A brand new home

We redesigned the digital experience of UCEMA

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When we met UCEMA, the University was carrying out a process of brand transformation that aimed to enhance its positioning, revalue its prestige, unite the community of students and build a new experience for all of them.

As part of this ambitious goal, the redesign of the website was a fundamental piece and under this premise we joined forces, talent and wills with the Marketing, IT, agencies and stakeholders of the university to carry out this success story.

UCEMA University is a non-profit organization whose beginnings date back to 1978. For 4 decades it has been forming leaders for the business, political and academic worlds. It currently offers fourteen graduate degrees and more than seventy postgraduate degrees.

INDUSTRY:

Education

Services:

Discorvery, Interaction Design.

Type of projects:

Website.

The challenge

Design an experience that represents the vision of future of the UCEMA

What we did

Setting the roots
Bridging the gap between culture, vision, users and communication
Designing the web experience

1. Setting the roots

Discovering  the starting point

Project Discovery® was the first step. Big projects require the entire team to be aligned in knowledge and expectations in order to flow harmoniously.

Vision agreement

We meet and share the needs, vision  and expectations of the project.

Analytics review

We analyze website statistics to understand  how it is used

Research focus

We identify the use cases and define the people we will interview

Interview agenda

Interviews are scheduled while instructing the team members who will be part of them

2. Bridging the gap

Let’s talk with the users

Community is one of the most recognized attributes at UCEMA. Starting with the people who make it up was the most natural and sincere, not only for the design process, but with the values and philosophy of the University. We went out and talked to students, alumni and people interested in undergraduate, graduate and executive training.

interviews

STUDENTS AND prospects

Graduate Studies

Postgraduate Studies

Digital postgraduate studies

Executive Education

The journey map

From the interviews, a map of people's emotions is made when interacting with the product and what emotions they experience when meeting a particular need. This map allows us to identify the high and low points of the experience.

The findings

Organization of careers and courses

STAGE: Discovery

Categorise careers based on user criteria: Prerequisites, online vs face-to-face modality, duration, availability of schedules, price, others.

Testimonials and onboarding

STAGE: registration

Registration is perceived simple and fast. Highlight these characteristics through student testimonials and once the registration is made, maintain expectations by providing material for the student related to their future course.

- Early Days Instruction
- Important web and phone access
- Teachers, subjects and colleagues
- Transport to University
- Communities and support groups
- Extra-curricular activities
- Benefits and discounts for students

Value proposition

STAGE: Discovery

People compare different universities to decide which is the most convenient step at the level of effort/ benefit.

UCEMA's value proposition must be clear and present in all communication to differentiate itself from the competition.

Highlight the information of teachers and directors to know if they have professional or business experience, since it is a key factor when choosing where to study.

Community

STAGE: ATTENDING

The website is still important to students even when they are studying.

In addition to access to the WebCampus the site functions as the public image that represents the values and prestige of the University where they are reflected.

Contemplating the participation of students and alumni in communication can strengthen the bond and at the same time encourage new stakeholders.

Humane treatment

STAGE: Decision-making

Human warmth stands out, making people feel included, valued and accompanied from the first contact with the University.

Maintain and highlight the human treatment in communication and digital media to take advantage of this differential.

Engagement

STAGE: ENDING

Once graduated, UCEMA students generate a supportive link with the University. Many of them seek advice and accompaniment at the University in view of the intention of carrying out new studies.

Provide information on courses, workshops and postgraduate courses for alumni, highlighting benefits such as scholarships or immediate access without leveling to encourage enrollment.

3 Designing the web experience

Future, education, prestige and community

The website, as the digital home of the UCEMA, must not only transmit the values of the institution, but also be the tool that unites the University with its community and invite other people to trust and join it.

Building a navigation based  on research findings

People were clear with their needs when choosing a training institution. They need to trust the institution, easily identify the academic offer, validate the knowledge of their professors and understand what the experience of being a student at the University is like.

We completely redesigned the navigation architecture of the website, organizing the academic offer, highlighting the concepts that validate the quality of the institution and give prestige to all those who are part of its community.

A design system for storytelling

UCEMA is a large community with many communication needs. Creating a design system anchored to an on/off style library that was versatile, ready to develop and consistent was the challenge that led us to this result. Components that are combined with styles, within higher level components to build infinite possible pages, for infinite messages.