Rutgers University
Deciding where to attend college and what to study often involves indecisiveness and long periods of exploration. This already challenging decision became even more stressful during the pandemic. Amid the pressures of virtual learning, parents struggling to find a new normal at home, and the unfortunate realization of increased financial uncertainty, students still had to make these crucial decisions. Touring campuses and speaking to current students was almost impossible, making an admissions website that provides clarity through helpful answers and resources vital to the decision-making process.
To address these challenges, we conducted journey mapping workshops with prospective and current students, faculty, guidance counselors, and parents to understand their unique experiences within the admissions process. Guided by this research, we developed audience user personas, a comprehensive content strategy, and a visualization of the admissions process. These tools enable users to navigate and interact seamlessly with the consolidated Rutgers admissions site.
Key Deliverables
Qualitative ResearchAudience Journey Studies & WorkshopsContent Strategy & Copywriting
