Admissions redesign

Identifying user experience gaps to improve conversion rate

Client
Non-Profit
Sector
Education
Challenge
My assignment was to redesign the admissions section of the college’s website with the goal of increasing student applications.
Solutions and Success
A 10% conversion rate increase was obtained immediately after implementation and could be directly tied to the redesign effort.

Service Blueprint

I met with subject matter experts from each department to discover how students apply to the college. The college application process required students to start online. After receiving the application several departments within the college would follow up with the student in analog mode (phone or mail). They would direct the student to go back online to complete steps. I mapped out the process in a service blueprint that identified gaps in the process.

Service Blueprint:

Admissions improvements

  • Added application deadline dates
  • Added feedback so students know when they will hear from us after they apply
  • Reformatted information based on the on goals of each type of student (used personas)
  • Added missing information for our Military/Veterans persona
  • Added information for non-degree seeking students & one-course certifications based on what our Guest student persona would need.
  • Bridged the gap after applying to students’ next steps to prepare for college life – housing, fin-aid, etc.

Increased conversion rate

An immediate 10% increase in conversion rate tracked through Google Analytics could be directly attributed to this project.

Additionally, programs that required additional program-specific applications experienced increased page views.