Higher education
RIT: Redesigning the Transfer Student Web Experience
Led the redesign of RIT’s transfer student web experience. Conducted user research through heatmap analysis and user session recordings, mapped the customer journey, and designed the interface from initial mockups to final implementation.
Industry
Higher Education
Challenge
With the looming enrollment cliff in the U.S., engaging transfer students has become increasingly critical to institutional strategy. At RIT, I led the redesign of the undergraduate transfer landing page to better support this key audience. I formed and facilitated a cross-functional working group, guiding an iterative design process through biweekly meetings that aligned stakeholders around content, user needs, and design goals. I conducted user research using heat maps, session recordings, and behavior analysis, developed a transfer-specific customer journey, and designed the page from mock-up to final iteration to improve clarity and usability.
Results
The redesigned page resulted in a 2,600-session increase year-over-year, including 400 additional first-time visits. Most notably, click-throughs on the Apply CTA rose by 6%, reflecting a stronger user path and clearer calls to action. This project strengthened the experience for a vital audience and directly supported institutional enrollment priorities during a period of increasing demographic pressure.
2,600
Session Increase YoY
400
Additional First-Time Visits
6%
Increase in CTA Click-Throughs
Industry
Higher
Education
Challenge
With the looming enrollment cliff in the U.S., engaging transfer students has become increasingly critical to institutional strategy. At RIT, I led the redesign of the undergraduate transfer landing page to better support this key audience. I formed and facilitated a cross-functional working group, guiding an iterative design process through biweekly meetings that aligned stakeholders around content, user needs, and design goals. I conducted user research using heat maps, session recordings, and behavior analysis, developed a transfer-specific customer journey, and designed the page from mock-up to final iteration to improve clarity and usability.
Results
The redesigned page resulted in a 2,600-session increase year-over-year, including 400 additional first-time visits. Most notably, click-throughs on the Apply CTA rose by 6%, reflecting a stronger user path and clearer calls to action. This project strengthened the experience for a vital audience and directly supported institutional enrollment priorities during a period of increasing demographic pressure.
2,600
Session Increase YoY
400
Additional First-Time Visits
6%
Increase in CTA Click-Throughs
Industry
Higher Education
Challenge
With the looming enrollment cliff in the U.S., engaging transfer students has become increasingly critical to institutional strategy. At RIT, I led the redesign of the undergraduate transfer landing page to better support this key audience. I formed and facilitated a cross-functional working group, guiding an iterative design process through biweekly meetings that aligned stakeholders around content, user needs, and design goals. I conducted user research using heat maps, session recordings, and behavior analysis, developed a transfer-specific customer journey, and designed the page from mock-up to final iteration to improve clarity and usability.
Results
The redesigned page resulted in a 2,600-session increase year-over-year, including 400 additional first-time visits. Most notably, click-throughs on the Apply CTA rose by 6%, reflecting a stronger user path and clearer calls to action. This project strengthened the experience for a vital audience and directly supported institutional enrollment priorities during a period of increasing demographic pressure.
2,600
Session Increase YoY
400
Additional First-Time Visits
6%
Increase in CTA Click-Throughs
Deliverables
