RIT

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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:

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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

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Empathize

Conducted interviews with alumni, current students, parents, and prospective students

Identified key user types and personas

Identified user goals and needs

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Define

Identified RIT differentiation story

Explored story telling strategies

Defined a story telling platform

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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

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Prototype

Created sitemap

Created wireframes of key user flows

Created an Invision prototype

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Test

Tested with current undergrad and graduate students and administrators

Revised and iterated design based on results

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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.