Santa Monica College
MANDEEP BHASIN
This is a comprehensive document of extensive research and
analysis in order to re-design your college’s current website,
www.smc.edu.
This Document includes these deliverables:
-Client survey
Santa Monica College
-Competitive analysis
-Personas – your target audience
-Communication brief agreement, schedule and estimate of
this project
-Site Maps and Wireframes
4/24/2014
Client Survery: Q&A
SANTA MONICA COLLEGE
Interviewed by Mandeep Bhasin
General Information:
1) What is the name of your company and your cur- rent (or intended) URL?
My Company is called Santa Monica College, my URL is smc.edu.
2) Who are the primary contacts for your organization?
For design issues you must reach the Graphic/Web Design staff at the AET campus or Airport Campus, 310-8092344, any of the faculty members can sign off on any ideas or changes.
3. What is your intended launch date for the new site? Are there any outside considerations that might affect the
schedule?
It should be done and released by next summer! There are enrollment dates and new semesters that will begin and
that can hold up the process, i.e. finals, projects and seminars. Also, major holidays will impact as well!
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?
Our budget is reasonable, this is a school website and due to budget cuts we only have so much for the website, so if
it has to be done in two phases that is acceptable. Bottom line is we do have a budget and hope to work within that
budget.
Current Site:
1. Do you feel your current site promotes a favorable experience? Why or why not?
We feel the current website favors one or two different target audiences, such as students and parents but not all, for
that reason, we want to re-design and expand our vision. It has the necessary back end programming for students to
sign up for classes and organize their admission/transcripts and parents can access so much to understand the depth
of our school!
2. What specific areas of your current site do you feel are successful? Why are they successful?
The event section of our website with the calendar is our best part of the website. E companion and google email
integrated for students to communicate with their professors is key and a great asset to our current website and
corsair connect is successful to because all these components are organized and work well for students.
3. What shortcomings exist with the current site, and what three things would you change on the site today if you
could?
The overall look of the site can be much better! The user friendly aspect to the site can be better such as accessing
the right pages. Teachers have a hard time accessing what they need to so that can be much better.
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.
Yes we have done tests from teachers and students over the last year or two. Some were okay, many complained
about their overall experience.
5. How important is it to maintain your current look and feel, logo, and branding?
Extremely important to maintain the logo and colors! They have made us stick out from other local colleges. Our
branding is part of our success, so keeping that is important, re designing our website does not change that.
Reasons for Redesigning:
1. What are the main reasons you are redesigning your site (new business model, outdated site, expanded services,
different audience)?
Main reason to redesign our website now, is because it is a bit messy and cluttered and can be way more concise and
simplified. A facelift is always good for any company too! We also want it to be more accessible for students and
expand services. Many of our different departments have their own independent website, which is hard to access and
find on our main website! We wish to mold these two together.
2. What are your primary online business objectives with the site redesign? What are your secondary objectives?
Main objective is to see an increase of traffic from our current and prospective students. Also, More students
enrolling online. Our second objective is to answer less customer calls, we hope that everyone can find current and
relevant information quickly on our new website!
3. What is the main business problem you hope to solve with the site redesign? How will you measure the success of
the solution?
We hope to solve our issues with making the site more user friendly! We would like all students, including parents
to access the site stress free and easily. We will ask student body and faculty members to navigate through the
website as we watch them.
4. What existing strategy (both on- and offline) is in place to meet the new business objectives?
We will have proper advertisement and posters announcing our new college website, encouraging people to view
our website and stay longer!
Audience/Desired Action:
1. Describe a typical site visitor. How often are they online, and what do they generally use the web for?
A typical visitor would be approx. between the ages of 18-60. The age range is wide because we have fresh students
from High School and those who are learning new skills after earning a degree. The majority of students are 24
years old or younger! They are often online to sign up for classes, to research and inquire information for classes or
if they are learning computer programs. They use the internet to check emails daily for personal and for school
purposes. They also check E Companion for class notes and posts. Many visitors are international speakers, English
may not be their first language. Many visitors are employed as well as being students.
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 should be to enroll as a student, and start their process and orientation. The knowledge and
information must be very well presented to allow them to do so.
Who should they choose you?
Our target audience should choose us because we are extremely well known to be the #1 transfer school of the
nation! We have a fun, outgoing atmosphere, close to beach! We also employ many University teachers that teach
here as well as being a teacher elsewhere. We have a great reputation and offer great programs.
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?
A few Hundred a week access our website, except when school is out for holidays! We have a program that keeps a
number count! Yes it will increase, by thousands a month.
