Higher Education Platform
Industry-leading 95+ performance score for top business school
Redesigned the digital experience of a top-tier global business school, resolving platform confusion, streamlining course discovery, and delivering industry-leading performance scores.
Education, Business School, Thought Leadership
Product Design Lead
Institutional Website, Knowledge Hub, Course Discovery, Marketing Automation
THE CHALLENGE
A globally recognized business school operated two platforms: an institutional website for programs and enrollment, and a separate content hub for business research. Despite serving different purposes, they suffered from overlapping branding, fragmented journeys, and unclear differentiation.
Brand Confusion
Users confused the two platforms. The knowledge hub and main site looked too similar but served fundamentally different goals.
Broken User Journeys
Prospective students landed on the content hub expecting program info. Professionals seeking thought leadership ended up on enrollment pages. Navigation created dead ends.
Editorial Bottleneck
Marketers depended on developers for basic form management. 250+ program-specific forms existed with massive redundancy.
WHY IT MATTERED
The digital experience is often the first touchpoint for students evaluating life-changing education decisions. A confusing presence undermines the brand promise of clarity and excellence.
THE APPROACH
Behavioral Research & IA Restructuring
Researched how students search for programs versus how professionals consume thought leadership. Restructured the entire information architecture based on user intent.
Platform Positioning
Developed distinct positioning for each platform with clear value propositions. Institutional site focused on program discovery. Content hub focused on insight depth.
Personalized Discovery Flows
Designed guided program exploration based on interests, career goals, and geography. Defined content governance and tagging frameworks for intelligent cross-platform content surfacing.
CMS Modernization
Led migration to a modern cloud CMS. Consolidated 250 forms into 30 reusable ones. Integrated marketing automation. Built 100+ reusable components.
THE OUTCOMES
Score exceeding the 80 target
Score surpassing the 80 benchmark
First Contentful Paint beating the 2s target
Consolidated into versatile, reusable templates
Reusable components in the design system
Won industry recognition for platform excellence