Digital Revitalization: Transforming Online MSU for Enhanced User Experience
Client: Kaitlyn Andary: Center for Teaching and Learning Innovation
MSU online is a sector of Michigan State university offering a variety of online bachelor's completion, masters degree, and doctorate programs that can be completed from around the globe. online.msu.edu is the website for this sector of the university and serves as a way for new students to find their desired field of study and for current students to find resources and events.
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The original website has notable strengths such as vibrant brand colors and clear search options. However, it falls short in clearly communicating its focus on MSU Online programs, lacking a distinct branding identity. The absence of statistics, misalignment of text, outdated Twitter logo, and navigation issues impact credibility and user experience. The homepage categories are unclear, with questionable placements. The events section lacks interactivity, and mobile functionality and accessibility need improvement. A redesign should prioritize a separate branding for MSU Online, address navigation issues, and enhance overall user experience and credibility.
Background
MSU Online wants a stronger website with improvements to be made in brand representation, accessibility, and UI on their website so that prospective students can find all the information they need and feel the program is up to par with competitors.
Problem Areas
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Accessibility
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Branding
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Site mobility
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‘Usability’
Goals
Empathize
Conduct user interviews to understand and empathize with the needs of MSU Online’s users and their prospective when accessing the MSU Online site
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Create personas to help the larger organization of MSU Online to empathize with their users’ needs, specifically in the context of their online interactions
Clarify
Conduct a card sort of the program areas on site to see the most effective and obvious way that users can find their desired programs
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Help MSU Online fix issues found in research and ideation by providing guidance on updating their site structure and other problem areas
Timeline
Tools
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Google Suite
Methods
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Personas
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Competitor analysis
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Card Sorting
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User Interviews
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Interactive Prototyping
Deliverables
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Prototypes
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7 Design Reccomendations
Empathize
The Process
Creating personas was crucial for providing a humanized understanding of our users' needs. These representative profiles guided our decisions, ensuring the online.msu platform resonates with the diverse motivations and behaviors of our target audience.
Personas
Ideate
Card Sort
Problem
One of the prominent problems was that of the information architecture of how the programs were organized into 8 categories.
Why Card Sort?
We conducted a card sort in order to figure out what users thought the most intuitive way the programs should be organized. This way when users go to search for programs they can find what they need quickly, increasing their potential to choose MSU Online in the future.
Findings
The findings from a recent card sort study led to a reorganization of program listings and modifications to areas of study on the website. The study aimed to enhance user navigation and streamline the information architecture. As a result, certain programs were moved to more intuitive categories, aligning with user expectations. Additionally, two new areas of study, Sports Management and Packaging, were introduced to better reflect the diversity of available programs. The changes aim to improve the clarity and user-friendliness of the website, ensuring that visitors can easily locate and explore the programs of interest. The card sort study provided valuable insights into user preferences, informing a more effective and user-centric organization of the online platform.
User Interviews
A user interview is a valuable method for gathering feedback from users because it provides direct and qualitative insights into their experiences, preferences, and challenges with the online.msu platform. During interviews, participants can articulate their thoughts, feelings, and expectations in their own words, offering a deeper understanding of their perspectives.
Why User Interviews?
We chose to conduct user interviews because they often offer unique insights that go beyond quantitative data, uncovering participants' emotional responses and nuanced preferences. Through these conversations, users will provide contextual information, explaining how and why they interact with the platform in specific ways. The interviews reveal unexpected needs and allow participants to express themselves in their own language, aiding in refining communication.
Findings
From the user interviews, three primary problem areas emerged: navigation, lack of information organization, and aesthetics. Participants consistently expressed challenges in navigating the online.msu.edu platform, citing difficulties in finding specific information and understanding the overall structure. The lack of clear organization of information was highlighted, with users struggling to locate relevant details about programs and events. Aesthetic concerns were also raised, with participants noting issues related to the visual appeal and user interface design. These findings underscore the need for targeted improvements in navigation features, information architecture, and the overall visual design to enhance the user experience on the platform.
Focus Goals
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Help user find programs quicker without using keyword search
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Make the website look professional and function well and organize information better.
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Make the purpose clear, remove any confusion about MSU Online.
Competitor Analyses
Through competitor analyses, specifically examining ASU Online, Purdue Global, and Mississippi State Online, we sought insights into their homepage content and navigation structures. The goal was to benchmark the amount and organization of information against online.msu. The competitors served as valuable references, allowing us to identify best practices and areas for improvement
Features
We were impressed by Purdue Global's intuitive design feature, allowing users to click on an area of study and access a dropdown listing all programs within that category. We used this feature as inspiration to implement changes to the current website so users will not have to navigate between multiple pages when searching for their degree programs.
