AI-driven big web redesign: two case studies in Italian universities

This paper explores the challenges of web redesign in Public Administration (PA), particularly within universities. Universities often struggle with fragmented online presences due to distributed editorial models and diverse communication needs across research, education, and dissemination activities. Limited resources further restrict investment in upskilling staff and adopting modern technologies. Open source solutions, though cost-effective, are often chosen without considering user experience. We present a methodology that combines user-centered design, Artificial Intelligence (AI), and ”radical collaboration” to achieve a future-proof and scalable redesign. Starting from a case study of a major web redesign project at an Italian university (2014-2020) involving hundreds of websites and over 200 content editors, the paper details the process, including a large-scale content audit using AI, single sourcing with AI-powered content transformation, and user experience (UX) testing with data visualization. This approach resulted in a unified, user-centric online presence and garnered recognition, including the ForumPA award for best innovator. The paper concludes by discussing the applicability of this methodology to other PA institutions facing similar challenges.