Problem:

The UMBC Undergraduate Admissions site was not serving its primary audience of prospective students and parents as well as it could have. Key information, such as the open house schedule, was difficult to find. In addition, the site didn't communicate the rich, vibrant, and diverse "UMBC Experience," missing a great differentiation opportunity.

The Solution

The new UMBC site communicates the "experience" of being part of the community through reflective imagery, personal stories, and testimonials. The design encourages prospects to explore, learn, and apply. Information is easy to access, navigate and understand. The end result illustrates what makes UMBC so compelling: exploration, people, and possibilities.

Since the site redesign,there has been an over 90% decrease in traffic to UMBC's "Ask a Question" website help application, indicating that fewer users needed assistance in navigating the site or acquiring content.