Redesigning a student organization’s website
INDIAN STUDENT ASSOCIATION
Redesign of ISA's outdated website into a modern, user-centric platform that enhanced user satisfaction and created a vibrant and trustworthy brand identity
Redesign of ISA's outdated website into a modern, user-centric platform that enhanced user satisfaction and created a vibrant and trustworthy brand identity
ABOUT ISA
The Indian Student Association(ISA) is a cultural hub, connecting over 300 Indian graduate students and bringing the richness of Indian culture to Massachusetts. It helps international students get adjusted to the foreign land by providing helpful services, workshops and information, celebrates Indian festivals and provides a supportive community of international Indian students.
Organization's website had outdated content, clunky navigation, and hidden information. This was leading to students feeling frustrated, resulting in low engagement and difficulty in accessing key resources. ISA needed to redesign its website to create a modern, user-centric platform that not only improved ease of navigation but also enhanced user satisfaction by making information readily available and fostering a stronger sense of community among students.
OVERVIEW
MY ROLE AND TEAM
I led the redesign of the ISA’s website as a UX Designer, working closely with 3 key stakeholders to transform it into a sleek and modern platform.
Timeline
5 Months (January 2023 — May 2023)
THE PROBLEM
ISA's website was outdated, hard to navigate, visually uninspiring, and disconnected from the organization’s vibrant spirit. Students found it difficult to access information quickly, and the platform failed to satisfy user expectations.
THE SOLUTION AND BUSINESS GOALS ACHIEVED
Delivered a visually engaging, modern and accessible interface tailored to captivate a younger audience
Transformed an outdated, text heavy website into a dynamic, user-focused hub that enhances engagement through intuitive navigation, key resources, and clear calls-to-action.
Streamlined navigation and optimized information architecture, enabling users to effortlessly access event details and guides
“I like how new website design has turned out. It is going to be super helpful for students and our organization.”
- President of ISA
51% increase in user satisfaction
Achieved 100% task success rate
OUTCOME
Average user satisfaction score
Task success rate
Measured by A/B testing, revamped ISA website resulted in a 51% increase in user satisfaction, indicating that the younger audience found the new interface more engaging.
Successfully improved task completion by 80% on the newly redesigned platform, raising the task success rate from 20% to 100%, ensuring users can now consistently find the required information quickly and efficiently.
However, the process wasn't straightforward...
Initially, the project brief from ISA was focused solely on updating the user interface—to give the website a modern and youthful look
INITIAL BRIEF
I started by redesigning the home screen and presented the updated design to the stakeholders.
Initial Redesign of homepage
“I don’t know, this isn’t quite what I was imagining. It’s missing something.”
- President of ISA
Realizing there was a gap in understanding what “modern” and “youthful” truly meant to the stakeholders, I decided to dive deeper. I gathered various design samples and asked the stakeholders for their feedback on what they liked and didn’t like.
Through these conversations, I discovered they actually wanted a professional, minimalist design with realistic photos, not illustrations.
With this newfound clarity, I redesigned the home screen once again and presented it to the ISA president.
New Homepage design
“ Yes! This is more like it. I really like how this is coming together.”
- President of ISA
💁🏻♀️ While the updated interface was now in line with stakeholder expectations, I couldn’t shake the feeling that improving just the UI wasn’t enough.
😮 As I worked through the remaining site, I realized there were major opportunities to enhance the overall user experience.
🧐 So, I decided to conduct stakeholder interviews to better understand ISA’s operations, priorities, and pain points.
STAKEHOLDER INTERVIEW
Upon detailed discussion with stakeholders, three key issues surfaced—
old events page
1. Events Page Underutilized
Event information, booking, and communication were scattered across different platforms. There was potential to consolidate everything into one cohesive page for better engagement.
old photo/video galleries
2. Sponsorship Opportunities Missed
Photos and videos from past events were poorly showcased, making it difficult to convince potential sponsors of the event’s impact, leading to missed sponsorship opportunities.
old events page
3. Scattered resources for Incoming International Students
There wasn’t a streamlined way to provide essential resources and support to incoming Indian students. Information was scattered across webinars and PDFs, making it hard for students to navigate.
💁🏻♀️ With this new understanding, I proposed a plan to enhance both the UI and overall UX, aiming for a more streamlined and engaging platform.
