Website Discovery and Analytics

The discovery and analysis phase are an important part of the process when building a website and designing a digital strategy to enhance the UIW online user experience for schools, departments, divisions and other programs. The Office of Communications and Brand Marketing can help you align your business goals with your target audience to improve the overall digital experience by evaluating your website using collaborative and creative approaches.

In this phase, we will conduct the following steps to create a clear digital strategy:  

  1. Needs assessment 
  2. Research activities 
  3. Web business goals 
  4. Analytics audit  
  5. SEO research 
  6. Mockup design

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Based on the needs of the digital website strategy, these techniques may include: 

  • Stakeholder Interviews: A stakeholder interview involves questioning the target audience to better understand their user experience navigating the website. For example, interviewing a community member, student, faculty or staff member to understand challenges or opportunities navigating the UIW website to enhance the digital experience.  
  • World Café Roundtable: A World Café is a creative and collaborative process that allows new ideas, insights and allows questions to emerge during all phases of conversations, organizational planning and development. For example, we may invite a large group of UIW stakeholders to a roundtable event to discuss their personal experience navigating the website. 
  • Focus Groups: A focus group involves a small group of stakeholders sharing experiences based on research questions and specific topics of interest. For example, prepared questions may be asked to a target audience to better understand website navigation pathways, higher education interests and completion of tasks. 
  • Market Research: A market research report involves gathering competitive data to understand the type of target audiences visiting UIW websites. For example, an academic program may want to better understand their digital footprint in the community and competitor analysis. 
  • Customer Journey Mapping: Customer journey mapping involves the process of understanding the user experience based on initial interactions, pain points, tasks and perceptions through the process of navigating the website. For example, a department may want to understand the pathway of an international student and how they interact with the UIW website from beginning to graduation. 
  • User Testing: User testing involves the interaction with individuals to understand the completion of specific website tasks, pain points, performance and satisfaction by observing their behavior and reactions to the website. For example, following a user as they navigate the UIW website while following their interactions to locate a specific department or resource.