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.
What a great brief!
This impressive network includes a Nobel Laureate, Rhodes Scholars, Prime Ministers, Heads of State, businesses titans and diplomats. With 120,000 Alumni globally, an amorphous competitive landscape, the evolving way we think about education--it's time to reconnect to and secure the institutions future.
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
Led to a heavy research based project process
13 x internal face-to-face interviews across campuses
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
Reviewed internal strategy and research plans
Institutional Assessment - Future Funds - 2012
College and Universities Advertiser Report - 2014
Which surfaced great insights for product analysis
Paid social media questionnaire
Weekend for two prize in Tobago
A/B tested Photo
Data Sorting Framewok
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
Created a multi-sheet template
User requirements from goals, frustrations
Product and technical requirements
The master sheet looked something like this
Which helped us create Persona profiles
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.
This moved us into execution based on a solid strategy
One of our biggest deliverables was just getting consensus of a usable application without feature bloat. We crafted a series of strategic statements to help set some guidelines to an underlying framework. Clarity, a shared buy-in, and negotiation was key across multiple teams, departments and leadership visions.
Our light shines
Our diaspora of students and Alumni can now access a vast network of opportunities exclusively in one space.
Using the insights uncovered, we mapped out a detailed multi-layered path that met user needs. Not everything would be catered for, but at least we were able to start to build for the majority.
Growth planning map
This all led to some solid decisions being made
Our audiences were already doing everything on mobile and so being connected was a given. The obvious answer was a mobile app that bridged the gap of institution and Alumni life experiences.
But back to our feature prioritization
With clear personas goals and objectives identified, as well as requirements from a business and institutional perspective, we were able to identify the most common needs of the features .