UCLA STRATEGIC COMMUNICATIONS

Homepage Redesign

Role: UX/UI Design • UX Research • UX Education • Product Management

Timeframe: November to June 2022

Brief

Redesign the UCLA.edu homepage to be user-centered and more personalized to potential & incoming students. Improve UX adoption and advocate for human-centered design in company.

Impact

Achieved ~12% increase in CTA clicks and a ~5% increase in scroll-depth.

Design Process

User Research

User research (usability test & interviews) was conducted with 7 prospective & incoming UCLA students. I found that students were most interested in topics like campus life and academic/research opportunities rather than news, which was the focus of the homepage at this time.

Before V. After

The homepage was redesigned to represent the needs of students, including new sections like an overview of academic programs, student research opportunities, and campus life.

Results

The mockups were a catalyst for starting conversations about the importance of pursuing a user-centered design approach. After I left the team, the sports, news, and social media sections were implemented. The designs saw a ~12% increase in CTA clicks and a ~5% increase in scroll-depth.