Webster University
Leiden Campus
UX Design for New 2011 Website Design
Julian Scaff - UX Design Lead
In collaboration with:
Webster University Leiden Executive Leadership
Webster University Leiden Marketing Department
Webster University Leiden Students, Faculty and Staff

Primary Needs:
• Access to complex range of services made simple and user-friendly.
• Faster/easier login access for students, faculty and alumni.
• Tighter integration with social media.
• More effective marketing for prospective students, including:
‣ Targeted marketing messages.
‣ Faster/easier access to degree information.
‣ Faster/easier access to contact information.
In order to assess the needs of the new website homepage design, I interviewed individual students, faculty and
staff. I also conducted focus groups that were centered on generating discussion about the shortcomings of the
old website, how needs were met or unmet, and how new paradigms such as social media could change the
ways in which the university recruited new students, and communicated with it’s existing students, faculty, and
alumni community. This lead not only to formulating a new user experience, but lead to new marketing and
recruiting initiatives and new outreach events such as alumni social media events connecting student art gallery
openings to recruiting events, etc.
After wireframes were developed, I organized follow up focus groups of all interested parties to reassess and
make further modifications to the UX design.
- Julian Scaff

User Personas
Users User Needs Synopsis
Current Student
Log into Connections to check on course schedules,
register for courses, and use online classroom.
Current Faculty
Log into Connections to check on course schedules, do
student advising, enter grades, and use online classroom.
Alumni
Log into the Alumni Connection site to find out about alumni
events, network with other alumni, and volunteer.
Prospective Student
Find out about degree programs and course offerings,
tuition and scholarship information, and campus visits.

Wireframe
Logo
search box
Students/Faculty Connections Login | Alumni | Sitemap | Contact | SOCIAL MEDIA BUTTONS
HOME UNDERGRADUATES GRADUATES CURRENT STUDENTS ABOUT INFO REQUEST
ANIMATED MARKETING MESSAGES
AND NEWS
UNDERGRAD INFO BOX GRAD INFO BOX
MARKETING:
EMBEDDED YOUTUBE VIDEO
CONTACT INFO

Wireframe UX Analysis
Logo
search box
Students/Faculty Connections Login | Alumni | Sitemap | Contact | SOCIAL MEDIA BUTTONS
HOME UNDERGRADUATES GRADUATES CURRENT STUDENTS ABOUT INFO REQUEST
ANIMATED MARKETING MESSAGES
AND NEWS
UNDERGRAD INFO BOX GRAD INFO BOX
MARKETING:
EMBEDDED YOUTUBE VIDEO
CONTACT INFO
Student login more accessible
Marketing & Student
Recruiting more prominent
Tighter integration with
social media

Graphic Design