While working at EdPlus I was tasked with researching and redesigning an Admissions Page template, to be used for over 10 different student types on one of the highest converting pages within the ASU online website.
The page held critical application information for potential students. For the redesign, I aimed to simplify the page, encourage greater scroll depth, and accommodate expanded amounts of information in a uniform and brand aligned appearance.
After reviewing recordings of user sessions on the Admissions Pages it became clear that the amount of scrolling due to unnecessary white space was the largest usability issue. Drop off and users needing to scroll back and forth, revisiting sections backed this conclusion. It also posed a concern with as additional content needed to be added to the page without aggravating the scroll problem.
Furthermore the page used older components in the design system that were not as relevant with the evolution of ASU Online’s brand.
For this project, I explored two main areas in my industry research. I conducted a competitive analysis on competitors’ admissions pages and I reviewed online instructions pages since the admissions page is essentially a “step by step” of how to apply. Within these pages I looked into visual design as well as reviewing content and hierarchy.
Competitors sites had the following content and interface features
- Admission requirements
- Alternative paths to enrollment
- Scholarship info
- Timelines
- Post application
- Drop down menus
- Visual paths connecting steps
- Arrows indicating sequence
- Numbered steps
- Circle masked imagery
Following research and competitive analysis I identified the following redesign opportunities:
- Introduce timeline info
- Collapse additional information
- Reduce negative space
- Customize navigation to page
- Visual division for mobile steps
My first approach took on the look of a map to show illustrate the guidance the page offered to potential student. It featured a scroll animated dotted path connection the steps and illustrations of users starting the journey and celebrating the final step of applying to ASU. Concerned around development lift and overall business of the design required me to iterate and go through multiple versions with the stakeholder.
