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					                                                                   Student Portal Development Project

                 Shortlisted 'name' and 'visual identity/brand' ideas
                                  Survey Findings

1         Introduction

UCA is looking for a more user friendly, „brand positive‟ alternative to the current Student Portal.
This report presents findings from a second online survey which has explored shortlisted ideas for
improving the name/branding of the Student Portal at UCA. It describes the views of a sample of
262 respondents made up of students and the Student Portal Working Group. The results of the
survey will be used to inform the development of a new student portal (to be launched in
September 2009), that is unique to the University and that reflects its attributes and values.

The survey questions covered two main areas for improving the Student Portal – the name and
the visual identity. In addition, the questionnaire also aimed to accommodate respondents who
wished to make further comments on these two aspects of improvement, through open-ended
questions. The survey data was analysed using Microsoft Excel. Qualitative comments from the
survey were also analysed and then used to provide more depth to the quantitative data.


2         Name for the Student Portal

Respondents were asked to indicate how strongly they like a range of shortlisted options for the
name of the new Student Portal. Responses were registered on a likert scale of 1-6, with 1
indicating „least liked‟ and 6 indicating „most liked‟.

Table 2.1 below shows the mode, median and mean scores and the standard deviation for the
range of shortlisted options for the name of the new Student Portal. The Mean score is
particularly interesting since it gives us a feel for which direction the average answer is. The
standard deviation is also important as it gives an indication of the average distance from the
Meani.

Table 2.1: Name of Student Portal (1 least liked, 6 most liked)

            Name                  Mode            Median          Mean        Standard Deviation
Connect2                           1                2             2.37               1.39

Grass Roots                         1                3            2.83               1.74

Nerd                                1                2            2.74               1.85

… of course                         1                2            2.35               1.58

Splat                               1                2            2.40               1.65

Spunge                              1                2            2.18               1.46

Student Street                      1                3            2.94               1.84

My UCA                              1                3            3.36               1.85

The Hub                             5                4            3.65               1.69

The Sight                           1                2            2.43               1.46

Uclick                              1                3            3.06               1.75

Unified                             1                3            2.84               1.70




                                                      1                         Karen Paton 23/03/09
                                                                    Student Portal Development Project

The results show that the top three most-liked names (based on the Mean scores) for the new
Student Portal are:


                                      1. The Hub
                                      2. My UCA
                                      3. Uclick

Qualitative comments on the top three most-liked names included:

“The Hub sounds cool”

“To the point – The Hub very good”

“The hub and student street is easy to remember… the other names are very stereotypical and
unimaginative”

“My UCA sounds really good; it‟s formal as well as casual and gives out the right impression”,

“The My UCA design is uncluttered and the name expresses exactly what the site is about”

“I would want something simple that relates to UCA hence my first choice of My UCA”

“Uclick is exactly what you do to find inform and exit the site - to me it is the most apt name”



The bottom three least-liked names (based on the Mean scores) are „Spunge‟, „Connect2‟, and
„…of course‟.

These findings are illustrated in graph 2.2 below:

Graph 2.2: Names for Student Portal

                                    The Hub

                                   My UCA

                                      Uclick

                              Student Street
    Name for Student Portal




                                     Unified

                               Grass Roots

                                       Nerd

                                  The Sight

                                       Splat

                                  Connect2

                                 …of course

                                    Spunge

                                               0   1                2              3                 4
                                                              Mean Scores
                                                       (1 least liked, 6 most liked)

                                                        2                        Karen Paton 23/03/09
                                                                       Student Portal Development Project
3         Visual identity for Student Portal

Respondents were asked to indicate how strongly they like a range of visual identity/branding
options for the logo of the new Student Portal. Responses were registered on a likert scale of 1-
6, with 1 indicating „least liked‟ and 6 indicating „most liked‟.

Table 3.1 below shows the mode, median and mean scores and the standard deviation for the
range of style options for the logo of the new Student Portal.

