NewCity 

From 30,000-page-site overhauls to small tweaks that drive big improvements in usability, NewCity will show you how to craft a phenomenal digital experience. You don't want a website that just looks pretty, and neither does NewCity. User experience research underscores everything they do, and they use that data to build a site that works harder for you.

OmniUpdate Concierge Program services provided by NewCity include the following:

Service Category: Analytics
Service Type: Basic Google Analytics Configuration Audit 
Estimated Hours: 10

Customer Requirements: Give NewCity access to Google Analytics account for the target website

Deliverables:

  • Audit of the site’s current analytics setup to answer the question, “Is any of the basic Google Analytics data unusable or misleading because of configuration problems?” Basic Google Analytics data refers to:
    • Any data that is produced by the standard GA page view tag (e.g., data on locations, devices, hostnames being tracked, traffic sources/mediums, and pages)
    • Basic event tracking of outbound links, file downloads, and mailto links
    • Internal site search tracking
    • Previously set up conversion goals
  • Report detailing results of audit — aspects of analytics configuration that need to be fixed and why
  • Call with customer to walk through audit report

NotesThis audit is only available for websites using Google Analytics. This audit does not include implementation of recommendations. This audit does not include audits of custom configuration features such as custom event or pageview tracking, custom dimensions, custom metrics, content groups, custom channel groupings, or any other custom configuration.

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Service Category: Analytics
Service Type: Metrics Model
Estimated Hours: 25

Customer Requirements:

  • Availability for up to five (5) calls with relevant stakeholders

Deliverables:

  • Up to five (5) calls with relevant stakeholders to help understand the organization, its overall goals, and the strategies and tactics it’s using to accomplish those goals
  • Translation of those goals, strategies, and tactics into website metrics and segments that can be used to measure progress towards those goals
  • A hierarchical diagram (the metrics model) that shows the relationships between the organization’s overall goals, strategies, and tactics, and the website metrics and segments that should be used to measure them

NotesThe metrics model is limited to website metrics. Although a metrics model could be extended to include all digital properties or even all aspects of a business, this service is limited to analyzing organizational goals, strategies, and tactics as they relate to the website and then recommending useful ways of measuring those on the website.

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Service Category: Analytics
Service Type: Advanced Google Analytics Configuration Audit 
Estimated Hours: 15 + 25 (Metrics Model)

Customer Requirements

  • Purchase NewCity’s Metrics Model
  • Give NewCity access to Google Analytics account for the target website

Deliverables

  • Audit of the site’s current Google Analytics setup to answer these questions:
    • Are there things on the website that need to be tracked (as defined by the metrics model), but aren’t?
    • Are there things on the website that are being tracked in some way, but aren’t being tracked correctly (e.g., Is there data in the Google Analytics account that is unusable and/or misleading because of configuration problems?)
  • Report detailing results of audit — aspects of analytics configuration that are missing or need to be fixed in light of the Metrics Model
  • Call with customer to walk through audit report

Notes: Unlike the Basic Google Analytics Configuration Audit, this audit includes a review of custom tracking configurations (e.g., custom event tracking, custom dimensions) and a review of what’s not being tracked that should be. However, this service does not include specific details on exactly how to implement or fix any tracking functionality, or actual implementation or fixes of any tracking functionality.

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Service Category: Branding 
Service Type: Elements of Branding I - Visual Identity Development 
Estimated Hours: Inquire for hours

Customer Requirements:

  • Provide current brand standards or style guide
  • Open discussion about what your brand is and is not

DeliverablesLogo development occurs in three stages. Discussion, Exploration, and Refinement. NewCity will deliver a variety of loose sketch work ideas from which you will choose up to three directions to refine and explore in crisper detail. One final direction will then be chosen to provide vector logo artwork and bitmap formats with accompanying size and usage restrictions.

Notes: Full disclosure, a logo is not your brand. Strategy, messaging, emotional appeal, and visual identity combine to create the foundation of a brand. A solid visual identity should be a first step for anyone considering an overhaul of an existing logo or creation of something entirely new.

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Service Category: Branding 
Service Type: Elements of Branding II - Brand Exploration 
Estimated Hours: Inquire for hours

Customer Requirements:

  • Provide current brand standards or style guide
  • Provide samples of current collateral (print, digital, outdoor)

DeliverablesAn "Element Collage" consisting of color palette exploration and expansion, font exploration, and photography and/or illustration style suggestions. The collage will also feature a variety of applications utilizing this exploration in commonly found layouts found within a CMS-driven web design, with an emphasis on creating a design system of reusable components (i.e., feature areas, callouts, article styles, and a variety of themed “elements” that will spark a refined or new direction for the face of your brand).

