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How a Web Redesign
 Drives Organizational Change presented by Toni Bird — @tonibird
 Sorel Denholtz — @sorel

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A Cautionary Tale In Which They Attempt to Redesign a Web Site, 
 and Discover Quagmires of Conflict, Overgrown Timelines, Creeping Scope, and Swamps of Despair

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Once upon a time…

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The marketing team wanted to bring their site into the 21st century. Audience-centric User-friendly Visually appealing Responsive And bound to be award-winning!

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The path looked clear ahead.

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Chapter 1 In which they define their approach

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 2. Make the site audience-centric Organize information for audiences, rather than by departments 
 1. Improve look & feel New design with compelling visual elements. 
 Use existing copy to streamline the effort.

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Our heroes worked hard…

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A new information architecture! Beautiful layouts! Responsive designs!

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Unknown to them, the journey was fraught with danger

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Chapter 2 In which they share their work with others

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Internal presentations were arranged.

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Internal presentations were arranged. Approval was anticipated.

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Internal presentations were arranged. Approval was anticipated. Soon, their vision would be reality.

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They presented the smartly reorganized sitemap.

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There were outcries! They presented the smartly reorganized sitemap.

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No content

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“Where is MY section? Why is my content in three different places. Why is another group’s content here with mine?!?”

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“Where is MY section? Why is my content in three different places. Why is another group’s content here with mine?!?” “How will I edit this? Who owns this content???”

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“Where is MY section? Why is my content in three different places. Why is another group’s content here with mine?!?” “How will I edit this? Who owns this content???” “Why did you do this to us?!?!?”

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 The marketing team was shocked. Their work had been thought through so carefully. Why didn’t people like it? Surely the visual design presentation would go better. The new design was fantastic.

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And yet, when they presented, more outcries…

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And yet, when they presented, more outcries… There are too many pictures! We won’t have enough good ones!

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And yet, when they presented, more outcries… There are too many pictures! We won’t have enough good ones! Why is there so much copy? Who wrote it? 
 Why is it so long? Why is it so out of date?

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And yet, when they presented, more outcries… There are too many pictures! We won’t have enough good ones! Why is there so much copy? Who wrote it? 
 Why is it so long? Why is it so out of date? This is unacceptable!!

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Again, they were stunned. It was so beautiful. Highly visual, like everyone wanted. The parallax scrolling was fresh and new. They had used existing copy — which everyone had been happy with.

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Chapter 3 In which they seek help from above

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In desperation, they reached out to the CMO, the visionary who had initially requested a web redesign. The CMO loved the site, and was on board with their execution. Until…

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…the CMO spoke to other leaders in the organization, and heard the complaints, questions, and concerns.

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Others didn’t feel heard. These weren’t their changes. They weren’t at all sure these were the right changes.

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The obstacles were overwhelming

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They could no longer 
 move forward

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Our heroes had neglected to consider the impact of the changes on their stakeholders

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The moral is…

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they who underestimate the impact of change will be sorely disappointed. The moral is…

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It Was a Tragic Tale

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“Oh no!! That sounds terrible! Why does it happen!?!”

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Avoiding Tragic Outcomes in a Website Redesign Project

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Recognize that organizational change is part of every web redesign

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Anticipate what will change, 
 both directly and indirectly, 
 as a result of your work

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Manage the change.

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Three case studies No.1 Managing Expected Change No.2 Navigating Unexpected Change No.3 Intentionally Driving Organizational Change

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Redesigning 
 Alumni Reunion Pages Case Study No.1
 Managing Expected Change

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Reunions page

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Class reunion page

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Reunion schedules

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Reunion schedules

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Reunion schedules

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Reunion schedules

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The problems

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The problems Visual design was out-of-date

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The problems Visual design was out-of-date Disorganized and redundant content and navigation

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The problems Visual design was out-of-date Disorganized and redundant content and navigation Staff were entering the same content multiple times

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The problems Visual design was out-of-date Disorganized and redundant content and navigation Staff were entering the same content multiple times Alumni were confused by reunion pages

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The problems Visual design was out-of-date Disorganized and redundant content and navigation Staff were entering the same content multiple times Alumni were confused by reunion pages Mobile website was incomplete and cumbersome

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The solutions

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The solutions New visual design and information architecture

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The solutions New visual design and information architecture Leverage Drupal content management system (CMS) to author once, display multiple times

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The solutions New visual design and information architecture Leverage Drupal content management system (CMS) to author once, display multiple times Provide a tool for alumni to easily find their class reunion page

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The solutions New visual design and information architecture Leverage Drupal content management system (CMS) to author once, display multiple times Provide a tool for alumni to easily find their class reunion page Use responsive templates

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You guessed it.

