1
Client survey
Sadegh
General Information
1. What is the name of your company and your current (or intended) URL?
Santa Monica College – www.smc.edu
2- Who are the primary contacts from your organization, and who has final approval on
the project? Please list names, titles, email addresses, and phone numbers?
The art, entertainment technology faculty professionals are those that make decision on
website quality, but the final approval and payments are the duty of college Chief
Dr. Chui L. Tsang.
3. What is your intended launch date for the new site? Are there any outside
considerations that might affect the schedule (for example, PR launch, tradeshow,
annual report)?
The current website has a lot of problems that we want to redesign it as soon as possible, but at should
be done during six month maximum.
4. Do you have a specific budget range already established for this project? Can this
project be divided into phases to accommodate budget and timing constraints?
We have the budget for this project, but you have to let us to know your best price for redesigning, and
we make our decision on it.
Current Site
1. Do you feel your current site promotes a favorable user experience? Why or why not?
The web site was very good and sufficient for our propose in 10 years ago, but we are
advancing and accepting more students, professors, and employees, then we need more
advanced web site too.
2
2. What specific areas of your current site do youfeel are successful? Why are they
successful?
Most of the parts are working accurate, but the admission area is one of the most advanced
one.
3. What shortcomings exist with the current site and what three things would you change
on the site today if you could?
We need to make basic changes on corsair connect to make it easier for students to do their
classes’ enrollment, and we have to add new section for the student’s parents for easy access
to enrollment information too. The college directory also is not complete and we have to make
fundamental changes to it.
4. Have you conducted usability tests or gathered visitor feedback for your current site?
If so, how long ago? Please include any reports or findings.
Unfortunately, we didn’t have the usability test for last few years, but it appears that students
have difficulty in some areas such as corsair connect, or library access.
5. How important is it to maintain your current look and feel, logo, and branding?
It is very important, because we are the number one college in California, and our web site also
should be working accurately, especially in logo design, and branding.
Reasons for Redesign
1. What are the main reasons you are redesigning your site (new business model,
outdated site, expanded services, different audience)?
We need to make the current web site more efficient, and accurate with today’s needs.
2. What are your primary online business objectives with the site redesign? What are
your secondary objectives? (Examples include increased sales, marketing/branding
awareness, and fewer customer service calls.) Please discuss both long- and short-term
goals.
We have online classes, and most of the campus and off campus students have to access
directly to our website. We have also international students who trying to contact to us through
our web site for enrollment, then having a good website is vital for our business.
3. What is the main business problem you hope to solve with the site redesign? How will
you measure the success of the solution?
3
Easy access to the right information for our students, employees, and other audience is the
most important issues for our business.
4. What existing strategy (both on- and offline) is in place to meet the new business
objectives?
We are advancing more and more, we have more students every year, and we prefer to do
everything online instead of long lines in campus. The web site should cover easily everything
and the target audiences feel confidence to use it.
Audience/Desired Action
1. Describe a typical site visitor. How often are they online, and what do they generally
use the web for? Give basic demographics: age, occupation, income level, purchasing
habits. (Use as much detail as possible in profiling your target user. Profile more than
one type if appropriate.
We have 24 hours trafficking on our website, and mostly they are students for different reason
such as: enrollment, online classes, gathering information, access to library, and a lot more. The
web site should be very reliable for this purpose.
2. What is the primary “action” the site visitor should take when coming to your site
(make a purchase, become a member, search for information)?
The primary action is Gathering the information, or mostly online classes.
3-what are the key reasons why the target audience chooses your company’s products
and/or services (cost, service, value)?
We are the number one college in southern California that located in Santa Monica area, and
we have the target audience right now, and because of our reputation in number one
transferring school here, we going to have more and more applicant per semester.
4. How many people (as far as you can tell) access your site on a daily, weekly, or
monthly basis? How do you measure usage? Do you forecast usage to increase after the
site launch and by how much?
4
We have 34000 students who try to connect to our website every day, because of different
proposes and they are increasing each semester.
Perception
1. Use a few adjectives to describe how your site visitor should perceive the new site.
(Examples include prestigious, friendly, corporate, fun, forward thinking, innovative, and
cutting edge.) Is this different than the current image perception?
The redesign website should be more, appealing, accurate, easiness to use, complete in
information, and technically reliable.
2-How is your company currently perceived offline? Do you want to carry the same kind
of message through your website?
The offline currently is not active in most parts, and we wish to have all the information
accessible also on offline.
3. How does your company differentiate itself from competitors? Do you think your
