Behind the scenes, UC's new site is also using custom interactions to serve tailored content to users, effectively moving from mass communication to peronalized communication. This function allows the university to not only recognize a prospective student but provide reminders about important admissions dates or even focus on features related to their academic interest. Speaking of academic interests, the program finder — a favorite among prospective students — allows visitors to immediately search and compare more than 800 major and program options at UC.
Visitors will now find a 10-second looping video at the top of the new page where a series of stunning vignettes showcase the campus as well as the city of Cincinnati, Bearcats athletics and UC’s arts and research. All elements combine to indicate an institution moving forward into what’s next, a nod to UC's Next Lives Here strategic direction.
"Our goals for the homepage are streamlined navigation, clear and direct calls to action for prospective students, modern aesthetics and accessible content for all users," said Martin. "Over the last several years, UC's web focus has shifted from a repository of information and internal functions to an inbound user experience — a shift from informing to differentiating and persuading."
Scrolling the new homepage reveals top-level university news, a program finder and special call-outs for co-op, the city of Cincinnati and innovation.