Institution
Indiana University
Project
IUPUI Awareness Campaign
My role & skills
Lead UX designer, team contributor
Information architecture
Usability review
UX design
UI design
Background
Indiana University relies heavily on marketing campaigns to attract and inform prospective students of the offerings that the university may have for them. This particular campaign was for the Indiana University-Purdue University Indianapolis campus and was created as an awareness campaign to attract prospective students. This campaign spanned a total of five months and was broken into two parts: parents and students. The parent-specific campaign was targeted towards parents of prospective students, so the landing page for that portion was different than that of the student-specific campaign.
I inherited this project about three months in to the campaign’s timeline when the previous designer moved to a different team. At that time, phase two of the campaign was complete and the team was actively working on making revisions to the landing pages to increase engagement in phase three.
A before and after view of the phase two and three layouts for the parent campaign.
A before and after view of the phase two and three layouts for the student campaign.
Process
The approach to this campaign was a little bit different than most campaigns at Indiana University. This particular campaign was broken into three phases and the team would review analytics findings from the previous phase in order to make data-driven decisions in hopes to increase performance on the next phase. That’s where I came in.
I worked alongside the analytics team to review data specific to scroll rates, number of clicks/taps, overall engagement and retention rates. With each report, I was able to see where users were losing interest in each page, which allowed me to better inform the changes I was making to the next phase’s landing pages.
For example, in the images shown above, the designs on the left side were from phase two and the designs on the right side were the suggested changes for phase three. In the phase two example, users weren’t scrolling far enough down the page to see the call-to-action cards, so I re-arranged the page and moved those cards to the top. This move resulted in a much higher click rate on the cards and ultimately gained enough attention from the user to where they stayed on the page even longer.
I also opted to reduce the page length in total so users would have access to the RFI form sooner. This resulted in more submissions from the form as well.
