🕒 2025 | Dartmouth College, Geisel School of Medicine
🎯 Executive Summary:
Led a comprehensive digital experience overhaul of the core institutional enrollment platform to improve audience retention and user satisfaction. Audited frontend interaction patterns to eliminate bottlenecks within the high-volume admissions funnel. Balanced backend institutional requirements with a human-centered design approach, ensuring a modern, seamless interface that serves diverse global user segments.Led a comprehensive digital experience overhaul of the core institutional enrollment platform to improve audience retention and user satisfaction. Audited frontend interaction patterns to eliminate bottlenecks within the high-volume admissions funnel. Balanced backend institutional requirements with a human-centered design approach, ensuring a modern, seamless interface that serves diverse global user segments.
🛑 The Challenge:
- The primary admissions website experienced user drop-offs due to an outdated frontend interface and overly complicated user flows that confused prospective applicants. Vital resource links, deadlines, and application requirements were buried deep within the site structure, resulting in a surge of repetitive administrative inquiries and diminished application completion rates.
⚙️ The Strategy:
- Mapped High-Value User Personas: Conducted deep behavioral audits to track precisely where prospective students abandoned the admissions funnel.
- Streamlined Complex Information Architecture: Resurfaced critical deadlines, tuition data, and application portals directly onto high-level hub pages.
- Modernized Interface Design Patterns: Updated the visual hierarchy and interaction models to match modern Web UX expectations, lowering user frustration.
- Assured Continuous Mobile Adaptability: Validated and optimized all critical enrollment pathways to function flawlessly across smartphones and tablets.
⭐️ The Impact:
✅ FAQs are now easier to scan, visually cohesive, and aligned with WCAG 2.2.
✅ Structured content and excerpts improve organic search visibility.
✅ A narrative-driven Why Geisel concept is ready to support recruitment once approved.