Minerva University: Website Update

Context

Minerva University, a pioneering higher education institution dedicated to educating a new generation of impact-focused, globally-minded individuals, embarked on a journey to revitalize its online presence. In this process, I stepped into a leadership position as the Creative Director was on maternity leave. I led the agency selection process, as well as acted as the main point of contact between the agency, and the key university stakeholders including the President, CFO and the Dean.

My Roles & Responsibilities

Interim Project Director, Jr. Designer at Minerva University

Team

A. Mason, Creative Director; M. O'Riordan, Sr. Designer

Project Status

Live on minerva.edu

Timeline

7 Months (Feb - Aug, 2023)

Challenge

The university's website, a vital touchpoint for prospective students, faced several challenges such as navigational complexity, outdated content, and limited technical flexibility, that hindered its effectiveness in attracting and engaging potential students.

Solution

Conducted in-depth market research, refined brand messaging, and contracted a third-party agency to co-design a new website with.

Result

The new website redesign project achieved significant outcomes, including a 300% visitor increase in the first month since launch, improved user experience by simplifying the site map, and enhancing Minerva University's brand representation.

Problem Statement

Prospective students are having difficulty finding relevant information and engaging with the university's website due to its outdated content, complex navigation, and limited flexibility.

Problem Breakdown

Navigational Complexity

Lack of clear pathways and an intuitive information hierarchy leading to frustration and reduced engagement among prospective students.

Outdated Content

The content was significantly outdated, some of it having not been updated for almost 7 years, failing to accurately reflect the university's current offerings, values, and academic programs.

Limited Flexibility

The web hosting platform, Wagtail, lacked flexibility, causing the inability to make timely updates and enhancements, and making the Creative team depend on the priorities of the Product team

Research

Primary Research Insights: Interviews

Process

Agency Selection

‍ I compiled a list of potential design agencies, conducting thorough research to assess their experience, capabilities, and client portfolio. ‍I also coordinated meetings with shortlisted agencies, facilitating discussions to understand their approach and alignment with Minerva University's mission and vision. Additionally, ‍I evaluated proposals from shortlisted agencies, considering both financial and creative aspects, and shared these insights with the chief of external affairs, who used this information to make an informed decision along with the rest of the senior team.

Agency Collaboration

Continuous Design Review

I actively lead design reviews, providing feedback and suggestions to shape the direction of the website. Additionally, I actively helped with Webflow development production towards the later stages of the project, to ensure a timely launch.

Outdated Content

I presented progress updates to relevant stakeholders (President, CFO, Dean, etc.), gathering feedback and ensuring alignment throughout the design process.

Content Updates

‍I coordinated with internal stakeholders such as college heads or the coaching and talent development staff to update content for the website, ensuring consistency and accuracy.

Outcomes

300% Website Traffic Increase

The website experienced an increase in monthly visitors following the redesign.

Improved User Experience

‍Prospective students found the redesigned website easier to navigate, more engaging, and more informative. Additionally, the ownership of the website has been transferred to the Creative team, dissolving the dependency on the product team, and leading to a significant decrease in website task completion time.

What I Learned

Leadership

Being able to step into such an impactful leadership position was a new challenge for me, and I am very grateful to have been given the trust to do so. This experience gave me a new found confidence when it comes to advocating for the user.

Communication Skills

Having to communicate with the President, CFO, and other leadership at the university helped me become more confident in my presentation and documentation skills.

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