Increase in
Engagement
Decrease in
Time on Task
Decrease in
Cognitive Load
Overview
This case study highlights how a redesign of LaSalle University’s landing page used storytelling and social proof to improve user engagement. By shifting focus from institutional accolades to relatable experiences of alumni, we aligned with user values to create a more personalized experience. The redesign also design reduced cognitive load and time spent on tasks, creating a more efficient user journey, while setting a foundation for future engagement strategies centered on community and trust.
My Role: UX/UI Designer
Team: 3 Designers, Director of UX
Duration: September-October 2023
Deliverables: Responsive Landing Page
Acclaimed Institution, Decreased Engagement
LaSalle University has a strong history and reputation of academic excellence, specifically for their MBA Programs. Recently, the enrollments had declined along with user engagement. Content was tailored heavily towards the school’s achievements and accolades, and less content that was focused on the users.
We live in a world of personalized experiences, often relating to those who share their stories and may even feel a connection or trust with those individuals. Storytelling is a powerful medium, could it help improve engagement?
Goals
- Increase user engagement with storytelling and social proof
- Increase sign ups for LaSalle University’s MBA programs
- Redesign Information Architecture to reduce user’s cognitive load
Users Value Social Proof Over Traditional Accolades
During our Primary research phase of 400 users, nearly three-fourths of these users actively searched for this content as part of their decision to enroll in school. More than 240 persons engaged with peer review and social proof during their research for MBA programs.
When asked about the value of social proof, users said they felt more capable of completing the program if they were able to hear an experience of from someone they felt they could relate to.
Key Takeaway: Our users feel more confident about completing a program when they were able to relate to another person’s experience as opposed to more conventional merits.
Users Engaged
with Social Proof
Users Searched
for Social Proof
Cognitive Overload Increases Time on Task
Now that we understand what our prospective students value, we designed a landing page to focus on the program information and social proof, with less emphasis on the school and its accreditations, events and news.
Would our more tailored content also enable users to find what they need more quickly, potentially reducing the time on task for new student sign-ups?
User Journey
Wireframes
When in Doubt, Try it Out
We tested our new landing page against the previous design. Users were given instructions to review the landing page and decide if they would consider enrolling in the school based on the information provided strictly on the websites.
The unobserved task was timed for completion and included an assistant who could answer questions but not make decisions or suggestions for the users. There were no users who required assistance during the test.
Previous Design
New Design
The results were clear. When presented with the previous design, users needed 15 minutes longer on average to complete the task.
With the new landing page, 60% of users interacted with the social proof, then clicked the “Request Info” or “Apply Now” CTAs to complete the lead form.
Project Reflections and Moving Forward
With a decreased time and task and a reduced cognitive load, I predict conversions will increase when launched in 2024. I enjoyed the research phase in this project especially, learning about student’s value and desire for of social proof.
Increase
in Engagement
Decrease in
Time on Task
Decrease in
Cognitive Load