Customer Acquisition
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How do you balance the organization-centric requirements of departments and schools within the university with the needs of a complex prospective student population comprising fresh school leavers and working adults in order to make over 1,000 programmes and courses easily accessible?
We started by conducting a series of fous group workshops with client internal stakeholders to understand who the site's content is mostly targeted at.
We then prioritised the site and structure it around clear student personas:
We recommended that the site adapt eCommerce-inspired approaches like search, filtering, wishlists to enhance the search and discovery process.
We were also deliberate in ensuring tight integration with programme and course databases to enable effective update of information.
Finally, we employed flexible, component-based templates for Schools and Departments to showcase their capabilities and talent.
