A recent project I worked on was the iterative redesign of American University’s online programs website. Traditionally, we’ve done massive website redesigns where I’ve overhauled the wireframing (UX/layouts) and comps (UI/visual design) for our partner sites on a short timeline. We now moved toward doing iterative design updates where we hypothesize based on Google Analytics data, I create comps for review, then we utilize Optimizely to A/B test each new update.
The entire site not only better aligns with American’s .edu website to create a cohesive visual experience for users, it also optimizes the experience to be more user-friendly, as well as improving conversions.
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SKETCH + CRAFT