Helping an Institution of Higher Learning Reach Potential Students
Web Design, From Scratch, to Promote Higher Education.
Problem: Our client, The Wright Institute, was looking to promote a Masters’ Program, and grow enrollment in the course. They needed a landing page that would highlight the best aspects of the course, that would integrate well into the architecture of the site and lend itself to the highest conversion rates possible.
Prospective students would visit this new page after responding to advertising, a search result, or referral. It needed to better express the school’s value proposition and streamline the path of site visitors to engage with the school by calling, asking information, or registering for an Open House.
Solution: The M.A. Program’s new landing page was designed hand-in-hand with the School and with the producer. It was responsively designed, adjusting content to the screen size of the viewer’s device. Presented here is part of the desktop version. The part above the fold focuses on value proposition and a compelling call to action. The content called for high quality photography, and calls to action needed to be either click to call, or to fill out a simple form. Scrolling down, the second part delves into the value / benefit statements: why should a prospective be interested in The Wright Institute?
My Role: Lead UX Designer on a team that included a Producer here in SF, and a development team located in the Ukraine.
Outcome: The Wright Institute saw an immediate response in terms of engagement, and sign ups for their open house events.
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Approach: Structure / Scaffolding
While exploring concepts for a design, it is almost always best to begin with an architectural-skeletal approach to layout and content hierarchy.
A big, eye-grabbing photo sets the stage.
Calls to action presented front and center, above the fold.
Content is presented in a piecemeal format to tout the benefits of the Wright Institute’s program, interspersed with compelling imagery.
The site was built to be adaptive to all screen sizes.
Content was designed to flow in much the same way, but with some components given greater prominence for an optimal mobile experience.
Once the structure and flow was in place, it was time to add content and branding.
Wright’s key color is a bold, crimson red, so it needed to be applied with some care.
I insisted on, commissioned, and used large, high-resolution photos of real students and teachers in action, rather than cheap stock photos.
