Product Manager based in Boston

build4good
build4good

Leading the redesign of a college internship incubator that resulted in an 1,308% increase in user traffic.

Leading the redesign of a college internship incubator that resulted in an 1,308% increase in user traffic.

How can we streamline our application process while showcasing our program's mission to prospective students and host organizations?

Website Redesign Sep 2023 - Jan 2024

Team

Duration

Duration

Andy Ju - PM

Shivam Jindal - Advisor

An-Me Chung - Advisor

Milo Soriano - Designer


4 Months

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The Problem

build4good's website was difficult for prospective applicants to understand.

build4good's website was difficult for prospective applicants to understand.

The Goal

Reiterating build4good's visual identity by incorporating accessible design and improving website's information flow.

Reiterating build4good's visual identity by incorporating accessible design and improving website's information flow.

The Approach

The Approach

We researched similar organization's design approaches, conducted learnability study with a group of college students, and evaluated designs with stakeholders, experts and focus group.

We researched similar organization's design approaches, conducted learnability study with a group of college students, and evaluated designs with stakeholders, experts and focus group.

The Result

The Result


After launch, the site saw a 1,308% increase in user

traffic and a peak of 3,500 unique visitors in the first month. The average time users spent on the website increased by 2 minutes and the engagement rate increased by 25% across all pages.


After launch, the site saw a 1,308% increase in user

traffic and a peak of 3,500 unique visitors in the first month. The average time users spent on the website increased by 2 minutes and the engagement rate increased by 25% across all pages.

What makes this project special?

What makes this project special?

We didn't just design for college students. We designed for prospective host organizations while also incorporating digital accessibility features for mobile and desktop users. We wanted college students and host organizations to feel empowered and informed by the website.

We didn't just design for college students. We designed for prospective host organizations while also incorporating digital accessibility features for mobile and desktop users. We wanted college students and host organizations to feel empowered and informed by the website.

Product Teardown

  • Broke down the entire product flow in Figjam

  • Identified Pain Points & Opportunities for each page

  • Sorted Opportunities in order of scope and prioritization

PRODUCT TEARDOWN

Comparative Analysis

  • Conducted a deep dive into the user engagement and bounce rate of similar organizations

  • Collated information architecture and analysed content.


The idea was to understand how prospective applicants interact with similar organizations and to improve their engagement.

The idea was to understand how prospective applicants interact with similar organizations and to improve their engagement.

Lo-Fi Wireframes

  • After understanding the content user's prioritized and engaged with the most

  • Wireframed the first two iterations for the page redesgins

  • After two iterations, we had enough to begin the design phase.


The Home Page

  • Standardized application components for home page

  • Remade application process tracker component

  • Streamlined design system colors to improve visibility

BEFORE

AFTER

The Students Page

  • Collected additional testimonials

  • Introduced a new Testimonials and Previous Projects component

  • Reiterated FAQ component for accessibility and mobile view


BEFORE

AFTER

The Navigation Bar

  • Improved Nav Bar to fit updated Design System

  • Introduced Accessibility Reader Tool on Nav Bar

  • Reiterated FAQ component for accessibility and mobile view


BEFORE

AFTER

A/B Testing With Users

  • After completing our first design process, we reached out to 10 prospective student applicants to gather feedback

  • Users tested identified pain points and areas of focus

  • We found that after the first design, users had a better understanding of build4good's mission and were more enticed to apply

What did I learn?

What did I learn?

Approaching a design problem from a data perspective based on web analytics and traffic is an effective way of signaling a design need to stakeholders.


Reinforcing that design problem with qualitative testing can allow you to understand how prospective applicants interact with your content.


Approaching a design problem from a data perspective based on web analytics and traffic is an effective way of signaling a design need to stakeholders.


Reinforcing that design problem with qualitative testing can allow you to understand how prospective applicants interact with your content.