Standing Out in a Crowded Market
Client
Industry
Role
DePaul University
Education
Content Strategy Director
Brief
Bring DePaul University's 800+ page website up to current standards with a complete redesign, redevelopment, and content refresh.
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Solution
Reinvent the depaul.edu experience, bringing lofty academics down to earth and approaching college with a sense of levity and adventure—using data-driven experience design.
Services
Research, Analysis, Audit & Inventory, Content Strategy, Modeling, Taxonomies, Wireframing, Voice & Tone Guidelines, Governance, Copywriting, SEO, Training, Facilitation

Process
Led a team of five throughout the process, working closely with the user experience and development teams to create a new experience that stood out in a crowded market.
Research //
Gathered data to develop a rich understanding of user behavior, content performance, and our target audience—including a full content audit and inventory, user interviews, and surveys.
Conducted a deep analysis of the higher-education market to determine where DePaul stood out.
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Analysis & Goal Setting //
We set ambitions goals:
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Mobile-First, Responsive Design. 30-40% of traffic was from mobile and growing.
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Appeal to multiple demographics, prioritizing 15- to 17-year-old prospective students.
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Relatable Voice & Tone. Position DePaul as an experience-driven brand. Bring the lofty concept of academics down to earth, approaching the college experience with a sense of levity and adventure.
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Create a balanced experience with clear paths to lifestyle and transactional content.
Data-Driven Taxonomy //
Designed a system that made it easier for people to find the information we know they're looking for.
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Content Modeling //
Sketched raw concepts and low-level wireframes early to give the team more time for insight, testing, and feedback.
Copywriting and Content //
Provided guidance, coached the web communications team, managed assignments and deadlines, and edited all content.
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