Problem
Novamaya had been in operation for some time, however, the existing brand identity and website were not cohesive. The website was generic and lacked distinctiveness, making it difficult for it to stand out among other prestigious institutions offering similar programs. Additionally, students had difficulty finding information on the outdated website. Therefore, the development of a new website was necessary to align the brand identity and improve the user experience.
Old Website
Project Keypoints
01. Website Structure Optimization
Streamlining the website's structure and navigation to improve user experience and
make it more intuitive and easy to use.
02. Content Simplification
Simplifying the content by removing unnecessary information for a clear and concise message
03. Brand Image Development
Developing a consistent and recognizable brand image to enhance credibility and
establish trust with customers
04. Traditional-Modern Design
Streamlining the website's structure and navigation to improve user experience and
make it more intuitive and easy to use.
User Persona
Since I did not have access to real students so I relied on the information provided by the client to create a persona. We also got insights about the general feedback students gave about the previous site. It gave us a clear picture of the needs and frustrations of a standard user who might come to the Novamaya site.
Name: John Smith
Age: 22
Gender: Male
Occupation: Full-time university student
Age: 22
Gender: Male
Occupation: Full-time university student
Needs
Information on business programs offered at universities
Assistance with the application process and requirements
Access to resources and support for financial aid and scholarships
Networking opportunities with alumni and industry professionals
Understanding of the job prospects and career paths available after graduation
Assistance with the application process and requirements
Access to resources and support for financial aid and scholarships
Networking opportunities with alumni and industry professionals
Understanding of the job prospects and career paths available after graduation
Frustrations
Difficulty navigating through the application process and understanding the requirements
Limited access to resources and support for financial aid and scholarships
Lack of clear information on the job prospects and career paths available after graduation
Limited networking opportunities with alumni and industry professionals
Feeling overwhelmed by the number of options and unsure of which program to choose.
Limited access to resources and support for financial aid and scholarships
Lack of clear information on the job prospects and career paths available after graduation
Limited networking opportunities with alumni and industry professionals
Feeling overwhelmed by the number of options and unsure of which program to choose.
Information Architecture
The New Brand Identity
I engaged with the client to gain a deep understanding of their brand, including its current positioning and where they envision it heading in the future. I conducted research, analyzed data, and conducted interviews with key stakeholders to gain a comprehensive understanding of the brand's needs and goals. After several rounds of revisions and collaboration with my partner, we developed a comprehensive brand identity that aligned with the client's objectives and exceeded their expectations. The brand identity included a new logo, color scheme, messaging, and visual elements that effectively communicated the brand's unique value proposition and differentiated it from competitors. The client was thrilled with the final result and has seen a significant increase in brand awareness and engagement as a result.
Wireframes
Final Design
Impact
Overall, the new branding and website Novamaya was a huge success. Not only did it improve the information architecture, making it easier for students to navigate and find the information they needed, but it also helped to enhance the overall image and perception of the program. As a result of the redesign, the program saw an increase in enrolment and positive feedback from both conference attendees and existing students. Additionally, the website's improved design and user experience also resulted in an increase in website traffic and longer visitor engagement times. Overall, the redesign helped to solidify the program's position as a leading destination for business education.