Perception:
1. Use a few adjectives to describe how your site visitor should perceive the new site. ) Is this different than the
current image perception? Friendly, fun, forward thinking, intelligent, corporate and educational. Yes, it is different
than the current image.
2. How is your company currently perceived offline? Do you want to carry the same kind of message through your
website?
Our college is perceived to be the #1 transfer college in the nation and one of the top ranked community colleges.
We have a high successful rate thus the reason why we have such a high rate of students! We want this to absolutely
be carried over to our website, since at this moment it is not!
Santa Monica College Website
SMC: Competitive
Analysis
An analysis report showcasing one’s competition
in the same field
The purpose of this competitive analysis is to provide a
comprehensive view into a range of websites within the design field.
In our review, we analyzed content, features, technology, look & feel,
and overall effectiveness of a selected set of sites.
2014
Smc.edu
SMC: Competitive Analysis
Competitive Analysis (overview):
Goals and Objectives:
The main purpose of this analysis is so that we can help serve you to the best of our
abilities. It will help the creation of your new website. We can confidently move
forward with the design and functionality of your new website once we understand
the field of business you are in, your competition and what holds you or them back.
In this review, we analyzed a set of different websites, in regards to the overall
experience, functionality, color and look and feel. Also included, in this report, is a
more detailed breakdown of each website including screen shots and commentary on
the effectiveness of the websites.
Methodology:
This analysis has been conducted by the design team, some of which are already
college students and those who were asked to think of themselves as one. This fits in
your target audience which includes: prospective Students, Alumni, Parents and
Faculty.
Deliverables:
The report will contain a detailed overview of each site, including screenshots, specific
features and differentiating factors, and ratings, which will include usability, ease of
use, and overall rating. Also included will be a comprehensive features grid, which
shows a breakdown of the competitive sites into specific industry categories, and
specific features divided into graphic, technical, content, and site-specific categories.
The final report will also contain overall recommendations for the possible
implementation of specific features that were highly rated and should be considered in
the site’s redesign.
SMC: Competitive Analysis
We analyzed 4 major websites (including Santa Monica College) in the field of
education, from 2 year to 4 year colleges, in order to determine the best approach in
the redesign of your website.
From our research, we have realized a lot of the better college websites offer a lot of
relevant information in an appealing, clean and organized way! We notice the use of
slideshows and the content on the homepage is vital. A strong inviting visual that is
structured was also found. We also notice that having a responsive website is key and
important for students; some websites were disoriented either on a desktop or mobile
phone.
We found that UC San Diego’s website was overall very strong and appealing. It
offers many cool feature’s such as a virtual tour guide of the school. It also showcases
all the different departments of the school as subdomains (mini websites) within the
website. The sub domain websites are also appealing and have the same look and feel
to keep consistency. The navigation is very simple and clean. The functionality and
the ease to get to any kind of information is top notch. It has blogs for different
departments as well!
We found that SMC’s current website has too many confusing links and is very
scattered. It is unorganized and can be annoying for prospective students. We
recommend having a cleaner design and joining more than one similar topic together.
Less is more. For the homepage, a lot of extra or miscellaneous content can be
categorized differently as a better approach! Making use of sidebars for navigation is a
good start!
SMC: Competitive Analysis
CAL STATE NORTHRIDGE
(Homepage)
(About Us)
(Admissions)
OVERVIEW:
California State University of Northridge's website has a good j-query slideshow, but is lacking in
many other areas. The homepage is decent but the rest of the site looks out dated and poorly
designed. The typography does not stand out well enough and the use of gradients everywhere looks
amateurish. It is simple and getting to information is quite easy. However, visually this site does not
make a great impression! Overall, it is dull.
Effectiveness Rating:
Overall Experience: 2 out of 5 Functionality/Ease of Use: 4 out of 5
Look and Feel: 1 out of 5
SMC: Competitive Analysis
University of Los Angeles
(Homepage)
(Admissions)
(Performing Arts page)
OVERVIEW:
UCLA’s website is well balanced, visual and organized. It well presents the school and the campus
life. It showcases all its programs, including sustainability practices, without it looking too
overloaded. The navigation and slideshow is very well built. It is very easy to get to any information.
Very well presented and organized. The design is also friendly and engaging.
Effectiveness Rating:
Overall Experience: 5 out of 5
Functionality/Ease of Use: 5 out of 5
Look and Feel: 4 out of 5
SMC: Competitive Analysis
UC SAN DIEGO
(homepage)
Overview:
UC San Diego’s website is very well designed. The colors and pictures draw you in. All kinds of
information can be found without much confusion. It is very well organized and structured. The
slideshow and navigation is excellent. When you access a page you immediately know where you are
quickly and where to go. The look and feel is one of the greatest assets to this website. The pictures
of students are friendly and inviting. This site caters to new students; current students and anyone
want to learn about their exciting programs for the community.
