Case Study

Organization: Arizona State University
Timeline: 2023-Present
Role: Web Designer & UX Strategist
Platforms: CMS · Copywriting · SEO · Accessibility

Objective

Modernize the school’s website to improve usability, visual consistency, and clarity across key pages, while aligning the site with updated branding and communications goals.

Strategy

• User-first design: Simplified layouts, improved hierarchy, and clarified navigation to help users find information faster.

• Brand alignment: Updated page designs to reflect the school’s rebrand and evolving tone — professional, approachable, and human.

• Content clarity: Rewrote and reorganized copy to reduce clutter and highlight key actions and messages.

• Consistency at scale: Ensured design patterns, typography, and CTAs were consistent across pages.

Execution

• Audited existing webpages to identify outdated content and unclear user paths

• Simplified page layouts to prioritize key information and calls to action

• Updated content structure to support social and email traffic

• Ensured visual consistency and accessibility across redesigned pages

Results

• Redesigned nearly all webpages to improve usability and visual consistency

• Clearer navigation and stronger content hierarchy across the site

• Improved alignment between webpages and active campaigns

• More intuitive pathways guiding users toward key actions

Scope

Redesigned nearly all core webpages, including high-traffic and high-impact pages, to create a more cohesive, intuitive user experience.

Website Design Examples

Example Before and After - Alumni Webpage

Before

• The alumni network page was text-heavy and hard to navigate, making it difficult for users to understand how to join or engage.

• Key benefits and opportunities for alumni were buried in paragraphs, limiting visibility and interest.

• Calls to action were inconsistent or missing, reducing conversion and engagement.

After

• Redesigned page with clear sections and visual hierarchy to guide alumni through benefits, events, and joining steps.

• Highlights and key actions are immediately visible, using headings, bullet points, and modular content blocks.

• Strong CTAs encourage sign-ups, newsletter subscriptions, and event participation, improving engagement.

• Overall design is clean, approachable, and aligned with the institutional brand.

Challenges

• Key content, like student stories and career development resources, was hard to find, reducing engagement with alumni examples and program highlights.

• Page hierarchy didn’t clearly guide students toward opportunities, internships, or calls to action.

• Visual and text elements were inconsistent, making it difficult for users to quickly scan and absorb important information.

Redesign Improvements

• Reorganized the homepage to feature student stories, career pathways, and program highlights front and center.

• Created clear visual sections and headings to guide users toward exploring internships, events, and advising resources.

• Added consistent CTAs directing students to connect with program advisors or learn more about career development opportunities.

• Streamlined the design for readability, accessibility, and stronger engagement with content that matters most to students.

Homepage Redesign