Our Improvements
We introduced a more user-friendly navigation system for finding degree programs on the website. Now, when users click on a category, a box opens, displaying programs without redirecting them to a new page. This streamlined approach allows users to explore program options within the same interface. Additionally, users have the option to navigate to a new page for more detailed program information. This modification is designed to simplify the process, enabling individuals to find their desired program without the need to navigate through multiple pages. These changes aim to strengthen the online MSU experience, offering a more efficient and intuitive pathway for users exploring degree programs.
Key Changes
Optimizing Navigation:
We strategically repositioned the navigation bar to ensure it no longer obscures essential content, creating a more seamless user journey. The navigation buttons were refined for enhanced user guidance.
Strengthening Brand Identity:
The messaging underwent a significant transformation, now emphasizing "Enrich your future with Michigan State Online" for a clearer and more compelling brand identity.
Improved Program Organization:
Informed by card sorting insights, we introduced new program categories and refined existing ones, ensuring a more intuitive organization for users.
Streamlined Information Showcase:
The homepage underwent a strategic reorganization to prominently feature MSU Online information, making it more accessible and user-friendly.
Consistent Branding Integration:
Throughout the page, "MSU Online" branding was consistently implemented to reinforce a unified and recognizable identity.
FAQ Integration:
Frequently Asked Questions (FAQ) information was seamlessly integrated onto the homepage, providing immediate access and accompanied by a link for additional details.
Enhanced Program Details and Calls to Action:
Access to program details was improved, and a quote was thoughtfully paired with an image. Additionally, three distinct calls to action were strategically placed at the bottom of the page.
Key Takeaways
Outcomes
Recommendations
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Include more branding elements
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Use more purposeful messaging
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Improve the site layout to make things look more professional
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Include more information on the homepage
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Thoughtfully organize content on the homepage
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Make the site navigation more clear and simple
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Improve SEO
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More calls to action
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Make the quote look more authentic
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The program search should occur within the homepage
Limitations
Participant Pool Size:
The number of participants in user interviews and card sorting sessions was constrained by time and resource limitations. A larger and more diverse pool of participants could have provided a more comprehensive understanding of user needs and preferences
Card Sorting Depth:
The card sorting exercise, while valuable, might have been more extensive. A larger sample size and more iterations could have refined the categorization of programs and improved the overall information architecture.
Relevance of User Interviews:
While user interviews were conducted, there may have been limitations in reaching a broad range of relevant users, such as prospective students from different academic backgrounds or individuals with specific needs and preferences related to online education.
While the project faced these limitations, the insights gained and implemented changes aim to significantly enhance the user experience on the online.msu platform within the given constraints.
What I learned
In reflection, this project has been a great learning experience for me. Taking on a leadership role within the team taught me the intricacies of guiding collaborative efforts effectively. The challenge of managing multiple deadlines showed me the necessity of strong organizational skills and efficient time management in ensuring project milestones were met. Working within a team emphasized the importance of effective communication and the richness in perspectives that arises from diverse perspectives.
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Conducting interviews and consolidating data not only refined my communication skills but also deepened my ability to extract meaningful insights from user feedback. Crafting a mockup provided hands-on experience in translating abstract findings into a tangible and user-friendly design.
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In essence, this project enhanced my ability to engage new design principles and techniques. Some of my most important takeaways were the importance of clear communication in teamwork, and the iterative nature of the design process. The practical application of these skills has not only enriched my understanding of design but will also shape my approach to future projects.
Further Research
Based on my work in the MSU Online project during class, I was hired by the Center for Teaching and Learning Innovation to further develop and implement the research and insights gained. I conducted additional card sorting, iterated on prototypes, and performed A/B testing, ultimately applying these insights to improve the website's usability and user experience.
Summary
In the MSU Online redesign project, I played a multifaceted role as a User Experience Designer, Researcher, and Project Manager. My responsibilities encompassed creating user personas, conducting user interviews and card sorting sessions, and leading the team in synthesizing and implementing findings. I leveraged tools like Figma and methodologies such as competitor analysis and interactive prototyping to drive the project forward. Through this experience, I honed my skills in user research, design thinking, project management, and collaboration, while gaining a deeper understanding of the iterative nature of the design process. Overall, this project provided invaluable lessons in teamwork, communication, and problem-solving, shaping my approach to future endeavors in UX design and research.
Key Contributions
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Identified target issues on the webpage
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Gathered research and from users- leading interview and card sorting sessions
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Designed a comprehensive mockup in Figma as the main deliverable
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Consolidated research into actionable changes