College Park Scholars Website Redesign
College Park Scholars is a living and learning community comprised of 12 programs for nearly 2,000 freshmen and sophomores at the University of Maryland, College Park. The organization needed a responsive website that highlighted the benefits of the community for prospective students.
Strategy: Research, Present, and Test
As the information architect, I began by holding workshops with stakeholders and users to align on goals for the redesigned site. I then led the content inventory and analyzed web metrics to develop the concept for the site – reducing noise and clutter to focus on consistency, brevity, and usability on all screen sizes. I presented the concept to faculty and staff to achieve buy-in, created a site map, and then evaluated the architecture with card sorts and tree testing.
Development: Management, Design, and Writing
As the project moved into the development phase, I took on the roles of project manager, copywriter, and designer. I worked with a developer and editors to create the final product and get stakeholder approval. I created wireframes to help content creators understand the purpose for sections and pages and to guide front-end design.
Results: Conversions, Engagement, and Policy
The result was an entirely new, responsive website launched just before the start of the yearly recruitment cycle. The site contributed to a 10% increase in conversions (a record number) and showed improved engagement with a 27% decrease in bounce rate, 5% increase in average session duration, and 7% increase in pages visited per session.
To finalize the content strategy, I developed a web content policy to establish a workflow and plan to evaluate performance of content.