Expectation
Expectation
Explore programs → Review details → Apply
Explore programs → Review details → Apply
in
in
Reality
Reality
At Georgia Tech, a clear funnel became a maze
At Georgia Tech, a clear funnel became a maze
sending applicants into backtracking loops and dead ends.
sending applicants into backtracking loops and dead ends.
The Problem
The Problem
GT's homepage welcomes 2.7M annual visitors, yet it failed to position
GT's homepage welcomes 2.7M annual visitors, yet it failed to position
itself as a tech-forward leader or guide students to programs and application pathways
itself as a tech-forward leader or guide students to programs and application pathways
15+
15+
Average clicks to
apply
Average clicks to
apply
68%
68%
Dropped off after 10% scroll
Dropped off after 10% scroll
16s
16s
Average session duration
Average session duration
Despite being rich in content, it was poor in discoverability. Multiple entry points led nowhere, key actions were buried, critical decisions required unnecessary effort.
Despite being rich in content, it was poor in discoverability. Multiple entry points led nowhere, key actions were buried, critical decisions required unnecessary effort.
Redesigning Georgia Tech's Front Door
Redesigning Georgia Tech's Front Door
Identifying systemic friction across the homepage and degree pathways and defining the IA strategy to resolve it.
Identifying systemic friction across the homepage and degree pathways and defining the IA strategy to resolve it.
Team
Institute Communications
(2 UX Researchers, 1 Content Strategist, 1 PM)
Scope & Duration
6 flagship sites
Jan 2024 – May 2025 · 18 mos
Methodology
Content Strategy, Heuristic & Behavioral Analytics, Usability Testing, Focus Groups
Team
Institute Communication
2 UX Researchers, 1 PM,
1 Content Strategist
Timeline
Jan '24 - May '25
(18 months)
Methodology
Heuristic Evaluation, Behavioral Analytics, Focus Groups
My Role & Approach
My Role & Approach
Triangulating end-to-end, mixed-methods research
Triangulating end-to-end, mixed-methods research
Led a multi-method UX research strategy that uncovered systemic breakdowns in Georgia Tech's applicant journeys. To diagnose both perception and task friction, I ran behavioral, evaluative, generative, and comparative methods in parallel, triangulating insights to strengthen validity and reduce bias.
As UX Researcher, I aimed to uncover why students struggled and validate the problem before redesign. I led foundational research, a quick-win homepage refresh, usability testing, and a competitive-informed IA redesign recommendations for menus and degree navigation.
Stakeholder Focus Groups
•
5 sessions with editors and department leads (n=43)
•
Choose a plan and request as many designs as you need.
•
CMS pain points, KPI gaps, resource constraints
Defining shared needs
Behavioral & Heuristic Analysis
•
Analytics (click paths, scroll depth) + Severity-scored HE
•
Home scored lowest
•
Buried CTAs, false affordances, navigation loops
Uncovering usability gaps
Task-based Usability Testing
•
Moderated sessions with prosp. students tracking completion + path clarity
•
Median lostness >0.4
•
Users took inefficient, looping routes
Validating with real users
Competitive Landscaping
•
Clearer nav patterns + stronger CTA hierarchy
•
Choose a plan and request as many designs as you need.
•
Benchmarked home, majors, and degree-specific flows
Learning from peers
•
5 sessions with editors and department leads (n=43)
•
CMS pain points, KPI gaps, resource constraints
Defining shared needs
•
Analytics (click paths, scroll depth) + Severity-scored HE
•
Home scored lowest
•
Buried CTAs, false affordances, navigation loops
Uncovering usability gaps
•
Moderated sessions with prosp. students tracking completion + path clarity
•
Median lostness >0.4
•
Users took inefficient, looping routes
Validating with real users
•
Clearer nav patterns + stronger CTA hierarchy
•
Benchmarked homepage content, hierarchy, CTA patterns, and degree pathways
Learning from peers
Solution & Impact
Solution & Impact
Research informed a homepage-first redesign
Research informed a homepage-first redesign
Centralised key actions, shifted hierarchy from storytelling to task completion and eliminated navigational dead ends.
Centralised key actions, shifted hierarchy from storytelling to task completion and eliminated navigational dead ends.