Effectiveness Rating:
Overall Experience: 5 out of 5
Functionality/Ease of Use: 5 out of 5
Look and Feel: 5 out of 5
SMC: Competitive Analysis
Santa Monica College
d
Overview:
The Santa Monica College Website is very narrow and compact/tight. A lot of information is
displayed with not much structure and it is hard on the eyes. The website is not very well organized.
There are many pages in the site that just don’t look appealing at all or inviting, especially when
displaying vital information to prospective students and parents. The school offers more than what is
shown and it is hard to access that information. The website does not live up to how great this
college really is!
Effectiveness Rating:
Overall Experience: 3 out of 5
Functionality/Ease of Use: 2 out of 5
Look and Feel: 2 out of 5
SMC: Competitive Analysis
Demographics:
Name……...Rachel Allenby
Gender……Female
Location……….Los Angeles, CA
Age: 18
Occupation: Full-Time Student
Education: Transferring to 4 year college
Marital Status: Single
Technological Capabilities:
Platform: Mac/Apple
Preferred Browser(s): Safari, Firefox
Computer Skill Level: Int/Adv
Income: $0 Annually
Goals/Motivation:
-Access SMC Corsair Connect and SMC email
-Check classes and enroll
-Find out when colleges are visiting SMC
-Stay on top of News/Events
-Connect with campus clubs and internships
-Learn about SMC clubs and volunteer activities.
ABOUT RACHEL:
Rachel is an 18 year old female who is planning on transferring from SMC in two years
to UCLA, as a phycology major. Rachel knows she needs to stay on top of school
events/news and college fairs. She is keeping her options open for college after SMC.
She keeps herself on track using the SMC portal. She also likes to participate in college
activities and clubs. She also wants to know about cool internships that are being
offered for experience.
Demographics:
Name……...Lauren Armstrong
Gender……Female
Location……….Los Angeles, CA
Age: 26
Technological Capabilities:
Occupation: Business Consultant
Education: B.A.
Platform: Mac/Apple
Preferred Browser(s): Safari, Firefox
Marital Status: Single
Computer Skill Level: Int.
Income: $48K Annually
Goals/Motivation:
-Learn more about the school programs
-Research classes SMC offers in the field of her interest
-Find out about scholarships/financial aid info
-Look at student work/portfolio pieces
-Learn about SMC faculty in specific field
-Look up degree/certificate requirements and rewards
ABOUT RACHEL:
Lauren is a motivated entrepreneur and business woman, graduating UCSD as a
Business major. She would like to explore a career change, getting a degree in Graphic
Design from SMC. She needs to feel confident in the school she attends and will take
faculty info, student work, alumni information, degree/certificate options and tuition/aid
into consideration. She is looking for a program that is strong and up to date technology,
the site must reflect this. She plans on working simultaneously while going to school.
Demographics:
Name……...Mrs. Simpson
Gender……Female
Location……….Los Angeles, CA
Age: 55
Technological Capabilities:
Occupation: Math Teacher
Education: M.F.A
Marital Status: Married
Platform: Mac/Apple
Preferred Browser(s: Firefox
Computer Skill Level: Advanced
Income: $60K Annually
Goals/Motivation:
-Keep in touch with students/email
-View Class schedules/notes/calendar
-Update and check Ecompanion regularly or other platform
-View Student Work
-Stay on top of school news/events/fairs/guest speakers-extra credit
-find out about other faculty and alumni
ABOUT MRS. Simpson:
Mrs. Simpson is a 55 year old SMC math teacher for the last ten years. It is her job to
stay on top of current school news, events and fairs to inform students or to issue extra
credit. It is important for her to inform students of classes being offered, school
changes/policies and if special universities are visiting SMC. She must check her
emails and e-companion to stay in touch with students on a regular basis. She also likes
to keep her lessons in folders in her teacher account. She likes to learn about other
faculty members and past alumni students.
2014
Santa Monica College website redesign
Communication Brief
Mandeep Bhasin
Project Summary
Santa Monica College is the #1 transfer school and one of the top community colleges in southern
California. Santa Monica College was first opened in 1929 as Santa Monica Junior College. Current
enrollment is over 30,000 students in more than 90 fields of study. Santa Monica College is ranked
number one among California's junior colleges in transfers to the University of California, University
of Southern California, and Loyola Marymount University. We are redesigning our current website,
www.smc.edu so it can become more accessible on all platforms, and has a modern and up to date
look and feel. We want to showcase our great school and our programs in a more impactful way.
