Case Study: Common App
How do you reimagine a challenging experience?
The redesign put our client in a stronger position to meet the needs of both students who are applying to college, as well as students who are or should be in the exploratory stages of considering post-secondary education. By providing the resources and guidance these audiences need, we helped to drive applications.
Create content for every step
Through in-depth research and interviews with college admission experts, our content team transformed the site into a student's virtual journey. Starting with middle school and continuing through senior year, we wrote a step-by-step guide to help students and parents prepare for college. These steps include guidance on why to consider college and how to pay for it.
The core mission of this site is to help high school students easily discover and apply to colleges that are right for them. So functionality needed to be intuitive and exceptionally user friendly. Our research led to a visually captivating site that enables students to search based on the college criteria they want with the accessibility and ease-of-use they need.
Make it easy on your users
In the past, students had to fill out their application first, before understanding the process and their options. Aside from causing anxiety, this led to a frustrating user experience. Students were forced to access the application before knowing which materials and information they would need. Our redesign changed that. With the goal of easing stress and guiding the experience, our team developed a "How To Apply" user journey, complete with a comprehensive application dictionary.
Expand your audiences
Students aren't the only ones who visit the Common App website. And yet, critical audiences like parents and school counselors were not represented. We created audience-specific sections and reorganized its essential resources, so everyone can rely on the new site for guidance and support.
Student tested, parent approved
To ensure that the new website would resonate with target users, we conducted a series of usability testing sessions with high school students and parents from across the U.S. The results speak for themselves.
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