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A Redesigned Homepage for the Leo T. Kissam Memorial Library at Fordham Law School Loreen Peritz Syracuse University April 25, 2011
2. Project Plan,Marketing Plan, &Assessment Planfor Law
Library Homepage Redesign Project
3. Project Plan
4. Eiseman and Skalbeck Evaluation CriteriaThe Law Library decided
to redesign its homepage in order to meet the evaluation criteria
in the Eiseman and Skalbeck article Top 10 Law School Home Pages of
2010 The purpose of the homepage redesign is not only to meet the
evaluation criteria but, more importantly, to better serve the
needs of the Law Library user community
5. Law Library MissionEnhancing the usability of the homepage is
directly related to the educational mission of the Law Library
which is the scholarship of the faculty and the education of the
studentsThe homepage is the portal to the Law Librarys electronic
legal databases legal education and production of scholarly works
are impacted by homepage usability
6. Website Usability TestingThe Law Library will engage in
usability testing to determine the needs of homepage users: law
students, law faculty, law librarians, alumni, and law school
staffWebsite usability testing - libraries use test data to make
informed decisions about what website design elements users find
both worthwhile and easy to use
7. Website Usability TestingTo conduct usability tests, the Law
Library will recruit six homepage users: two law students, two
members of the law faculty, and two law librarians in order to
gather a variety of user perspectivesWith the Eiseman and Skalbeck
criteria in mind, the Law Library will ask test participants to
engage in predefined legal research tasks using the homepageWhile
performing legal research tasks, test participants will be asked to
simultaneously think aloud about what is good and bad about the
homepage
8. Stakeholders and Project Risk AnalysisKey internal stakeholders
law librarians and Law Library staffKey external stakeholders law
students, law faculty, law school staff, and law school
alumniService users the same as the external and internal
stakeholdersProject risk analysis the most significant risks are
technical and process risks but benefits of homepage redesign
outweigh any possible risks
9. Goal/Outcome# 1Goal# 1: In support of the scholarship of the
faculty and the education of the students, and in order to further
the Law Librarys mission of remaining at the forefront of
technological change, the redesigned Law Library homepage will
increase the ease and efficiency of legal research leading to
increased publications of scholarly works by homepage users Outcome
# 1: Law students, law faculty, and law librarians using the
redesigned homepage will publish 10% more scholarly works (as
compared to the number of scholarly works published using the
original Law Library homepage)
10. Goal/Outcome # 2Goal# 2: The redesigned Law Library home page
will enable users to conduct effective and efficient legal
researchOutcome # 2: Law students, law faculty, and law librarians
using the redesigned Law Library home page will conduct legal
research 25% faster (as compared to research conducted using the
original Law Library home page)
11. Goal/Outcome # 3Goal # 3: The redesigned Law Library home page
will provide comprehensive, and easily accessed, information about
the Law Library and the services it offersOutcome# 3: 100% of the
users of the redesigned Law Library home page will find 100% of the
information they are seeking regarding library location, library
hours, and the availability of Law Library reference, research, and
ancillary library services
12. Budget The total project budget is $8,000.00 dollars and is
comprised solely of staff time
13. Responsible PartiesThe Law Librarys Head of Reference Services
(HRS) will be the primary responsible party for the homepage
redesign projectThe Law Librarys Manager for Systems and Technology
(IT) will be responsible for the computer systems aspects of the
homepage redesign project
14. Timeline and ConclusionThe usability testing will begin in
early May and the final revisions to the homepage will occur before
the end of July The homepage redesign project is a good project for
the Law Library because it directly relates to the core mission of
the law library,it has clearly defined and easily measured
outcomes, and the homepage redesign will benefit all homepage users
in the Fordham law school community
15. Marketing Plan
16. Word of Mouth MarketingThe Law Library will implement a
