Rose-Hulman Institute of Technology Website Redesign: Engaging the Next Generation of STEM Innovators
Project Overview: Rose-Hulman Institute of Technology, renowned for its unique and supportive environment for exceptionally creative STEM students, sought to revitalize its online presence to effectively attract and recruit prospective students. The goal was to develop a website experience that authentically showcased the institute's distinct advantages, emphasizing hands-on learning, personalized attention, and the transformative impact of a Rose-Hulman education.
My Role:
As the UX Lead for this critical initiative, I spearheaded the development of a comprehensive digital strategy and a series of innovative design concepts centered around key university pillars. My focus was on crafting a compelling user experience that would resonate with prospective students and effectively communicate the value proposition of a Rose-Hulman education. This involved:
Strategic UX Planning: I defined the user journey for prospective students, identifying key touchpoints and information needs throughout the recruitment process. This included conducting user interviews, competitive analysis and stakeholder discovery sessions to understand the motivations, aspirations, and online behaviors of the target demographic. This research informed the development of user personas and a detailed sitemap to ensure a user-centered approach.
Concept Development & Prototyping: I led the design and development of multiple UX concepts, each exploring different approaches to showcasing the Rose-Hulman experience. These concepts included:
Authentic Storytelling: Leveraging real-life student and alumni stories and testimonials to provide genuine insights into the Rose-Hulman experience and its impact on career trajectories. I defined the narrative framework and information architecture for these stories, ensuring they were easily discoverable and engaging.
Dynamic Content Aggregation: Exploring the use of social media feeds and other dynamic content to showcase the vibrant campus life, student activities, and cutting-edge research happening at Rose-Hulman. I focused on curating and presenting this content in a way that was relevant and appealing to prospective students.
Outcome-Focused Design: Developing interactive experiences that highlighted the long-term benefits and career success of Rose-Hulman alumni, demonstrating the return on investment of a Rose-Hulman education. This involved [mention specific deliverables, e.g., wireframes, user flows, interactive prototypes].
Collaboration & Iteration: I collaborated closely with a visual design team to ensure that the interface design concepts were not only visually appealing and aligned with the pre-college demographic's aesthetic preferences, but also seamlessly integrated with the defined UX strategy. I facilitated regular design reviews and incorporated user feedback to iteratively refine the design concepts and ensure a cohesive and impactful user experience.
Stakeholder Management: I effectively communicated the UX strategy and design rationale to key stakeholders, including university leadership and marketing teams. I addressed their feedback and ensured alignment throughout the project lifecycle.
