Web Redesigns
In 2014, we began a high visibility project to redesign our undergraduate admissions website and related pages for prospective undergraduate students at The University of Texas at Dallas. The site’s design was dated, it did not work well on smartphones and the new one would need to be integrated with a parallel project to install a Salesforce CRM. We ran usability testing with prospective students and parents on the old site to determine its strengths and weaknesses and shared the results with the stakeholders and the project team. The associate vice president for marketing set up a design competition among her four graphic designers. Each came up with their own concepts that were presented to the executives and project stakeholders for selection and narrowed to a winner. The associate provost for admissions assigned his freshman recruiting director the duty of a top-to-bottom content review and she served as content producer. My team revised, updated and selected new photography for a couple hundred pages in addition to producing all the HTML and editing all the copy. After the launch in July 2015, traffic increased 14% and many of the events for prospective undergraduate students began filling to capacity.
