Postgraduate Website

Project Background

A major educational institution sought to revamp its website dedicated to selling postgraduate courses. The existing site was functional but outdated, with an uninspired layout and navigation that did not cater to the needs of prospective students. The institution wanted a new website that would not only attract more students but also position its postgraduate courses as premium offerings, reflecting the high standards of the institution.

The existing website had several challenges, including low user engagement and a high bounce rate. To address these issues, the project began with a thorough analysis of user behavior using Google Analytics 4 (GA4) and CrazyEgg for heatmap tracking. These tools provided invaluable insights into how users interacted with the site, revealing pain points in the user journey and areas that required improvement.

The information architecture of the new site was meticulously planned based on these insights. Pages were reorganized to create a more intuitive navigation flow, ensuring that users could easily find the information they needed. The content hierarchy was also restructured to prioritize key information, such as course benefits, testimonials, and enrollment processes.

The market research indicated that postgraduate courses are often perceived as premium products. This insight guided the design process, leading to the creation of a sleek, dark-themed layout that exudes sophistication and exclusivity. The color palette, typography, and visual elements were carefully selected to reinforce this premium positioning, aligning with the expectations of prospective students looking for high-quality education.

My Roles & Responsibilities

As the UX/UI Designer and Developer for this project, I was responsible for:

• Conducting the analysis of the existing site using GA4 and CrazyEgg to understand user behavior and identify areas for improvement.
• Planning and reorganizing the site’s information architecture based on data-driven insights.
• Designing the new website layout, ensuring it conveyed a premium, sophisticated aesthetic that would appeal to the target audience.
• Developing the site using Joomla, leveraging the SP Page Builder extension for a seamless and responsive user experience.
• Collaborating closely with marketing and content teams to ensure the site’s messaging aligned with the institution’s branding and goals.

Deliverables

• [✔] Information Architecture Redesign
• [✔] High-Fidelity Wireframes & Prototypes
• [✔] Final UI Design in a Dark Premium Style
• [✔] Fully Developed Website in Joomla with SP Page Builder

The Key Problem

The primary challenge was to transform a basic, outdated site into a modern platform that effectively communicated the premium nature of the institution’s postgraduate courses. The existing site lacked a clear content strategy and failed to engage users, leading to a significant drop-off in the user journey before reaching the enrollment stage.

Why we chose to address this problem:

Given the competitive nature of postgraduate education, it was crucial for the institution to present its courses in a way that stood out in the market. The new site needed to not only be visually appealing but also strategically designed to guide users smoothly from landing to conversion.

The Solution

UX Research & Information Architecture

User behavior data collected from GA4 and CrazyEgg was the foundation of our research. The analysis revealed key interaction patterns, areas of high engagement, and sections where users lost interest. Using this data, we restructured the information architecture to prioritize high-impact content, such as course descriptions, testimonials, and faculty profiles.

Wireframes & Prototyping

Based on the new architecture, wireframes were created to outline the site’s layout. The design incorporated clear pathways for users, with strategically placed calls-to-action to guide them toward course enrollment. The wireframes were then developed into high-fidelity prototypes.

Visual/UI Design

The market research indicated a preference for dark-themed, premium layouts among competitors offering postgraduate courses. To align with this trend, the site’s visual design was created using a dark color palette with contrasting highlights, sophisticated typography, and high-quality imagery that reflects the institution’s prestige. The design was minimalist yet impactful, emphasizing clarity and ease of use.

Development with Joomla & SP Page Builder

The site was developed using Joomla, with the SP Page Builder extension enabling flexible and responsive design. This tool allowed for modular page creation, ensuring that the site could be easily updated and maintained. The development process included rigorous testing to ensure the site performed well across all devices and screen sizes.

Key Features

Premium Course Showcase

• The site’s homepage prominently features postgraduate courses with a premium design aesthetic, highlighting the unique selling points of each program through engaging visuals and concise copy.

User-Centric Navigation

• The new information architecture ensures users can easily navigate through the site, with clear pathways leading to course details, testimonials, and enrollment pages.

Responsive Design

• Built using Joomla with SP Page Builder, the site is fully responsive, offering a seamless experience across desktops, tablets, and mobile devices.

Takeaways

The redesign of the postgraduate course website successfully repositioned the institution’s offerings as premium products in the competitive educational market. By leveraging user behavior data and market research, we were able to create a site that not only looks sophisticated but also effectively guides users through the decision-making process, leading to increased engagement and higher enrollment rates.

The project underscored the importance of data-driven design in creating user-centric experiences. Through continuous testing and iteration, we were able to refine the site’s architecture and design to meet the needs of both the institution and its prospective students. The modular development approach using Joomla and SP Page Builder ensures that the site can easily adapt to future needs, providing a scalable solution for the institution's evolving goals.