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You guessed it. Here be dragons.

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These are the organizational changes 
 we expected

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These are the organizational changes 
 we expected Authors would no longer be able to add pages or extend the navigation at will

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These are the organizational changes 
 we expected Marketing would need to support authors when new pages were needed. Authors would no longer be able to add pages or extend the navigation at will

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These are the organizational changes 
 we expected Class pages would no longer be unpublished between reunions Marketing would need to support authors when new pages were needed. Authors would no longer be able to add pages or extend the navigation at will

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These are the organizational changes 
 we expected Content would be needed to maintain reunion pages at all stages of the cycle Marketing would need to support authors when new pages were needed. Class pages would no longer be unpublished between reunions Authors would no longer be able to add pages or extend the navigation at will

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These are the organizational changes 
 we expected Authoring would be less redundant but would be require using the Drupal CMS Content would be needed to maintain reunion pages at all stages of the cycle Marketing would need to support authors when new pages were needed. Class pages would no longer be unpublished between reunions Authors would no longer be able to add pages or extend the navigation at will

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These are the organizational changes 
 we expected Content would be needed to maintain reunion pages at all stages of the cycle The publishing tool was complex. Processes would need documentation. Marketing would need to support authors when new pages were needed. Class pages would no longer be unpublished between reunions Authoring would be less redundant but would be require using the Drupal CMS Authors would no longer be able to add pages or extend the navigation at will

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The Approach Or, how we avoided the Swamps of Despair.

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x-Framework @sorel @tonibird

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x-Framework Anxious @sorel @tonibird

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x-Framework Anxious Contented @sorel @tonibird

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x-Framework Bored Anxious Contented @sorel @tonibird

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x-Framework Bored Anxious Contented Happy & Excited @sorel @tonibird

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After people reach a stable level of comfort, they are more tolerant of change, risk, and uncertainty. @sorel @tonibird

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Communicate at all levels Cultivated executive sponsorship: CMO and director of alumni relations Partnered with the“do-ers:” director of alumni communications, alumni web manager

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Use every channel available Large and small presentations Weekly check-ins Drop-ins Blog Email Brown-bag lunches

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Shrink the change Step-by-step approach Divided our project into increments: Goals, target audience, content, design One presentation, one topic Built anticipation

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Repeat yourself At every opportunity, we recapped Objectives Roles Responsibilities Process Definition of success Next Steps

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Frame the project
 in your stakeholders’ language Built excitement and energy about coming improvements: social media integration, and stronger visual impact Described the project using their vocabulary 
 and priorities.

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Success!

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Before

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After

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After

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After

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Before

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After Before

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After Before

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Before Every schedule was edited individually

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Before Every schedule was edited individually

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After: Class of 2011, 2006 & 2001 Many pages published at once

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After: Class of 2011, 2006 & 2001 Many pages published at once

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After: Class of 2011, 2006 & 2001 Many pages published at once

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After: Class of 2011, 2006 & 2001 Many pages published at once

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After: Class of 2011, 2006 & 2001 Many pages published at once

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The Results

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Site launched just before spring reunions. Alumni smoothly accessed their reunion pages on desktop and mobile.

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Site authors were able to update easily in real time. And now spend less time updating content.

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Help requests from alumni are way down.

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Alumni now have a persistent page for their reunion information. Wherever they are in the cycle.

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One year later, the site continues to be up-to-date, and has remained organized and easily navigable.

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A shift occurred: 
 Marketing is seen as a 
 trusted and strategic partner.

