eduWeb 2008 in 140 words – Everything We Knew About Web Redesign was Wrong by Jaye Lawrence, Director of Web Communications at Carleton College

Note from Karine: This year, I’ve asked all the eduWeb speakers working in universities/colleges to share in 140 words or less the biggest take-away from their presentation or table talk. If you’ve attended this session, feel free to weigh in by posting a comment, a question or a suggestion.

The most important thing Carleton College learned from our site redesign was that user research doesn’t have to have a huge price tag, a usability lab and a cast of thousands.

If all you can get is five members of your target audience, make the most of it. I guarantee you’ll get better results by listening carefully to what five real users want than assuming what all users want. And users are surprisingly willing to help, if approached in a straightforward, friendly way.

Look for a variety of opportunities to reach prospective students: In person during college visits (camping out at the Admissions office worked wonders for us); online where they are checking their application status; via email after they’re accepted; on third-party college discussion forums and social networks; at local high schools; among teenage friends of staffers’ children.