The existing homepage was the result of a design-by-committee process, resulting in an unfocused user experience that attempted to serve multiple audiences simultaneously. It failed to effectively target and engage its primary audience: prospective students. The homepage was overcrowded with hundreds of unused links, it contained multiple sections resulting in a huge vertical length when +90% of the users never scrolled past the second section, it didn’t have a user journey focused on new students and didn’t have a strategy or goals.
We launched a redesigned homepage very different from other universities. The bold and innovative redesign of our homepage was the product of a user-centered design approach that prioritizes the needs of the prospective students and validated through a comprehensive data analysis.
It exceeded our initial objectives, significantly increasing engagement with prospective students. It successfully converted a higher than anticipated number of visitors into prospective students.
Measurable improvements:
