College Evolves Website Experience with Research-based Content and CX Strategy

The Client

The client is state-assisted, open-access, community-based college. The college is one of the largest in its state, with an enrollment of more than 30,000 students each year.

The Challenge

Over time, the college’s digital experience and its content had become outdated and, as a result, no longer reinforced the college’s value proposition. Their digital content strategy and customer experience journeys were not persona-influenced and, therefore, didn’t meet prospective students, current students, parents, college stakeholders, and alumni where they were. As a whole, the web experience simply didn’t reflect well on the college and its offerings.

The Solution

We saw an opportunity to improve the website experience through improved content governance, content relevance, content usability, and content workflow. To approach the project, we recommended taking a content ecosystem view of the client’s current site, developing a content evolution approach, and then providing a content evolution roadmap.

To find out more about the college’s audiences and their needs, we conducted stakeholder interviews, subject matter expert (SME) deep dives, and a content assessment. With this data, we developed new student needs-state personas and templates and designed a new student journey map / templates. To equip them to better manage site content, we developed a content governance model, defined an editorial calendar, and developed content workflow. In addition to managing content, the governance model also helped our client bring consistency to navigation and page formatting across the site.

The Impact

Our work aligned the college around an 18-month digital evolution plan, which included a foundational value proposition. It also helped to support the hire of a full-time website editor— an important step in successfully executing the digital evolution plan long term. Finally, our work helped to create efficiencies for the client team— to optimize content production workflow in a fashion that made it possible to handle frequent updates.