For submission to the Web Redevelopment Project Board

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1 For submission to the Web Redevelopment Project Board V1.3 March 2015 Web Governance: Executive Summary Purpose of this paper 1 The purpose of the paper is to propose a model of web governance for the new University website and to ensure considerations and implications can be managed across the University. Background 2 Governance relates to the framework, policies and standards relating to digital service delivery, content management and information governance. There has been a lack of an overarching governance framework to oversee publishing to the web across the University resulting in a fragmented web framework consisting of over 280 sites (January 2015). This presents a significant reputational risk to the University in regards to the lack of robust, central control of content quality, accessibility etc., as well as a technical risk in terms of the lack of management of retirement of legacy systems, unsupported frameworks etc. The web redevelopment project draws on learning from user focus groups and a core project purpose is to refactor online content so it is user-friendly and represents the University fittingly effective web governance plays a crucial role in this. Objectives 3 A governance framework has been proposed that will; - Align web priorities to support the achievement of the University's

2 strategic aims; these priorities should be flexible and future-proof in a period of change across the University - Empower Faculties and Departments to manage content - Provide strategic direction for web development and provide clarity and accountability in regards to decision making - Reduce inefficiencies and align responsibilities with skills to ensure individuals feel they have the right skills and support to succeed. - Improve content quality and user experience across our site(s) 4 These core objectives will be achieved by establishing a governance framework which includes: a. A Web Steering Group setting the strategic direction for web development b. A Web Coordination Group responsible for the day-to-day management c. A content author and editor community with devolved responsibility for content management. These groups will be essential to programme effectiveness and consist of representatives from across the University and will require continued support from the Digital Communications Team and ISD operating in a hub and spoke model. Dependencies There are multiple dependencies and project success relies on continued support and co-operation from teams across the University including ISD, Employment and Marketing and departmental/faculty technical and content contacts. Action required 5 The Web Redevelopment Project Board is asked to: i. Support the proposed governance structure in the transition of the legacy sites to the new site and in the on-going maintenance of the new site Ulster University v1.3 For internal review only March

3 ii. iii. iv. Support the creation of central governance framework to prevent ungoverned, disparate development practises across the university Support the establishment of a Web Coordination Group and advise on membership criteria grading etc. and advise on HR and training needs Consider, support and make recommendations with regards the implications of establishing local web content groups e.g. a gap analysis will be required to establish relevant skills/needs etc. v. Advise on the scale of briefing, training needed to engage relevant colleagues from across the University as the wider web redevelopment project rolls out vi. vii. Advise on key web governance priorities for each content area Support further initiatives to deal with legacy content still live and manage the take down of out of date systems to agree key decisions, validate and support these decisions proactively and manage the cascade of messaging Web Governance 1. Purpose The purpose of the paper is to highlight considerations and implications for the future governance of the new University website the key output of the web redevelopment project. By implementing the governance structure outlined, it is anticipated that the University will: - Align priorities on the web across Ulster University to support the achievement of the University's strategic aims. - Empower Faculties and Departments in managing content online to a high level of quality and consistency Ulster University v1.3 For internal review only March

4 - Provide strategic direction to continuing web development, supporting continual innovation. - Reduce inefficiencies, inaccuracies, inconsistencies and duplication of content - Provide clarity and accountability with regards to decision-making relating to web development across the University - Align responsibilities with skills so that the most appropriate individuals are clear on their responsibilities and feel they have the right skills and access to the right resources to carry out their work professionally. 2. Aims of project and current status The goals of the Web Redevelopment project as outlined in the Functional Specification document were to: - Create an updated and improved online presence for the Ulster University website - Improve the navigation and visual identity - Improve the mechanisms and processes for the creation and management of content - Improve the customer experience website will be engaging and dynamic - Deliver a visual identity that is modern, unified, stimulating, innovative and effective - Deliver new templates based on responsive design and progressive enhancement will adapt to the customers viewing environment reducing the need to develop expensive mobile apps and a separate mobile site - Deliver a coherent information architecture and improved navigation - Improve site-wide search Ulster University v1.3 For internal review only March

