UNDERSTANDING PAIN POINTS

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. 

STREAMLINING NAVIGATION & CONTACT FUNCTION

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.

SOLVING THE INFORMATION OVERLOAD PROBLEM

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.

THE RESULT

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.