Helping prospective students find stories and insights from current students to experience Booth.
Student profiles provide insights for prospective students to experience life as a full-time Booth student through the lens of current students. Traditionally this is achieved through video interviews on a microsite and a print piece.
Update the microsite from the previous year to provide prospective students with a more concise and compelling user experience. Increase visibility of the microsite and make it easier to access.
Made adjustments within the current Full-Time MBA Program prospect webpages to give more direct links to the microsite, which houses student profiles. These adjustments were based on data and metrics on page clicks from the previous year.
Four major areas of improvement were implemented:
- The layout of the Full-Time MBA Program’s landing page was adjusted to a “less is more” approach to make important elements more visible. In the past, there were several links within the page to take the user to the microsite, which watered down their effectiveness.
- The Student Experience page was not being leveraged as a source of impact to direct users to the microsite. As a result, it was updated to include short visual introductions to a sampling of the students profiled on the microsite. This provided a natural opportunity to link to the microsite through another outlet without adding unnecessary clutter elsewhere.
- Additionally, an update to the structure of the microsite was needed. Previously, the site’s structure led the user in a very direct path, but according to the research, users weren’t moving past the first page, consequently missing a lot of content and information. Users tended to click more on a visual representation of a student rather than a written link. As a result, the site was redesigned to modular images that can eventually be filtered as more student profiles become available to archive.
- The previous microsite was not fully responsive, so a lot of information was lost on mobile devices. This microsite was updated to be fully responsive.A complementary print piece was created for distribution at Information Sessions. The piece also included space to take notes and a place for an admissions representative to include his or her business card for a personal touch.
Each year these profiles are updated all at once, but that seems to be a bit of a lost opportunity for fresh content. The updated microsite allows for ease of ongoing content updates, which will encourage users to keep coming back for new information. I think adding filters to sort content would assist users to get direct, easy access to information they are seeking without needing to dig through various profiles and videos.