- Contractee: ImageX
- Client: University of California Santa Cruz (UCSC) Admissions
- Roles: Solutions Architect; Business Analyst; Information Architect; Digital Strategist; UX Strategist
- Technology: Drupal; Pantheon (hosting and CDN); Google Calendar (embedded); Shibboleth (SSO); Slate CRM; Google Analytics; Google Tag Manager
The University of California Santa Cruz (UCSC) Admissions website serves as a crucial platform for engaging prospective students, parents, advisors, and other stakeholders. The project focused on a comprehensive redesign and content strategy overhaul to improve the site’s visual appeal, information architecture, SEO, and usability. This included migrating content from the previous website, integrating with the Slate CRM for student information management, and implementing Shibboleth SSO for secure access. The goal was to create a visually stunning and user-friendly experience that effectively communicates UCSC’s unique offerings and guides users through key admissions information and processes.
Challenges
Content Migration & IA Overhaul: The existing website contained outdated and unstructured content, making it difficult for users to find relevant information. A comprehensive content audit and reorganization were necessary to enhance usability.
SEO & Content Strategy: The website needed to be optimized for search engines to improve visibility among prospective students and parents. Implementing best practices for SEO while crafting content that resonates with diverse audience groups was essential.
CRM Integration: Integrating the website with UCSC’s Slate CRM required careful planning to ensure smooth data flow and to support effective lead generation and communication strategies.
Visual & Brand Alignment: Creating a visually engaging design that aligned with UCSC’s branding guidelines while appealing to a younger audience was a key requirement. The design needed to convey the campus’s unique attributes and vibrant community.
Accessibility & Mobile Optimization: Ensuring the website met WCAG 2.1 standards for accessibility and provided a seamless experience across devices was critical for engaging all users, including those with disabilities.
Solutions
Information Architecture & Content Strategy: Developed a new IA that categorized content into clear, intuitive sections, answering key user questions like “What is unique about the campus?” and “How do I apply?” This was supported by a robust content strategy that included audience-specific guidance and best practices for SEO and accessibility.
Visual Design & Branding: Collaborated closely with the design team to create a visually compelling and modern website that aligned with UCSC’s brand identity. The design featured bold imagery, dynamic layouts, and engaging content blocks that highlighted the university’s unique programs and community.
CRM & Calendar Integrations: Integrated the website with the Slate CRM to manage prospective student data and improve lead generation efforts. An embedded Google Calendar allowed for easy access to event information, supporting prospective students in planning campus visits and tours.
SEO Optimization: Implemented SEO best practices, including structured metadata, keyword optimization, and strategic content placement to improve search engine rankings. This helped increase organic traffic and visibility among key audiences.
Accessibility & Mobile-First Design: All design and content elements adhered to WCAG 2.1 standards, including semantic HTML, color contrast optimization, and keyboard navigation support. The mobile-first approach ensured a consistent and user-friendly experience across all devices.
Results
Increased Engagement & Awareness: The redesigned website significantly improved user engagement, with increased session duration and a higher number of page views per session. The new IA and content strategy facilitated better navigation and user flow, effectively communicating UCSC’s unique offerings to prospective students.
Improved SEO & Organic Traffic: The implementation of SEO best practices resulted in higher search rankings and a substantial increase in organic traffic, broadening UCSC’s reach among prospective students and their families.
Enhanced Content Management: The updated Drupal framework and content strategy enabled UCSC staff to easily manage and update the website, reducing administrative burden and ensuring content remained fresh and relevant.
Streamlined User Experience: The integration with Slate CRM and the embedded Google Calendar improved the user journey, making it easier for prospective students to find information, register for events, and connect with the admissions team.
Accessibility & Inclusivity: The site’s adherence to accessibility standards ensured a more inclusive experience, supporting UCSC’s commitment to diversity and outreach by making the website usable for all.