Monthly Archives: August 2018

Overview of Strategy Brief

Digital Pulp completed its first deliverable—a Strategy Brief outlining high-level insights that its team learned during the discovery phase. This document will serve as the base for all future project decisions. The Top Tier Redesign Working Group worked with Digital Pulp to provide edits and suggestions to ensure that the Strategy Brief adequately met the needs of Georgetown.

Project mission

Develop a site that communicates Georgetown University’s passionate commitment to creating a student body “with and for others’ through an emphasis on holistic education, fearless academic and personal inquiry, and social justice, while being fully engaged and woven into the fabric of one of the most global cities in the world.

Differentiators & Attributes

  • Jesuit: Georgetown cares for and develops the whole person and the community is inspired by an urgency and obligation for each person to examine who they are, how their experiences have shaped them and the impact of their choices.
  • DC: ​DC offers the Georgetown community a multitude of opportunities to engage in both the local and the global.
  • Leadership in Access and Affordability: The university represents the gold standard in its work helping first gen students not only graduate, but thrive.
  • Engaged and Accessible Faculty: ​Besides being world class researchers and academics, Georgetown faculty are also very accessible to students and engaged in their development.
  • Commitment to Social Justice: The ​service and social change aspect of the Georgetown brand is important to students—in fact, this focus is often a deciding factor.

The brief also outlined content strategy, creative strategy, and identification of key performance indicators (KPIs).

First deliverable approved

Shortly after stakeholder interviews were completed, we received our first deliverable: the Strategy Brief. In terms of project updates, it’s a relatively small one. The point is not to present new ideas or designs. Rather, the goal of the Strategy Brief is to serve as the “North Star” of the project: to outline the research that Digital Pulp has done and to translate it into clear goals for the project. As we continue our work, the Strategy Brief will be our guide.

And the work indeed continues! Next up, we will review a Messaging Guide, a document that outlines the voice and tone that should be used when writing about Georgetown University on its digital platforms, including key words and phrases. We’ll also use the next couple of months to develop and test the sitemap and wireframes, which are essentially the blueprints for the site menu and page templates. So many more deliverables to come.

Stakeholder interviews

Over the past few weeks, Digital Pulp has conducted a series of stakeholder interviews. Stakeholder interviews are essential in a site redesign process: the process allows content strategists and designers to lead discussions and ask questions about what makes Georgetown different than every other higher ed institution—or in marketing-speak, it helps them to discover Georgetown’s “key differentiators”.

A question the core team gets a lot from the Georgetown community is “have you looked at the analytics for the georgetown.edu site?” Well yes, and they can be helpful, but numbers only tell you so much. These interviews allow us to dig deeper into the human side: What drew you to Georgetown? How do you feel in the Georgetown community? What does living and working in DC mean to you and your Georgetown experience?

With the leadership of the core team, Digital Pulp conducted 20 hours of interviews with more than 100 stakeholders participating. The reflections, comments, and advice of our stakeholders will help guide the strategy for the redesign of the new Georgetown.edu.

Next, the findings from these interviews (as well as other research) will be compiled into a Strategy Brief. Then, the Discovery phase is over and the next phase of the project begins: User Experience Design.