After a major overhaul three years ago, the University of Michigan Medical School’s flagship website for prospective students was getting glowing feedback. Great news, right? But … now what? What comes after “good”?
This talk presents a case study of how one school dug in to a new round of user research to deepen their understanding of the application journey of prospective medical students.By mapping the information-seeking behavior of prospective students, they learned how the lens of time could give new insights into how to organize and present information to users as part of a content strategy.
In this session, you’ll learn how to: