Ex’pression College – site redesign

Challenges:

  • User feedback reported inconsistent, outdated design, confusing messaging, hard to find useful info.
  • Before hiring me, the school’s site was largely run by students who had time to volunteer.
  • They needed to re-brand from a quirky boutique school to a professional institution.

Contributions:

  • Increased enrollment 20% through brand identity research and user testing.
  • Partnered with vendors for site redesign which was nominated for a Webby in 2007.
  • Implementation of proprietary CMS, workflow, error handling, and site traffic tracking system.
  • Led two major site redesigns, working alone nearly 24/7 for 3 months before launch of first.
  • Migration of all site content and creative assets into database-driven back end.
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