Santa Monica College
Website Redesign
Jeanette Colin
TABLE OF CONTENTS
Client Survey ...........................................1
Competitive Analysis .............................. 4
Overall Goals & Objectives | Methodology
Executive Summary
SMC
UCLA
LACC
CSUN
ELAC
Features Comparison
Personas .............................................. 14
Communication/Project Brief ................ 18
Estimate ............................................... 21
Schedule .............................................. 23
Site Map ............................................... 25
Wire Frames ........................................ 27
Santa Monica College
Website Redesign
Client Survey
1
CLIENT SURVEY
General Information
Current Site
1. What is the name of your company and your current (or intended) URL?
1. Do you feel your current site promotes a favorable user experience? Why or why not?
Santa Monica College
Current URL www.smc.edu
I feel like the site works ok for the most part. However, if you are
not familiar with the site it can be a little more challenging to find
what you are looking for. This poses a problem because we want
to make sure that new students do not have a hard time trying to
find important information.
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.
President, Chui Tsang
phone: (310)434-4000
email: ChuiTsang@smc.edu
Web designer, Jamie Cavanaugh
phone: (310)434-4000
email: Jamie@smc.edu
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)?
Intended launch date January 1, 2015
No
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?
At the moment $12,000 is set asside for this project.
Yes, the project can be split into phases.
2. What specific areas of your current site do you feel are successful? Why are they successful?
Although our ecompanion section is out dated it it still very
succesful in fullfilling its purpose. It allows students to review
information & chat, with their teachers and class mates, It also
gives students the opportunity to review their grades and reading
resources and documents provided by their teachers.
3. What shortcomings exist with the current site, and what three
things would you change on the site today if you could?
I would change the way information is organized, the look and feel
of the site and the overwhelmingness of the home page.
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.
No we have not.
5. How important is it to maintain your current look and feel,
logo, and branding?
I would like the look and feel of the current site to change. We are
aiming for a cleaner, more user friendly website. The logo could
also be better, we were not looking into changing the logo but we
are also opened to suggestions.
2
CLIENT SURVEY
Reasons for Redesign
Audience/Desired Action
1. What are the main reasons you are redesigning your site (new
business model, outdated site, expanded services, different
audience)?
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.)
The main reason for the redesign is that the current site is not
very user friendly and it is also very outdated.
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.
The primary objectivevs for the redesign is to make it not only
more user friendly for students and faculty but for future students
as well. The secondary objectives are to make the website look
more modern, it currently looks out dated.
3. What is the main business problem you hope to solve with the
site redesign? How will you measure the success of the solution?
With the redesign I am hoping to encourage students to use the
website to obtain information that is provided on the site. We constantly have students calling the campus to obtain information or
waiting in long lines to submit information when those services are
offered online. Through our website we are able to see the history
of the website usage, we will measure the success that way.
4. What existing strategy (both on- and offline) is in place to
meet the new business objectives?
SMC’s student population is always growing. Therefore we are
always trying to do the best we can to accomodate our students.
For example, about 2 years ago we had a new parking structure
built at our main campus because we had many students brining
to our attention that parking was an issue. We also have shuttles
now that students can take to travel from campus to campus as
needed. Online, we offer options for students to do sevral things
on our site that would otherwise require for them to wait in long
lines.
The average user is on the website atleast 3 times a week for
aproximatly 10-30 minutes. Generally the site is used to check &
send emails, check grades, pay for fees, submit assignments or
check for grades.
Students:
22, Customer service, 24,000, puchases necessary and a little
more.
Prospective Student:
18, unemployed, $0, minimal purchases.
Faculty:
18, teacher, $60,000, minimal purchases.
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)?
Students and faculty come on the website to find information or
provide information, to send email, to check grades or pay for
class and parking fees.
3. What are the key reasons why the target audience chooses
your company’s products and/or services (cost, service, value)?
Most students choose Santa Monica College because we are
the best transfer school. We also have different campuses which
make it more convinient for students and online classes for
students that for what ever reason are not able to travel to our
campuses.
3
Santa Monica College
Website Redesign
Competitive Analysis
4
COMPETITIVE ANALYSIS
Table of Contents
Competitive Analysis Overview ................... 6
Overall Goals & Objectives | Methodology
Executive Summary .................................... 7
SMC ............................................................ 8
UCLA ........................................................... 9
LACC ........................................................ 10
CSUN ........................................................ 11
ELAC ......................................................... 12
Features Comparison ............................... 13
5
OVERVIEW
OVERALL GOALS & OBJECTIVES
The goals and objectives for the Santa Monica College website re-design are to make the site more functional and user
friendly. Making the user experience for Prospective Students, Current Students, Staff and Faculty is the main goal. This
way students can find information online and not have to wait in long lines on the campus, saving them time and money.