📊 I outlined the extra time required and emphasized the long-term benefits, such as increased user satisfaction, improved engagement, and enhanced brand value for ISA.
✌🏼 After thorough discussions with stakeholders, we decided to focus on two key use cases along with improving the overall UI and navigation:
FOCUS FOR UX IMPROVEMENT
Use Case 1: Event Booking
Objective: Centralize event information and bookings to create a seamless experience and attract sponsorship opportunities.
Use Case 2: Resources for Incoming Students
Objective: Create a dedicated section with easily accessible resources to help new international students settle in smoothly.
UPDATED PROBLEM STATEMENT
To redesign ISA's website into a modern, streamlined platform that reflects lively brand identity while improving usability and accessibility.
My approach? 3 strategic design decisions 💫
Design Decision 1: Combining recurring events under a unified banner that attracts students and sponsors alike
I streamlined recurring events by grouping them under a single, consistent title to enhance user clarity and recognition.
New Events page
“This definitely simplifies the clutter on the events page, and the photo slideshow is a great touch. But I think we need to add something extra to impress the sponsors. Can we make the images stand out a bit more, maybe glam them up?”
- President of ISA
Design decision 2: designing a separate event details page with a clear call-to-action button
Created a dedicated event page that showcases event overview, highlights of past events, and guest reviews to increase engagement and attract new attendees and sponsors.
Events details page
“Wow, this looks fantastic! I think this page will really help attract both students and sponsors.”
- Marketing team
“This has really made the event booking process so much easier for students. Great work!”
- President of ISA
Design decision 3: Merging all resources for Incoming Students
1. Making Resource Documents Easily Searchable and Accessible
Resources page
Bring essential content which is hidden under PDF documents to the forefront of the website, ensuring they are easy to search and access for incoming students.
Bring essential content which is hidden under PDF documents to the forefront of the website, ensuring they are easy to search and access for incoming students.
“It feels like there’s a lot to scroll through here. What happens if we have a topic with even more information?”
- Marketing team
Hence, I changed it in the blog format in which users can consume information in smaller topic-wise chunks
Blogs
2. Integrating Pre-Recorded Webinars for On-Demand Access
Webinar
Add pre-recorded webinars in this section to provide students with on-demand guidance and resources, helping them navigate their transition more effectively.
Resources page
Blog page
Final outcome? A new resources page that makes finding information easy, streamlined and accessible.
“This is awesome! A one-stop-shop for everything—perfect for anyone coming to UMass.”
- USER
Increased User Engagement: By enabling users to quickly find relevant cases, topic filters reduce frustration and keep them engaged with the platform by browsing, interacting with content, and potentially contributing new cases.
So, I clearly pointed out how the previous design is hampering business and how the new design can increase user engagement and business value:
📈 My Approach: Proposing the new design changes with the perspective of business value
Improved Content Consumption: Users are more likely to consume content they find valuable, so, highlighting the "Following" feature encourages users to connect with colleagues they value and improve content consumption.
Increased User Satisfaction: A user-friendly interface with a clear information hierarchy leads to a more positive user experience. Satisfied users are more likely to recommend Hippra to colleagues and contribute to a positive brand image.
Improved Brand Advocacy: These improvements can translate into positive word-of-mouth marketing and attract new users seeking a supportive healthcare professional network.
Enhanced User Retention: When users find Hippra a valuable resource for their specific needs, they'll be more likely to stick around and become regular users, contributing to a more sustainable user base.
Final design 🎉
“This redesign is going to be super helpful for students.”
- President of ISA
✨ Finally, a modern, user-centric interface of ISA website was finalised 🎉
OUTCOME
The redesigned website was a resounding success!
I could design a website that not only met but exceeded user and stakeholder expectations. Revamped ISA website resulted in a 51% increase in user satisfaction measured via A/B testing. I could also enhance design coherence by 40% through the creation of a style guide and meticulous attention to design consistency, ensuring a seamless and cohesive user experience. Users felt empowered to join the organization, browse information easily, and celebrate Indian culture effectively. This also meant that the organization was able to help international students in the most effective way.
LEARNINGS
This project was more than a UX redesign; it was a journey of balancing professionalism with cultural vibrancy.
Through meticulous research, iterative design, and collaborative effort, I could transform the website into a digital embodiment of the ISA’s spirit.
The power of iteration and collaboration in achieving design success