Case study: Middlesex University

We carried out user research to assist Middlesex University in redesigning their website to better meet the requirements of potential students. Our insight identified the key behaviours, motivators, goals and frustrations of students when deciding which university to apply to and what to study.
 

The brief

To provide Middlesex University with a deeper understanding of the process students go through when choosing where and what to study and to identify ways of supporting the needs of potential students through a redesign of the institution’s website.

Middlesex University attracts a culturally and internationally diverse range of students. Their key goals are to champion a socially inclusive approach to participation in higher education, create a stimulating student experience and undertake ambitious campus redevelopment programmes.

The University has twenty offices across the world helping around 22,000 prospective students with the planning of their higher education and application to campuses both in North London and Dubai.

In June 2009, the University began an extensive redesign of their website and asked us to ensure that the content, structure and design met the needs and behaviours of its users.
 

What we did

Using lab-based research techniques and collaborative client workshops, we created a set of design personas illustrating key characteristics of different types of prospective students. We analysed the design challenges posed by these personas and produced guidelines for designing a website to support them.

We interviewed prospective students, undergraduates and postgraduates in their first year of university to gain insight into the process people go through when choosing where and what to study. We explored their behaviours, attitudes, motivations, goals, needs and frustrations at different stages of the decision making process both on and offline.

During the interviews we looked at the existing Middlesex University website, observing where each participant entered the site, what information they were looking for and how they used the navigation to get around.

After analysing the results of our user sessions and pre-existing research data, we shared our insights at a series of collaborative client workshops. During the workshops we sketched initial design personas and behavioural matrices to ensure Middlesex was involved in the development process from the very start. We then developed the sketches into design personas - which differ from marketing personas that represent market segments.

Each persona (ranging from the young, social learner to the mature student returning to education) displays different goals, behaviours, attitudes, motivations and frustrations. Used as a set, they communicate the key design challenges and information needs of differing types of people researching their studies and provide clear direction - and a central point of reference - on how to design a site to support prospective university students.

Our research provided Middlesex University with positive and negative feedback on the current website and suggested how to address key issues. We also gave our client a list of key user information needs to inform the site structure and page design.
 

The results

Our insight enabled Middlesex University to redesign and develop their website to address the needs of potential students whilst providing solid ideas for the ongoing development of site content, features, functionality and marketing communications.

Middlesex University used our lab-based research to enhance and complement existing remote research studies. Our face-to-face research and the creation of key personas gave them a much deeper understanding of what prospective students want, need and expect from a university website when planning their studies. Our client was able to redesign their website to fit the needs of its users and identify better ways to support students through content, features and functionality.

The website won Outstanding Achievement award at the 2009 Interactive Media Awards (IMA) – out of 59 University entries.
 

What the University say:

“The 100/100 score for feature functionality was significantly driven by the findings of the research work we did with Flow... We really did make the right decision in selecting Flow”

Richard Garratt, Head of Marketing Communications, Middlesex University.
 

Visit the Middlesex University website