University Website - Revamp

I have been working part-time for Haarlem Campus, now SRH Haarlem University of Applied Sciences, for the last 2 and a half years. My main role and responsibility has been redesigning and developing the website, with a fresh new look that would serve better the brand.
User Research
Wireframing
Hi-Fi Prototype
Data-base Generation
Usability Test
Client
SRH Haarlem University of Applied Science
Date
Sep 2022 - Present
Role
Design, Development, SEO, Digital Marketing
Website
srh-haarlem-campus.com

Project 
Overview

When I came into this organization they did not have any students yet. I started just before the first cohort of students arrive, and my job was to remake the website so that it represents Haarlem Campus more adequately.

Haarlem Campuses website had been a bit on the background in terms of focus, because starting a university in the Netherlands, mid corona period is a tough job.

Luckily I was there to help them out with that. My role started with design/development, and through out the years it grew in being the main designer for digital and print media, but also becoming responsible for our SEO and CRO. My role grew not only in design but also digital marketing.

Haarlem Campus website design - Ivaylo design
How I did it

The process

Haarlem Campus had already a small brand guide which I expanded on so that we can be consistent in the website, but also print media and social media.

For this project I had most of the research already available, so mostly what I focused on is Benchmark Research and the design phase.

This project took about 4 months to complete. About 2 months for the deigns, and 2 months for all the development.

I was working alone on this, since I was the main designer in our team. The rest of my team helped with feedback and suggestions.

I collected feedback from the CEO and other stakeholders along the way at the more critical stages.

Design Overview

Figma Designs

Through my design, my aim was to stay close to the existing branding, but still build on top of that so that we can go in a more professional direction.

I tried many different layouts and styles until we picked the most suitable one.

Step 2

Developing the style guide.

I expand on the existing style guide by staying close to the brand, but still adding new elements to refresh and modernize the bring.

One main change was the font that was used. One of the main brand's value is that the university makes students "future proof", and the font was a typewriter face, which didn't necessary reflect that style. So I changed that to a more modern typeface - Worksans.

Next that I create a set of components and layouts that would serve as a small design systems, for other teammates to use in different design situations, in order to stay consistent.

Before and After

The main issue with the previous design was that it was too busy, inconsistent, and it looked old. It didn't reflect the brand values of innovation, youth, and future-proof.

My approach was to strip down the website from unnecessary details, and create a more cohesive design, that would capture the young audiences attention.

Before is on the LEFT and After is on the RIGHT.

More of the new look.

SEO & Website Growth

On this job I had the opportunity to learn and develop proficient skills in SEO and Website Optimization.

I worked also closely together with our SEA person to create optimized landing pages and learn how to convert traffic to our website.

Tool Proficiency:

Developed expertise in using Google Analytics for traffic and conversion analysis, and Google Search Console for content relevance and website health monitoring.

SEO Contributions:

Directly influenced the company's organic growth with effective SEO strategies, notably developing a targeted keyword strategy for the Master's program, leading to top search results.

Visibility Enhancement:

Significantly improved visibility and appeal of the Creative Media program and other bachelor programs, resulting in a substantial increase in applications for Creative Media.

Quantifiable Results:

Documented significant increases in monthly clicks (reflecting higher traffic and website navigation) and impressions (indicating increased brand awareness), with both metrics more than doubling compared to the previous year.

Design Work

Print & Digital Media

Next to being the website owner I am also the main designer, so I worked on a lot of print media like brochures and banners and promotion material, as well as digital media like short form videos, ad creatives and other, which you can see below.

More Digital Media

Promotion Videos

I created several videos to promote Open Days for the university, which were displayed in the center of Haarlem.

User Testing

I formulated a set of success criteria based on user research, which I tested by presenting a prototype tool to Solution Providers (SPs). If the first six assumptions were validated, the design would be considered successful, with the last two criteria being optional enhancements for later stages.

During a 40-minute Zoom call with previously interviewed organizations, they interacted with the prototype while I took notes.

Opportunities:

‍Most tests were successful; SPs easily accessed information, created profiles, listed their companies on CL4C, and connected with other SPs.

Challenges:

‍However, the process for forming strategic partnerships and recognizing their role as a circular choice in the supply chain was unclear, leading to unvalidated assumptions 5 and 6. Assumptions 7 and 8 also lacked full certainty.

Finial Steps

Further recommendations

I gather some insights that I collected through user testing and based my further recommendations on that.

Recommendation 1

Strategic Partnerships

During my test I found that this tool can be very helpful for start ups and scale ups. However my 5th and 6th assumption were not well validated.

Finding a strategic partnership can be difficult which is why the tool could give SP recommendations.

The tool could do that based on previous projects. When the end user is creating his implementation plan they usually add all the different stakeholders. 



This could be an opportunity for CL4C, to see who would the best strategic partner be for our solution provider.

Recommendation 2

Include Premium Tier to the tool

Furthermore I learned that there is space for development. Some more developed and established SPs companies could benefit more from the tool.

For example the tool can be further developed to offer premium services. Looking at the CE organization as a whole and considering its resources, knowledge and network it can offer several things to create a more stable and bigger community.

The offering will be a mix of all other tools that CE has created before and a use of its network, knowledge and exposure. The membership could be divided into 3 levels, from cheapest to premium.

Portfolio

Next Project

Curious to know what else I've work one? See my next project below.

Inspiring Knowledge Sharing Platform.

UX/UI Design
Co Creation
A more efficient way of sharing knowledge and collaborating. A project in collaboration with the Netherlands Police.
View all
View all