The University of Baltimore and Towson University recently redesigned their popular MBA program, allowing students to customize their courses of study to match their specific career goals. The existing website, however, lacked connection to the reinvigorated program and the new branding and advertising campaign the schools launched to promote the degree. Additionally, the site was incompatible for audiences who are quickly shifting to web browsing on smart phones and tablets.
After a thorough discovery process—folding in insights from the universities’ initial market research and idfive’s brand, traffic, and audiences analysis—we worked closely with stakeholders from both schools to develop a fully responsive site that allows students to build a customized degree in a matter of minutes. It also encourages action and exploration with in-depth profiles of students and alumni, clear steps for requesting information, and greater opportunity to connect with program leaders and faculty.