word-of-mouth (WOM) marketing plan to market the redesigned
homepage
17. Marketing ToolsWOM marketing campaign The Law Library will
recruit influential online speakers in each of its target audience
groups to:1) make positive referrals to the Law Library homepage2)
convince members of their target group to also make positive
homepage referrals
18. Marketing ToolsThe Law Library will facilitate WOM
marketingbyembedding referrals to the homepage in the Law Librarys
already existing communications channelsThe Law library will
encourage the WOM marketing campaign, and build brand loyalty, by
distributing homepage promotional items
19. Sequential Steps - Law Library WOMMarketing Campaign
20. Sequential Steps - Law Library WOMMarketing Campaign
21. Marketing Goal/Outcome# 1Marketing Goal # 1: Through WOM
marketing, the Law Library delivers the message to its user
community that the redesigned Law Library homepage enables homepage
users to conduct legal research with greater ease and
efficiencyMarketing Outcome # 1: 20% of homepage users engage in
WOM marketing about the fact that the redesigned Law Library
homepage enables users to conduct legal research with greater ease
and efficiency; 100% of homepage users say that they are aware of
this improvement to the Law Library homepage
22. Marketing Goal/Outcome# 2Goal# 2: The redesigned Law Library
home page will provide comprehensive, and easily accessed,
information about the Law Library and the services it offersOutcome
# 2: 100% of the users of the redesigned Law Library home page will
find 100% of the information they are seeking regarding library
location, library hours, and the availability of Law Library
reference, research, and ancillary library services
23. Target Marketing AudiencesInternal audiences law librarians
andLaw Library staffExternal audiences law students, lawfaculty,
and law school alumni
24. Homepage Marketing SloganNEW YORK IS MY CAMPUS.FORDHAM IS MY
SCHOOL.THISIS MY HOMEPAGELAWLIB1.LAWNET.FORDHAM.EDU.
25. Key MessagesLaw Library staff, including law librarians
SUPERIOR SERVICE: OUR STAFF, OUR LIBRARY, OUR HOMEPAGE. THISIS MY
HOMEPAGE - LAWLIB1.LAWNET.FORDHAM.EDU.
26. Key MessagesLaw faculty YOU DEMAND EXCELLENCE FROM YOUR
STUDENTS DEMAND IT FROM YOUR HOMEPAGE. THISIS MY HOMEPAGE -
LAWLIB1.LAWNET.FORDHAM.EDU.
27. Key MessagesLaw students YOU HAVE QUESTIONS YOU NEED ANSWERS
GET THEM HERE. THISIS MY HOMEPAGE LAWLIB1.LAWNET.FORDHAM.EDU
28. Promotional Items
Coffee cup
29. Promotional Items
T-shirt
30. Promotional Items
Poster
31. Marketing TimelineIn July, HRS will approve the design and
pricing, and will order the homepage promotional items In August,
HRS will recruit one influential online speaker for every target
audience group toengage in WOM marketing for the redesigned
homepageIn September, influential online speakers and members of
the target audience groups will engage in WOM marketing of the
homepage
32. Marketing Budget
33. Responsible Parties and Project DeliverablesHRS will be the
sole facilitator for the redesigned homepage marketing
campaignMarketingplan deliverables forHRS approving homepage
promotional items, recruiting influentialonline speakers, embedding
positive homepage referrals, pushing tailoredcontent, and
distributing homepage promotional items
34. Assessment Plan
35. Law Library Plan for AssessmentLibraries use assessment plans
to gather data and to evaluate the success of library programs and
servicesThe purpose of outcomes based assessment is tomeasure how
user lives are changed by participating in library programs and
servicesThe Law Library has established three goals/ outcomes to
help it measure the impact of the homepage redesign project on
homepage users
36. Goal/Outcome# 1Goal# 1: In support of the scholarship of the
faculty and the education of the students, and in order to further
the Law Librarys mission of remaining at the forefront of
technological change, the redesigned Law Library homepage will
increase the ease and efficiency of legal research leading to
increased publications of scholarly works by homepage usersOutcome
# 1: Law students, law faculty, and law librarians using the
redesigned homepage will publish 10% more scholarly works (as
compared to the number of scholarly works published using the
original Law Library homepage)
37. Assessment Plan for Outcome # 1Target audience law students,
law faculty, and law librariansMethods & tools for evidence
collection survey
38. Pilot Assessment Pilot Assessment law librarians will pilot the
survey to ensure: 1) the homepage pop up window is working, 2) the