We eventually want all demographics to be able to access our website with ease and confidence,
knowing where to navigate and trusting that our school is a great fit for them. This project will be
broken down into phases discussed in the schedule. The website is projected to be launched by June
20th, 2015. We do not want to interrupt students with a new site during the end of their semester, for
that reason we are extending the date a little further.
Audience Profile:
A typical visitor can be accessing our website from the other side of the world (i.e. Asia). He/She is
about 18 or 19, looking at our website with his or her parents on an affordable way to get into
UCLA, wanting to continue their education in Los Angeles. Another typical visitor is between the
ages of 18-35, men and women. Many of these students work part time to make ends meet. Some of
these students have not continued their education after high school and want to start, and some are
looking for a career change after a university. Many of these students are online often to research
colleges, degrees and financial aid options. They also check their Facebook’s and Instagram’s daily!
These visitors will want to look up our programs and departments, degrees and certificates and
financial aid/tuition fees. They will want to sign up as a new student and go through the enrollment
process. They will also want to speak with admissions office. These people care about their
education and are interested in a safe and top ranked college. They will not forget SMC because of
our strong attributes and assets that we highlight on our homepage.
Santa Monica College website redesign
2014
Perception/Tone/Guidelines:
-Visitors feel that current site is outdated, old fashioned, unorganized/messy and overwhelming. It
does not convey a strong visual message. It is too plain and not an easy experience.
-Visitors should feel excited, inspired, and passionate about our website and our school. It should be
an easy, fun experience. They should understand how vast our school is and feel excited about our
clubs and activities.
- Our new website can reflect this by evaluating the competitive analysis and user ability testing. We
will carefully put together the new site model based on what we are trying to achieve overall.
-The site must convey that we are truly #1, we are one of the best California community colleges, if
not the best. We must convey that we are there for the students and that we take pride in providing
a safe, educational experience.
Communication Strategy:
We are trying to convey to our audience this college will build your educational foundation in a very
cost effective way, the stepping stones to your success. This can be emphasized throughout our
website, banner and ads and on our homepage. We will measure the success by asking for feedback
from faculty and students. We will also feature this new launch on KCRW, radio show which
belongs to our college. We will advertise everywhere possible and encourage enrollment and
feedback.
Competitive Positioning:
Santa Monica College is the only community college by the Santa Monica beach. It is known to be
the only #1 transfer school. Most students transfer into UCLA from SMC. It is also in safe
environment. Students come from many different nationalities and countries to attend our college.
Targeted Message:
Santa Monica College encourages you to take a leap into your success and enroll in one of the many
prestigious programs that are being offered in our safe and friendly environment.
4/1/2014
Santa Monica College
Preliminary Estimate
Description & Fees:
The site will consist of approximately (100) pages. Client must provide access to Web hosting
information needed in order to launch site. Project will be broken down into 3 initial phases.
Phase One: Research & Analysis
$4,000-$5,000
Will work with client to analyze “competitive” sites, access audience needs, and determine site
goals. Will leverage any existing research completed by SMC and will consult with SMC’s internal
team to establish the site’s structure, functionality and technical parameters. These include the
following documents: Personas and Competitive Analysis. Includes 1 project manager and 2
junior designers.
Phase Two: Design Development
$23,500-$30,000
# of hours: 560
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. Determine
font and font sizes, stock photography and artwork for website. 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
$71,500-$73,000
# of hours: 1920
Building of HTML pages from layered Photoshop files. Implementation
of page titles, meta tag description, and keywords for search engine optimization. (Client to
provide 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
$99,000 -$108,000
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 $50.
Payment Schedule:
30% of fee to begin project
40% after completion of design production
30% upon delivery of final HTML files
4/1/2014
Santa Monica College
Preliminary Schedule
Client: Santa Monica College
Project: Website Redesign
(This is an overview of meeting and deadlines-subject to change)
Designer delivers new Creative Brief, estimate and schedule
after client survey; both parties sign a contract agreement.
5/1/14
Designer and Client meet to conduct User Profiling session
Wednesday, 5/7/14
Designer finalizes and delivers personas document and
competitive analysis.