5 - Future-proof build in HTML 5 and CSS 3 - Reduce risks prevent unauthorised publishing, reduce complexity and allow more users to create content for the website while maintaining control of what is published - Develop appropriate CMS workflows and business processes coupled with CMS roles and access control - Completely rewrite the web content in appropriate tone, style and detail for a website; there is a pressing need for a central Web Editor for the Digital Communications Team to oversee, coordinate content to the site The first phase of this project went live in February Further phasing of roll out is planned for It is important that an effective governance framework is rolled out in parallel with the actualisation of the central Content Management System (CMS). 3. Governance definition Within this document, governance refers to the framework, policies and standards relating to digital service delivery, content management and information governance, specifically: - Content governance: policies and procedures that relate to the management of content and style throughout web development. - Information governance: policies and procedures ensuring that information on our website is accessible within the wider contexts of information security and data protection. This governance will also monitor our obligations of compliance in these realms 4. Current status of web governance While there are some information governance processes (e.g. instructions around the Wider Information Sets), there is no overarching governance framework applied to web development across the University. This presents the University with significant risk. Ulster University v1.3 For internal review only March

6 There are three main constituencies responsible for digital communication currently across the University: 1. The Digital Communications team Based within the Department of Communications and responsible for leading the management, design and development of ulster.ac.uk and other websites and digital outputs. 2. ISD /Technical systems management Responsible for the service delivery, technical developments and integration of web services (e-shot systems, VLEs etc.) across the University, as well as the maintenance, management and security of the numerous web environments. 3. Departmental/Faculty Web Production (internal etc.) Blogs, sub domains, social media accounts can be commissioned across the University by staff. Faculties and Departments have the ability to develop their own sites and host externally. The lack of a joined up approach to governance between the three areas identified is part of a wider problem that has resulted in the development of over 280 websites the majority of which lack a consistent style, are difficult to navigate and at this point in time are not aligned to brand. To our users, the University website will consist of any or all of these: - The main external site ulster.ac.uk - Any of the additional collection of 280 legacy sites - Numerous sites at the University blog service - Within the above, an initial content review in 2014 identified sites with a myriad of issues including: Sites without branding Sites which do not comply with style guidance Sites without owners Ulster University v1.3 For internal review only March

7 Content that is out of date or duplicated Sites built using out of date technical frameworks/practices and accordingly presenting security risks to the wider technical architectures There are obvious implications in that the lack of consistency or quality demeans the professionalism of the University as an organisation. Many of these sites are very poorly built in that they present accessibility issues and/or present frustrating user experiences. We are in an era where the digital experience is the sole experience for many users interacting with the brand and as such we cannot allow these legacy issues to remain. Our website is the key platform from which we present ourselves to our users regardless of device, location our users are savvy and immersed in the user-centric ecosystems of the likes of Google, Amazon etc. and we must meet their digital content expectations / demands in order to thrive in this increasingly competitive sector. There is also risk to the University in that staff can commission sites and systems without robust, central control. As with any other publication processes, should the content within these fall outside of regulatory and legislative boundaries then it could damage the reputation of the University. The new website provides a framework upon which we can publish to the web in a professional, controlled and creative manner; but without the implementation of central web governance frameworks, policies and standards, the value of the significant investment made into this project so far may be eroded by poor practices, and lack of controlled content publication. The framework is only as good as the quality of content that populates it for our users. The processes in which that content is input into the new CMS needs to be controlled. Ulster University v1.3 For internal review only March

8 5. Future web governance 5.1 Vision The work completed so far by the web redevelopment project, collaborating with colleagues across the University, should provide a basis for robust web governance that enables and optimises digital communications in: - Web development that is actively led following the strategic direction of senior representatives from across the University. - Responsibility and accountability for creating and editing content is devolved to trained professionals within Faculties and Departments. - Information published via the website(s) adheres to information security data protection policies. To fulfill this vision, it is proposed that the following should occur: - The University operates one content management system. - Governance will be developed and embedded to include representatives from each Faculty and department in the following groupings: 1. Web Steering Group 2. Web Coordination Group 3. Content Authors and Editors including a Senior Editor / Arbiter - The Digital Communications Team will manage central content and work with stakeholders to further web development, new features, functionality and innovations (consulting with staff across the University) - All content, social media and video is created according to the University brand guidelines with respect to messaging, tone of voice, visual identity etc. - A culture of data driven decision-making is embedded and nurtured throughout the university with regards to digital endeavours. Web Governance should work in tandem with thorough web analytical reporting to deliver according to user behaviour, and provide solid Ulster University v1.3 For internal review only March

