Edinburgh Business School

Mastering the human side of learning

Sector

Higher Education

Location

London

Introduction

Edinburgh Business School is different.

The graduate school of business at Heriot-Watt University offers a unique model for students studying business at Master’s level. Complete flexibility allows students all over the world to study without interrupting their career – at home, in a local classroom, or on one of three university campuses. 

Brief

No one knew or appreciated just how different Edinburgh Business School is. Their website struggled to showcase the benefits of their open learning philosophy and flexible study options. It was trying to be everything to everyone, overwhelming students with too much information in the process. Their flexible fees should have been a selling point, not – as was the case – the most common exit page on the site.

The objectives for the new site were clear: localise the experience, simplify the user journey, and create a platform for growth. 

Process

We worked with Edinburgh Business School to deconstruct what they do, pulling apart a learning experience that offers 11 Master’s programmes, in 166 countries, across four languages, with three different ways of studying. Teasing out each element allowed us to help Edinburgh Business School tell their story simply and clearly.

Taking everything back to the basics was the first step. Our simplification hinged on designing a journey that asked three principal questions: What do you want to study? How do you want to study? Where do you want to study? This more human approach shaped every aspect of the website, turning a global operation into a personal experience. 

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Execution

We built the site using Kentico, an easy to manage and flexible CMS, which offers seamless integration with their CRM, Microsoft Dynamics. Global becomes local, with an experience that serves up location-specific content to visitors from all over the world.

The fees section was once the highest exit page on the website. We worked hard to make sure this part of the site communicates the information prospective students need. A new, dynamic fees calculator simplifies Edinburgh Business School’s complex fees structure, displaying only relevant costs to prospective students.

We axed the cramped, content-heavy pages of the old site. In its place are clear messages and visualised statistics that share the successes of graduates.

Everything about the new website has been designed for clarity and ease of use. And it certainly hit the mark, achieving outstanding results for Edinburgh Business School – and even a DADI Award win in 2016.

If you’d like to learn more about this project, get in touch.

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Results

473%

Increase in mobile visits

50%

Increase in new enquiries

Skills

Strategy

  • Technical strategy
  • UX strategy
  • Content strategy
  • Analytics

User experience

  • UX design
  • Information architecture
  • User research

Design

  • UI design
  • Creative direction
  • Voice, tone and messaging
  • Digital identity guidelines

Engineering

  • Technical consulting
  • Full-stack development
  • Third-party platform integration

 

Related work

University College London

Crafting a digital-first student experience

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