BEFORE
BEFORE
AFTER
AFTER
WHAT WAS BROKEN
WHAT WAS BROKEN
Campus News leading above academic pathways
Campus News leading above academic pathways
Hero with no task completion path or prominent CTAs
Hero with no task completion path or prominent CTAs
No credibility signals, rankings and stats absent
No credibility signals, rankings and stats absent
"Prospective Students" + "Admissions" = identical content, two pages
"Prospective Students" + "Admissions" = identical content,
two pages
WHAT CHANGED
WHAT CHANGED
News moves below academic navigation
News moves below academic navigation
"Browse Degrees" + "Apply" CTAs anchored inside the hero frame
"Browse Degrees" + "Apply" CTAs anchored inside the hero frame
Student outcomes , rankings and stats used as social/credibility proof
Student outcomes , rankings and stats used as social/credibility proof
Set the direction for broader IA and degree-navigation changes still in progress
Set the direction for broader IA and degree-navigation changes still in progress
2.3x
2.3x
Scroll engagement
increase
Scroll engagement
increase
3x
3x
Time on page
increase
Time on page
increase
+180%
+180%
CTA click
increase
CTA click
increase
+52%
+52%
Program exploration
increase
Program exploration
increase
Results from first iteration of homepage refresh. Navigation restructure, degree discovery, and program page redesign (Recommendations 02–05) are informing the full IA overhaul currently.
Results from first iteration of homepage refresh. Navigation restructure, degree discovery, and program page redesign (Recommendations 02–05) are informing the full IA overhaul currently.
How we got there?
How we got there?
Laying the Foundation
Laying the Foundation
To ground the investigation, I defined four primary research questions that would shape methodology and synthesis:
Before evaluating the user-facing experience, I needed to understand the internal challenges facing the people who create and maintain Georgia Tech's websites. This would surface technical constraints and organizational friction that would impact any redesign effort.
01
01
How do prospective applicants interpret GT's academic rigor & brand positioning?
How do applicants interpret GT's academic rigor & brand positioning ?
02
02
Where do applicants encounter friction in core enrollment tasks?
Where do applicants encounter friction in core enrollment tasks?
03
03
What gaps in content, hierarchy, or wayfinding hinder decision-making?
What gaps in content, hierarchy, or wayfinding hinder decision-making?
04
04
How do peer institutions structure their homepage and admissions funnels?
How do peer institutions structure their homepage and admissions funnels?
Understanding Organizational Reality
Understanding Organizational Reality
Stakeholder Focus Groups Revealed Systemic Chaos
Stakeholder Focus Groups Revealed
Systemic Chaos
We ran 5 moderated focus groups mapping publishing realities, content ownership pain, and unmeasured KPIs across editors and department PMs.
Before evaluating the user-facing experience, I needed to understand the internal challenges facing the people who create and maintain Georgia Tech's websites. This would surface technical constraints and organizational friction that would impact any redesign effort.
The infrastructure beneath the site was fractured and shaping every user-facing failure
50+ fragmented sites often duplicating or contradicting each other
5+ CMS versions (Drupal 6–10, Mercury, CampusPress) creating inconsistent layouts
Incomplete GA4 setups left major user journeys completely untracked
No staging/version control meant updates often broke live pages
The infrastructure beneath the site was fractured and shaping every user-facing failure
50+ fragmented sites often duplicating or contradicting each other
5+ CMS versions (Drupal 6–10, Mercury, CampusPress) creating inconsistent layouts
Incomplete GA4 setups left major user journeys completely untracked
No staging/version control meant updates often broke live pages
Infrastructural constraints were outside our control, but documenting them allowed us to:
Infrastructural constraints were outside our control, but documenting them allowed us to:
✔
✔
Confirm that usability breakdowns stemmed from systemic fragmentation, not isolated design flaws
Confirm that usability breakdowns stemmed from systemic fragmentation, not isolated design flaws
✔
✔
Align stakeholders around realistic scope and constraints
Align stakeholders around realistic scope and constraints
✔
✔
Establish missing KPIs to measure applicant journey health
Establish missing KPIs to measure applicant journey health
Parallel Discovery
Parallel Discovery
Identifying Problems Through Expert + Behavioral Lenses
Identifying Problems Through Expert + Behavioral Lenses
I paired structured expert review with large-scale behavioral analytics — together, they validated issue severity and frequency, building stakeholder conviction through converging evidence.
