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stamp

Problem

Problem

The University of Maryland is home to 40,000+ students who have a wide range of social media preferences, interests, and habits. The Adele H. Stamp Student Union (STAMP) marketing department was finding it increasingly difficult to effectively communicate and inform the community of the multitude of events they hosted each year.

Our team set out to help the marketing team rethink their approach, and come up with a few design solutions that might help them better engage the community.

Context

UX Research Course

Client

Eva T., Marketing Director

Client

Eva T., Marketing Director

Timeline

8 Weeks

Skills

Contextual Inquiry, Affinity Map

Skills

Contextual Inquiry, Affinity Map

The Process

01

01

01

1

Research

Research

Research

02

02

02

2

Data Interp

Data Interp

Data Interp

03

03

03

3

Design

Design

Design

Background Research

Background Research

Affinity Map

Affinity Map

Ideate

Ideate

Client Meeting

Client Meeting

Day in the Life

Day in the Life

Mockup

Mockup

Contextual Inquiry

Contextual Inquiry

Sequence Diagram

Sequence Diagram

Client Presentation

Client Presentation

Research

Research

Research

As students at the University of Maryland, our research team was in and around STAMP at least 4-5 times a week and we still felt like we were unaware of the events taking place in the building.

We presented our problem statement and initial assumptions to our client. Through this meeting we learned that the scope of our project was too narrow. While the website is a resource some students use, the vast majority of students find out about events through alternative channels. Eva asked us to discover which marketing channels are most effective, and where there is room for improvement in their marketing strategies.

client-meeting

Contextual Inquiry

Contextual Inquiry

In order to gather an appropriate amount of qualitative data, we set out to conduct eight contextual inquiries. The biggest challege was recruiting students that represented the entire student body. We identified seven demographics we needed to speak with and made sure our participants represented these groups.

Below is a table showing the 8 participants and the various demographic groups they belong to.

In order to gather an appropriate amount of qualitative data, we set out to conduct eight contextual inquiries. The biggest challege was recruiting students that represented the entire student body. We identified seven demographics we needed to speak with and made sure our participants represented these groups.

1-1
2-1
3-1
4-1
5-1
6
7
8
on-campus
off-campus
graduate
upper
under
domestic
international

Interview Focus

01

01

How do students learn about upcoming events

02

02

´╗┐What social media channels do they interact with

03

03

What do students typically go to STAMP for

04

04

Do they attend events alone or with others

05

05

What type of events do they attend

06

06

Where do they keep track of event information

Data Analysis

Data Analysis

After concluding our contextual inquiries we had heaps of information to analyze. We decided to build an affinity diagram to help us discover patterns in our data.

The first step of the process was to take all 400+ notes from our interviews and put them on the wall. We went through one by one reading the notes and if we noticed that some notes were similar we started to put them near each other and ended up with some preliminary columns or "groups".

After a few days of sorting the groups into bigger and bigger groups, we were able to see how students interact with Stamp, how they find information, what type of events attract them, and who they attend events with.

diagramevolution

Day in the Life

In order to get a better sense of how Stamp and its events fit into the larger context of students lives, we created Day in the Life models for all eight of our interviewees. We consolidated the data from these diagrams into a larger model that aims to paint a picture of the event discovery process UMD students go through. 

This model was especially helpful in the design phase of our project because it showed us where, how, and what area of the student's experience needs the most change. 

dayinthelife-min

Sequence Model

Sequence Model

After each interview we created a sequence diagram of certain parts of their event discovery experience. After we had finished all 8 interviews, we started to notice similarities between our individual sequence models. 

We consolidated the models from our interviews into three aspects, Facebook, Website, Email. We then used these models to inform our design decisions and product concepts. 

emails
facebook

Design

Design

After completing all our data models, we took a few days to sit with the data and brainstorm what solutions we could implement.

Everytime we saw something in the data that was a Plus, Minus, or we gave us a Design Idea we captured that on a new sticky note and added it to the wall. After evaualting all the design ideas we identified five potential solutions to mock up and present to our client.

facebook

Facebook Ads

The majority of our participants discover and track their events through Facebook. We advocated for putting some of the budget towards targeted Facebook ads.

Newsletters

In an effort to cut down on event email spam, we proposed sending an opt-out email where students can select the type of events they want emails about.

newsletter
foodcourt

Foodcourt Ads

Stamp's food court is a hub on campus that every student in the interviews had visited. There isn't a better place to advertise Stamp events!

Add to Calendar

In an efffort to help students better plan for events, we encouraged our client to include more "add to calendar" .ics links on thier website.

calendar
qr

QR Codes

Posters are Stamp's biggest marketing channel, but they have no call to action for students. Adding a QR code that links to the Facebook event can further help students plan for events.

Presentation

Presentation

Presentation

Presentation

The final step in our process was to present our findings and product concepts to our client. We were able to sit down with Eva and her two marketing coordinators and present all our data, design ideas, and product concepts to them. 

They really enjoyed our findings and were excited to start implementing some changes into their marketing strategy. Additionally, they planned on presenting our findings to the larger marketing organization within Stamp.

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