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Case Study No.2
 Navigating Unexpected Change Redesigning 
 Faculty Profiles

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Faculty listing page

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Faculty profile

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The problems

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The problems Visual design was out-of-date

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The problems Visual design was out-of-date Profiles were difficult to scan

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The problems Visual design was out-of-date Profiles were difficult to scan Content, such as journal articles, was not shared across the site

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The problems Visual design was out-of-date Profiles were difficult to scan Content, such as journal articles, was not shared across the site Publication management system out-dated and difficult to use

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The problems Visual design was out-of-date Profiles were difficult to scan Content, such as journal articles, was not shared across the site Publication management system out-dated and difficult to use Faculty were building profiles off-site with no benefit to institution

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The solutions

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The solutions Fresh new look: Bigger text, images

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The solutions Fresh new look: Bigger text, images Improved page presentation for high scan-ability

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The solutions Fresh new look: Bigger text, images Improved page presentation for high scan-ability Profiles would stay up-to-date as publications, books, courses, etc., were added to Drupal

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The solutions Fresh new look: Bigger text, images Improved page presentation for high scan-ability Profiles would stay up-to-date as publications, books, courses, etc., were added to Drupal Given the complexity of the profiles in this new system, faculty assistants would be trained as authors

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Yup, here be dragons.

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Changing the profiles 
 would need to address several factors

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Changing the profiles 
 would need to address several factors Faculty care deeply about how they are presented to the academic world

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Changing the profiles 
 would need to address several factors We presented designs early and often; sought extensive input from faculty administration Faculty care deeply about how they are presented to the academic world

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Changing the profiles 
 would need to address several factors Faculty vary widely. One size does not fit all
 We presented designs early and often; sought extensive input from faculty administration Faculty care deeply about how they are presented to the academic world

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Faculty vary widely. One size does not fit all
 Changing the profiles 
 would need to address several factors We analyzed the content of profiles and planned for many variations We presented designs early and often; sought extensive input from faculty administration Faculty care deeply about how they are presented to the academic world

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Faculty vary widely. One size does not fit all
 Changing the profiles 
 would need to address several factors Faculty are busy and are supported by faculty assistants We analyzed the content of profiles and planned for many variations We presented designs early and often; sought extensive input from faculty administration Faculty care deeply about how they are presented to the academic world

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Faculty vary widely. One size does not fit all
 Faculty are busy and are supported by faculty assistants Changing the profiles 
 would need to address several factors We analyzed the content of profiles and planned for many variations We designed a system that would be easy for assistants to manage We presented designs early and often; sought extensive input from faculty administration Faculty care deeply about how they are presented to the academic world

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We slew those dragons handily

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And then, a new dragon appeared

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And then, a new dragon appeared

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The dean insisted that faculty be able to edit profiles themselves at launch. Relying on faculty assistants to edit would not work.

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This had serious implications

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This had serious implications Profiles are part of a system. Authors must also add publications, working papers, case studies, books, and more.

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This had serious implications Profiles are part of a system. Authors must also add publications, working papers, case studies, books, and more. Faculty would not be expected to go through training. Site must be self-explanatory.

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This had serious implications Profiles are part of a system. Authors must also add publications, working papers, case studies, books, and more. Faculty would not be expected to go through training. Site must be self-explanatory. An increase in the number of authors meant increased risk of inconsistency.

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There were tears.

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Then we made a plan.

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The Approach Or, how we avoided the Swamps of Despair.

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The IKEA Effect

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People place a disproportionately high value on products they helped create. The IKEA Effect

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Identify influencers Faculty trust their peers and key members of the academic administration team Certain faculty would vocally dissent — we could learn from those opinions

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Engage influencers directly We partnered with academic administration early Vocal and influential faculty participated in usability testing of our authoring prototype

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Individualize your approach to address individual needs

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Track the big picture

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Communicate individual details

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It worked.

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Before

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After

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Before

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Before After

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Before After

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The Results

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In the first two weeks, 
 125 faculty updated profiles and
 1000+ publications were added

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Today, help requests 
 are way down

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Faculty and their assistants easily 
 update profiles without compromising site consistency

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Many faculty changed their attitude towards the website profiles

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We shifted the perception of Marketing. We are seen as a trusted partner by the faculty and by their support teams.