I paired structured expert review with large-scale behavioral analytics — together, they validated issue severity and frequency, building stakeholder conviction through converging evidence.
1
1
in
in
3
3
were rage/dead clicks
were rage/dead clicks
68%
68%
never scrolled
past hero section
never scrolled
past hero section
127
127
usability violations
documented
usability violations
documented
70/100
70/100
Homepage Score (poorest overall)
Homepage Score (poorest overall)
Expert Lens
Expert Lens
Heuristic Evaluation
Heuristic Evaluation
Reviewed 6 high-traffic sites against Nielsen's 10 Heuristics + WCAG, severity-scoring every issue
Reviewed 6 high-traffic sites against Nielsen's 10 Heuristics + WCAG, severity-scoring every issue
FINDINGS
FINDINGS
->
->
CTAs buried 3+ folds down, low contrast, weak focus states
CTAs buried 3+ folds down, low contrast, weak focus states
->
->
Circular navigation sent users backward, no forward momentum
Circular navigation sent users backward, no forward momentum
->
->
Non-clickable elements styled as links; decorative containers mimicking buttons
Non-clickable elements styled as links; decorative containers mimicking buttons
->
->
Fragmented CMS templates broke visual consistency across pages
Fragmented CMS templates broke visual consistency across pages
Behavioral Lens
Behavioral Lens
Microsoft Clarity + GA4
Microsoft Clarity + GA4
Session recordings, heatmaps, scroll maps, and click-path funnels across 10,000+ user sessions
Session recordings, heatmaps, scroll maps, and click-path funnels across 10,000+ user sessions
FINDINGS
FINDINGS
->
->
63% of applicants never reached the application entry point
63% of applicants never reached the application entry point
->
->
Only 9.6% scrolled far enough to see the "Apply" button
Only 9.6% scrolled far enough to see the "Apply" button
->
->
Search became #3 clicked element; bypass behavior indicating navigation failure
Search became #3 clicked element; bypass behavior indicating navigation failure
->
->
2,400+ rage clicks on static elements styled as interactive
2,400+ rage clicks on static elements styled as interactive
Benchmarking Navigation and Content Strategy
Benchmarking Navigation and Content Strategy
What Best-in-Class Universities Do Differently
What Best-in-Class Universities Do Differently
I conducted systematic review of 9 peer institutions across two focused rounds. Round 2 was triggered by usability testing — once navigation emerged as the primary failure point, I returned to competitive analysis with a narrower lens focused specifically on navigation architecture and degree pathway structure.
I conducted systematic review of 9 peer institutions across three focused rounds of analysis, each asking a different strategic question about how peer universities structure their digital front door.
Round 1
Round 1
Homepage Content & Design Patterns
Homepage Content & Design Patterns
What content, hierarchy, CTAs and other UI elements do top universities prioritize above the fold?
What content, hierarchy, CTAs and other UI elements do top universities prioritize above the fold?
Round 2: Triggered by Usability Testing
Round 2: Triggered by Usability Testing
Navigation Structures & Degree Pathways
Navigation Structures & Degree Pathways
How do peers organize navigation and program pages around applicant journeys?
How do peers organize navigation and program pages around applicant journeys?
The Gap
The Gap
GT prioritized comprehensiveness over findability
GT prioritized comprehensiveness over findability
Peers structured their digital presence around applicant tasks, not institutional messaging. While content depth was similar to GT’s, the information architecture was fundamentally different.
Peers structured their digital presence around applicant tasks, not institutional messaging. While content depth was similar to GT’s, the information architecture was fundamentally different.
