SANTA FE UNIVERSITY OF ART AND DESIGN WEBSITE
Situated in the heart of serene Santa Fe, NM, Santa Fe University of Art and Design (SFUAD) is a destination campus for creative undergraduates across the USA and the world.
With big enrolment goals to reach over the coming years, the time had arrived to super-charge SFUAD’s most important digital brand experience and lead generator – its website.
Working closely with the marketing team and using their amazing selection of photography, we completely redesigned and rebuilt the website into a beautiful illustration of contemporary responsive web design, conveying the creativity and energy of the campus.
FOCUSING ON USER JOURNEYS
Our key focus was on the user journey of SFUAD’s most important audience – prospective students. We needed to clearly answer their three biggest questions – What can I study? What’s the student life like? And how do I apply? So, we designed the site’s main nav to provide easy pathways to those answers.
BIG. BOLD. SEARCH.
With search being such an important part of any large website, we wanted to create an experience that delivered relevant results in an impressive and helpful way. What we settled on was a full-screen dynamic search that populates results as you type; with the added benefit of useful filters for further refining results.
VISUALISING CAMPUS LIFE
SFUAD is a creative place and, naturally, prospective students want to see what goes on there, before committing thousands of dollars and four years of their life. Our answer was a gallery feature that visitors could use to explore a large number of images, or browse individual images in full-screen mode.
To make it easy for people interested in turning their visit into a conversation, we created a consistently positioned call-to-action box. This simple feature allows people to launch a live chat session, download the look book, apply, or request more information and has proven to be highly popular.
SFUAD has a vibrant campus and often has more than one event on the same day, or events spanning multiple days. As such, a traditional calendar was never going to work, so we designed a visual calendar that only displays events rather than taking up space with days in which nothing is on.
DESIGN THINKING PAYS OFF
The design thinking applied in the creation of the SFUAD website is paying off. The site is delivering record levels of conversions, visitors, and engagement, helping SFUAD achieve its enrolment targets and making its digital marketing dollar go further.