Table 3.1: Visual identity for Student Portal (1 least liked, 6 most liked)

    Visual Identity             Mode              Median               Mean          Standard Deviation
Connect2                         1                  2                  2.56                 1.46

Grass Roots                       1                  3                  3.39                1.74

Nerd                              1                  2                  2.76                1.80

… of course                       1                  2                  2.43                1.51

Splat                             1                  3                  2.94                1.71

Spunge                            1                  2                  2.26                1.54

Student Street                    1                  3                  3.25                1.89

My UCA                            1                  2                  2.65                1.77

The Hub                           2                  3                  3.37                1.67

The Sight                         1                  2                  2.31                1.50

Uclick                            1                  2                  2.30                1.47

Unified                           1                  3                  2.87                1.70



The results show that the top three most-liked logos (based on the Mean scores) for the new
Student Portal are:

                      1. Grass Roots
                      2. The Hub
                      3. Student Street

Qualitative comments on the top three most-liked logos included:

“The hub has a clean design and looks nice - a lot of the others have too much on them or are
confusing”

“Nerd, Spunge, Splat, Student Street, and Unified all have great graphical interpretations - bold
colourful and eye-catching - it is difficult to choose between them but I probably would have to put
Student Street at the top closely followed by Spunge. The simple colours but boldness of the
statements of each are what make them stand out. Although The Hub is probably the best design
for stating why you are there - the hub of information”

“Student Street has a fun youthful design layout - just the name is a bit odd”

“Some of these designs look really boring while others are really interesting to look at. I think the
Hub design is particularly interesting”

“The best designs out of these were Student Street, The Hub and My UCA - All these reflect the
uni and what we offer in courses library student union etc.”
                                                         3                          Karen Paton 23/03/09
                                                                                    Student Portal Development Project
“I like the fact that Student Street has been hand-drawn - it includes polaroids with funky pics to
catch the students eye”

“I really love the name „Student Street but i think design-wise it could be a lot more eye-catching
with bright fluorescent colours everywhere and more student related pics like a collage of doodles
etc.”



The bottom five least-liked logos (based on the Mean scores) are Spunge, Uclick, and The Sight.

These findings are illustrated in graph 3.2 below:

Graph 3.2: Visual Identity for Student Portal


                                           Grass Roots

                                               The Hub

                                         Student Street
    Visual identity for Student Portal




                                                  Splat

                                                Unified

                                                      Nerd

                                               My UCA

                                              Connect2

                                            …of course

                                              The Sight

                                                 Uclick

                                                Spunge

                                                             0   1                2              3                4
                                                                            Mean Scores
                                                                     (1 least liked, 6 most liked)



4                                        Conclusion

The survey data shows that the most-liked of the proposed options for the name of the Student
Portal are „The Hub‟, „My UCA‟ and „Uclick‟. The least-liked of the proposed options for the
name of the student portal are „Spunge‟, „Connect2‟, and „…of course‟.

The survey data shows that the most liked of the proposed options for the visual identity of the
Student Portal are „Grass Roots‟, „The Hub‟ and „Student Street‟. The least-liked of the proposed
options for the visual identity of the student portal are „Spunge‟, „Uclick‟, and „The Sight‟.

Graph 4.1 below shows the average mean score of the proposed new Student Portals across
both of the areas of improvement (name and visual identity). It further confirms the popularity of
The Hub, Grass Roots, Student Street and My UCA as ideas to take forward in the development
of the new Student Portal.



                                                                       4                         Karen Paton 23/03/09
                                                                             Student Portal Development Project
Graph 7.1: Average Mean Score of the proposed new Student Portals across both of the areas of
improvement (name and visual identity)


                           The Hub

                      Grass Roots
                     Student Street
                          My UCA
                            Unified
    Student Portal




                              Nerd
                             Uclick

                              Splat
                         Connect2
                        …of course
                         The Sight

                           Spunge

                                      0         1                      2                      3                     4
                                                          Average Mean Scores
                                                       (1 least liked, 6 most liked)




Notes:
i
 A high standard deviation means that there is a lot of variation in the answers. A standard deviation of 0 is obtained
when all responses to a question are the same.

                                                           5                                  Karen Paton 23/03/09

				
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