Georgia Tech
Georgia Tech
Content-first — rich but not discoverable
Content-first — rich but not discoverable
Nav structured around colleges and dept, deep menus
Nav structured around colleges and dept, deep menus
Requirements fragmented across sub-pages and sub-domains
Requirements fragmented across sub-pages and sub-domains
Search as a workaround, not a shortcut
Search as a workaround, not a shortcut
Primary CTAs buried below content
Primary CTAs buried below content
Peer Institutions
Peer Institutions
Utility-first — tasks surfaced immediately
Utility-first — tasks surfaced immediately
Nav structured around audience intent, shallow depth
Nav structured around audience intent, shallow depth
Consolidate all decision details on program pages into one source of truth
Consolidate all decision details on program pages into one source of truth
Search as a shortcut, not a crutch for poor nav
Search as a shortcut, not a crutch for poor nav
Primary actions (Apply / Visit / Give) persistent and above the fold
Primary actions (Apply / Visit / Give) persistent and above the fold
Usability Testing
Usability Testing
Validating the Friction We Saw Everywhere Else
Validating the Friction We Saw Everywhere Else
Next, we conducted moderated sessions with undergraduate (n=6) and graduate (n=5) prospective students across 8 enrollment tasks to understand exactly where the experience was breaking down.
Next, we conducted moderated sessions with undergraduate (n=6) and graduate (n=5) prospective students across 8 enrollment tasks to understand exactly where the experience was breaking down.
Metrics Captured
Metrics Captured
Task success rates, lostness scores, SUS, path efficiency, behavioral observations
Task success rates, lostness scores, SUS, path efficiency, behavioral observations
The Satisfaction Paradox
The Satisfaction Paradox
Even an "81 — Good" SUS score masked consistent navigation failures. Undergrads said the site felt intuitive while measurably getting lost. Graduates failed critical tasks entirely.
Even an "81 — Good" SUS score masked consistent navigation failures. Undergrads said the site felt intuitive while measurably getting lost. Graduates failed critical tasks entirely.
Undergrad
Undergrad
Good - above average
Good - above average
Rated the experience positively, while measurably getting lost.
Rated the experience positively, while measurably getting lost.
81
81
/100
/100
System Usability Scale
System Usability Scale
0.28
0.28
Median Lostness
Score
Median Lostness Score
Extreme difficulty rate
Extreme difficulty rate
30%
30%
Avg clicks to complete (goal: 3)
Avg clicks to complete (goal: 3)
8.3x
8.3x
Never found Apply unprompted
Never found Apply unprompted
63%
63%
Graduate
Graduate
Poor - below average
Poor - below average
Failed critical tasks and showed measurable disorientation throughout.
Failed critical tasks and showed measurable disorientation throughout.
51
51
/100
/100
System Usability Scale
System Usability Scale
0.50
0.50
Median Lostness
Score
Median Lostness Score
Extreme difficulty rate
Extreme difficulty rate
0.50
0.50
Avg clicks to complete (goal: 3)
Avg clicks to complete (goal: 3)
14.4x
14.4x
Never found Apply unprompted
Never found Apply unprompted
majority
majority
Lostness Scores by Task - Aggregated
Lostness Scores by Task - Aggregated
Every critical task exceeded the danger threshold
Every critical task exceeded the danger threshold
Graduate participants exceeded the critical threshold on every completed task. Several didn’t finish at all, those DNFs aren’t included, making the results conservative.
Graduate participants exceeded the critical threshold on every completed task. Several didn’t finish at all, those DNFs aren’t included, making the results conservative.
Find tuition / financial aid information
Find tuition / financial aid information
0.88
0.88
Locate application entry point
Locate application entry point
0.74
0.74
Find degree/curriculum requirements
Find degree/curriculum requirements
0.65
0.65
Locate research opportunities
Locate research opportunities
0.60
0.60
Program discovery (overall)
Program discovery (overall)
0.42
0.42
Housing search
Housing search
0.36
0.36
Schedule campus visit
Schedule campus visit
0.27
0.27
Find contact for admissions
Find contact for admissions
0.15
0.15
(0 = optimal path | > 0.4 = extreme difficulty threshold | 1 = completely lost)
(0 = optimal path | > 0.4 = extreme difficulty threshold | 1 = completely lost)
What we Learned
What we Learned
Four Core Insights
Four Core Insights
No single method told the full story. Each revealed a different facet of the same systemic problem, and only by reading them together did the real picture emerge.
No single method told the full story. Each revealed a different facet of the same systemic problem, and only by reading them together did the real picture emerge.
