Specifications include, but are not limited to: A. Collaborate with MSDE’s Web team to determine and drive the preferred UX, content, and Search Engine Optimization (SEO) strategies for a mobile first website. B. Review the current website to identify issues within the structure, architecture, and usability of all webpages, components, and content. C. Help to define a new UX framework, information architecture, and navigation schema to be used in the new website. D. Review existing competitive analyses and provide additional examples of innovative websites to refer to for inspiration. E. Examine and list concepts to consider, such as: 1. The purposeful organization of content to be included on the website, 2. Interactive site maps, 3. Navigation techniques and patterns, including display of breadcrumbs to navigate among hierarchical pages, 4. Site search features and usability, 5. Strategic use of sound, animation, video, and other media (e.g., the use of podcasts), 6. Brand-friendly colors, fonts, and readability/phrasing/labels to use, 7. Access to secure staff/employer/user portals on the website, if applicable, 8. Comment/feedback modules/unsecure or secure messaging from the website (webmaster, member services, external affairs), if applicable, 9. Structure and website locations of a frequently asked questions (FAQ) feature, if applicable, and 10. Methods to log observations and user feedback. F. Conduct heuristic analysis (data analytics reports, surveys, focus groups, user journeys, etc.) and user research to better understand MSDE’s target audiences and their needs. MSDE anticipates using Google Analytics 4 by July 1, 2023. The Contractor will not be responsible for transitioning MSDE from Universal Analytics to Google Analytics 4. However, if the Contractor recommends using additional analytical reporting tools, the Contractor will be responsible for the proper setup of the tool(s).
