Industry
Education
Client
UMD
UMD.edu Redesign
The reimagining of UMD.edu
UMD’s main website relaunched in 2025 after a year long discovery process focusing on the needs of the primary audience, prospective students and their families; as well as spotlighting university priorities.
Know your audience(s)
The team embarked on an in-depth, year-long discovery process, encompassing data collection, analysis, and active stakeholder involvement. My team and I conducted user research, participated in interviews and produced deliverables including user personas and journeys to establish user goals and communication touch points.
Data-informed decisions
Our extensive research led us to content strategy decsions we normally wouldn't have considered such as emphasizing academic support. It also validated other ideas including an emphasis on graduate school resources and surfacing visit and campus tours more prominently.
Keeping content fresh. Keeping users engaged
The redesigned site allowed for immense flexibility with messaging and storytelling. We allowed full thematic homepage takeovers for high priority university initiatives. Early analytics showed a marked increase in user engagement and time on page.
