Know-How Exchange : Website Critique

Running with Firefox brings up the alert:

The page at https://www.cityu.edu says:
This page requires AC_RunActiveContent.js

I had no problem seeing the page with Firefox.

My main reaction was that the page is sterile. No faces, no compelling benefit promise, no obvious call to action.

If I were a prospective student I think I'd want to know why I might want to go to CityU. What would the benefit be? What makes CityU special? How do I know if I am in your target audience?

It also depends on how you expect your target audience to find your site. If they're coming from an ad of some kind and linking to the site, then you'll want to make sure the benefit and the offer in the ad are repeated prominently on the homepage (or on a specially-designed landing page).

If you're expecting them to find you by accident, then it doesn't much matter what you put on the homepage. There won't be enough people looking at it to make any difference.

It looks like you might need a more specific definition of the target audience, a clear positioning statement that articulates the benefit they can expect, and an advertising strategy to communicate the positioning. Without those, it's pretty hard to assess the website. With them you'll have some focus and be able to zero in on a specific message that will resonate with your primary target audience.

This is a case where segmenting your audience makes a lot of sense. The finer you can slice it the more specific you can be for everyone.


P.S. I'd lose the Flash stuff. The constant motion/action is distracting. It's hard to read the copy. And there's nothing there that can't be communicated just as well (or even better) with static copy.

I get same error in my FF browser.

The drop down menus are big and chunky. I find them to be over powering and block too much info underneath.

From a usability perspective:
The top graphical element, BE CITYWISE, takes up a large chunk of the real estate. The background image with blown-out lights chews into your entity name; the letter C is hard to read. When I try to figure out what being city wise is by clicking on the graphical element, it did not give me anything more.

Recommendation:
* Shrink the graphical element.
* Add supporting content for BE CITYWISE.
* Change background image to academia/action shot.

Navigation is loud, or just hard to read. An all caps navigation is hard to read. In the realm of FB, tweets, etc., users (existing or prospects) might find this to be offensive. Also, because the top graphical element is so dominating, the navigation below it is often times, ignored. The navigation on the left is good (standard practice). The checkered graphics behind makes it harder to read for some.

Recommendation:
* Do not capitalize all text.
* Change font colors for better contrast
* Remove graphic element behind navigation on the left.

Flash is distracting.

Recommendation:
* Use static imagery, only change when page is refreshed, or just remove it for more real estate.

Now that I've stared into the flash, trying to read everything there, I've arrived at the Explore CityU and Events & Infosessions links. I've exhausted my 20 seconds and these two links now just does not entice me further. From a UX point of view, any links away from the main navigation are auxiliary links. If its not a strong call to action, folks would not generally click on it.

Recommendation:
* Move those links plus the Request Info, Live Advisor, Apply Now to the center. Let that be a focus perhaps.

From a marketing perspective:
Your primary target is 25 years old and up. Here's a persona to consider. I have a job, but I'm looking for a something better. If I complete my education, I expect to get a better job, if not I am where I am and will be tomorrow. I'm staring at your homepage. My question (not intended to be harsh, just reflecting today's economy): so what if I finish my degree with you? How are you different from your peers? I'd be very interested to know about your career placement after graduating. You might want to include testimonials.

Now, what does the persona for alumni and faculty staff looks like? Design and market around the personas.

Hope this helps.
Cheers,
@harrisonlee

Hi, Jo.

I really like your site. In redeveloping my company site, I've discovered that websites are like art. They are a work in progress - they need to always be changing, tweaked and implementation with new inspiration.

I recently learned that Flash is on its way out. It is not conducive to various mediums apparently. I too have Flash on my site, which will be going away.

I thought your structure worked well. I was able to find programs and contact information quickly. One change I would recommend is taking the all caps off the titles. The headings are fine on the home page - top function - but when you use the pull down menus, it was hard to focus and find specific headings that I was looking for, as well as the side panel.

Under location: I liked the various flags representing each country. Shows your globalization.

I would suggest some imagery that shows how global you are. I see your in the City of Seattle but I do not see visually how global you are or can be. Also, you offer online classes, I am not visualizing how "high tech" you guys really are.

On a side note: When I went to the online learning links, it didn't take me anywhere.