Being able to easily find information oon our website will also prevent students from having to wait on the phone for a long
time to obtain answers that they can get on line. These are some of the current issues that we are having at the moment.
When we inform students that the information they need can be accessed on line they have a hard time finding it, making it
not only difficult and time consuming for the student but also for our staff trying to attend to all the calls coming in.
METHODOLOGY
The analysis for the Santa monica College Website Redesign will be conducted by the JColin Graphics team. The people
involved are the Creative Director, Marketing Analyst, Information Designer & Graphic Designers.
Individuals participating in this analysis are classified as potential users and will be conducting several task-oriented tests
for each of the sites with a user-based orientation instead of a developer’s point of view. This analysis, though informal, will
allow a range of observations, input, and overall use of each site.
The analysis will be conducted in three phases:
1. Individual analysis (heuristic)
2. Informal usability testing (task-oriented)
3. Features comparison
6
EXECUTIVE SUMMARY
General Information
For this portion of the Santa Monica College website re design we took 5 different competetor websites and thuroughly
analyzed them. The objective was to test the user experience, the functionality of the home pages, the ease of use and the
overall look and feel of the site. In order to make it a more consistent analysis, we went into each site with the intention of
finding the same information on every one. We tested on how user friendly each site was for a person that had never been
on the site. The scores that are shown below are the results of those tests.
The infomation that we were looking for was the “About Us” section of the sites and the “Current Student” section of the site.
Since we were doing research from the prospective of a person that had never navigated the site we also looked for the
content that a prospective or new student would search for.
Although the websites content and being able to find what you are looking for is important, capturing the target audience is
also crucial. Therefore, the scores that these sites received we’re also based on how attractive the sites were. Some of the
things that we looked into were the home pages, use of color, use of images and how all the features that catch the users
interest were implemented and used or not used in each page.
The school websites that were analyzed were:
Santa Monica College
University of California Los Angeles
Los Angeles City College
California State University Northridge
As we did our reasearch on the competitions websites we developed a list of features that were making the good sites good and how
the ones that were missing some of those features could benefit from the features on other sites. To see the list of those features and
compare them to the content on each page please see Page 9.
After assesing all the websites and their features cafully, we found that the UCLA website was the best designed site. The UCLA
website obtain 5 out of 5 stars on all of the catagories tested. The second highest scoring site that we tested was the CSUN site wich
scored 4 out of 5 in two catagories and 3 out of 5 in the other two. We determined that what made the UCLA sucessful above all the
other sites tested was the cleanliness in the look, feel & layout that remain consistent through out the site. Starting from the home page,
There is no cluttered or overwhelming amout of lins and text as there is in most of the other sites that were tested. The overwheling
amount of links and text on the SMC website is one of the things that makes it hard to navigate and less user friendly. Another thing
that greatly impacts the UCLA website is the photographs that are used through out the website and the creative way of displaying
important facts and information.
All the specific details and features that were tested are in the pages to follow and in the Features Comparison Chart at the end of this
competitive analyisis.
7
SMC
General Information
Overall the current Santa Monica College website looks dated and
crammed with content. Th home page feels a little overwhelming.
It contains importane imformation but it is being surrounded and
crammed by other information that does not need to be on the
home page.
Effectiveness Rating
Home Page Functionality:
Home Page Functionality:
Ease of Use:
Look & Feel:
8
UCLA
General Information
The website for University of California Los Angeles was the
highest rating of the 5. Overall the website was easy to navigate
and the drop down navigation is very functional. The home page
is beautifully laid out with no clutter or overwhielmigness. It was
easy to find the information I was looking for on this page. The
consistant cleanliness of the site captivated me to dig deeper into
the website.
Effectiveness Rating
Overall Experience:
Home Page Functionality:
Ease of Use:
Look & Feel:
9
LACC
Analysis Overview
The website for Los Angeles City College was the second to lowest rating site of the 5. The information on the home page seemd
to be too crowded because the space was not used completely.
The website is not hard to navigate around but it is a little confusing. The outdated look and feel of thehome page alone would dicourage me as a potential student from searching for information.
Effectiveness Rating
Overall Experience:
Home Page Functionality:
Ease of Use:
Look & Feel:
10
CSUN
Analysis Overview
The website for California State University Northridge was the one
with the second highest rating of the 5. Overall the website was
easy to navigate and the drop down navigation is very functional.