9 bedrock for evidence-based decision-making (whilst maintaining freedom of creativity, testing new methodologies etc.). Analytics should allow us to create a bank of KPIs to broadly use as common metrics in determining value etc. 5.2 Governance Framework A framework will be created, encompassing one group that will provide the strategic direction for web development and another group to manage the day-to-day operation, details can be found in Appendix 1: Strategic The governance framework should support the brand in that it enables us to actively engage, inspire our core audiences and get useful, value driven digital content to our users that is focused on their needs. The key group of the Web Redevelopment Project is the Project Board; considering, endorsing progress on the project at key stages this group could become the Web Steering Group that will direct the management of Web Redevelopment in the aftermath of rollout of the new CMS. The Web Steering Group will set the medium and long-term direction and policies for web development based on the strategic direction of the University. The group Chair should be responsible for ensuring that web development is sustainable, remains of value and is responsive to user need and innovations in the digital environment Operational Representatives identified during the course of the content review (during the analysis phase of the web redevelopment project); content and technical communities should form a 'Web Coordination Group' that will develop best practise and recommend improvements for wider web development. For further information regarding the structure of the frameworks and terms of reference for the groups please see Appendix 2. Ulster University v1.3 For internal review only March

10 5.2.3 Hub and Spoke Model The governance frameworks will be part of a 'hub and spoke' model to support content creation and development. The term Hub and Spoke, in this context means: Hub - Web Steering Group, Web Coordination Group, Responsibilities: - The Web Steering Group will provide collaborative centralised governance for the ongoing development, deployment, delivery, and maintenance of the University website(s). - The Web Coordination Group will report and be accountable to the Web Steering Group for the successful management and development of web content. If the Web Steering Group fails to reach agreement on certain matters, the final arbiter is the Director of Public Relations and Communications/PVC. The Digital Communications team will be represented within the hub governance structure, but it is worthwhile noting that they will be responsible for: - Creating and managing corporate, pan-university content within ulster.ac.uk - Managing design and functionality including mock-ups, prototypes, sitemaps and information architecture, build and deployment. - Supporting Facilities and departments in their development of local content by providing digital expertise/training/advice as required. Spoke - Faculties and Departments Responsibilities: - The creation and management of local content within ulster.ac.uk by named and accountable individuals (content representatives) that Ulster University v1.3 For internal review only March

11 have devolved responsibility for the quality, consistency and relevance of local content. - Defining and embedding the governance model with content authors, editors and a senior editors overseeing the content published in the Faculty and Department - Identifying the number of staff and skills required to fulfill the above roles and manage web development A draft responsibility assignment matrix pertaining to web development will be produced and presented to Board as to illustrate the changes that will be brought about with the implementation of the governance framework. Discussions are invited on this. 5.3 Policies and processes To ensure that our web content provides a consistent experience and retains a unified, professional image, a range of policies, process and standards will need to be developed and implemented. A proposed list can be found in Appendix Standards Content created in multiple locations needs to be of consistent quality, relevance and style and a number of underpinning guides will be required: - Web style guide Conveying branding, visual content, functionality and tone of voice for use across web development including social media and video messaging must be aligned to the University brand and corporate strategy - Content taxonomy A taxonomy will be created to ensure that similar items within the Web Redevelopment are grouped together providing consistency in terminology, improved access to information and improved searching. Ulster University v1.3 For internal review only March

12 - Accessibility standards outlining the accessibility standards to which University web content needs to conform. 6. Phased Approach Web Governance requirements may change throughout the project and transition into ongoing operation. In addition to creating standards and policies, further activities will be undertaken to progress the formation of the web governance arrangements; these will take place over the coming months. April - August Determine the terms of reference and membership of the governance groups at a corporate and local level. - Web content / technical representatives are asked to identify the number and skills required of staff who will fulfill the content author, editor and senior editor roles within Faculties and Departments. - Establish whether job descriptions will require changes to ensure that web responsibilities are embedded within existing, or new, roles. - Continuation of existing web content review that is identifying and gaining approval for the removal of out of date web content, and refactoring content for the new site. - Development and delivery of a significant management cascade and engagement plan to increase understanding across the University of the scope and nature of the wider web redevelopment project. This communications activity should also enable relevant individuals to understand their specific role in the development of the new University website. Ulster University v1.3 For internal review only March