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Rethinking News Case Study No.3
 Intentionally Driving Organizational Change

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News landing page

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News landing page Editorial

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News landing page School news Editorial

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Editorial/
 Research article

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Editorial/
 Research article Press release/ Announcement

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The problems

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The problems Visual design was out-of-date

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The problems Visual design was out-of-date Navigation did not invite further exploration

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The problems Visual design was out-of-date Navigation did not invite further exploration Articles appeared nowhere else on site

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The problems Visual design was out-of-date Navigation did not invite further exploration Articles appeared nowhere else on site Users were unable to distinguish between editorial content and news about the school

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The solutions

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The solutions Fresh new look

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The solutions Fresh new look Leverage CMS to dynamically provide related articles, and to showcase articles across the site

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The solutions Fresh new look Leverage CMS to dynamically provide related articles, and to showcase articles across the site Encourage site exploration from stories

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The solutions Fresh new look Leverage CMS to dynamically provide related articles, and to showcase articles across the site Encourage site exploration from stories Use navigation, functionality, and design to distinguish between editorial and news stories

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Yup, here be dragons.

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The Approach

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It wasn’t just readers who were confused. Internal stakeholders were unclear about the distinctions.

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We would have to actively change the way stakeholders thought about articles

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Existing stories were on a spectrum

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Existing stories were on a spectrum Mostly about
 the research

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Existing stories were on a spectrum Mostly about
 the school Mostly about
 the research

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The new approach would be 
 audience-centric, designed for specific needs

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Editorial The new approach would be 
 audience-centric, designed for specific needs Audience is interested in learning and exploring ideas

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School news Editorial The new approach would be 
 audience-centric, designed for specific needs Audience is interested in learning and exploring ideas Audiences want information about the school

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School news Editorial They could no longer be interchangeable Audience is interested in learning and exploring ideas Audiences want information about the school

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Use navigation, functionality, and design to distinguish types of content School news Editorial

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Use navigation, functionality, and design to distinguish types of content Story encourages exploration: 
 Has related topics and 
 editor’s picks School news Editorial

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Use navigation, functionality, and design to distinguish types of content Story encourages exploration: 
 Has related topics and 
 editor’s picks Story encourages follow-up: 
 Has links to programs, media toolkit, other school information School news Editorial

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Use navigation, functionality, and design to distinguish types of content School news Editorial

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Use navigation, functionality, and design to distinguish types of content Context would be editorial: Navigation includes other 
 business topics School news Editorial

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Use navigation, functionality, and design to distinguish types of content Context would be editorial: Navigation includes other 
 business topics Context would be school- related: Navigation includes information about the school School news Editorial

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Use navigation, functionality, and design to distinguish types of content School news Editorial

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Use navigation, functionality, and design to distinguish types of content Tone is journalistic. Appropriate for syndication in other business media. School news Editorial

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Use navigation, functionality, and design to distinguish types of content Tone is journalistic. Appropriate for syndication in other business media. Tone is approachable and informative. Invites audiences to explore further. School news Editorial

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Use navigation, functionality, and design to distinguish types of content School news Editorial

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Use navigation, functionality, and design to distinguish types of content Simple link for general media inquiries School news Editorial

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Use navigation, functionality, and design to distinguish types of content Simple link for general media inquiries Contact info for a specific
 media relations team member School news Editorial

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There was resistance to this new approach, particularly from media relations.

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There was resistance to this new approach, particularly from media relations. We needed to understand why.

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No content

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Keep asking “why?” to get to the root of the problem

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No content

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Why did the media relations team want editorial articles to stay the same?

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Why did the media relations team want editorial articles to stay the same? They didn’t want to lose the media contact name from the articles.

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No content

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Why did the media relations team feel it was important to keep the media contact name on articles?

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Why did the media relations team feel it was important to keep the media contact name on articles? It was the only way they could connect the press with the media relations team.

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No content

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Why was it important to use the articles to connect the press to the media team?

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Why was it important to use the articles to connect the press to the media team? They sent the articles out on BusinessWire as press releases.

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No content

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Why were they sending them out on BusinessWire as press releases?