Tuesday, 5/27/14
Designer delivers draft navigation as Sitemap document
Week of 6/17/14
•
Week of 7/1/14
•
Designer delivers draft wireframes and any revisions to
initial sitemap
Designer & Client determine schedule for content delivery
Designer begins site look and feel
Wednesday, 7/15/14
Design direction presentation
Tuesday, 7/26/14
Designer delivers revisions to look and feel, if required
Friday, 8/9/14
Once Client signs off on design look and feel, Designer
completes page designs (10 to 15 pages estimated)
8/10/14– 9/15/14
Client delivers final content
Thursday, 9/18/14
Designer begins final production of all graphics files
Week of 9/22/14
Designer begin technical production:
Designer to create HTML, image folder and CSS files for posting
to development site.
Week of 10/1/14
Beta testing
Monday, 5/15/15
Site launches
Wednesday, 6/20/15
secondary:
Santa Monica College Site Map:
4/10/2014
Designer: Mandeep Bhasin
quick links:
NEW STUDENTS CURRENT STUDENTS FACULTY & STAFF ALUMNI PARENTS & FAMILY
FIND A PROGRAM APPLY TO SMC
CORSAIR CONNECT
SMC ONLINE
BROAD STAGE
Homepage
A
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HISTORY/
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GOVERNANCE
ADMINISTRATION
MAP & DIRECTIONS
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DATES AND DEADLINES
FINANCIAL AID
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COUNSELORS
CONTACT CAREERS TERMS OF USE
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Academics/
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PROGRAMS WE
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STAYING CONNECTED
FINAL APPROVAL: ____________________________________
Responsive Website Wireframes
Web Page:
Client:
HOMEPAGE
978 px Wireframe
Santa Monica College
Date:
4/24/2014
320 px Wireframe
Standard Desktop Screen Size
(1024 x 768)
iPhone Screen Size
New Students Current Students Corsair Connect Faculty & Staff Parents
About
New Students Current Students Corsair Connect
SMC LOGO
Find a program Apply to SMC Corsair Connect SMC Online Broad Stage
SMC LOGO
Search
Admissions
C
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Academics
Student Services
Our Campus
(320 x 480)
Faculty & Staff
#1 Transfer School-APPLY TODAY
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#1 Transfer School-APPLY TODAY
School News/
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NEWS
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Organic Garden
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School Clubs
Degrees &
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Get Involved
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KCRW
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Stay Connected
(Social Media)
Map & Directions Careers Directory Contact
grid details:
FB
Terms of Use
TW
Youtube
in
Map & Directions Careers Directory Contact Terms of Use
1002 total width with 12 px margins
768 px Wireframe
iPad Screen Size
(768 x 1024)
New Students Current Students Corsair Connect Faculty & Staff Parents
SMC LOGO
Find a program Apply to SMC Corsair Connect SMC Online Broad Stage
SLIDESHOW
#1 Transfer School-APPLY TODAY
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SMC EVENTS
Feautured Stories/News/Events
School Clubs
Get Involved
Map & Directions Careers Directory Contact
grid details:
768 total width with 10 px margins
Terms of Use
F
grid details:
320 total width with 10 px margins
produced by Rubber Cheese © 2012
Responsive Website Wireframes
Web Page:
Client:
Admissions Page
978 px Wireframe
Santa Monica College
Date:
4/24/2014
320 px Wireframe
Standard Desktop Screen Size
(1024 x 768)
iPhone Screen Size
New Students Current Students Corsair Connect Faculty & Staff Parents
About
Search
SMC LOGO
Find a program Apply to SMC Corsair Connect SMC Online Broad Stage
SMC LOGO
Search
Admissions
Academics
Student Services
Our Campus
(320 x 480)
Faculty & Staff
WELCOME TO
ADMISSIONS
MANY MAJORS TO CHOOSE FROM
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INFO FOR
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INFO FOR
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STUDENTS
SCHOOL CATALOG/
CLASSES
TAKE A CAMPUS
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ACADEMIC INFORMATION:
WELCOME TO ADMISSIONS
OVER 100 MAJORS TO CHOOSE FROM
MAJORS, DEGREES & CERTIFICATES
TAKE A VIRTUAL
TOUR
INFO FOR NEW
STUDENTS
INFO FOR TRANSFER
STUDENTS/
TRANSFERRING DEGREE
INFO FOR
INTERNATIONAL
STUDENTS
cost and financial aid
sign up for email
updates-join our
newsletter
INFO FOR
SCHOOL
COUNSELORS
ready
to apply?
SCHOOL CATALOG/
SCHOOL CATALOG/
CLASSES
ACADEMIC
INFO
CLASSES
COST AND
FINANCIAL AID
NEWSLETTER
NEWS& EVENTS
ready
to apply?
FAQ’s
Map & Directions Careers Directory Contact
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Youtube
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FB
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