The home page is not too over whelming but it still seems a bit
cluttered. It was easy to find the information I was looking for
on this page. One of the negatives was that the the pages we
inconsistent in size.
Effectiveness Rating
Overall Experience:
Home Page Functionality:
Ease of Use:
Look & Feel:
11
ELAC
Analysis Overview
The website for East Los Angeles College was the one with the
lowest rating of the 5. The amount of information in the home
page and in the drop down menus is very overwhelming. The
layout of the home page is not very functional, It was difficult for
me to find the information I was looking for. The outdated look and
feel of the site alone would dicourage me as a potential student.
Effectiveness Rating
Overall Experience:
Home Page Functionality:
Ease of Use:
Look & Feel:
12
FEATURES COMPARISON
FEATURE LIST
Social Networking
SMC
UCLA
LACC
CSUN
ELAC
10 of 18
17 of 18
9 of 18
12 of 18
7 of 18
Seach Bar
Clean Look & Feel
Easy Navigation
Clean Home Page
Responsive
Hero Images
Hero Slide
High Quality Images
Effective Drop Navigation
Modern Look & Feel
Secondary Nav
New Student on home
Prospective Student
About Us Link On Home
Contact Us Link/Info Home
Map & Directions
Feature Stories
Total Features
13
Santa Monica College
Website Redesign
Personas
14
PERSONA 1
STUDENT
GENERAL INFORMATION
Name: Prince Colin
Position: Current Student at SMC
DEMOGRAPHICS
Age: 26
Gender: Male
Location: Los Angeles, CA
Marital Status: Married
Education: AA in progress
Income: $18,00
Occupation: Lead Consultant
ABOUT PRINCE
Prince is a current student at Santa Monica College. He works
full time as a Lead Consultant atFedEx Office and goes to school
part time. He is currently working on his AA and has a certificate
of completion in Graphic Design. Prince is married with one child
(boy). On his days off he enjoys going out for lunch and watching
a movie with his family. He also spends family days at Disneyland
and Six Flags. His personal time is spent with his motorcycle
crew going on long rides through canyons. Spending time on his
motorcycle is his way of getting away from the world.
TECHNOLOGICAL CAPABILITIES
Platform Windows/Mac
Screen Resolution 1600x1900 HP Desktop
Prefered Browser(s) Internet Explorer
Computer Skill Level 9/10
Internet use (hrs/week) 21hrs
Software Usage Photoshop, Illustrator, In Design, Dream Weaver,
Word, After Effects
PERSONAL GOALS
-To Major in Graphics Design
-Obtan a Certificate in Web Design
-Open his own design studio
-Use his design skills in the music industry
COLLEGE SITE USAGE
-Email classmates & Teachers
-Ecompanion
-Class schedules
-Pay class/parking fees
-Check priority date
-Check Grades/Add classes/Drop Classes
-Unoficial Transcript
15
PERSONA 2
PROSPECTIVE STUDENT
GENERAL INFORMATION
Name: Elizabeth Guevara
Position: Full Time Student
DEMOGRAPHICS
Age: 18
Gender: Female
Location: Santa Monica, CA
Marital Status: Single
Education: High School Senior
Income: $0
Occupation: Full Time Student
ABOUT ELIZABETH
Elizabeth is currently a Senior at Santa Monica High School. She
is currently un employed and lives at home with her parents. She
is a full time student that is about to graduate high school and is
looking into different colleges to go to. She is interested in becoming an English Major and become a teacher and a published
writer in the future. On the weekends Brooke loves going out with
her friends to the movies and dancing. She enjoys spending time
alone on the Santa Monica Pier reading. She also loves spending
time with her two little sisters at the park.
TECHNOLOGICAL CAPABILITIES
Platform Windows
Screen Resolution 1366x768 Sony Laptop
Prefered Browser(s) Firefox
Computer Skill Level 7/10
Internet use (hrs/week) 32hrs
Software Usage Word, Final Draft, Celtx, Ywriter
PERSONAL GOALS
-Find the right school for her
-Become a published writer
-Write her first novel by 21
-Get her AA by 21
COLLEGE SITE USAGE
-Obtain information about the school
-Obtain class schedule information
-Obtain admission information
-Map and directions
-Assesment Test information
-Financial Aid information
-Internship programs information
-Counseling information
16
PERSONA 3
TEACHER
GENERAL INFORMATION
Name: Josh Garrido
Position: Full Time Teacher/Photographer
DEMOGRAPHICS
Age: 36
Gender: Male
Location: Santa Monica, CA
Marital Status: Single
Education: BFA in Photography
Income: $50,000
Occupation: Full Time Teacher/Photographer
ABOUT JOSH
Josh is a full time Photography teacher at Santa Monica College.
