Ellucian

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The challenge:

Transform the Ellucian digital experience from a product-focused to a customer-focused narrative, providing relevant content to target audiences to drive engagement and conversion.

The Goals:

  • Improve brand awareness

  • Increase awareness for new products

  • Increase audience engagement

  • Increase media inquiries

  • Increase traffic

  • Demonstrate market leadership

  • Generate new marketing qualified leads for the global market

  • Increase number of sales demos

  • Increase number of new strategic and alliance partnerships

The Process:

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Frame

Conducted interviews with stakeholders

Performed heuristic analysis of the current site, content, and marketing materials

Performed a competitive/comparative analysis

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Empathize

Conducted interviews with customers

Identified user types and personas

Identified user stories

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Define

Identified user touch points

Explored their decisions making process

Defined a service design strategy

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Ideate

Created concept sketches

Explored alternative product discovery options

Explored the psychology or relationships

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Prototype

Created sitemap

Created wireframes of key user flows

Created an Invision prototype

Test

Tested with stakeholders and customer experts

Revised and iterated design

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Deliver

Delivered final page designs and style guide

Created content guidelines

Defined a branded messaging strategy

Outcomes:

Elucian.com launched its new website design in 2019. The new product categorization and additional navigational options have made it easier for potential customers to explore Ellucian’s offerings. The new story telling approach has enabled cross-linking and helped Ellucian clearly communicate it’s holistic offerings and approach.