The University of Texas at Arlington is a massive educational leader in the heart of North Texas serving over 58,000 students. A cutting-edge institution with a 10 year-old website.
Tasked with redesigning key landing pages to increase student enrollment, we got right to work. We improved the user experience of exploring and applying to the University. We brought the visual design into the 21st century without disrupting the experience to older pages.
Our efforts more than doubled visits to key conversion pages.
We kicked-off the project by locking ourselves in a room with decision-makers and admissions experts. We left with a vision, goals, and a better understanding of how students choose a university. I looked at analytics to identify user flows and pain points. From strategy to wireframes to page design, connecting user needs with the brand story was key.
We did our homework.
Before the refresh, the University's webpages either looked exactly the same (snooze fest) or were completely different (wait, where am I). This project process made it extremely difficult to react quickly to changes in the industry and meet user needs.
To overcome these challenges, I designed components instead of page templates. Every page could look different while being completely consistent with the UTA brand. This methodology helped to quickly customize the page to meet user needs while decreasing development time to a fraction of what it was.
I even created design guidelines to make the development hand-off smoother and align fellow designers.
Because of a short deadline and small team, we were not able to launch a massive update to every single page. The newly redesigned pages still needed to flow into older outdated pages. To maintain a seamless experience, I chose to keep certain elements consistent like background colors while modernizing others like the font family.
The new pages had to be both beautiful and informational. Using data as a guide, I organized each page into sections based on user needs and page traffic. This not only helped tell the UTA story but also made the information a user was looking for easier to scan and find.
Director of Online Communications