survey question is understood by survey participants, and 3) survey
participants are returning the data necessary for the Law Library
to measure for Outcome # 1
39. Data Plan - How the Law Library will know if it has met Outcome
# 1
40. Responsible Parties and Assessment Timeline Responsible Parties
1) HRS will be primarily responsible for the planning, deployment,
analysis, and reporting of the assessment data; 2) IT will be
responsible for creating and maintaining the homepage pop up window
linking to the surveyTimeline In March, 2013, HRS will create the
survey on the survey monkey website; homepage users will
participate in the survey through May, 2013; also in May, 2013, HRS
will analyze survey data and create a bar graph to report whether
the Law Library has met Outcome # 1
41. Goal/Outcome # 2Goal# 2: The redesigned Law Library home page
will enable users to conduct effective and efficient legal
researchOutcome# 2: Law students, law faculty, and law librarians
using the redesigned Law Library home page will conduct legal
research 25% faster (as compared to research conducted using the
original Law Library home page)
42. Assessment Plan for Outcome # 2Target audience law students,
law faculty, and law librariansMethods & tools for evidence
collection two identical comparative surveys
43. Pilot Assessment Pilot Assessment law librarians will pilot
each of the comparative surveys to ensure: 1) the homepage pop up
window is working, 2) the survey question is understood by survey
participants, and 3) survey participants are returning the data
necessary for the Law Library to measure for Outcome # 2
44. How the Law Library will know if it has met Outcome # 2
45. Responsible Parties and Assessment Timeline Responsible Parties
1) HRS will be primarily responsible for the planning, deployment,
analysis, and reporting of the assessment data; 2) IT will be
responsible for creating and maintaining the homepage pop up window
linking to the surveysTimeline In May, 2011, HRS will create the
first survey; homepage users will participate in the first survey
through July, 2011; also in July, 2011, HRS will create the second
survey; homepage users will participate in the second survey
through September, 2011; also in September, 2011, HRS will analyze
and compare the survey data and create a bar graph to report
whether the Law Library has met Outcome # 2
46. Goal/Outcome # 3Goal # 3: The redesigned Law Library home page
will provide comprehensive, and easily accessed, information about
the Law Library and the services it offersOutcome# 3: 100% of the
users of the redesigned Law Library home page will find 100% of the
information they are seeking regarding library location, library
hours, and the availability of Law Library reference, research, and
ancillary library services
47. Assessment Plan for Outcome # 3Target audience law students,
law faculty, and law librariansMethods & tools for evidence
collection survey
48. Pilot Assessment Pilot Assessment law librarians will pilot the
survey to ensure: 1) the homepage pop up window is working, 2) the
survey question is understood by survey participants, and 3) survey
participants are returning the data necessary for the Law Library
to measure for Outcome# 3
49. How Law Library will know if it has met Outcome# 3
50. Responsible Parties and Assessment Timeline Responsible Parties
1) HRS will be primarily responsible for the planning, deployment,
analysis, and reporting of the assessment data; 2) IT will be
responsible for creating and maintaining the homepage pop up window
linking to the surveyTimeline In July, 2011, HRS will create the
survey in the survey monkey website; homepage users will
participate in the survey through August, 2011; also in August,
2011, HRS will analyze survey data and create a pie chart to report
whether the Law Library has met Outcome # 3
51. Timeline for Continuous Assessment Outcome # 1
52. Timeline for Continuous Assessment Outcome # 2
53. Timeline for Continuous Assessment Outcome # 3
54. Rubric for Homepage Redesign Project
55. ReferencesEiseman, J., & Skalbeck, R. (January 7, 2011).
Top 10 law school home pages of 2010. Green Bag Almanac and Reader
2011, Georgetown Public Law Research Paper No. 11-01, pp.
339-366.Leo T. Kissam Memorial Library. (2008). Law Library Long
Range Plan, 2008-2013 (unpublished strategic planning
document).Fordham University Law Library, New York, NY.Neilson, J.
(2000). useit.com: Jakob Nielsen's website. Why you only need to
test with five users. Retrieved from
http://www.useit.com/alertbox/20000319.html on February 7,
2011.