01 ·Perception vs Performance
Students rated the site positively while failing critical tasks
The polished aesthetic created false confidence, users blamed themselves for getting lost, not the system. Self-reported satisfaction masked real navigational breakdown.
EVIDENCE SOURCES
UG SUS of 81 (Good), yet lostness >0.4 on 30% of tasks and 63% never found Apply unprompted. Grad SUS of 51 (Poor) paired with lostness >0.4 on 58% of tasks. Behavioral data surfaced what users wouldn't articulate.
IMPLICATION
Never rely on self-reported satisfaction alone. Instrument behavioral KPIs (lostness, task completion, path efficiency) alongside SUS to surface navigation failure
02 · Ecosystem Fragmentation
01 ·Perception vs Performance
A fractured ecosystem created navigational chaos at every turn
Students rated the site positively while failing critical tasks
GT's digital presence spans 50+ sites across multiple CMS versions with inconsistent navigation patterns, terminology, and visual design. Users lose context with every domain jump and rarely find their way back.
The polished aesthetic created false confidence, users blamed themselves for getting lost, not the system. Self-reported satisfaction masked real navigational breakdown.
EVIDENCE SOURCES
EVIDENCE SOURCES
Stakeholders cited competing CMS ownership. Users looped 3–5 times before abandoning or switching to search. Search became the #3 click, navigation bypass, adding 4.7 mins to tasks.
UG SUS of 81 (Good), yet lostness >0.4 on 30% of tasks and 63% never found Apply unprompted. Grad SUS of 51 (Poor) paired with lostness >0.4 on 58% of tasks. Behavioral data surfaced what users wouldn't articulate.
IMPLICATION
IMPLICATION
Unified IA model with a single global navigation framework across all audience-facing sites
Never rely on self-reported satisfaction alone. Instrument behavioral KPIs (lostness, task completion, path efficiency) alongside SUS to surface navigation failure
02 · Ecosystem Fragmentation
A fractured ecosystem created navigational chaos at every turn
GT's digital presence spans 50+ sites across multiple CMS versions with inconsistent navigation patterns, terminology, and visual design. Users lose context with every domain jump and rarely find their way back.
EVIDENCE SOURCES
Stakeholders cited competing CMS ownership. Users looped 3–5 times before abandoning or switching to search. Search became the #3 click, navigation bypass, adding 4.7 mins to tasks.
IMPLICATION
Unified IA model with a single global navigation framework across all audience-facing sites
04 · Homepage Strategy
Homepage was built to impress, not to move people forward
GT homepage was built as a brand statement, prioritizing institutional messaging over task completion, primary actions were buried before most users ever scrolled to them.
EVIDENCE SOURCES
Homepage scored lowest overall in heuristics. 68% dropped off at the hero; mobile showed 34% higher abandonment. Only 9.6% scrolled far enough to see the Apply button.
IMPLICATION
Redesign homepage around conversion and wayfinding: surface CTAs above the fold, add audience gateways, establish clear visual hierarchy
03 · Content Without Structure
Critical information existed but couldn't be found or trusted
Content was organized by internal silos, not student decisions, forcing applicants through up to six domain switches for apply, programs, and financial aid, often without ever seeing clear entry points to core tasks.
EVIDENCE SOURCES
73% defaulted to a tuition PDF (lostness 0.88, worst overall). Housing was buried, majors lacked filtering, and program pages redirected to the catalog with no return path. Across 8 journeys, 18 failure points emerged, rage clicks clustered on program pages and admission CTAs.
IMPLICATION
Consolidate decision-critical content (tuition, requirements, deadlines, next steps) onto program pages. Eliminate multi-step cross-domain redirects.
Usability Test Example 2A — Locating Undergraduate Tuition & Costs: Ideal Path (Left) vs. Actual User Paths (Right)
03 · Content Without Structure
Critical information existed but couldn't be found or trusted
Content was organized by internal silos, not student decisions, forcing applicants through up to six domain switches for apply, programs, and financial aid, often without ever seeing clear entry points to core tasks.
EVIDENCE SOURCES
73% defaulted to a tuition PDF (lostness 0.88, worst overall). Housing was buried, majors lacked filtering, and program pages redirected to the catalog with no return path. Across 8 journeys, 18 failure points emerged, rage clicks clustered on program pages and admission CTAs.
