International Center @ Umich
Website improvements for the University of Michigan’s International Center Website
This was a work project. Websites I redesigned were shipped during January - May, 2023
Contributions
• Redesigned & shipped 5+ pages
• Improved navigation and general usability
Timeline
5 months
Dec 2022 - Apr 2023
Teammates
1× Web Administrator
1x Content writing
My Role
• Data Analysis
• Research
• UX/UI Design
Problem
The International Center at the University of Michigan serves over 7,000 international students and scholars, providing essential information and resources for UMich's international community.
After my 5 months working at the front desk, I identified three major issues with the website:
1) Bad navigation
2) Outdated information
3) Very cluttered information
These issues hindered accessibility, particularly for non-native English speakers.
My role as a designer was to bridge between the international student community, the content team, and the Web Administrator. Collaborating closely with various stakeholders, and dedicating 5/h per week to the Redesign Project, my primary focus was on addressing these three aspects:
Design Process
Main project: “Life in Ann Abor” Redesign
The Process
Action #1: Utilized Data
At the project's start, it mainly involved the content team updating information for the Web Administrator.
Recognizing the need for a user-centric approach, I initiated the analysis of user data. This guided the redesign, helping me organize information effectively. It also played a crucial role in deciding the format, content, and the creation of new content blocks. For example:
Action #2: Replaced Bullet Points with Dropdown
Drop-down style improves categorization, reduces clutters, and prevents the long scroll.
Action #3: Created clearer structure
“Getting the driver's license” page in the 'Life in Ann Arbor' section was a high-traffic page, with over 2000+ monthly views and was one of the most frequently asked topic at the Front Desk.
My design
Impacts
(“Life in Ann Arbor” section)
Quantitative: More clicks, less time spent on each page (Feb 2023 compared to Feb 2022)
31%
The page views increased from 3519 to 4606, indicating greater user engagement with the 'Life in Ann Arbor' section.
29.17%
The average time spent decreased by over 29.17%, indicating more efficient information retrieval.
17.93%
The exit rate decreased by 17.93%, signifying improved user retention and engagement.
Qualitative: Positive feedback from international students and scholars, and front-desk people.
Other Works
In addition to enhancements in the 'Life in Ann Arbor' section, I also improved navigation and overall usability by
Reducing the number of clicks needed to reach specific pages
Creating graphics
Replacing embedded links with prominent buttons.
Here are pages I designed /worked on
Learnings
1. So much to read in data
I utilized the Google Analytics to make design decisions. Information such as monthly view count and time spend on the website were helpful guides during the design process. Interestingly, some data change drastically in some months or years. So I suggested updating the website more frequently, especially the home page for more effective navigation.
2. Working with ambiguity and limited guidance
Working with ambiguity and limited guidance raised questions like, “Is this information genuinely important?” and “Will it truly enhance the user experience?” Despite recognizing the significance, it was challenging to provide concrete evidence for my decisions. So to test and validate my designs, data and feedback have been valuable points of reference.