Redesigning Web Content at UW
Project Overview
During my time as Web Content Specialist at the University of Washington’s Foster School of Business, one of my main responsibilities was to produce and redesign web pages for enhanced user experience. One of my most important projects involved redesigning a portion of the school’s website regarding the Writing Skills Assessment (WSA). The WSA is a critical requirement for students applying to the undergraduate program. Each year, the admissions office was inundated with hundreds of inquiries from prospective students struggling to complete the registration process. In 2020, I spearheaded a project in partnership with the Undergraduate Admissions team to streamline this process by improving the website’s content design and information architecture, reducing confusion and improving usability.
Challenges
Complex Registration Process: The registration system relied on multiple portals, each hosted on separate platforms and determined by campus location and accommodation type (e.g., “on-campus standard,” “on-campus special accommodations,” “off-site”). Users were expected to navigate these options independently via the university website. Without administrative authority to alter the process, the challenge was to communicate instructions clearly and mitigate confusion for prospective students.
Stakeholder Alignment: Historically, this part of the website received minimal attention due to its lower perceived priority within the admissions process. Many staff members were unfamiliar with the site’s structure, requiring deliberate efforts to educate stakeholders and align on the value of improving the registration experience.
Outdated Content and Structure: Legacy content issues—such as broken web elements, poorly organized information, and mislabeled resources—created unnecessary barriers for users. Addressing these challenges required a comprehensive content audit and strategic overhaul.
My Role and Approach
Content Strategy & Copywriting
My process began by first performing a thorough content audit of the existing WSA web content to pinpoint structural and informational gaps. I was able to identify outdated resources, broken links, and mislabeled assets that might cause confusion to the average user. As the sole web producer on this project, my primary responsibilities were to:
Analyze and address gaps in how the undergraduate admissions process was communicated on the Foster School’s website.
Collaborate with the Undergraduate Admissions team to develop and implement a cohesive content strategy aimed at enhancing the admissions experience.
Craft clear, user-centered copy for website updates to improve accessibility, navigation, and comprehension for prospective students.
User Research & Stakeholder Engagement
To uncover pain points in the WSA registration experience, I partnered with my team’s UX Researcher to design and execute a 2-phase user research project. We began by conducting an online survey of 100 current students. The survey included questions about their overall admissions experience including how they navigated the Foster School’s website. We synthesized the responses into an affinity diagram to identify common themes, general sentiments, and key areas for improvement. This initial research revealed significant confusion around site navigation and provided the groundwork for designing a targeted in-person usability study. From the survey respondents, we identified and recruited 10 volunteer participants to take part.
Over two weeks, we observed and interviewed these 10 undergraduate participants as they individually completed a series of tasks aimed at finding WSA registration information on the website. Participants began at the homepage and were asked to walk us through their step-by-step approach, sharing their thoughts and challenges in real-time. After each task, they answered qualitative questions about ease of use and perceived barriers. All of these data-driven insights were presented to the Undergraduate Admissions team, ultimately informing the redesign strategy.
Key Findings:
All participants were unable to locate registration options and study material in the website without resorting to external search tools like Google.
Over 80% described the process as “confusing” and “difficult to navigate.”
Half of the participants reported relying on direct communication with staff to obtain assistance when registering for the WSA.
Partial view from one of the affinity diagramming sessions.
Content Design & Web Production
I proposed my changes to the Undergraduate Admissions team by making dynamic mockups in Wordpress and user journey maps to visually illustrate the new information hierarchy and web layout I recommended. These methods ensured that updates aligned with both user needs and institutional goals.
Once approved, I implemented and published the changes directly on the Foster School’s website using WordPress. This involved rewriting web copy for additional clarity, structuring content to align with user workflows, and employing HTML and CSS to create interactive elements like tables, tabs, and dropdown menus.
Execution of Content Redesign
To address the identified painpoints, I implemented the following solutions:
Introduced headings, tables, and tabs: Added clear, descriptive headings to break up long blocks of text and help users locate relevant sections quickly. Created tables for deadlines, allowing students to easily cross-reference application cycles with their registration dates. Tabs and dropdowns were implemented to reduce visual clutter and make lengthy content easier to navigate.
Revised microcopy for clarity: Renamed misleading terms like “online workshop” to “online study guide and practice assignment,” aligning resource descriptions with user expectations. This ensured students understood exactly what each resource offered and avoided unnecessary confusion.
Integrated in-person workshop details: Included information about the Odegaard Writing Center’s in-person workshops, which had previously only been shared through email or word-of-mouth. Housing both online and in-person resource options in a dual-tabbed container provided clarity while keeping the content visually organized.
Based on its H1 header, the original WSA page positioned itself as the registration hub for prospective students. However, upon reviewing the content, it became clear that the page merely provided instructions about how to register and external links to the university's registration portals. A technical coding error in the registration widget at the bottom of the page prevented these links from displaying properly, creating the appearance that no registration dates were available. This design flaw left users unable to complete the process, with no guidance on next steps, resulting in user frustration and an increase in support inquiries to the admissions team.
The redesigned WSA page was reimagined as a resource and information hub, tailored to meet the needs of prospective students looking for guidance about how to prepare and register for the assessment. The H1 header was updated to align with the proper intent of the content and set accurate expectations for the user. Content was restructured to follow the logical sequence of steps prospective students typically take to complete the registration process. Preparation and study resources were prominently featured, with carefully crafted microcopy to ensure clarity and alignment with the materials provided. Technical issues in the registration widget were resolved, and all links to the university's registration portals were consistently made available.
Results and Impact
Through a strategic content redesign, the WSA page delivered measurable improvements in user experience and operational efficiency. These changes addressed key challenges and created lasting benefits for both students and staff.
Reduced inquiries by 65%: After implementing the updates, the Admissions team reported a significant drop in questions related to WSA registration, allowing staff to focus on higher-priority tasks.
Enhanced user engagement by 25%: Analytics showed a measurable increase in page interactions, with more users successfully completing key tasks such as locating registration options.
Streamlined operations for scalability: By addressing critical user pain points and aligning web content with audience needs, the updated page created a scalable communication framework that benefitted both prospective students and staff.
Lessons Learned
Through this project, I gained valuable experience in data-driven decision-making by combining user research with web analytics to identify actionable insights and measure the success of content changes. I also strengthened my ability to communicate effectively with stakeholders, advocating for content and design improvements by presenting informed recommendations and addressing concerns through active listening. Additionally, navigating a complex registration system with external constraints reinforced my adaptability and problem-solving skills, allowing me to develop user-centered solutions within existing limitations. If given the opportunity to revisit this project, I would additionally prioritize conducting keyword research to further optimize web copy and improve search visibility.