NIIN
Neuroimaging and Informatics Graduate Program
A Master of Science graduate degree program website
Client
University of Southern California
Keck School of Medicine
Year
2017 and 2021
Creating a unique site within an existing brand
USC needed an innovative and user-friendly website to support and promote their new graduate program in neuroimaging and informatics. The challenge was to create a site that effectively showcased the program's unique offerings, attracted prospective students, and provided valuable information to current students and faculty. Additionally, students would need quick access to schedules and other resources from mobile devices, so the site needed to be optimized for smartphones and watches.
Challenges
Avoiding pitfalls
Science websites have a lot of information and tend to get cluttered. A successful design would require the same depth of content with all the program’s details but avoid looking crowded so as to have the most important items available at a glance. It would also need to conform to established university branding but stand out as unique and promote the new program as a cutting edge and preeminent one. Since the program was new there were no photos of its students or ability to conduct interviews with them, therefore it would need to be adaptable over time to add those.
Approach
Research
Extensive research was needed to understand the target audience, their needs, and the competitive landscape. Existing USC graduate program websites were analyzed to identify best practices and areas for improvement. Interviews were conducted with students, faculty members, and industry professionals to gather insights into their expectations and pain points when accessing websites both on desktop and on mobile devices. Extensive consultation with the new program’s director helped to determine the most valuable information for prospective students and the best ways to provide quick resources for future students.
Visual Identity
The USC branding could be expanded by adding artwork and including more colors and fonts, so a design concept was developed that aimed to create an immersive, engaging, and seamless experience across different devices. Vibrant colors, sleek typography, and high-quality images related to neuroimaging and informatics helped establish a unique visual identity for the program. The first year of the site would contain solely neuroimaging images. The second year new images of students could be added.
Year 1
Year 2 additions
Program Highlights
It became clear that the home page would work best by prominently featuring the program's key highlights, including its interdisciplinary approach, renowned faculty, state-of-the-art facilities, and industry partnerships. These highlights were showcased through engaging multimedia content, such as a video on landing, neuroimaging and facility images, and testimonials. A large amount of white space was incorporated to give visual clarity, focus, emphasis, readability and comprehension, and to make it more mobile friendly.
Admissions and Application Process
A comprehensive guide to the admissions process, application requirements, and deadlines was provided. Prospective students could easily access and download application forms, view admission criteria, connect with admissions counselors, and register for events to learn more about the program.
Curriculum, Courses, and Student Resources
Dedicated sections were created to cater to the needs of current students. It included resources like academic calendars, research opportunities, guest lectures, and special events was designed to be particularly quick and easy to access on mobile devices with a structured and easy-to-read format. Prospective students could explore the different tracks, prerequisites, and elective options to make informed decisions.
Alumni Network
Beginning in year two the website would need to showcase a strong alumni network, featuring success stories, alumni profiles, and opportunities for alumni engagement. This would help create a sense of community and encourage prospective students to envision their future prospects. The design required the ability to expand every year.
Year 2
Year 4
Results
The new website successfully addressed the challenge at hand. Feedback received after the site’s launch was extremely positive from applicants, students, faculty, staff, and administrators. The immersive design, intuitive navigation, and comprehensive content enhanced the user experience and effectively communicated the program's unique value proposition. As a result, the website attracted a significant increase in prospective student inquiries and applications, solidifying USC's position as a leading institution in the field of neuroimaging and informatics.