The University of Cumbria is a national University with several campuses all over the UK - including hubs in Carlisle, Lancaster and London. They pride themselves on their vocational courses and extremely high employment rate - over 90%.
The main target demographic of the University was prospective students and their parents, with the goal to entice candidates to attend an open day.
The University of Cumbria's previous web solution was not mobile friendly, so a large part of the project was to create an aesthetically pleasing, fully responsive online presence.
The main considerations for this project were:
The homepage posed a challenge, not least because I had to translate print guidelines into a workable digital alternative! We deciphered the Google Analytics data and determined that most of the traffic came from Desktop out of necessity - cross sessions between mobile and desktop had occured due to the poor mobile experience. From this information, I created a modular interface which was easy on the eye and easily loaded onto a phone whilst using 3G.
As the University had a historically high level of conversions from prospective students attending an open day, I spent a lot of time refining the journey to the Open Days page, and paid particular attention to the call-to-action.
Showcasing the fantastic community ethos at Cumbria was one of the first things mentioned in the tender proposal. We set about making sure that the homepage feels alive with stories, case studies, and local news of specific importance to the faculties at the University. Of course, social media feeds became a focal point as well.