Overview

Lock Haven University of Pennsylvania is a public university in Lock Haven, Pennsylvania. It is part of the Pennsylvania State System of Higher Education. The main campus consists of 200 acres and the branch campus covers 12.9 acres. It offers 69 undergraduate programs and 4 graduate programs.

Challenge

Lockhaven came to Northwoods with a few improvement requests. The primary goal was to refresh the home page to improve the user experience. The second goal was to boost enrollment to show an impact for the Fall 2022 semester. The biggest challenge to this project was the tight deadline. I had less than 4 weeks to completely redesign the home page, 1 interior page and deliver the HTML, CSS, and JavaScript. Not only was all the work finished 1 week earlier than promised, but I also over delivered on the page templates and even delivered on a few elements that weren't planned until phase 2 of the project.

Research

After a digital strategy and kick-off meeting with the marketing team from Lockhaven the problem started to become more clear. The existing web page had lost its information hierarchy. The homepage had become so cluttered and busy it resembled that of Nascar car.

Results

The new design that I implemented was meant to be a conversion-first solution while also offering current students an elegant and easy to use menu. By utilizing a combination of imagery, iconography and color blocking the user experiencing was dramatically improved. I placed their 4 primary call-to-action buttons at the top of the page while placing the entire sitemap with the flyout menu system. The amount of traffic to the enrollment pages dramatically improved.