site. This conceptual model illustrates the general organization of the website for different
stions Que
audience segments.
diences Au
en app H at’s Wh
ONE WEBSITE
PROVIDING CONTEXT
Un
One challenge with presenting an enormous amount of information is the
A
instinct to rely on long lists of links without providing context for how those links relate to one another and what can be found by clicking them. The new website presents navigational links within a context that external audiences
Be ne fit s
of G
can understand and find reassuring.
g in iv
CLEAR. CONCISE. CONSISTENT. By creating a hierarchy of information that moves from general to detailed, the
ia mb u l s Co rie re lle a o t G pl isi to a V Ex o Ph lan ap P M
sit i V
Strengt h
outside-in look at answering the question, "Do you have what I want to study?"
Features Every page of the website will have a navigational
d ca A
Google MAP The new website will incorporate the familiar Google Maps tool and will feature newly added Street View imagery. Last summer, the Google team hit campus with its Street View Trike and recorded images from the Horseshoe, sidewalks and footpaths all across campus.
Content Management One goal of the project was to create a framework that allowed a balance of engaging content with ease of maintenance. With all marketing-focused pages built on one easy-to-use content management system (CMS), novices and experts alike can maintain web pages. What's more, visual updates can happen quickly and consistently across the entire site.
em
ic
Ho i
u
R t• en rk em • Pa ra vis A g lT Ad in cia s • us n Ho na New Fi • ing nn Pla
reinforce the structure of the website.
.E SC Y. M de
the information they are looking for and to help
St
footer to assist people who are unable to find
tes ua rad ul G essf Succ
Navigational Footer
Wha t’s on ca it li mp ke us ?
A new table format for the available majors and degrees came from taking an
n Ik ill ig w r w it’s m f or f
ffer you o Do t I want wha study? to
tion for users with no knowledge of the university or its organizational structure.
Study
A major challenge for sites the size of sc.edu is providing meaningful naviga-
ges/Schools • Colle rees g e Continuing Ed s/D jor ege • l l o Ma ibraries sC hools • L nor al Sc n Ho o i s Completion fes egree o D r • P rch sea Re
USER-CENTERED DESIGN
in Re sea rch
feel they are getting closer to the information they desire.
Expe rie nc e
want detailed information. Research shows people don't mind clicking if they
Servic e Op por tun Intern itie atio s• n a lO Cultur Ac pp e•R tiv ort ecr iti un eat es Hou i i tie on sing s • •D Cl ini ng ubs
burden of information overload is eased. Less is more until users indicate they
nt
e in gis tra g ns • ac Di tion ni ti nn ng ou ons nc em en ts
Ex ce lle nc e
D U
s
Fa M cu
Lin ks for Tea As chi ng Be and ne On -Bo fits • P olic ard ing • Ne ws
Inno va
USC Times 9/16/2013
3
Different Audiences, Different Experiences Internal audiences need a single point of entry with clear pathways to the information they use frequently. At the same time, external
t the University of Sout h Ca ning a rolin a
te & Graduate Apps gradua nder alendars • Bulletins emic C Acad • Financial Aid /Tuition Cost ssional School Apps Profe
m ar ni A ee s ic r R soc R iat e s es ion • ou sou A rc rc nn e ou es • s nc Be em ne fits en ts
ni
one entry point, labeled a "gateway page." For more, see page 4.
with university officials, students, prospective students and subject-matter experts across the university. We also consulted user research, market research and the integrated marketing communications plan. The website will be a platform that reinforces the university brand and promotes stories of academic excellence, outstanding faculty, successful graduates and leadership.
C
em ad ew c N A
ni tie s
PROSPECT IV
with the university, are familiar with our structure and vocabulary and will find resources for them collected at
In developing our new site, we used interviews
Edu catio n
Y. S lu C.ED m U
n Pa r e
lu A
Our internal audiences, those who teach, work, study or studied here, along with others who are associated
REINFORCING NO LIMITS
Ac ces s to
IL Y
A & Staff
DU C.E MY.S ts
The Carolina family aculty ng F ndi tsta Ou
u lt y
The website was created with them in mind.
Giving Opportunities • Lea ders hip Structure • History • At hleti cs Libraries • Offices • Lead ersh ip Directory • Camp uses
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part of the Carolina family, aren't as familiar with us, our organizational structure or our vocabulary.
AM R O LI N A F
MY. SC.E DU
Our external audiences, or the students, parents, faculty, staff and partners we would like to become
ek We the b of Hu os dia e r ot l M lenda Ph a cia So ent C s w Ev Ne
CA
Prospective audiences
About
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Who is USC?
SC.EDU
t’s ha g W enin s? pp pu ha cam on
R MBE S: CAR E O M
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A goo re yo dp u pa ote a rtn n er tia ? l
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mirror an organizational structure they aren't familiar with.
En Are Par ga as tne of ge rsh F oc ip d Fac O u St s pp ult Fac yE or iliti t x es un pe an d R rtis itie s e es ou rc es
Res ea rc h
What does it take to get in?
E
apply to them or navigate around the website with labels that
ts en ud
Apply
w no t gh e? m
audiences shouldn't have to wade through information that doesn't
ssist ing Stu dents d Re search Tools cies • Proce dures s • An nouncements
ms on ati ns gra u o r m rt io or ts P f t n e o n r c Pa ic I sa pp ran s dem a T c O A • t nt Studen ces ip me sour e e c sh R l n a r i u c n a e Fin no • An rtn News Pa
ation
hip Leaders
“I’m enthusiastic about the design, creation and launch of the all-new sc.edu. This welcoming site invites people worldwide into our Carolina family as we celebrate those who study, teach and work at our exceptional university. ” — President Harris Pastides
4
University of south carolina
the Carolina family Gateway Gateway pages are the entry points for our internal audiences.
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Calendar of Events
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to promote events that are open to campus and the public. Site
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categories and download events to their personal calendar.
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uscTIMES Managing editor: Liz McCarthy Designer: Linda Toro Dodge Contributors: Peggy Binette, Craig Brandhorst, Frenché Brewer, Glenn Hare, Thom Harman, Chris Horn, Page Ivey, Steven Powell, Megan Sexton, Jeff Stensland Photographers: Kim Truett To reach us: 803-777-2848 or lizmccarthy@sc.edu
Vol. 24, No.14 September 16, 2013
Copy editor: Katie West Campus correspondents: Patti McGrath, Aiken Candace Brasseur, Beaufort Shana Dry, Lancaster Jane Brewer, Salkehatchie Misty Hatfield, Sumter Tammy Whaley, Upstate
USC Times is published 20 times a year for the faculty and staff of the University of South Carolina by the Division of Communications. The University of South Carolina does not discriminate in educational or employment opportunities or decisions for qualified persons on the basis of race, color, religion, sex, national origin, age, disability, genetics, sexual orientation or veteran status.