🕒 2025 | Dartmouth College, Geisel School of Medicine
🎯 Executive Summary:
- Spearheaded the digital content strategy and user experience architecture to elevate institutional brand positioning for targeted academic pathways. Analyzed complex prospective student journeys to streamline high-intent multi-page hierarchies. By aligning content strategy with intuitive UX design principles, this initiative reduced navigation friction and optimized conversion pathways for premium dual-degree programs.
🛑 The Challenge:
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Legacy academic content frameworks were structured around internal institutional silos rather than user behavior. Prospective students faced high cognitive load due to dense informational layouts, disjointed program pages, and unclear navigation pathways. This friction obscured the distinct value proposition of premium dual-degree programs, leading to drop-offs in high-intent enrollment funnels.
⚙️ The Strategy:
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Unified Fragmented Program Narratives: Re-architected separate departmental content tracks into a single, cohesive, user-centered digital value proposition.
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Reduced User Cognitive Load: Transformed dense academic documentation into clear, scannable, and visually balanced web layouts that highlight program benefits instantly.
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Optimized High-Intent Conversion Paths: Restructured the application and inquiry call-to-action (CTA) placements based on behavioral heatmaps and student intent data.
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Sustained Cross-Functional Governance: Aligned diverse academic stakeholders on a standardized digital messaging framework to maintain page consistency.
⭐️ The Impact:
✅ Established new cornerstone pages that communicate Geisel’s story and opportunities.✅ Strengthened the Admissions narrative with emotionally resonant, student-centered messaging.
✅ Provided a scalable structure for future program and recruitment pages.
✅ Elevated the site from informational to strategic marketing content.
🛠 Tools & Skills Used:
Content Strategy | UX Writing | CSS | Accessibility (WCAG 2.2) | SEO Optimization | WordPress
🔗 View Why Geisel & Dual Degree Programs