UX Design for Customer Conversion and Stakeholder Value​

Improving website design for all users and University stakeholders, Webster University, 2021-2023

Access Accounts - Helping Users Get Connected

Situation: After witnessing two on-campus adjunct faculty struggle to log in to their University Connections accounts on the first day of class, I Designed and created a new Access Accounts page, which offers users quick access to key Webster services on a Google-indexed, mobile-optimized page.

Analysis: Getting connected, even on-campus, can be a pain point for both students and faculty, and this page is a lasting technical solution to a constant customer service issue. I identified an unmet market need for an improved external-facing, SEO-friendly login page, and I worked to create and launch a new page that would connect users to essential University Services.

Result: Since its launch in Spring 2022, regular traffic on this page has more than doubled, with peak access of over 1,000 page views per day during August 15-19, 2022, coinciding with the start of Fall 1 term.

Original web page - Very text-heavy, information focused on users' first-time access

Revised web page - less text, improved button links to key services, information focused on returning users and users acquired through search

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Making Content Accessible, Building Community on YouTube

Updating playlists, adding CC for accessibility, and improving video offerings to reduce the number of clicks to engage with content. Optimizing for mobile experience. These efforts grew subscriber base by over 30% in 18 months.

Original - video assets buried in playlists

Revised - videos featured at top-level navigation, copywriting and curation of relevant playlists