Josh’s gratest moment as a photographer was being the inspriation for one of his Photo 1 students that then later on became
a professional photographer for Brides Magazine. Since this
experience, one of Josh’s goals is to be the source of inspiration
for many more students. On his spare time Josh enjoys going
to different places and “shooting them out”. He also has a photo
gallery that he spends lots of time in on weekends. When he’s
not doing either, he is out partying with friends.
TECHNOLOGICAL CAPABILITIES
Platform Mac
Screen Resolution 1600x1900 iMac
Prefered Browser(s) Safari
Computer Skill Level 10/10
Internet use (hrs/week) 24hrs
Software Usage Photoshop, Bridge, Illustrator, In Design, Word
PERSONAL GOALS
-To take the perfect photograph
-To continue growing his gallery
-To inspire his students
-Have his photographs in National Geographics
COLLEGE SITE USAGE
-Email students
-Email other teachers
-Submit grades
-Submit assignments on ecompanion
-Review class schedules
-Submit examples of work
-Track attendence
17
Santa Monica College
Website Redesign
Communication Brief
18
PROJECT BRIEF
PROJECT SUMMARY
The Santa Monica College site will be completely redisigned to better serve it’s users. The purpose of the new site is to
increase efficiency and better serve its purpose for prospective students, current students, teachers and faculty. We will
accomplish this by making the website less cluttered.
Another goal is to make any information on the new site more accessible and interesting.This will be acomplished by
making the overall design of the site more sleek and modern. Making the information more pleasent to look at will grab the
attention of the audince increasing the websites usage and getting information across to it’s users in an attractive way.
The long term goal is to have the audience comfortable with using the site without being over whelmed. Doing so will benefit
current students because they will not feel the need to wait in long lines to complete tasks that they can easily do online.
This will also benefit students because they will feel more empowered to find the information they need on the site as opposed to driving to the campus or calling the school and waiting for someone to anser the phone when everything they need
is on the site.
TARGET AUDIENCE
The target audience for the SMC website is made up of new and current students as well as Teachers and Faculty.
The average new students are male high school seniors that are unemployed between the ages of 17 and 18. These
potential students will typically visit the site on a average of 15-20 times a week to obtain information that they are using to
compare this school to other potential schools.
They usually search for the following:
Schedules | On-line course availabilities | Campus maps and direction | Counseling information | Programs and groups
Financial Aid | Registration information
The average current students are females between the ages of 23 and 28. Current students will typically visit the site on a
average of 20-30 times a week.
They usually search for the following:
Class Schedules | Pay fees | Buy parking passes | Check grades | Email teachers and class mates | Updates on school
events
The average teacher that visits the site is between the ages of 38-48. Teachers will typically visit the site on a average of
40-50 times a week.
They usually search for the following:
Check Schedules | Email other teachers | Email their students | View school schedules and activities | View & submit grades
19
PROJECT BRIEF
PERCEPTION/TONE/GUIDELINES
1. Exciting, fun, communicative
2. Modern, clean, professional
3. Highly visable college logo, clean display
4. All information should be displayed in a consistant way
5. Easy to navigate and find information
COMMUNICATION STRATEGY
COMPETITIVE POSITIONING
Santa Monica College is one of the many community colleges in the Los Angeles area. Despite having so many competitors
it is the #1 transfer school to UCs.
Santa Monica College has sevral features which differenciate it from its competitors, among them are that they have several
different campuses. All of the campuses accomodate students neeeds by providin them with spacious class rooms, study
areas, compuer labs & guarded parking lots. To ensure that all students have the opportunity to make time for school, they
also offer classes at many different times including on Saturdays to acommodate working students. Off campus, they offer
on line classes as well as hybrid classes for those that are not always able to be on campus. They also have an international student program that unlike many other schools make it easier and more affordable for international students to attend
classes.
The SMC website redesign will make the school as good on it’s website as it really is, making potential students more interested in becoming a part of the SMC community.
SINGLE-MINDED MESSAGE
Santa Monica College inspires innovative thinkers today, that will make the biggest differences tommorow.
20
Santa Monica College
Website Redesign
Estimate
21
ESTIMATE
PROJECT DESCRIPTION:
This project consists of a complete redesign of the Santa Monica College website. The website at the moment is approximatly 150 pages. The entire website will be made responsive, with a consistant layout that will be chaged to accomodate
the content of each page type. Website will be made in a way so that the client is able to maintain the website themselves.