current audience differentiates you from your competition? Please list competitor URLs
We have more than 60 years experience in teaching in California, and very high quality
education methods that attract so many students to our college. Some of our main competitors
are:
http://www.piercecollege.edu/
http://www.lbcc.edu/
http://www.ueicollege.com/
http://www.westwood.edu/
http:/ http://www.lacitycollege.edu
4. List the URLs of any sites you find compelling.What specifically do you like about
these sites?
The Saint Paul College in Washington DC is one of the top rated colleges in United States, and
the most important facts about them is easiness to access the information. They covered all the
information in easy way on their website and it’s not confusing to access the information.
5
http://saintpaulsnet.com
Content
1-Will this site use existing content from the current site? If so, what is the source, who
is responsible for approval, and has the content been audited? If not, will you be creating
contentin-house or using an outside provider?
Most of the community colleges use the same content in most parts, but the way that they
arrange the content and information looks very easy to access for different type of audiences
who refer to the site regularly, and also for parents and faculty stuff.
2. What is the basic structure of the content, and how is it organized? Is it a complete
overhaul of the current site or an expansion?
They don’t have a lot of side navigations and everything is organized in main navigation bar, for
example when you click on new student, it covers all the process from enrollment to the
classes, and you don’t need to come back to main navigation for more information.
3. Describe visual elements or content that should be utilized from your current site or
marketing materials (logo, color scheme, navigation, naming conventions, etc.)
The logo should be change, because it’s very simple. The other areas like corsair connect, and
directory also needs more improvement. The side navigation has to be dissolves in main
navigatio4. How will the content of this site (along with func4.tionality and navigation) expand or differ from your current site? Do you have an
existing sitemap for the outgoing site structure? Do you already have a sitemap or
outline for the pro-posed redesign?
We have the current site map, but we want to add more part to it, and we let you to know
when it’s complete.
Technology
1. What is your target platform and browser? Whom can we talk to in your organization to
help respond to technical issues?
6
The main browsers are students, teachers, faculty stuff, employees, and the website
administers that you can gather the information from them.
2. Are there specific technologies (Flash, JavaScript, DHTML, etc.) that you would like
to? use in the site? If so, how will they enhance the user experience? Please describe in
detail
We need to use the most current technology such as data base, java scrip, php and the other
technologies that are more reliable for our website security and users.
3. Will you have database functionality (dynamiccontentgeneration,
personalization/login)? Do you already have a database in place? Please describe it in
detail, including specific information regarding existing programs and software.
We have data base, but they need to be updated. The date base for our enrollment section is
working fine, but sometimes we have complained that it’s not functioning promptly.
4. Will you have a need for secured transactions (e-commerce)? Do you already offer
transactions online? Please describe in detail.
Most of the fees should be paid online and this forces us to change our current payment system
to a secure one.
5. Will you require other specific programming needs (such as personalization or search
capability)? Please describe in detail.
We should combine the directory search with the website search to make it easier for users to
track information.
Marketing/Updating
1. How do most people find out about your current website? What kind of triggers
prompt a visit (referral links, incentives, search engine terms)? What methods of
distributing the URL already exist within the company on and offline?
7
We are very well known community college in California and the people reach us in different
ways such as: search engines, our advertisements, recommendations, our website, and so on.
2. Briefly, what are your short-term marketing plans (specifically, for the site redesign
and the 6 to 12 months following launch)?
We don’t have specific marketing plan, because we are very famous and always the audience
find us in different ways. We have more than enough inquiry each semester that we have to
postpone them to future semesters.
3. Do you have an existing or planned marketing strategy in mind to promote this site
redesign? If so, please describe.
We don’t have any specific marketing plan at this time.
4. Do you intend to keep the site updated? If so, how often? Who is responsible for
updating and providing content?
We need to update our website more often, and we have the maintenance group that are hired
to take care of the website regularly , and do the updating whenever in necessary.
1
SMC
COMPETITIVE
ANALYSIS
Sadegh
2
Competitive Analysis
Overall Goals and Objectives
This competitive analysis is prepared to present a complete evaluation of the SMC
competitor’s in design process. I tried to consider different facts in my evaluation such as: search
engine, enrollment, navigation, ranging, strengths, design, capabilities, and some other feature of
the selected websites. The chosen websites are mostly potential direct competitors of SMC in
Santa Monica area or west Los Angeles.
Methodology
This competitive analysis prepared by Pahlavan Sadegh. The main goals are to evaluate the
potential competitors mostly in Los Angeles County from different point of views. The major
users of website are students, prospective students, faculty staff, and alumni, and those who are
involved with this organization.
The analysis will evaluate the following subjects:



