PROGRAM LANDING PAGES
Finding a graduate program at The New School
Increasing awareness and enrollment while directing prospective students to a program that fits.
My Role
UX/UI Designer
My Output
User flows
Wireframes
UI Design
Invision prototyping
CHALLENGE
Inspire personal engagement and a first step
- Grad school is a big investment and the application process is long. This is just the first step.
- The range of programs and students means different audiences and needs.
- But the scope and budget necessitated a flexible and adaptive, rather than custom, approach.
RESEARCH
Competetive Research
Most experts suggest that landing pages should focus on directing a user to one clear call to action.
Data from previous landing pages
Traffic from the website suggested that users were finding their own way to the information by alternate routes.
Expert interviews
Traffic insights were backed up by the the experience of enrollment experts on staff who spoke directly to prospective students.
SYNTHESIS
1.
Users want some agency
Prospective students are self-directed and want to do some of the digging on their own.
2.
Users want more information before taking next step
Landing pages should help guide further discovery.
3.
Users need to feel they have come to right place
Clear and immediate orientation is as important as the strength of the offerings.
SOLUTION
A Clear first step
Reaching out to declare interest is always an option on the page.
Alternate pathways of discovery
Many ways to learn more.
Landing
The navigation alllows the prospective student to take their own approach.Graduate Programs
Quick overviews via show/hides.
Personal Story
Video, quote, quick facts.A unique perspective
The user always has the option of jumping to the full website for more information or simply joining the mailing list via the buttons at the bottom of the screen.
NEXT STEPS
Opportunities to explore
The ultimate goal of prospective students is to find the right program. And the ultimate goal of the university is to have those users apply and become students. So I mapped the journey from discovery via an ad through to submitting an application.
There are many tributaries here. So there are many opportunities to improve engagement with prospective students.
