2017-29: Rename Personal Information to Demographic Information and Re-order Application Workflow

Problem / Issue

 Per special request by the CCC Chancellor's Office, the CCC Technology Center has been conducting various forms of data analysis in order to better understand User behavior and characteristics for the purposes of determining how best to design the application (data and workflow requirements) to minimize barriers and ensure efficiencies across the user application workflows. Some of the areas we've begun data analysis are:

• Calculating overall "Time to Completion" by comparing user "start time" versus "submit date and time"
• Abandonment Rate 
• Last Page Touched before Abandoning Application
• Student Satisfaction based on post-submission student survey (based on Experience, Recommend, Comments fields)
• Cluster Analysis on all comments in post-submission survey
• Cluster Analysis on "negative" comments in post-submission survey
• Duplicate CCCID rate

One area that has emerged from research data is the high number of applicants who are leaving the application on the Personal Information page, which currently appears at the beginning of the Standard and International applications. At the time the Personal Information page appears, students have not yet invested much time or energy in the application process. If they feel disrespected by "invasive" personal questions, they are abandoning the application here.  

Proposed Solution

 Rename the Personal Information page to "Demographic Information" to minimize the impression that the questions asked are "personal" in nature. These are actually demographic questions.

Re-order the position of the new Demographic Information page to later in the application workflow (between the Residency page and the Needs & Interests page) to minimize the number of students abandoning the application process after investing time and energy into completion.

Notes

See various research notes (to be added). 

Supporting Documentation