How to go from good to great: A case study on redesigning the University of Michigan Medical School website

Grand 4
Wed, Nov 08
2:50 p.m.-3:40 p.m.

After a major overhaul three years ago, the University of Michigan Medical School’s flagship website for prospective students was getting glowing feedback. Great news, right? But … now what? What comes after “good”?

This talk presents a case study of how one school dug in to a new round of user research to deepen their understanding of the application journey of prospective medical students.

By mapping the information-seeking behavior of prospective students, they learned how the lens of time could give new insights into how to organize and present information to users as part of a content strategy.

In this session, you’ll learn how to:

  • Apply the concept of a customer journey to an academic setting in order to uncover insights into how applicants use online information.
  • Translate Office of Admissions recruiting goals into a user research plan.
  • Analyze qualitative data to identify opportunities for tailoring web content to distinct user needs and preferences.
  • Identify “genres” of content preferred by users, and turn those into a structured content model in a CMS.

About Kelly Davenport

I like to make things with words. I’ve been a print journalist, an information literacy librarian, and a college writing teacher. These days, I architect websites for the University of Michigan by putting users and content first, and by practicing deep listening to clients’ needs. I’m a serial tidy-er, a champion co-worker, and a daily meditator.

About Jackie Wolf

Jackie Wolf's interest in user experience in international settings has led her to work for social enterprises in both Paraguay and India, where she has worked with organizations to develop innovative solutions to poverty and unemployment, as well as maternal child care in rural settings.

She currently works as a Web Project Manager for Michigan MultiMedia at the University of Michigan and moonlights as an entrepreneur and CEO for SWIC Tech, the makers of The Broke App.

Jackie Wolf has a Master of Science in Information, specializing in human computer interaction from the University of Michigan School of Information.

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