Expanding career opportunities for students and alumni leveraging the Chicago Conversations series to showcase a variety of industries, speakers, and locations.
The Career Services and Corporate Relations team collaborates with MBA Program Admissions and Alumni on the Chicago Conversations event series. Chicago Conversations are held domestically and internationally with a goal of engaging Booth’s prospective and current students, alumni, and the global business community in conversation around a specific industry. The industry is particularly relevant to the city in which the event takes place.
The challenge was predominantly around the structure of the website, as the campaign had outgrown the site. The event series started in 2008 as a handful of events and has expanded to a robust series. The original site was not built to support an entire series of events that are constantly updated. Additionally, the existing structure did not allow for an event archiving function. Going forward, the focus will be to continue expanding to more industries and locations while highlighting the breadth covered in the past.
The structure and appearance of the Chicago Conversations website was updated, and a new word mark was created to be more in line with the updated design. After reviewing the original site and the major goals for the new site, I developed updated wireframes to reorganize the content. In order to understand what past users were seeking when they visited the old site, I also reviewed the metrics of clicks for the past cycle of events—it was clear that users were the most interested in featured speakers and event information.
Additionally, there were three goals the new structure needed to accomplish:
I think this would be a great place to encourage more continued interactive dialogue through the experience. The site currently provides clear and simple direction to the information that users are interested in, but it would be great to take it a step further through more interactive conversations and discussions. Or, considering it would be an unlikely platform for that, the site could be a great place to archive videos of the conversations via a web series or podcast post-event.