Overall design and the features of the websites
Personal and technical analysis of each site
conclusion
EXECUTIVE SUMMARY:
I tried to analyzed 5 different websites mostly direct competitors in Los Angeles and around
Santa Monica area. It was tried to have a close look on each of these direct competitors to gather
the essential information for redesign the SMC website. There was a lot of important information
on each site that I tried to collect the most important parts.
I understand that the most useful website is that one which offers more organized information.
There is a lot of information on each site that most of the time makes the audience confused, but
those who categorized the information in an easy way for users are more successful.
The west Los Angeles and Westwood College, which are the direct competitors in same area,
are offering a lot of information in a very easy accessible method. It is very easy for students to
access the information on each category, but the overall design of these two website is not much
appealing. The majority of students are complaining about the cell phone access too.
3
Competitive Analysis
When we start to compare the SMC site with the other competitors, you will understand that
there are a lot of uncategorized and repeated information on each page especially on home page.
The information on each page is a little bit confusing. The first time students have difficulty to
find the right information form site, and always need to ask from other student or faculty staff for
help. I think there should be enrollment button on the main navigation bar, and also should be
about SMC in main navigation bar too, because in every website we looking some information
about the company or any other corporation at first, then we going for another data. The parents
of students also have difficulty to track information very easily on SMC web site. They have to
go through a lot of pages to find whatever they looking for.
SMC web site caries a lot of navigation bars, the main navigation, top navigation and a lot of
side navigation that make the applicants confused, and we can substitute most of side navigation
in sub menu, instead of putting them separately in side navigation.
There is also too many uncategorized information on each page that makes the reader a bit
wonder. The international students also have a hard time to find the information that they want
on line, and mostly have to visit the office for more information or submitting the applications.
The directory section of the website doesn’t carry the complete information about SMC and
limited to two groups only. Most of the information are repeated in every page or are irrelevant
to the topic of the page, and that makes it very difficult to search or track the information. There
is not enough information about academy programs, and mostly you have to go to other pages to
find something that you need, and at the end you left with nothing useful. Class schedule is much
more complicated area in website, and for those who didn’t work with this website is a real
problem.
I think actually there should be a complete guideline that teaches the readers, how to use this
website. The SMC website is not easy to use for most of the groups, and they have to come to
main campus for right information, and that’s why every semester we have long line in front of
the different offices in SMC.
4
Competitive Analysis
Santa
Monica
College
Overview
Effectiveness Rating
When we start to compare the SMC site with the other
competitors, you will understand that there are a lot
of uncategorized and repeated information on each
page especially on home page. The information on
each page is a little bit confusing.
Overall Design
Functionality
Look & Feel
5
Competitive Analysis
West
L.A
College
Overview
Effectiveness Rating
The west Los Angeles College, which is the direct competitors in
same area, is offering a lot of information in a very easy accessible
method. It is very easy for students to access the information
on each category, but the overall design of these two website is not
much appealing
Overall Design
Functionality
Look & Feel
6
Competitive Analysis
L.A
s.west
college
Overview
Effectiveness Rating
The Los Angeles south west college design is not very
interesting, but Most of the information is categorized
and easy to access. It relies mostly on information and
data.
Overall Design
Functionality
Look & Feel
7
Competitive Analysis
L.A
City
college
Overview
Effectiveness Rating
LACC college same as SMC has a lot of uncategorize information
on home page, but the students service has all information
completely accessible and easy to use.The overall design also
follow the basic flat colors.
.
Overall Design
Functionality
Look & Feel
8
Competitive Analysis
everest
college
Overview
Effectiveness Rating
The Everest College mostly relies On information. The overall
design of the site is not appealing. The lack of appropriate photo
is obvious, and visually doesn’t attract the people, But the
information is well categorize.
Overall Design
.
Functionality
Look & Feel
9
Competitive Analysis
Features
comparison
Demographic
About Jitusu Chang
AGE…………………… 19
GENDER……………… female
Location………………. Los Angeles
Education……………….Biology
Marital Status………….. Single
Income………………….0 Annually
Occupation……………...Student
Jitusu Chang is a 19 year-old full-time
student in SMC. She is a freshman student
in biology major. She just reached here in
USA and involving in intensive study of
English and biology classes.
Technical Abilities





