Unifying three International Center websites
The International Center at the University of Texas at Dallas needed new sites to support over 4,500 international students and showcase study abroad opportunities. I led the redesign, using user research, analytics and stakeholder interviews to improve the site experience and power a 24.4% jump in international enrollment.
I developed information architecture to help students complete top tasks, such as detailed to-do lists related to immigration, obtaining student visas and getting health insurance while traveling abroad.
Challenge
The goals of the redesign were to improve the user experience and to highlight the center’s mission statement: The International Center brings the world to UT Dallas and UT Dallas to the world.
One of the most significant challenges was unifying the International Center’s three entities:
- International Center (IC)
- International Education (IE)
- International Students and Scholars Office (ISSO)
Each served a slightly different audience, but they needed a cohesive feel and cross-links. I was able to accomplish this by utilizing a unified theme and branding, as well as by incorporating links in the footer.
Another challenge was COVID-19. The year-long redesign took place in 2021, when the COVID-19 pandemic had shut down much of the campus and study abroad programs. I was able to mine a treasure trove of media from past study abroad photo contests and video from my Jindal School of Management international business class to showcase opportunities that would one day return.
Goals
- To increase engagement with prospective students
- To provide easy-to-find information about upcoming events and ways to get involved and support the International Center
- To help international students easily and quickly find answers to their questions and ways to connect with advisors
- To showcase the university’s global engagement opportunities, including study abroad programs
Highlights from the redesign
Information for parents
I ensured that parents were included as a key persona. They often influence student decision-making – something I know firsthand, having encouraged two of my children to study abroad. I created content based on interviews with parents of current students, linking it to information on costs, scholarships, as well as health and safety.
International Education page
I loved taking an international management class in Japan as part of my M.S. in Marketing degree at the Jindal School of Management. For the International Education page, I was able to repurpose a video I shot for a class assignment to give the page a lively, dynamic feel.
The 360-video showcases my UTD classmates sampling takoyaki, or octopus balls, in Osaka, snapping pics of Kyoto’s Kinkaku-Ji, the Golden Pavilion, and meeting the deer of Nara Park.
News and events
The events listing in the International Center’s landing page is built through a Localist widget. News stories are curated WordPress posts.
Flexible promo block
Built using the block editor in WordPress, this reusable block is an easy way to highlight the latest programs or student profile videos.
Prominent search bar
On the International Students and Services landing page, I placed a search bar at the top because user research and analytics showed students coming here are very task based. Site analytics determine popular topics with quick links.
Results
The site launched at a time when COVID-19 had a dramatic impact on international student enrollment and study abroad. Thankfully, things recovered. The site content and structure were in place to support 2,250 new international students in Fall 2021. Since the pandemic rebound, international enrollment at UT Dallas has increased by nearly 25%, underscoring the importance of a clear and accessible International Center website.
As more students were able to study abroad, the site added more social media links, including a section on the International Education landing page that highlighted students’ Instagram takeovers.
Much of the original content at launch remains in place, and the structure and page designs have been retained, demonstrating that we provided a site that can evolve and grow as needs and priorities change. I’m proud that the site is still serving students, and I’m grateful that I had the opportunity to help create it – and was even able to study abroad myself!