Hosting will be provided by the client.
PHASE ONE: REASERCH & ANALYSIS
$6,000 - $8,000
PHASE TWO: DESIGN DEVELOPMENT
$15,000- $20,000
PHASE THREE: TECHNICAL PRODUCTION
$40,000 - $50,000
TOTAL FOR PROJECT
$61,000 - $78,000
This phase conisists of working with the client to determine the goals and specific changes that need to be made to the site.
In this phase we will also analyze the clients competitors and target audience. This will consist of comparing and contrasting several sites to determine the strenghths and weaknesses of the competition as well as the clients site itself and how it
markets itself to the target audience.
In this phase we will discuss the production schedule for the website. We will also determine the layout of the website by
proofing layout sketches and create a site map of the entire sites contents. After viewing three possible layouts for the home
page and two landing pages the client will be given one revision opportunity.
In this phase we will create html pages based on the Photoshop layouts and site map approved by the client. In this final
phase we will also perform several cross browser and platform testing. Once all the tests are completed the website will be
launched on the host provided by the client.
Note: This estimate is for the current discription of the project wich does not include fees for animation, font purchases,
advanced programming, or server charges. If the client chooses to change the scope of the project this estimate will change
to reflect the changes made.
Revisions: Any additional revisions asside from the ones mentioned in this estimate will be charged at $60 per hour.
Payment Schedule
40% of fee to begin project
30% due at completion of design process
30% upon delivery of final HTML files
______________________________
Client Signature
____________
Date
22
Santa Monica College
Website Redesign
Schedule
23
SCHEDULE
Scheduled Task
Duration
Designer delivers new Creative Brief, Estimate and Schedule
4 Weeks
Designer and Client meet to conduct User Profiling session
3 Weeks
Designer finalizes and delivers User Profile document
2 Weeks
Designer delivers draft navigation as Sitemap document
6 Weeks
Designer delivers draft wireframes and any revisions to initial sitemap
6 Weeks
Designer & client determin schedule for content delivery
1 Week
Designer begins site look and feel
8 Weeks
Design direction presentation
3 Weeks
Designer delivers revisions to look and feel, if required
3 Weeks
After look & feel approval, Designer completes 10-15 page designs
12 Weeks
Client delivers final content
2 Weeks
Designer begins final production of all graphics files
12 Weeks
Designer begin technical production: HTML, Image folder & CSS files
21 Weeks
Beta Testing
4 Weeks
Site Launches
6 Weeks
Schedule is subject to change.
In order for this schedule to remain effective the client must ensure that they attend all meetings, provide all content by day
requested and approve proofs of revisions in a timely manner.
______________________________
Client Signature
____________
Date
24
Santa Monica College
Website Redesign
Site Map
25
SITE MAP
TOP & BOTTOM NAVIGATION
PROSPECTIVE
STUDENT
CURRENT
STUDENT
FACULTY
STAFF
ALUMNI
MAP &
DIRECTIOND
CONTACT US
MAIN NAVIGATION
ABOUT
-Over View
-Mission & Values
-History
-Awards
ADMISSIONS
-Admission
Overview
-Undergraduate
-Graduate
-Rankings
-Extension
Enrollment
-Campuses
-International
-Careers
-Transfer
-Administration
-Financial Aid
COMMUNITY
-Overview
-Community
Programs
-Academic
Programs
-Arts & Culture
CLASS SCHEDULES
APPLY
-Searchable
Schedule
-General
Information
-Current Semester
-Process
-Following Semester
-FAQs
-College Catalog
-Upcoming Events
-Student Records
-Forms
-FAQs
______________________________
Client Signature
____________
Date
26
Santa Monica College
Website Redesign
Wireframes
27
WIREFRAMES
Note:
For this section of the document the colors shown on the
wireframes are not the colors that will be used. The colors
on the wireframes are color codes for what will be positioned
in that area. The color guide is shown below to provide a
better understanding.
Logo
Social Media
NAV 2
Secondary Navigation
NAV 1
Primary Navigation
NAV 3
Terciary Navigation
Search Bar
Image Place Holder
Content Within Break
Page Specific Navigation
Video
28
WIREFRAMES
HOME PAGE|RESPONSIVE DESKTOP
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WIREFRAMES
HOME PAGE|RESPONSIVE TABLET
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HOME PAGE|RESPONSIVE MOBILE
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copyright 2013 jcolin graphic studio
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