Website Redesign

Higher Education

The goal: To transform the college brand through a new visual identity and modern digital experience that aligns the physical experience with the digital journey, while simplifying the enrollment process across admissions, financial services, IT, and student affairs. With a dated, confusing process and limited brand standards, we took advantage of this to propel the college forward with a flexible, extensible, digital experience that can easily adapt to their growing needs.

My Role

  • Day-to-Day Management of External Resources
  • Product Discovery
  • Product Planning
  • Product Development

Date

2018 - 2019

The Concept

With this new design, we want to establish a human connection with each student that better reflects the experience and value. We approached this challenge through thoughtful language to establish a specific tone to align with the ideal student who succeeds at Thomas. The use of specific engagements such as sporting events and residents halls provide insight and security for potential students. This close-knit community concept lends itself better to the brand and organizational goals.

The Research

Audience surveyed

  • Alumni: 16
  • Current Students: 10
  • Faculty: 21
  • Staff: 23
  • Trustees: 13
  • Total: 83
UX Design Document

Qualitative Survey Sample

UX Brief

Sample Results

Q. When you think of Thomas College, what’s the first thing that comes to mind?

Respondents overwhelmingly think of Thomas College as a small college that provides students with both personal attention and practical experience (internships, career development services, and the Guaranteed Job Placement). Here is a college with a family-like community in which close relationships are forged among students, faculty, and staff. Thomas College is closely aligned with business education. It is viewed as a changing, evolving, and growing institution. “Great” was an adjective used frequently to describe a variety of categories: the college, education, place to work, business college, and graduates. Still, it is not necessarily seen as a first choice among prospective students.

User Testing and Building

Actionable Insights

  • Providing guidance and custom recommendations for those who don't know what degree to persue
  • More prominent placement of contact information
  • Implementing a more user-centric language for program descriptions
  • Adjust application process to alleviate confusion around next steps

User Testing

As we wrapped up the first stage of design, it was important that we understand our designs fit the needs of the internal and external users. Prototypes were created to test and collect data from Thomas College's target audience, which identified gaps in the research completed, and provided additional insight into a user's behavior.

Personalizing the Journey

Our goal from a business perspective was to find a way to more effectively capture leads from the users. One unique way we approached this was by personalizing the user's experience after they have visited the site for the first time.

If a user vitis the degree finder page, but drops off before completing a request for information, this is where the experience would end. We built in a way to capture the data associated with a students interest to help anticipate the user's intent for when they come back to the site at another time.

Returning useres would be able to see things like personalized hero banners, and cards highlighting programs that users have shown interest in previously. All of these images are dynamic in that they would be highlighting the program previously viewed. Through personalized data, we are able to drive the user back to the conversion side of the website much fater and reduce the number of steps it takes for them to convert.