The program’s dean, having been through similar engagements with four previous agencies, was thrilled to see that the value that VisionPoint has brought to the program far exceeded his expectations.

The bounce rate on the site dropped by more than 8% and users spent more time engaged on the website than ever before.

The Challenge

Faced with a website that was difficult, if not impossible, to navigate and that continually generated office phone calls regarding where content was located, the NC State Jenkins MBA program reached out to VisionPoint seeking a website redesign. Their existing website presented dry, ‘just the facts’ content and uninspired design, and did not speak to the unique qualities of the Jenkins MBA program.

What we did

Following an in-depth strategy engagement, where VisionPoint conducted internal stakeholder interviews, competitor analyses, communications and technology audits, and student focus groups, VisionPoint presented their findings and strategic recommendations to a very enthusiastic and receptive leadership group. With research data in hand, it was concluded that a new website be developed as the cornerstone for all marketing efforts moving forward. The website was envisioned to feature compelling content that addressed user needs, strong calls-to-action that drive users to sign up for info sessions and ultimately to apply,  and be designed in a way that raises the perception of the program by focusing on content and stories that support the core messaging points.

Because the underlying problem of most user confusion was a poorly designed navigation structure, the first step that VisionPoint undertook was that of a complete information architecture overhaul. The site’s content areas were audited, reorganized and renamed in a way that followed common usability best practices for university sites, and that simply made sense to the target user.

With the information architecture in place, VisionPoint integrated their strategic findings into the visual design and layout of the website, beginning with the site’s home page.

The new home page design focused on reinforcing the core messaging points and highlighting featured stories that not only relate to each of those messaging points, but also to show the Jenkins MBA program as the very active and innovative program that it is. This approach was repeated throughout the via the use of new photography that captures real images of students and faculty on campus, and through integrating a “stories” section that told the real stories of the Jenkins MBA program students in a compelling and informative way.

VisionPoint worked with the Jenkins MBA program to ensure that all new designs were consistent with the university’s brand guidelines, including logo usage, a limited color palette, loose typography rules, and more. Perhaps seen as an obstacle by other firms, VisionPoint saw the NC State style guide as an opportunity to be innovative in developing a visually appealing, yet still university appropriate site.

Following the first phase of design, VisionPoint continues to regularly implement site additions, including new sections, social media integration and education, video content, and more.

Results

As a young and growing MBA program, the Jenkins MBA program was differentiating themselves from their regional competitors,  but not in a good way. After assessing the true goals and messaging points of the program, VisionPoint was able to turn the program’s once somewhat negative differentiation into a positive with a functional website that truly delivers. Users are spending significantly more time on the website than ever before. And those continuous office phone calls asking where information was located? That’s changed too.