UNIVERSAL TECHNICAL INSTITUTE

Letting audience needs
drive user experience

Summary

By getting to the heart of what drives each prospective student of Universal Technical Institute, we were able to rebuild the technician training school’s website into a new, improved experience that places the user first.

The redesigned website is now an even more effective marketing tool for the admissions department that creates excitement and anticipation for prospective students.

Services

  • Data & Analytics
  • Content Strategy
  • User Experience
  • SEO
  • Development
  • Quality Assurance

A User-Centric Website Redesign

Universal Technical Institute wanted to redesign their website in order to better engage their core audience -- prospective students -- and inspire action -- getting them to inquire about enrollment.

The school needed to increase enrollment inquiries, improve the quality of their inbound leads, and make the website a tool to foster productive conversations between prospective students and the admissions department.

Buiding The Right Experience

Our goal with this redesign was to act as both user-experience and communication designers, building the right experience, rather than just creating a different one.

A comprehensive discovery phase helped us better understand the core audience, our mission, and how to connect those objectives in an engaging, effective way.

In an effort to better understand and connect with the prospective student base, we spoke with representatives across the auto, motorcycle, diesel and marine programs, including:

  • 25 Current Students
  • 19 Course Instructors
  • 3 Campus Presidents
  • 2 Support Staff

Understanding Audience Needs

These interviews resulted in a deep understanding of the core audience – their needs, concerns and motivations when deciding on a technical training school, how to best connect with them in each phase of their journey, and the challenges to address on the path to conversion. They also helped us create key deliverables that laid the foundation for a user-centric redesign, including:

  • The Core Messaging Framework defined the content experience, from first visit to conversion
  • Stakeholder Insights provided the vision and expectations for the new website
  • Audience Profiles detailed the most important messages, goals and barriers for each segment

Built For Sustainability

Our goal with this redesigned website development was to build it for marketers and content editors, rather than developers. This allowed for content to be refreshed without any need or help from development resources. We deployed a modular architectural build that allows the marketing team to build new pages on the fly, update content, and manage deployment without knowing a single line of code, within the Sitefinity Content Management System (CMS).

  • Modular Architecture allows creating new pages and content on the fly
  • Marketer-Friendly provided content updates without developer interference
  • Accessible Design allowed for accessibility compliance within the website as per Section 504 standards

The Results Are In

With an emphasis on addressing user needs balanced with meeting the school’s goals, the new website has helped Universal Technical Institute generate more quality inbound leads while giving prospective students an engaging online experience during their journey.

In the words of our client, Universal Technical Institute’s Director of Digital Marketing Strategy & Engagement, “The site is killing it!”

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