Jitusu chang
Biology student
Mac & PC’s
Some computer Programs
Network Searching
Google program setting
Microsoft office
She is intending Santa Monica College to
complete her English studies and also
biological courses and transfer to UCLA
university for continue her studies for
graduating with a PhD in biology..
She also is interested in computer science,
dance and music too, and wish to take those
classes in along with the biology courses in
SMC in future.
She is very interested to dance glasses and
music meanwhile, and wish to take those
courses before she transfer to UCLA.
GOALS




Interested in biology Classes
Study in computer
Looking for Dance
Music Classes
According to her” I would like to finshish
biology here in United States, it is very
hard and need a lot of attempt especially
for international student, but I’m young
and will try my best to accomplish my
goals.”
She is young with a lot of potentials to
complete her education and hobbies.
Demographic
About Colin Smith-Clark
AGE…………………… 39
GENDER……………… Male
Location………………. Los Angeles
Education……………… PHD in psychology
Marital Status………….. Married
Income………………….60K Annually
Occupation……………...SMC professor
John Deleon is a 39 year-old full-time
instructor in Santa Monica College. He
transfers from SMC to Gorge Mason
University in Washington Dc, and
graduate with a PhD in psychology from
there.
Technical Abilities
He is a well known professor and
specialist in psychology in learning and
memory field. He is an active person in his





Microsoft programs
Photoshop
Online search
Drawing
photography
GOALS
Colin Smith-Clark
INSTRUCTOR





Better access to SMC website
Become researcher in psychology
Psychology seminars & conferences
Gardening glasses in SMC
Online classes
study field and very interested to experiments
result with his students.
He has to access to online classes trough the
SMC website and also working with it
regularly, but sometimes is very difficult to
access information online.
He is very interested to gardening and
knowing about flowers and their structural
biology of them.
According to him” The life is short and we
have to try to learn the things as fast as we
can, and transferring them to those who
are interested to know about information.”
He is trying to improve his courier as a
researcher in Psychology of learning and
memory.
Demographic
About Deleon
AGE…………………… 29
GENDER……………… Male
Location………………. Los Angeles
Education……………… B.A in programming
Marital Status………….. Married
Income………………….75K Annually
Occupation……………...Computer programmer
John Deleon is a 29 year-old full-time
programmer in Cyber Net Group. He
graduated from SMC few years before and
obtaining a bachelor degree in
programming from UCLA.
Technical Abilities





John Deleon
Programmer
Computer programmer
Program Developer
Network Programmer
Switching Programmer
Data Programmer
GOALS




