Strategy

Our content strategy takes a user-centred and data-driven approach to site design and user experience. We aim to support user, unit, and faculty goals, while enabling a consistent look and feel across devices and unit websites.


Website Strategy

The new Faculty of Arts websites will be used as a marketing and communications tool while establishing and maintaining a standardized and consistent brand across the faculty.

External website as a communications tool

Your website is a valuable tool along the entire student lifecycle — from prospective student to current student to alumni — and should be considered the foundation of your brand and larger marketing strategy.

Your website establishes credibility, provides the opportunity for a captive audience to interact with your brand and influences action — whether it’s applying to a program, enrolling in a course, attending an event, or subscribing to a newsletter.

Content on public-facing sites will be focused on external audiences only, while content for internal audiences will be migrated to Arts Internal Resources (AIR) websites. This will provide users with a simpler, more targeted experience while providing units a secure means of sharing private information with internal users such as faculty, staff, and graduate students.

Keeping content standardized and consistent

The Faculty of Arts seeks to maintain a common look and feel across all Arts sites. Keeping consistency with various content elements within the wider Faculty of Arts and UBC sites assist in serving our primary user groups and providing them the best user experience possible.

Since visitors to UBC websites move frequently between one area to another, they should be able to navigate to any page without confusion that they are still within the Faculty of Arts. Design, content, and navigation are inextricably linked and any pages that are in conflict with one another can negatively impact the user experience.


Users and Goals

The Faculty of Arts has identified primary user groups and goals through an extensive information gathering process, which has informed the new structure, content, and design strategy for all unit websites within the Faculty of Arts.

Primary user groups

  • Current students
  • Prospective students
  • Faculty and staff
  • Alumni

Shared user goals

To easily seek:

  • Program information and course details
  • Research and project updates
  • Faculty profiles
  • Career options and success stories
  • News and events

Faculty of Arts goals

  • Maintain a common look and feel across all Arts sites
  • Improve the user experience
  • Increase site engagement
  • Improve search engine optimization
  • Improve the user interface (Content Management System)

Shared unit goals

  • Improve the user experience
  • Increase the number of site visitors
  • Increase site engagement
  • Increase course and program enrollments
  • Decrease general inquiries (regarding information that can be found online)

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