UI Design · Design Management · 2U
Relaunching the UCL MBA online
University College London’s new online MBA needed a vibrant, contemporary web presence to fix low enrollment and a quiet online brand. I art-directed a new web experience and supporting campaign that lifted conversions 15% and enrollment 10%.
Role
Art direction & UX management
Client
University College London
Team
Senior designer, UX
Scope
Website + ad and email campaign
Results
15%
improvement in web conversions to the lead form
10%
increase in enrollment after the campaign
The challenge
Low enrollment and a quiet brand online.
UCL wanted a vibrant, contemporary web presence for its new online MBA. Enrollment was low, and the program had little brand presence online.
Goals
Three strategic goals.
Launch a web experience that brings UCL’s visual identity to life online
Support it with an advertising and email campaign
Improve the user experience and web conversions to grow enrollment
My role
Art direction and design management.
I led art direction and UX management, partnering closely with a senior designer on my team from concept through launch.
Process
Bringing London’s architecture online.
We had direct access to the Program Director and used his definition of the UCL brand to guide research and design experimentation.
With my senior designer, we chose imagery that gave the college a refreshing edge, built graphics that echo the architecture around the London campus, and set a fresh typographic style.
Results
More leads, more students.
After launch, conversions to the lead form improved 15%. When the campaign wrapped, enrollment was up 10%, and the project built a stronger relationship with the client.
Takeaways
What I took from it.
Fostering growth: my designer showed real resilience, taking feedback and pushing the work further when it wasn’t landing yet
Relationships are key: investing in the Program Director’s team helped us internalize what the school wanted to offer its students