The purpose of this questionnaire is to help you think about your content goals for keene.edu and how to communicate most effectively with you core audience.
1. Who is your core audience?
- Customers: Students and families who apply to KSC and who pay tuition and living expenses.
- Supporters: Alumni, families, corporations, and other interested parties who donate time and money.
- Professionals: Faculty (internal and external), administration, and staff
- Orbiters: The external community (friends, business, etc.)
2. What tasks are they trying to complete? Why?
Some tasks have a clear beginning and end. For example, a student applying for a parking pass begins when the student visits the student parking page. He or she then fills out an application form at The Permit Store. The task is completed when the student receives a parking pass in the mail.
A prospective student researching degrees and programs is a much more complex task that may involve diving deeply into cross-linked information about program outcomes, faculty, campus resources, and “What can I do with this degree?” The individual seeking the information determines where this task begins and ends. Regardless of how complex the task is, the first step in defining your larger content needs begins with breaking down the user’s needs.
3. Gather all the supporting materials that your users need to complete their tasks.
Gathering an inventory of the materials around a task, which may include such things as text, calendars, PDFs, video, photography, web forms, or email copy will help identify what needs to be created and maintained to support each task.
4. What steps will the user take to complete this task?
While it’s not necessary for all tasks, capturing a user flow for complex tasks can help you visualize what content the user might need along the way to completion.
- What does the user need to understand before they complete a form, call, sign up, or take the next step?
- Are there steps they need to complete first?
- Will the user have access to all of the materials they need to complete the task?
- What response should they expect (e.g., an email, a phone call, an appointment request, etc.) after they do their part? When should they expect to hear back from you?
5. How do people primarily find the materials needed to complete the task?
Will it be best for a user to get the materials they need in-person or through a web search, an email, a phone call, or a referral from an other department or person? There are many ways someone can find information online. Understanding how the user gets to the information can help us improve the information we give them and make it easier for them to find the content they want.
6. How will we know when it is working?
Finding the right way to measure the user’s success ties directly to your goals. It may feel good to see traffic increase on your web pages, but that doesn’t necessarily mean that the users are getting what they need. In some cases, increased traffic may signal a deficiency.
A few examples to consider:
- The phone rings more often, because callers are confused and seeking clarification.
- Are the increased submissions you’re getting from forms gathering more effective information, or are there just more forms to fill out?
- Are users more aware of your services, events, and achievements?
Once you understand what content you should provide, and where and why you should provide it, you need to decide who will provide it and how and when it will be created and reviewed.
- Who creates this content (writing, photography, video, etc.) for the site?
- Who is responsible to edit and update the content?
- Who reviews the content before it is published?
- How long will it take to create?
- How often does it need to be reviewed? Daily, weekly, monthly, yearly?
- Will you or your staff be able to update and maintain your content into the future?