case study
St. Edward’s University
Translating an evolving university brand into a cohesive digital experience.
Project Overview
Grounded in customer research and guided by an evolving brand, this project reimagined the university's digital experience through thoughtful UX strategy and user-centered design.
Role
Project Lead
Responsibilities
UX Strategy
Art Direction
UI Design
Customer Research
Cross-functional Collaboration
Project Leadership
Approach
Identify
Grounded design decisions in user interviews, A/B testing, and customer feedback.
Define
Established a design direction that aligned the refreshed brand with a more intuitive, engaging digital experience.
Lead
Directed the UI system, and partnered closely with developers to ensure a cohesive implementation.
Deliver
Delivered a modernized website that strengthened the university's digital presence,
Identify
Grounding Every Decision in Customer Insight
Before exploring design solutions, we combined qualitative and quantitative research to understand both customer perceptions and user behavior. Through user interviews and A/B testing, we identified opportunities to improve the experience while ensuring every design decision was grounded in data.
Define
Designing a More Distinct Brand Experience
Research revealed an opportunity to better reflect the university's personality through its digital experience. Working from the refreshed brand direction, we established a visual language that felt more engaging, approachable, and reflective of the student experience.
Lead
Research informed every design decision throughout the project. I led the creative direction for the homepage, designed the internal user interface, and partnered closely with developers to ensure a cohesive experience from concept through launch.
Deliver
Outcome
The redesigned website created a more cohesive experience for prospective students while aligning the digital experience with the university's refreshed brand. The project established a stronger visual foundation and improved usability across key touchpoints.
