We needed a way to get fresh, new user-generated content on the site and to engage our secondary audience (college students).
A previous iteration of the review process had been archived at least two years before. It was pretty tragic, having been created in 2007 during the initial build before we acquired the product. I pitched this innovative idea for reviews and was approved to lead a team to build the new feature.
My goal was to drive user engagement and further cement our position as the top resource for "Real, no BS college reviews." The intention was to create a review process that was more like a BuzzFeed quiz and less, well, boring. It worked and is still a huge driver today for traffic.
This is the project most near and dear to my heart! In short, this was a a massive overhaul of the student's User Experience / User Journey within Unigo.
Previously, all of the user activities on Unigo were loosely connected, but had no flow from one to the next. We have several different user types, and they need vastly different information. In collecting that information and refining the services we offered, we overlooked the 'hub' of the user experience. This project fixed that.
Below are a few more detailed examples of my mockups that demonstrated how we could personalize the user experience. I've included birds-eye-view of my mockups file as well as a bare wireframe I used to pitch the changes.
Before: I created a notification tray, affectionately termed the "cattleprod" in late 2016. The intention was to get more user to complete direct revenue-generating activities. Adding items to the cattleprod highlighted these activities, which increased engagement. However, it was left to the user to notice the "clipboard with a check mark" icon.
After: Following design standards established by Facebook, Reddit, Twitter etc., I added a notification icon to represent action items needing completion. It's visible to all users when logged out; when the user logs in, they see their personalized list.
This improved site-wide CVR for all activities listed on the cattleprod significantly:
Scholarship Match allows us to gather a tremendous amount of user data and allows us to connect students with our advertisers, directly generating revenue.
Before: 11.9% of users who complete one of Our Scholarships also complete Scholarship Match in the same session – an average of 3,672 users per month.
After: 15.7% of users who complete one of Our Scholarships also complete Scholarship Match in the same session – an average of 4,845 per month.
Success: 31% increase in users completing the Scholarship Match
Our goal was increased traffic to our paying college customer's Premium School Pages from the College Match results.
Before implementing this change, we had less than 100 users per month click through to the Premium School Pages from the College Match results page.
After "featuring" the Premium Schools in the results list, the click traffic has seen a significant increase.
Roughly 1,000 users click through to Premium Schools from College Match - ~900% increase.
We needed to drive more students to fill out inquiry forms for Premium Schools that have forms included (not all schools choose to include this option). University of Arizona is an example of such a school. The inquiry form is visible at the top of the page, but when the user scrolls down the page, access to that CTA is lost.
After making the page navigation bar sticky, twice as many students fill out inquiry forms for Premium Schools - an increase of 100%.
Our goal was to get more people to click on the CTA buttons on the home page and convert to completion.
Our goal was to get more of the users who enter on a scholarship detail page to register.
Before: 9.77% of users who land on this page register (average 3,032 registrations/month)
After: 10.52% of users who land on this page register (average 3,264 registrations/month). Success: +8%