
The challenge:
Create a new holistic RIT website experience that reflects RIT’s vision, values, and core messages.
The Goals:
Create a distinctive and consistent design that is a flexible design system for external communication
Provide multiple pathways to relevant offerings
Improve discoverability through clear content hierarchy
Support various modes of navigation (surgical, casual, and assisted)
Optimize UX for multiple platforms
Gather data to continue improving relationships with target audiences (parents, students, alumni, partners and employers, etc.)
Improve SEO and support ADA compliance
The Process:

Frame
Conducted interviews with deans, professors, and administrators
Performed heuristic analysis of RIT’s many sites, content, and marketing materials
Performed a competitive/comparative analysis

Empathize
Conducted interviews with alumni, current students, parents, and prospective students
Identified key user types and personas
Identified user goals and needs

Define
Identified RIT differentiation story
Explored story telling strategies
Defined a story telling platform

Ideate
Created concept sketches
Explored alternative browsing options such as by passion, interest, and role
Explored new story telling formats such as incorporating Instagram video profiles

Prototype
Created sitemap
Created wireframes of key user flows
Created an Invision prototype

Test
Tested with current undergrad and graduate students and administrators
Revised and iterated design based on results

Deliver
Delivered final page designs and style guide
Created motion studies for transitions and micro interactions
Created content guidelines
Helped create a change management/content transition plan
Outcomes:
RIT is currently rolling out the new website design in phases during 2019.