IMPLICATION
Consolidate decision-critical content (tuition, requirements, deadlines, next steps) onto program pages. Eliminate multi-step cross-domain redirects.
Usability Test Example 2A — Locating Undergraduate Tuition & Costs: Ideal Path (Left) vs. Actual User Paths (Right)
04 · Homepage Strategy
Homepage was built to impress, not to move people forward
GT homepage was built as a brand statement, prioritizing institutional messaging over task completion, primary actions were buried before most users ever scrolled to them.
EVIDENCE SOURCES
Homepage scored lowest overall in heuristics. 68% dropped off at the hero; mobile showed 34% higher abandonment. Only 9.6% scrolled far enough to see the Apply button.
IMPLICATION
Redesign homepage around conversion and wayfinding: surface CTAs above the fold, add audience gateways, establish clear visual hierarchy.
From Evidence to Action
From Evidence to Action
A prioritized roadmap grounded in findings
A prioritized roadmap grounded in findings
Recommendations were structured as a phased roadmap, from immediate homepage wins to long-term IA and ecosystem changes, each tied directly to a finding, with rationale the design and content teams could act on.
Recommendations were structured as a phased roadmap, from immediate homepage wins to long-term IA and ecosystem changes, each tied directly to a finding, with rationale the design and content teams could act on.
Homepage & Student Gateway
Homepage & Student Gateway
Lead with tasks, not brand and eliminate the duplicate entry point
Lead with tasks, not brand and eliminate the duplicate entry point
1st Iteration Implemented
1st Iteration Implemented
The homepage functioned as a brand statement when users needed a task launcher. At the same time, two overlapping entry points (“Prospective Students” and “Admissions”)offered nearly identical content, creating confusion before users took a single meaningful step.
The homepage functioned as a brand statement when users needed a task launcher. At the same time, two overlapping entry points (“Prospective Students” and “Admissions”)offered nearly identical content, creating confusion before users took a single meaningful step.
PROPOSED HOMEPAGE STRUCTURE
PROPOSED HOMEPAGE STRUCTURE
Next steps module designed as a high-intent, task-first conversion layer
Alumni success stories and student profiles as social proof
Next steps module designed as a high-intent, task-first conversion layer
Alumni success stories and student profiles as social proof
Persistent audience entry gateways as prominent visual pathways
Persistent audience entry gateways as prominent visual pathways
CTAs above fold, always visible
CTAs above fold, always visible
Dynamic Video Hero (showcasing labs, campus life, student achievement) communicating GT's identity
Dynamic Video Hero (showcasing labs, campus life, student achievement) communicating GT's identity
Rankings, outcomes and stats as credibility signals
Rankings, outcomes and stats as credibility signals
Alumni success stories and student profiles as social proof
News moved below - currently it competes with primary actions for attention.
Navigation Architecture
Navigation Architecture
Restructure the global navigation around tasks, not departments
Restructure the global navigation around tasks, not departments
In Progress
In Progress
GT's nav reflected internal org structure. Users needed a nav reflecting what they're trying to do.
The new model organizes around intent—separating persistent utility (Apply, Visit, Give, Search, audience shortcuts) from task-based browsing—reducing cognitive load and keeping critical actions accessible anywhere.
GT's nav reflected internal org structure. Users needed a nav reflecting what they're trying to do.
The new model organizes around intent—separating persistent utility (Apply, Visit, Give, Search, audience shortcuts) from task-based browsing—reducing cognitive load and keeping critical actions accessible anywhere.
PROPOSED NAVIGATIONAL MODEL
PROPOSED NAVIGATIONAL MODEL
Program Discovery
Program Discovery
Replace the A–Z dump with a guided degree discovery experience
Replace the A–Z dump with a guided degree discovery experience
In Progress
In Progress
The all-degrees page listed every program alphabetically with no filters, categories, or ways to narrow by interest, level, or format. Users found it overwhelming, and decision paralysis was measurable. The solution: a filterable, scannable hub that supports both exploratory and decided users.
The all-degrees page listed every program alphabetically with no filters, categories, or ways to narrow by interest, level, or format. Users found it overwhelming, and decision paralysis was measurable. The solution: a filterable, scannable hub that supports both exploratory and decided users.
