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Project Details

Date:

June 2020

Client:

ESCAE Benin

Location:

Cotonou, Benin

Task:

Website Redesign

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    Background

    Escae Benin University has a first-rate academic program, a fully qualified and very well-educated teaching staff, bright and comfortable classrooms, continuous student counseling and advising, and a very effective and enthusiastic student support staff. All of these factors contribute to student enjoyment, motivation, and adaptation. This is confirmed and illustrated by the tremendous disproportionate success of international students enrolled in the school in obtaining university and college places.

    Their previous website tried to be all things to all people, and therefore lost focus and did not make relevant connections as originally intended. they needed a clear strategy to execute; their new website needed to serve a marketing function, and focus on prospective families. The result is a homepage that engages users with more depth than you typically find on a school website, giving the users a multitude of compelling content and areas of interest – an experience that’s far richer than if it was presented simply as navigation items. It echoes the experience you have when you walk onto campus, Everywhere you look, there’s something that draws your interest, and rewards your curiosity.

    Results

    A validating insight from user research was that we had interested, prospective students that were motivated to study. The main challenge to overcome was the poor experience they had to navigate through.

    To summarise, the challenge was that they weren’t able to find the right content. Finding information that was relevant to their area of study or their personal circumstances (such as accommodation options) wasn’t as accessible as it should’ve been. Fortunately, most of the content was there, it just wasn’t structured in a findable way.

    With this in mind, it was clear that we had to optimize the “Find a Course” user flow and how the primary personas would experience it. This meant that not only did we have to make the courses easier to find, we also had to consider how we made related content more readily available and contextual.

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