1. Mike McConnell Iain A. Middleton
Rationalism vs. Incrementalism: two opposing or complementary strategies for effecting change in HEI web development
Mike McConnell Iain A. Middleton
Online Information, 4th December 2001, London

2. Overview Definitions Background: HEI web sites Change
Rational and incremental approaches compared:
The Robert Gordon University (RGU)
University of Aberdeen (UoA)
Conclusions

3. Definitions Rationalism - the project approach
Define the desired future state
Identify the activities and allocate the resources required to achieve it
Incrementalism- the process approach
Can’t necessarily define ideal future state
Recognise limited resources
Acknowledge need for compromise

4. Why do HEIs need web sites?
Sell Services
Courses, research, consultancy, etc.
Facilitate relationships and communication
Academic, student, research partners, peers, clients, communities local and national
and thus
Represent the whole institution

5. Characteristics of HEI web sites
heterogeneous audience
not just one goal but many
multi-purpose site
many & diverse independent contributors, each with own agenda
How do we build a coherent institutional web site from such diversity?

6. Required elements

7. Reality Historical reasons for having a web site Because we can:
The technology is there
I suppose we ought to:
Everybody else has one
Amateurs/enthusiasts
I can do HTML!
I want to advertise my research
I have a hobby…

8. Resultant problem

9. Consequences no overall editorial goal
is it any more than the sum of its parts?
competing priorities that become conflicts
patchwork of technologies and tools
uncoordinated/inconsistent/patchy
outdated/irrelevant/duplicated/incorrect information
Result: poor reflection of the institution

10. Evolution and realisation

11. Conflict - green field vs continuity
Centralised control
Desire at senior level for “a better web site”
If we spend £x we could get one like theirs
We want consistency
Branding!
Exists to sell the institution
The university web site
Departmental freedom
What about all the work we’ve already done?
We’re used to doing it this way
We’re unique
No thanks
Exists for our own many individual purposes
Our web site

12. Revolution – or evolution?
Change from collection of pages to institutional communications asset essential
Continuity of existing information ecology is also vital
Need a path which satisfies both the need for change and continuity
Examples of 2 different paths

13. Rationalist Case Study - RGU
Where we were:
c 20,000 pages
1 central & 5 independent servers
pockets of proactivity and enthusiasm:
Patchwork by outsourcers, individuals, enthusiasts
no supported authoring tool, minimal training
non-representation, non-participation of key areas
ownership and responsibility grey areas

14. Rationalist Case Study - RGU
Decision to act
consensus on need for change
common ground with “web enablement” vision
representations to SMT from Web Editor & departments
insufficient resource, skills, tools and support under existing setup
Result: significant resources were made available

15. Rationalist Case Study - RGU
Project approach - objectives:
support and enhance student recruitment
site-wide consistency of appearance
implement non-technical publishing
web-enable specific business processes
be ‘recognised as leader’

16. Rationalist Case Study - RGU
Implementation:
management driven
project board and team established
key players identified
discussion/development groups established
deliverables defined
timescales and deadlines set

17. Rationalist Case Study - RGU
Positive Outcomes
delivered on time, within budget
attractive, accessible web site
all content areas represented
easy, browser based publication
technological infrastructure

18. Rationalist Case Study - RGU
Possible negative outcomes
did tight timescale give long-term answer?
focus on product – but procedure?
other work frozen for duration of project
content quality control
legacy site confusion
will new publication tools suit future needs?

19. Incrementalist Case Study - UoA
Where we were:
c 100,000 pages
1 central and 8 major independent servers
large, active devolved body of authors
most parts represented - but variable quality

20. Incrementalist Case Study - UoA
Decision to act:
process approach/guided evolution - a framework for future development
non prescriptive
broad/flexible remit: “ensure an effective and professional presence… through design, maintenance & consultation”
focus on facilitating organic growth/participation

21. Incrementalist Case Study - UoA
Implementation:
web strategy group
web team
manager (information skills)
webmaster (technical skills)
developers
web co-ordinators ‘community’
standard authoring tool + training
two way process

22. Incrementalist Case Study - UoA
Positive Outcomes
depts and SMT involved
policies and procedures established
tools, training and support
free editorial and advisory service
cost effective in-house resource for authoring
depts are willing to pay for professional service
environment created for ongoing definition and delivery of solutions:

23. Incrementalist Case Study - UoA
Possible Negative outcomes
development is open ended – potentially endless
development has low visibility
compromise may dilute site impact
Conclusions 

24. Pros of rationalist approach at RGU
mandated change - stasis not an option
allowed radical thinking
broadened participation
forced issues to be addressed co-operatively
broke down barriers, forged new partnerships
high impact, high visibility
feelgood factor

25. Cons of rationalist approach at RGU
The right objectives?
how many fingers in the pie?
is success defined appropriately?
does the imperative compromise the long-term?
does the ‘obvious’ compromise the underlying? (e.g. graphics, technology)
whatever can be produced in time available
committees – democracy vs progress
action does not follow agreement
perceived as imposition
quality of input & restricted timescale

26. Pros of incrementalist approach at UoA
inclusive - truly representative of institution
cognoscenti involved in objective setting
focuses on sustaining ecology, not on deliverable
process is transparent
enhances communication
conserves resource
acknowledges objectives are not necessarily expressed in terms of “a set of web pages”

27. Cons of incrementalist approach at UoA
change can be slow
charged resource favours wealthier departments
peaks and troughs in demand
popular opinion is not necessarily the best
dependent on key individuals
dependent on departmental ethos - participation not mandatory
no launch party

28. Remember: departments already provide content:
which satisfies their immediate needs
within the limits of their resources, skills and ambition
if you want more from them they will need :
tools, support, guidance & possibly additional resource
some point/objective/goal which benefits them
projects are finite; websites (must) keep growing

29. Recommendations
web strategy– informed by information/ communication strategy and institutional objectives
information skills – for mapping objectives onto website structures, actions
buy-in – explain the benefits to key players
provide support - editorial, training, technologies and tools
set boundaries - structures, guidelines, policy
corporate information – keep a tight rein on it

30. Further Information Iain Middleton iain@imiddleton.com
Mike McConnell
The Robert Gordon University
University of Aberdeen