University College London
Web Design
Context, Challenges, and Goals
University College London was in the market for a vibrant, contemporary web presence for their new online MBA degree program. The problem they faced was low enrollment numbers and a lack of brand building online.
To overcome this, we set strategic goals to:
• launch a new web experience that brings their visual identity and brand more to life online
• launch an advertising and email campaign to support the new website
• build a better user experience and improve web conversions to increase enrollments to the program
My Responsibilities
• Art direction and design management
• UX Management
Process and Execution
Our team was lucky enough to have direct access to the Program Director. We took his insights and definition of the UCL brand and went to work in research and design experimentation. Together with my senior designer, we selected images that infused a refreshing edge to the college, integrated graphics that mirrored the architecture surrounding the campus in London, and opted for a typographic style that was fresh.
We landed on a solution that bring the client's vision to life and presented their MBA in a new and innovative way.
Results
After launch, UCL-MBA saw an improvement in web conversions to our lead form and after the campaign concluded, enrollment went up 10%. The project was a success and built a stronger relationship with our client.
15%
improved web conversions
10%
higher enrollment
Personal Takeaways
Fostering Growth: This project was a learning opportunity for my designer. She showed great resilience to take my feedback and push the designs further when they weren't hitting the mark. I learned that my team can learn when given the right guidance and push.
Relationships are Key: This project was rewarding for the whole team because we established a great working relationship with the Program Director and his team. Investment in people helped us internalize the spirit of the school and what they were trying to offer their students.