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 It was outdated in both design and technology, with inconsistent branding and poor performance across mobile devices.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 It was outdated in both design and technology, with inconsistent branding and poor performance across mobile devices.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 create 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 create a strong, human-centered brand connection.
Outcome
+ Lowered bounce rate
+ Increased organic traffic
+ Improved conversion rates
+ Stronger alignment between marketing and experience
+ Lowered bounce rate
+ Increased organic traffic
+ Improved conversion rates
+ Stronger alignment between marketing and experience
My Role
UX Strategy
UX Strategy
UI Design
Brand Integration
Video Production
What I led
UX Discovery & Wireframes
What I led
UX Discovery & Wireframes
Full-Site UI Design
Homepage Video Production
Optimized Visual Assets
Mobile-First Responsive Strategy
UMA Home - Desktop Viewport
Sample Program Page - showcases program overview video and program-specific testimonials.
UMA Employer Section - Desktop Viewport
