case study

navitas & deakin college

Navitas is a leading global education provider that partners with universities to provide pathway options for students who are unable to gain direct access to the university of their choice.

They were a primary client of mine at Accordant during 2018 and 2019, where I acted as both the project manager and lead UX designer across a number of successful onsite personalisation and optimisation projects. 

One Navitas project that I am particularly proud of was the onsite personalisation and optimisatoin of their partner, Deakin College’s, website.

This project saw me design and launch a multi-audience cross-site personalisation campaign within 12 days (from initial conception to launch) that reached over 3.5 thousand users. 

  • Onsite data analysis
  • User research 
  • UX & personalisation strategy
  • Mock ups & prototyping
  • QA
  • Campaign analysis & iteration design

    Navitas is a leading global education provider that partners with universities to provide pathway options for students who are unable to gain direct access to the university of their choice.

    They were a primary client of mine at Accordant during 2018 and 2019, where I acted as both the project manager and lead UX designer across a number of successful onsite personalisation and optimisation projects. 

    One Navitas project that I am particularly proud of was the onsite personalisation and optimisatoin of their partner, Deakin College’s, website.

    This project saw me design and launch a multi-audience cross-site personalisation campaign within 12 days (from initial conception to launch) that reached over 3.5 thousand users. 

    • Onsite data analysis
    • User research 
    • UX & personalisation strategy
    • Mock ups & prototyping
    • QA
    • Campaign analysis & iteration design

      details

       optimisation & personalisation

      challenge.

      Navitas needed to increase the number of students enrolling in Deakin College as their current marketing strategies were not delivering the ROI both Navitas and their partners hoped for. They also had recently purchased a licence for Adobe target, an onsite optimisaiton and personalisation tool, and wanted to utilise the power of this technology in their campaign. 

      solution.

      Using the personalisation power of Adobe Target, I designed and delivered both a personalised and optimised web experience for 5 different audiences across 2 onsite touch points, within 2 different customer life stages. Through both qualitative and quantitative post-campaign research I was able to confirm that these experiences drove both an increase in leads and improved UX. 

      process

      12 days to personalisation

      My role covered the entire project across all phases from initial project conception and strategy, through to design, development QA and eventually to campaign data analysis and iteration design. 

      w

      kick off

      The first step was to run a kick-off session with the client to understand their needs, resources and limitations. 

      inside-out discovery

      Alongside delving deep into any previous campaigns or research Navitas had pursued in the past, I also took a look at their Google Analytics and identifed both onsite areas of opportunity and potential audiences for personalisation targeting. 

      U

      outside-in discovery

      Whist I was able to identify where the website was failing users, I wasn’t able to identify why. I then worked extremely closely with a user researcher to conduct research sessions with current and prospecting students to identify common pain points and jobs to be done across the user journey. Whilst there were a lot of pain points that Navitas needed to address, this helped us narrow the scope of what could be tackled within the inital prospecting phase. 

      defintion

      Taking what I knew about the students and the clients capability I mapped out the prospective student user journey and identified areas in which we could have the most impact with the resources available.

      design

      The design involved both the optimisation of their current experience and then layered personalisation on top of this. I worked with our developers to understand what changed could be made with the resources we had and worked closely with Navitas’ marketing team to workshop compelling value propositions and messaging for each audience group. 

      delivery

      Post design sign-off, I created detailed design specifications and worked closely with our developers to build and successfully deliver the experiences. This also included doing a bulk of the front-end HTML & CSS code myself.

      design

      the experience

      Our scope was constrained to optmising the homepage experience as well as overlaying personalised messaging  to users who had an afffinity to health sciences, science or commerce and anyone we could identify as a parent. 

      The aim was deliver relevant video, imagery and course content to each of these audiences as well as changing that content based on where they were in their journey (aka lead or not).

      KPIS

      results

      This was an extremely rewarding project not only because of the financial impact we had on Navitas’ business but also the effort and passion behind the project meant that Navitas signed on to be a regular retain client of ours with personalisation and optimisation now a priority within their digital strategy. It was also personally rewarding to know that this campaign also helped improve the early stage selection process for prospecting students.  

      Leads generated

      %

      CVR

      Personalised experiences

      %

      Lead to enrol CVR

      %

      Onsite engagement

      %

      YoY acceptances

      “I would rather die of passion than of boredom.”
      Vincent Van Gogh

      @insta