Centennial College Website
Content Strategy
UX Content Strategist and Writer
Centennial College Website
Synopsis
Situation
The severe weather content on the Centennial Website is currently situated within the Emergency Management section, alongside other emergency protocols. The page is designed as a text heavy page without any visual representations, which could overwhelm both students and staff, leading to the potential oversight of importance. This issue could lead users to seek information from alternative platforms that offer more easily accessible content.
While the section outlines emergency procedures, it lacks additional relevant information pertaining to severe weather conditions.
Goal
Reimagining the Severe Weather Situation page and providing comprehensive content plan.
Challenge
Creating content that would be effective and engaging for target users, all while fostering trust in the application and avoiding feelings of frustration definitely became a challenge throughout the project development.
Exposition
Empathizing with the User
As we dive into our story, the team conducted interviews with 20 individuals, comprising both current users and potential users of the website and app. From these interviews, we developed our main protagonist Amala.
Throughout the study and the process of redesigning the severe weather section, we have consistently referred to Amala's persona to ensure our recommendations align with her needs and preferences.
Current State Analysis
Based on Amala's pain points, we conducted a current state analysis in the Centennial College Safety Application and Website. Here's everything we know so far:
Easy Navigation: Ease of use, icon utilization and categorization.
Heavy Text Content: Procedures and instructions are presented with pure text, without any visual representations.
Missing Important Information: Lack of sufficient information such as: real time weather condition, notification alert, and indicators.
Inefficient User Journey: Inconsistent user experience and lengthy user journey.
The Competitors
Market Gap
We selected the colleges above with existing weather pages and based our criteria from the user needs. The findings for the market gap can serve as opportunities to innovate and optimize the current page. What key insights did we uncover?
Rising Action
Defining the Problem
And with every great story, comes with great (or frustrating) conflict. After understanding the unique pain points of our persona, the team arrived with the problem statement “How might we, as Interactive Media Professionals, assist Centennial College in improving the severe weather section to provide students and staff with the information they need, given the current inefficient design and lack of information on safety weather measures.”
By identifying this problem, the team worked in finding a solution to integrate technology, information and community and provide users a concise and cohesive user experience.
The Climax
Ideation Process
X marks the spot! After the brainstorming journey, we came up with the proposed solutions that aligned with our goals and resonated with our user's pain points.
The Resolution
Executing the Prototype
With the design thinking and great collaboration from my team, we were able to prototype an intuitive and accessible content strategy.
Project Takeaway
User Research is the foundation of every great strategy.
Without it, the solutions would not be as effective and impactful.
Content Planning ensures the message is relevant, cohesive and engaging.
Continuous User Testing allowed me to prioritize the user needs in iteration.