The University of the West Indies (UWI)
For over 60 years UWI has been the shining light of Caribbean academia. Campuses in Jamaica, Trinidad and Barbados graduate 9000 annually. With 120,000 Alumni globally, it's time to reconnect.
A cost-effective, scalable digital platform for multiple-parties to manage
Discover the right platform or product and develop an attractive brand
Empower internal marketing teams with a toolkit of patterns and templates
Start to build long-term relationships with global diaspora
Goals + Objectives
Encourage as many UWI students to sign up/share existing profiles
Utilize existing networks, such as Linkedin to amplify awareness
KPI conversion rate of (10,000 sign ups from 75,000 in YR1)
Fundraising, reconnecting communities, building new ones, intellectual support
Project lead - Abovegroup / Product development - Simply Intense / Client - UWI OIAI / UWI Marketing
This impressive network includes a Nobel Laureate, Rhodes Scholars, Prime Ministers, Heads of State and diplomatic corps globally. With the highly competitive landscape and changing way we think about education, it is time for UWI to reach back out to its esteemed Alumni.
Product growth S curve
User Interviews and contextual enquiries
13 x internal face-to-face interviews across campuses including Trinidad, Jamaica and Barbados
5 x external interviews with key business stakeholders
2 x Focus groups across departments
Questionnaire to 4000+ Alumni on newsletter lists
Questionnaire promoted via paid social media
Analysis of 1000's of results and feedback
The University of the West Indies supplied documentation (strategy plans and collateral)
Institutional Advancement Assessment - Future Funds - 2012
College and Universities Advertiser Report - 2014
DatA Sorting Framework
audience research on Social
Paid social media questionnaire
Weekend for two prize in Tobago
A/B tested Photo
Created a multi-sheet template
User questions and key statements
Identified goals & frustrations
A dump column for pain points out of scope
Embraced Patterns and Themes
Grouping key statements
User requirements from goals, frustrations
Product and technical requirements
The master sheet looked something like this
Our Persona profiles
Also from the interviews, we created seven internal and external personas and populated them with content from like-minded professionals on LinkedIn. While they felt like individuals, it was more about viewing the world through a groups eyes. This allowed us to make informed decisions instead of guess work or personal tastes.
One of our biggest deliverables was just getting consensus of desired features. Working with the deep insights gleaned, we crafted a series of strategic statements to help set some guidelines to an underlying framework. Clarity, shared buy-in, and negotiation was key.
To equip those connected to UWI with the means to improve each other's lives."
Our diaspora of students and Alumni can access a vast network of opportunities by communicating exclusively in one UWI space."
Our Light That Shines."
Equip those connected to UWI with the means to improve each other’s lives."
With the masses of research and insights uncovered we started to map out a detailed path that met everyones needs. Not everything would be catered for, but we were able to start a build for the majority. We also added a foundation communication framework that matched personas--with the right way of how to approach them and get them onboard.
Insight and findings
Our audiences were already doing everything on mobile and so being connected was a given. The obvious answer was a mobile platform that bridged the gap of institution and Alumni life experiences.
With clear personas goals and objectives identified, as well as requirements from a business and institutional perspective, we were able to identify the common needs of the feature set .
Prototype, build and test
Any phone that supports Android 2.2 or higher or iOS 8 or higher will be able to install and run the application.
Target OS: Version 7.0–OS 8.4
Screen sizes : iPhone: 5, 5C, 5S, 6 and 6 plus
Target OS: Version 4.0 untill 5.1.1
Screens: 480 x 800, 480 x 854 720x1280 and 600 x 1024, 1920 x 1080 (Covers 95% active devices in market.)