Looking for only Design Classes
Study in art history
Interested in music programs too
Photography Classes
He knows a lot about the computer and
programming and mostly knows most of
basic and advanced computer languages.
He is very interested in design classes in
SMC, because of his currier he needs to
know all the design processes.
He also is interested in art history , music and
photography, and wish to take those classes in
somewhere around the Santa Monica area.
He is sometimes tired of working all the
time with computer programs, and looking
to have different interesting activities after
the work.
According to him” I like to have different
art, music, and design courses for my free
times, working long time with all these
codes and programs made me a lot
exhausted.”
He has a very high talent in drawing and
sketching, and looks to improve it.
Communication Brief
Sadegh
Santa Monica College web site redesigns
04/05/2014
Big Picture: Redesign and launch the new web site by February 31, 2015 for their
students, staff, and target audiences for better access to the data and information on the
web site, especially for online students.
Project summary: Santa Monica College is one of the best colleges in Los Angeles,
and number one transfer college in California too. They have the biggest amount of the
students in Santa Monica who need to do most of their works on line. They have one of
the biggest websites with a lot of pages and functions. They have online classes,
international students, and the students from other states, including the staffs and those
who are related to SMC that have to do everything online. The current website has a lot
of issues according to the students and staff that should be removed after the redesign
process.
Business objectives/goals: Santa Monica College attempting to redesign its web site
for a better access of its audience to its contents. They have online classes that require the
student to go online to contact to their instructors regularly. The current student also has
to enroll every semester and pay for the fees online. Every semester they have a large
amount of the students that have to enroll and choose classes on line too. They have a lot
of staff and employees that should do all their jobs online too. The current web site looks
a little bit busy and complicated for both students and staff to access to its information.
They need to redesign their web site for easy access to its content for the student at first
and the people who are involved with the student secondly. They want the organized
information for those also in other state too.
Target audience: Santa Monica College has a vast variety of audiences such as: new
student in all state who wishes continue their studies in SMC, instructors, employees,
staffs who work frequently with the students, and the parents of the students who have to
pay for everything.
Perception Strategy:

Current
The color combination of header doesn’t looks very effective
There is a lot of uncategorized information on each page
The home page looks too busy and unorganized
The navigation bar doesn’t expose all the information
There are a lot of side navigations that contains more pages and navigations.
There are a lot of hidden navigations with the same data as in home page
The mobile design is exactly same as desktop.

Desired
Organize navigation to cover all the information
Categorize the information in main and sub navigation.
Chang the header and content of the home page
Categories the information on other pages
Using appropriate type face
Change the mobile design to smaller and more efficient one

Strategy
New site has complete navigation to cover all the educational information for new
students, staffs, and target audiences.
Design the new navigation bar to cover all the data
Combine all of the repeated information to the main navigation
Make the mobile design much smaller
Message Strategy: The primary massage is easy access to the content of website and interest
the students for online enrollment or what we call it “call the action”. The second goal is to
organize the information on the site for more inquiry and the new navigation bar which
categories the educational information which satisfy the students. The new design with organize
layouts and correct colors, typefaces, and navigation tries to communicate more efficient to the
students, staffs, employees, and also attract new audience too.
Competitive Advantage: They are the biggest community college and number one transfer
school in Santa Monica area. They have the have the high educational methods and instruments.
They have expert instructors in each felid. They have the best location in town just near the
Pacific Ocean. The numbers of students who apply for SMC are increasing each semester,
because of their good reputation.
ESTIMATE
Sadegh
Client: Santa Monica College
Description & Fees:
The site will consist of approximately 250 pages that include navigation, side navigation,
bottom navigation, corsair connect, online enrolment, online classes, request information,
data, admission, study programs, search features, and carrier listing pages.. Client to
provide access to Web hosting information needed to launch site.
Phase One: Research & Analysis
$12500 -$15000
Will work with client to analyze “competitive” sites, access audience needs, and determine
site goals. Will leverage any existing research completed by Santa Monica College and will
consult with SMC’s internal team to establish the site’s structure, functionality and
technical parameters.
Phase Two: Design Development
$25,000-$30,000
Initial meeting to discuss next steps and web schedule. Presentation of two design
directions to show a home page and one other section drill down page. Refinement and
application of preferred direction to all pages. Presentation of pages as pdf files for
proofreading. After final approval of all pages, preparation of all pages and image files for
technical production. Includes one round of revisions in the design phase only.
Phase Three: Technical Production
$95,000 - $ 105,000
Building of HTML pages from layered Photoshop files. Implementation of page titles, meta
tag description, and keywords for search engine optimization. (Client toprovide description
and keywords). Beta testing on development site to perform cross-browser and platform
testing. Uploading final files to web host for official launch of the site.
Total for Design and Technical Production
$132.500-$150.000
Should the scope of the project change or the deliverables for the project change, this
estimate may need to be revised.
Revisions/Changes
Base fee includes one round of revision in the design phase only.
Additional revisions will be billed at an hourly rate of $90.
Payment Schedule:
30% of fee to begin project
40% after completion of design production
30% upon delivery of final HTML files
SCHEDULE
Sadegh
Client: Santa Monica College
Project: Website Redesign
Designer delivers new Creative Brief, estimate and
schedule
04/05/14
Designer and Client meet to conduct User Profiling
session
Wednesday, 04/14/14
Designer finalizes and delivers User Profile document
Tuesday,04/24/14
Designer delivers draft navigation as Sitemap document
Week of 05/04/14

