Carlson School of Management

Enhancing the Digital Experience for Prospective Graduate Students

The Carlson School of Management has several graduate degree options for prospective students.

With numerous programs to choose from, it can be challenging to organize and coordinate an optimal user experience for prospective students. This presented an opportunity to create a strategy and align resources to enhance the digital experience.

Responsibilities

• Quantitative research via survey for internal stakeholders

• Qualitative research done via 1-1 interviews with prospects and students

• Facilitation of collaborative workshops with marketing and recruitment teams

• Identifying user experience opportunities for the Carlson digital experience

• Championing our insights and recommendations to Carlson leadership

Outcomes

• Analysis to map out how Carlson compares among their competitors

• Analogous research to show what great prospecting digital experiences look like

• Prospective student journey map for part-time and online MBA programs

• Assessment of current digital experience based on journey map findings

• Collaborative sketching of solutions meant to increase engagement and acquisition

• Recommendation and roadmap that outlined opportunities, priorities and feasibility

• Revised landing pages designed for the part-time and online programs

• New survey created, guiding prospective students to most relevant program