Objective
Redesign the institutional website to improve user engagement and increase conversions, while aligning with the updated brand.
Redesign the institutional website to improve user engagement and increase conversions, while aligning with the updated brand.
Challenge
The original website didn’t serve students, employers, or the marketing team. It was outdated in both design and technology, with inconsistent branding and poor performance across mobile devices.
The original website didn’t serve students, employers, or the marketing team. It was outdated in both design and technology, with inconsistent branding and poor performance across mobile devices.
Approach
I initiated a phased redesign, beginning with quick wins (e.g., replacing Flash with jQuery), followed by a full mobile-first, responsive rebuild. I developed a new site architecture informed by five core personas and created high-fidelity UI mocks aligned with refreshed brand standards. I also scripted and produced a homepage video to establish a strong, human-centered brand connection.
I initiated a phased redesign, beginning with quick wins (e.g., replacing Flash with jQuery), followed by a full mobile-first, responsive rebuild. I developed a new site architecture informed by five core personas and created high-fidelity UI mocks aligned with refreshed brand standards. I also scripted and produced a homepage video to establish a strong, human-centered brand connection.
Outcome
+ Lowered bounce rate
+ Increased organic traffic
+ Improved conversion rates
+ Stronger alignment between marketing and user experience
+ Lowered bounce rate
+ Increased organic traffic
+ Improved conversion rates
+ Stronger alignment between marketing and user experience
My Role
UX Strategist
UI Designer
Brand Integrator
Video Producer
What I Led
UX Discovery & Wireframing
Full-Site UI Design
Homepage Video Production
Optimized Visual Asset Creation
Mobile-First Responsive Strategy
UX Strategist
UI Designer
Brand Integrator
Video Producer
What I Led
UX Discovery & Wireframing
Full-Site UI Design
Homepage Video Production
Optimized Visual Asset Creation
Mobile-First Responsive Strategy
UMA Home - Desktop Viewport
Sample Program Page - showcases program overview video and program-specific testimonials.
UMA Employer Section - Desktop Viewport
