ASB: Building Talent for Asia

Asia School of Business (ABS) is a dynamic education institution established by Bank Negara Malaysia and the MIT Sloan School of Management.

ASB: Building Talent for Asia
Asia School of Business

Dynamic education institution established by Bank Negara Malaysia and MIT Sloan School of Management.

company size

50+ Employees

Services we provide


Asia School of Business (ASB) is an educational institution created in collaboration between Bank Negara Malaysia (BNM) and the MIT Sloan School of Management.

Their main goal is to turn out skilled, capable professionals who are ready to meet the rapidly growing needs and opportunities in Asia.

Their goal is to give the business world people who are ready to work and can help the Asian market grow and develop.


Over time, the website of the Asia School of Business (ASB) has undergone several additions of new pages and sections without undergoing a significant overhaul. As the school's needs and audiences have expanded and become more diverse, the website's user interface (UI) and user experience (UX) must now be updated to ensure a seamless journey for all users, not just the original MBA audience.

The highlighted problems include a high bounce rate, decreased conversions, an unclear user experience, and e-commerce payment problems. These issues are impacting the website's overall performance and need to be addressed promptly to improve user engagement and drive conversions.

ASB: Building Talent for Asia


We started the research phase conducted for the Asia School of Business (ASB) with desk research and surveys to gather initial data, followed by one-on-one interviews with ASB stakeholders and masters students to gain deeper insights into their journey and identify their needs, wants, and pain points when accessing the ASB website. Afterward, we conducted a competitor analysis to identify current industry trends for academia websites.

Based on what we learned from the research, we found several key pain points, reframed the problem, and came up with good ideas for how to deal with them. We also made a visual and art direction for the website to improve the user experience and make it look and feel better all around. 

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Users were confused by how the website's content was organized, which made it hard to find the information they wanted or get in touch with members of the ASB team.To fix this problem, we changed the website's parent header and added a dynamic header to each page, which makes it easier for people to move around the website.

Also, a clear and prominent call-to-action was placed above the fold on each page to make sure that users who wanted to sign up or register their interest could see it and find it easily.

These changes aim to enhance the user experience by facilitating website navigation and ensuring users can easily connect with the ASB team, ultimately leading to increased engagement and conversions.

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To tackle the problem of overwhelming content presentation, which was a significant concern for most users, we recognised the importance of structuring the website's information into bite-sized and easily digestible portions, complemented by icons.

In order to enhance the user experience, we prioritised highlighting crucial information that influences a user's decision on enrolling in a program or course. By optimising the content layout, we aimed to enhance the user experience by simplifying the information retrieval process.

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Overall, our team designed a fully comprehensive website that prioritises the user experience without sacrificing visual appeal.

Through a lot of research and testing, we found pain points and made changes to fix them. For example, we made navigation easier, made calls to action clear, and improved how content was presented.

The result was that the collaborative hard work paid off, as testers gave us positive feedback, and we're sure that our redesign will help ASB get more people interested and make more sales.


Responsive Web App Pages Designed


Establishing new scalable design system elements


Interactions on a fully functioning prototype

what client said

“Zensite helped us to build a website in the past, and I'm incredibly impressed their UI design and their the level of service and quality of work they provided. The team was responsive, professional, and accommodating from briefing stage to post site live stage. One of the best UX agency we worked with”

Vivien Francis
Digital Marketing Consultant for Asia School of Business

Contact us

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+65 3158 6926 (SG)
+60 3-2935 9156 (MY)
68 Circular Rd, Unit 02-01, Singapore 049422

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