This case study is currently under construction.
ROLE:
Product Manager
UX/UI Designer
Graphic Designer
Project Manager
Product Manager
UX/UI Designer
Graphic Designer
Project Manager
The Challenge
Musicians Institute (MI), a contemporary music college in the heart of Hollywood, was in need of increasing prospective student applications.
The Project
MI's website has always been the main source for lead generation and applications. If we could increase user-engagement on the site, we could potentially increase student applications.
After completing a website audit and competitive analysis, it was clear: The MI website needed a complete redesign.
REDESIGNED PAGES BELOW
Click on below images to see DESKTOP and/or MOBILE live versions
HOMEPAGE
GUITAR
ELECTRONIC MUSIC PRODUCTION (MI ONLINE)
ELECTRONIC MUSIC PRODUCTION
PROGRAMS & DEGREES
ARTIST & CAREER SERVICES
Apply Now Page
I started with the simplest and easiest solutions that could potentially yield great results. The APPLY NOW and REQUEST INFO CONFIRMATION pages were first on the long list.
THE ORIGINAL
THE SOLUTION
The original Apply Now page lacked context, directions and guidance. There was zero trust building before asking users to create an account and begin the application process.
Working with our copywriter, I created context for users in order to increase trust and set users' expectations. I designed an application guidebook PDF that provides a detailed explanation of all application requirements. Lastly, I provided prominent contact information along with a link to request information as a secondary funnel.
Request Info Confirmation Page
THE ORIGINAL
THE SOLUTION
The confirmation page after a user requested information was completely missing opportunity to keep users engaged and on the site.
I designed a new page to increase engagement, reduce bounce rate and provide more value to prospects. The prominent CTAs include:
• Apply Now
• Schedule a Call
• Download Application Guidebook
• Apply Now
• Schedule a Call
• Download Application Guidebook
Homepage
THE ORIGINAL
Google Analytics ranked the homepage as the most heavily trafficked on the site, so it was naturally the first to optimize.
Researching competitor sites revealed a myriad of mental models to adhere to and missed opportunities on MI's website. Key beneficial features gleaned from competitors included:
• Request Info CTAs on every page
• Searchable page for programs and degrees
• Simplified tuition and fees page
• Veterans and military page
• Admissions process walk-through
• Left sidebar navigation
• Request Info CTAs on every page
• Searchable page for programs and degrees
• Simplified tuition and fees page
• Veterans and military page
• Admissions process walk-through
• Left sidebar navigation
STUDENT INTERVIEWS
To discover users' needs, objectives and pain points, I facilitated on-campus interviews with 10 current students ranging from first quarter to almost graduating.
To discover users' needs, objectives and pain points, I facilitated on-campus interviews with 10 current students ranging from first quarter to almost graduating.
STUDENTS LOVE
• Opportunities to perform on-stage
• Hands-on/personalized instruction
• Successful & knowledgeable faculty
• Career support
• International community that fosters inspiration, creativity and collaboration
• Studying in the heart of the music industry with inspiration all around
• Various degrees/certificates ranging from low to high time/effort commitment
• Opportunities to perform on-stage
• Hands-on/personalized instruction
• Successful & knowledgeable faculty
• Career support
• International community that fosters inspiration, creativity and collaboration
• Studying in the heart of the music industry with inspiration all around
• Various degrees/certificates ranging from low to high time/effort commitment
STUDENT PAIN POINTS
• High cost of tuition
• High cost of living in Los Angeles
• High cost of tuition
• High cost of living in Los Angeles
WEBSITE SURVEY
Subsequently, I placed a survey on the MI website that was informed by the results of the student interviews . A total of 191 responses were recorded with the below results:
PROBLEM STATEMENT
After synthesizing all methods of research, the problem at the forefront of the project seemed obvious:
After synthesizing all methods of research, the problem at the forefront of the project seemed obvious:
Prospective students need a way to feel confident, excited and supported in making the decision to attend MI and find success in the music industry after graduation.
Redesigned Homepage vs. Legacy Homepage
