Users want some agency.
Users want more information before taking next step.
Users need to feel they have come to right place.
While the scope of this project was limited to a set of landing pages, I felt it was important to place them within the larger context of students ultimately submitting applications to the programs. The particular goal of this project was to have prospective students take the first step, either, ideally, by requesting information, or by using the website to become more familiar with a particular school or department at the university. The ultimate goal, though, 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. A comprehensive user experience plan which evaluates each of these touch points and puts together a strategy for addressing any challenges prospective students face at these points would likely have a positive impact on user engagement.
Users are able to immediately place themselves within a specific offering at The New School via a strong title, logo placement, and reinforcement in the introductory copy. Users who want to engage immediately can directly request more information via the large, persistent, button at the bottom of the page. Users who want to explore first can use the navigation at the top of the page or scroll to view key distinguishing facts about the program and the university as a whole. Exploratory users can also travel directly to the program’s website where they can delve more deeply into what they might be studying, what the professors are like and what makes The New School unique and particular.
Request Info provides users with additional information about what they will be receiving once they fill out the form. A repetition of the course name reminds users that they are in the right place.
Track usage of
Visit Site option versus filling out form to request information.
User Research/testing with actual prospective students. Discovering what users are looking for when they arrive at the website is crucial for improving outcomes for both university and prospective student goals.
Discover and address pain points of prospective students at all points of engagement with the university — print, digital, and physical.