NotesThe Element Collage is a 10,000 pixel wide montage of what-if’s. Think of it as a clean-slate style guide. If the visual side of your branding is not in sync with the voice and tone of your content, this can help fix the disconnect.

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Service Category: Content Strategy
Service Type: Content Audit 
Estimated Hours: 60

Customer Requirements:

  • Provide information about key audiences and communication goals for the website
  • Give NewCity access to website analytics
  • Walk through a site inventory spreadsheet (generated by your CMS or analytics traffic report) to determine which content to focus on

Deliverables

  • Overview of what content is there and what general shape it’s in, with general recommendations
  • Spreadsheet with page-by-page recommendations on what to keep, update, edit, rewrite, or delete, for up to 200 pages

Notes: Please contact NewCity for a price quote for sites with more than 200 pages

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Service Category: Content Strategy
Service Type: Half-Day Workshop (Beyond Blah Blah: Creating Great Content for the Web) 
Estimated Hours: Inquire for hours

Customer Requirements:

  • Describe particular content challenges the organization is facing
  • Provide a list of workshop attendees and the areas of the website for which they are responsible
  • Provide a room with the following:
    • Tables where groups of 4-5 people can work together
    • Plenty of wall space (or windows) for adhering sticky notes
    • Projector
    • 8 sheets of poster board (or large flipchart paper)
    • 3" x 3" real 3M Post-It notes, all the same color, 1 pad per participant
    • 6" x 8" Post-It notes, 3 pads, different color than the smaller ones
    • Small dot or star stickers, 6 per participant, color doesn't matter
    • A Sharpie marker for every participant (medium, not fine tip)
  • Some form of refreshments and coffee, to be available throughout the workshop

Deliverables:

  • Learn how to organize and write website content and emails that spurs action instead of ending up in the reader’s mental trash can. Our brains have a very sophisticated way of ignoring most of the sounds, sights, smells, and sensations that come in so that we can focus on what’s interesting or important. The problem is, a lot of what we write ends up in the reader’s mental trash can. You'll leave this workshop with powerful tools that will make your website, emails, and other communication more engaging, persuasive, and memorable.
  • The workshop covers 4 main topics:
    1. Give them what they want – practical tools to figure out the top goals of your audiences
    2. Use words that smell like goals – an introduction to information “scent” and how to write links and organize pages so that people can find their way to their goals
    3. Write visually – how to structure content and layout pages to support scanning, understanding, and retention
    4. Say something they’ll remember – how to get past the “blah blah filter” in your brain to reach the imagination, ultimately motivating action

Notes: Workshop is limited to a maximum of 25 participants. Two workshops can be offered in the same day for an additional fee.

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Service Category: Digital Marketing
Service Type: Website Competitive Analysis 
Estimated Hours: 50

Customer Requirements:

  • Discovery meeting (via virtual conference) to describe project goals and target audience groups (up to 3)
  • List of 4-5 competitor organizations to include and reasons you selected them

Deliverables:

  • Conduct unmoderated comparative usability testing with your website and competitor websites, with 6 users per audience group (total of 18)
  • Review and evaluate key brand messages and content supporting these messages across competitor websites
  • Report comparing you and competitors across user experience, audience perception, and brand messages
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Service Category: Usability
Service Type: Audience/Customer Personas 
Estimated Hours: 60

Customer Requirements

  • Provide information about a target audience group (i.e., prospective undergraduates, parents, research funders, alumni) and your goals for them
  • Help arrange interviews with users (roughly 8 people representing the target audience group)
  • Give NewCity access to website analytics
  • Participate in persona workshops during development

Deliverables:

  • 4-5 personas for the target audience group, including distinguishing behaviors, motivations, concerns, and questions for each persona
  • User interview data
  • Recommendations for additional user testing to fill in details about your users’ goals
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Service CategoryWebsite Optimization
Service Type: Page-Load Optimization 
Estimated Hours: Inquire for hours

Customer RequirementsAccess to CMS and/or servers

Deliverables:

  • Recommendations or implementation of site and server optimizations
  • Examine website and identify areas of opportunity for decreasing load time for the web pages (depending on hours agreed to, this can be merely a set of recommendations to be implemented by customer, or include actual implementation)
  • Examples of things that would be addressed:
    • General tuning of server/web service (Apache/Nginx)
      • Setting asset compression settings
      • Scripting language optimizations
      • Tuning expiration headers to leverage browser caching
      • Setup and config of useful server modules
    • Setup/tuning of a reverse proxy or memory cache
    • Setup and tuning of a CDN service
    • General database optimization/identification of slow queries
    • Investigating/setting template caching (depends on application stack)
    • Image optimization
    • Combination and minification of static CSS/JS
    • Optimization of markup and scripting to reduce time to render
    • Spriting/inlining of small images, if applicable
    • Investigating/setting up DNS optimizations
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