WHAT USERS FACED
WHAT USERS FACED
Alphabetical list only — no filter by degree type, school, or interest
Alphabetical list only — no filter by degree type, school, or interest
No distinction between BS / MS / PhD / Certificate / Minor
No distinction between BS / MS / PhD / Certificate / Minor
Long scroll with no sticky nav or jump links
Long scroll with no sticky nav or jump links
Global search didn't prioritize program results
Global search didn't prioritize program results
PROPOSED CHANGES
PROPOSED CHANGES
Keyword search + filter by degree level, school, discipline, interest area
Keyword search + filter by degree level, school, discipline, interest area
Audience funnel up front: "I know what I want" vs "I'm exploring"
Audience funnel up front: "I know what I want" vs "I'm exploring"
Separate listings for minors and certificates; allow side-by-side comparison
Separate listings for minors and certificates; allow side-by-side comparison
Visual exploration tool (decision tree / chart) as optional entry point
Visual exploration tool (decision tree / chart) as optional entry point
Program & Degree Pages
Program & Degree Pages
Rebuild program pages as decision hubs end the catalog redirect
Rebuild program pages as decision hubs end the catalog redirect
In Progress
In Progress
Program-related tasks had the highest lostness scores. Pages either lacked key information or redirected users to catalog.gatech.edu mid-task, users came for clarity and got a handoff.
I recommended a standardized program page template with clear content zones, so each degree page serves as a single source of truth rather than a signpost elsewhere.
Program-related tasks had the highest lostness scores. Pages either lacked key information or redirected users to catalog.gatech.edu mid-task, users came for clarity and got a handoff.
I recommended a standardized program page template with clear content zones, so each degree page serves as a single source of truth rather than a signpost elsewhere.
MUST-HAVE · EVERY PROGRAM PAGE
MUST-HAVE · EVERY PROGRAM PAGE
Apply CTA — above the fold, persistent
Apply CTA — above the fold, persistent
Program overview (narrative, not catalog copy-paste)
Program overview (narrative, not catalog copy-paste)
Admission requirements — domestic and international clearly separated
Admission requirements — domestic and international clearly separated
Curriculum / completion requirements (inline or direct catalog link)
Curriculum / completion requirements (inline or direct catalog link)
Application deadline and how to apply
Application deadline and how to apply
Advising or program contact
Advising or program contact
MUST-HAVE · EVERY PROGRAM PAGE
MUST-HAVE · EVERY PROGRAM PAGE
"Who it's for" and "Why pursue this degree" framing
"Who it's for" and "Why pursue this degree" framing
Career outcomes and salary data
Career outcomes and salary data
Faculty, lab, and student org connections
Faculty, lab, and student org connections
Related scholarships and study abroad pathways
Related scholarships and study abroad pathways
Side-by-side program comparison (future enhancement)
Side-by-side program comparison (future enhancement)
Side-by-side program comparison (future enhancement)
Reflection and Learnings
Reflection and Learnings
What this project taught me
What this project taught me
01
01
Triangulation Builds Conviction
Triangulation Builds Conviction
When multiple research methods converge on the same findings (buried CTAs, navigation issues, weak brand) stakeholders can't ignore it. Convergence creates undeniable evidence.
When multiple research methods converge on the same findings (buried CTAs, navigation issues, weak brand) stakeholders can't ignore it. Convergence creates undeniable evidence.
02
02
Metrics Reveal Hidden Struggles
Metrics Reveal Hidden Struggles
The perception vs. reality paradox (high SUS, low task success) taught me to never trust self-reported confidence alone. Behavioral data exposes what users won't articulate.
The perception vs. reality paradox (high SUS, low task success) taught me to never trust self-reported confidence alone. Behavioral data exposes what users won't articulate.
03
03
Strategic Sequencing Matters
Strategic Sequencing Matters
Leading with quick wins built organizational trust before proposing systemic changes. Without early momentum, larger transformations face resistance.
Leading with quick wins built organizational trust before proposing systemic changes. Without early momentum, larger transformations face resistance.
This case study represents user research and initial design iteration at Institute Communications, Georgia Tech.
This case study represents user research and initial design iteration at Institute Communications, Georgia Tech.