13 August 2015 onwards - The Web Steering Group will be established to review change requests for the existing site and to provide strategic leadership for the new web development. - The Web Coordination Group will be established to support project delivery, review, migrate and create content, but also to manage the ongoing operations of web development The new University website is a key touch-point for the majority of our audiences ranging from prospective students to investors, collaborators etc. With the new CMS platform in place, we now for the first time have a single, unified central system fit for the purpose of publishing quality information, developing engaging functionality for our users. This framework will be a key legacy of the project. Another key legacy should be the embedding of a web governance framework across the University ensuring staff are appropriately skilled, with authority and accountability for local and corporate content, and are responsible to a steering group. Ulster University v1.3 For internal review only March

14 Appendix 1 Governance Framework Ulster University v1.3 For internal review only March

15 Appendix 2 - Terms of Reference 3.1 Web Steering Group Accountability The Steering Group is accountable to Director of Public Relations and Communications and the PVC. Responsibilities The primary objective of this group is to provide collaborative centralised governance for the ongoing development, deployment, delivery, and maintenance of web development at Ulster University and to achieve a consistent look and feel consistently representing the University's brand through standard processes, roles, responsibilities, and practices. Make decisions and set strategic direction for ulster.ac.uk in line with the University strategy Agree business priorities for the Web Redevelopment. To provide strategic and policy direction to the Web Coordination Group. Facilitate and resolve non-compliance issues. Ensure compliance with all legal and regulatory standards, including accessibility, security, protection of intellectual property, etc. Ensure site quality and content integrity. To receive customer and stakeholder feedback reports from the Web Coordination Group. To identify improvements and refer to the Web Operation Group for action as necessary. Ulster University v1.3 For internal review only March

16 To review service measures and performance against agreed standards. Review and approve change requests. To consider the service and resource implications of proposals. 2.2 Web Coordination Group Accountability The Web Coordination Group will report and be accountable to the Web Steering Group for the successful management and development of the Web Redevelopment. Responsibilities To initiate, receive and report on stakeholder (internal and external) feedback. To develop, agree and report against key performance indicators to the Web Steering Group. To manage a continual cycle of improvement against agreed service standards. To identify improvements To carry out business continuity planning. To make tactical operational decisions where required, such as: o Agreeing service down-time o Acceptance of system upgrades o Scheduling maintenance Establish appropriate policies, processes, and procedures to govern current and future website standards across the end-to-end web content publishing workflow. Ulster University v1.3 For internal review only March

17 Evaluate effectiveness, content, standards, and policies for technology and editorial components. 2.3 Digital Communications Team Accountability Will be an integral part of the Web Coordination Group and will provide digital support within the University. Responsibilities The primary objective of this team is to deliver the ongoing design, development and maintenance of University web development and to identify areas for improvement. It will also offer support, training and advice to stakeholders across the University and ensure all web development outputs are delivered in a consistent manner. In this context this team will: Adapt to advances in technology in a consistent manner. Share learning and best practice with stakeholders. Focus on corporate strategy and outputs, innovation, initiating standards and common processes. Manage and co-ordinate global assets and campaigns, web templates and modules, online services and functionality development, as well as the administration of user accounts, permissions and roles. Deliver a continual cycle of improvement against agreed service standards. Suggest global changes to taxonomy, structure, branding, look and feel, navigation, styling, etc. as needed. Recommend additional site templates or changes to existing templates. Ulster University v1.3 For internal review only March

18 Appendix 4 - Policies - Web Content Policies Describing the responsibilities of content owners in relation to creation, updating and removing of content to ensure that it remains relevant, accurate, and within University guidelines. - Domain management policy (ulster.ac.uk) Detailing principles regarding where sites and content are located within web development. Also describing the responsibilities for the creation and management of all domain names owned by the University. - Web Accessibility Policy Setting out the University requirements for web content to meet various accessibility guidelines and legislation - Compliance monitoring processes Detailing the responsibilities of Corporate Affairs, the remaining Departments and Faculties in relation to the oversight of the Web Redevelopment and resolving any issues that need to be escalated from day to day operations. - Content Change Management process Ensuring changes to the Web Redevelopment are managed appropriately and the impacts of changes are appropriately assessed. This will work alongside ISD Change Management process for the service delivery of the Web Redevelopment. - Quality Monitoring Process Workflow processes covering content creation, approval and removal are required in order to ensure that content meets the Universities expectations of quality. Ulster University v1.3 For internal review only March

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