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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

depaul-banner.png

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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“This is by far the strongest integration of visual design and content that we’ve ever launched,”
Sharon Miller

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