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Why were they sending them out on BusinessWire as press releases? They needed to reach journalists, and it was the only distribution channel they had access to.

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No content

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Why did they need to distribute the research to reach journalists?

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Why did they need to distribute the research to reach journalists? There was no place on the site for the press to find information specifically for them.

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Think beyond 
 the scope of your project

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Think beyond 
 the scope of your project They needed a dissemination channel for research

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Think beyond 
 the scope of your project Social media and email could be the primary dissemination channel They needed a dissemination channel for research

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Think beyond 
 the scope of your project Social media and email could be the primary dissemination channel They needed a place on the site for the press to contact them directly They needed a dissemination channel for research

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Think beyond 
 the scope of your project Social media and email could be the primary dissemination channel Adding a Newsroom to the site would help media find the information and contacts they wanted They needed a dissemination channel for research They needed a place on the site for the press to contact them directly

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Eventually, we achieved alignment. We were ready to move forward with the new content structure.

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Keep stakeholders engaged to avoid backsliding

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Achievement Unlocked: Site Launch

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Before: News landing page

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Before: News landing page School news

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After: School news

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After: School news

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Before School news story

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Before After School news story

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Before After School news story

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Before: News landing page Editorial

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Before: News landing page Editorial

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After: Insights

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After: Insights

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Before Insights story

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Before After Insights story

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Before After Insights story

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After: Newsroom

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The Results

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The team has clarity about press releases versus editorial content

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Processes established at launch continue today

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Editorial team now includes an art director

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Social media proves to be effective at disseminating knowledge

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Social media proves to be effective at disseminating knowledge

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Site metrics show longer and deeper visits to the site

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Stanford Business Insights 
 was nominated for a Webby award

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“Ok, how do I do this?”

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It’s simple. 


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It’s simple. 
 Tame the dragons.

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It’s simple. 
 Tame the dragons stakeholders.

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The 50:50 Rule

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The 50:50 Rule 50% 
 of your time: 
 project tasks

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The 50:50 Rule 50% 
 of your time: 
 project tasks 50% 
 of your time: 
 stakeholders

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How to tame the dragons?

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How to tame the dragons? Plan for and manage change.

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Your stakeholders will be anxious about change.

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Bring them to excitement.

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Bringing stakeholders to excitement

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Bringing stakeholders to excitement Communicate at all organizational levels

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Bringing stakeholders to excitement Communicate at all organizational levels Use every channel

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Bringing stakeholders to excitement Communicate at all organizational levels Use every channel Shrink the project

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Bringing stakeholders to excitement Communicate at all organizational levels Use every channel Shrink the project Repeat yourself

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Bringing stakeholders to excitement Communicate at all organizational levels Use every channel Shrink the project Repeat yourself Frame the project in your 
 stakeholders’ language

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Invite stakeholders into the process

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Inviting stakeholders into the process

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Inviting stakeholders into the process Identify influencers and engage them directly

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Inviting stakeholders into the process Identify influencers and engage them directly Individualize your approach to address individual needs

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Inviting stakeholders into the process Identify influencers and engage them directly Individualize your approach to address individual needs Track the big picture and communicate the details

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Address the root problems

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Addressing the root problems

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Addressing the root problems Ask “why?” And then ask “why?” again

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Addressing the root problems Ask “why?” And then ask “why?” again Think beyond the scope of your project

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Follow through. Keep your stakeholders focused and engaged. Lather, rinse, repeat.

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5 major launches later

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5 major launches later New roles & responsibilities across the school

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5 major launches later New roles & responsibilities across the school Fewer web authors overall; marketing can easily support most departments

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5 major launches later New roles & responsibilities across the school Fewer web authors overall; marketing can easily support most departments Site remains consistent, easily navigated, highly usable, content-rich

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5 major launches later New roles & responsibilities across the school Fewer web authors overall; marketing can easily support most departments Site remains consistent, easily navigated, highly usable, content-rich Marketing is seen as an effective and valuable partner across the organization

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– from The Little Prince by Antoine de Saint-Exupéry “If you tame me we’ll need each other.”

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Thank you. Toni Bird
 @tonibird tonibird@stanford.edu Sorel Denholtz
 @sorel soreld@stanford.edu