Tuesday 06/15/14

Designer delivers draft wireframes and any revisions
to initial sitemap
Designer & Client determine schedule for content
delivery
Designer begins site look and feel
Wednesday, 06/25/14
Design direction presentation
Tuesday, 08/03/14
Designer delivers revisions to look and feel, if required
Friday, 08/20/14
Once Client signs off on design look and feel, Designer
completes page designs (10 to 15 pages estimated)
08/20/14– 09/20/14
Client delivers final content
Thursday, 08/25/14
Designer begins final production of all graphics files
Week of 09/01/14
Designer begin technical production:
Designer to create HTML, image folder and CSS files for
posting to development site.
Week of 10/05/14
Beta testing
Monday, 11/10/14
Site launches
Wednesday, 02/01/15
SECOUNDARY NAVIGATION
SMC ONLINE
CORSAIR CONNECT
CATALOUGE
CLASS SCHEDULE
SMC SITE MAP
DIRCTORY
LIBRARY
Pahlavan Sadegh
home
A
ABOUT SMC
ADMISSIONS
C
B
WHY SMC
b.1
AET
b.2
EMERITUS
b.3
BROAD STAGE
b.4
KCRW
b.5
TRANSFER
CENTER
b.6
INTERNATIONAL
b.7
STUDENTS
NEWS
PROGRAMS
D
c.1
INFORMATION
c.2
STUDENT
SERVICES
ENROLLMENT
E
ART
d..1
BUSINESS
d..2
CONTACT
F
CURRENT
STUDENTS e.1
G
contact us g.1
ONLINE
REQUEST g.2
COMMUNICATION
AND MEDIA STUDIES
FORMS
c.3
FAQ
c.4
d..3
COMPUTER
SCIENCE d..4
NEW
STUDENTS e.2
COSTMETOLOGY
d..5
CONSELING
DANCE
FINANCIAL AID
f.1
d..6
d.7
DESIGN
TECHNOLOGY
APPLY
f.2
ARTICULATION
f.3
d..8
EARTH SCIENCE
d..9
PHISICAL SCIENCE
d..13
PSYCHOLOGY
d..14
=
SCHOLARISHIP
f.5
ENGLISH d..11
d..12
= SECONDARY NAV
ASSESSMENT
CENTER f.4
EDUCATION d..10
HEALTH SCIENCE
KEY
GRADUATION
e.3
FEES
e.4
STUDENTS
CLUB
f.6
CORSAIR
CONNECT f.7
ATHLETICS
f.8
LINK
= SEARCH FUNCTION
CONNECT
F.7.1
=
PDF
TOP NAV
Logo
Photo
SEARCH
ABOUT SMC
ADMISSION
PROGRAMS
ENROLLMENT
SLIDE PHOTOS
t
ABOUT SMC
LINK
CONTACT
CALL THE
ACTION
TAG LINE
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LINK
STUDENT
SERVICES
LINK
LINK
LINK
Photo
Photo
Photo
Photo
SICIAL MEDIA
TOP NAV
Logo
Photo
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