Georgia Tech Professional Education (GTPE), an academic unit of the Georgia Institute of Technology, partnered with Mediacurrent to improve UX and deepen their understanding of audience behavior. Together, we launched a responsive, user-friendly site with a new navigation, visual design, and content strategy to attract and engage GTPE learners and partners. See how GTPE’s Drupal site positions them to stand out among university competitors. We’ll cover: --How in-depth buyer personas informed a reimagined content strategy --How shifting to a persona-driven UX design increased mobile users by 60% --Our approach to SEO and designing a new navigation structure

1. Welcome to the
Higher Education Summit
Georgia Tech’s Strategic Drupal Redesign

2. Today’s Team
Cheryl Little
Director of User Experience
Kelsey Harris
Digital Communications Specialist
Shamika Hill
Senior Graphic Designer
Mediacurrent Georgia Tech
Professional Education
Georgia Tech
Professional Education

3. Georgia Tech Professional Education (GTPE), an academic division of
the Georgia Institute of Technology, offers professional development
courses, certificate programs, and professional master’s degrees in
a variety of formats to meet the needs of working professionals and
industry partners in STEM and business fields worldwide. We
educate over 36,000 individual learners representing more than 2,600
companies annually.
Georgia Tech Professional Education
ABOUT

4. Mediacurrent is a full-service digital agency that implements world
class open source software development, strategy, and design to
achieve defined goals for enterprise organizations seeking a
better return on investment.
Mediacurrent
ABOUT

5. Agenda
About the GTPE Redesign
●
●
User Personas
●
●
●
●
Content Strategy
●
●
●
●
Design / User Experience
●
●
●
Navigation, Sitemap, & User Testing
●
●
●
Impactful Results

6. The GTPE Redesign Project

7. | 7
Project Mission
GTPE REDESIGN
To deliver a unified and engaging digital experience for all University "customers" —
aspiring and current students, lifelong learners, alumni, and industry partners.
Higher engagement
and conversions
Increase business
intelligence
Personalized,
seamless experiences
Streamline
operations

8. Challenges
GTPE REDESIGN
The redesign was based on the premise that our site
experience should serve our learners rather than our own
operational needs. Historically, our website was very
information-heavy and flat, optimized to reduce inquiries
from learners to our GTPE staff, but not updated our
managed effectively. We forced our learners to comb
through pages of dry copy with conflicting info and no
visuals or logical organization.
Text-heavy content
difficult to digest
Confusing content flow
Lack of visuals to
encourage engagement

9. Website Redesign Process
Daily Sprint Workflow
Scrum
Analysis
Planning
Design
Coding
User Requirements
Testing
Feature Releases
Launch
Fully functioning Drupal website
to serve as the foundation for
further digital strategies.
Sprint
Deliver & repeat until
product launch.
Discovery Deliverable
Product Strategy, User
Experience, & Technical
Requirements documentation.
Functional Specification
System Architecture
Hosting & Infrastructure
Migration & Data Strategy
Estimates & Sprint Planning
User Experience
Content Strategy
Wireframes
Conversion Paths
User Testing
Business Analysis
KPIs, Analytics & SEO
User Research
Competitive Analysis
Information Architecture &
Navigation
Develop DeliverDiscover
DESIGN & USER EXPERIENCE

10. Solutions
GTPE REDESIGN
Together, GTPE and Mediacurrent created a responsive, user-friendly interface with a new
navigation and visual design to attract and engage GTPE learners and partners.
Build a learner-focused posture
across GTPE and in the digital space.
People Platforms Perceptions
Implement integrated CRM and
marketing automation platforms.
Use learner insights to develop
digital tools and interactions.

11. Why Drupal?
GTPE REDESIGN
Third-party marketing tools and
communication platforms.
Integration Security Cost-Effective
Highly secure platform protects
students information.
Leveraging open-source
technology with no licensing fees.

12. | 12
User Personas

13. Why are Personas Important?
USER PERSONAS
User personas are examples of the real people who engage with
your website. Unlike traditional target audience segmentation, they
provide greater depth and context by focusing on one character
who embodies the predominant qualities of the larger group.
Commonly in higher education, the challenge is to build a site that
serves learners, rather than internal operational needs. Personas will
provide a deeper audience understanding and a more sharply
defined unique value.

14. USER PERSONAS
How was Research Conducted?
User
Interviews Surveys
Client
DocumentationGoogle Analytics Web Research

15. ● Who are they?
● What are their digital behaviors?
● Who are their trusted sources?
Demographics
USER PERSONA RESEARCH

16. ● What do they value in a program?
● What are their goals?
● What pain points do they have?
Psychographics
USER PERSONA RESEARCH

17. ● Where do they research information for
pursuing a professional degree?
● What marketing channels do
they use?
Marketing Specifics
USER PERSONA RESEARCH

18. ● What are the key things users look for in
a program that’s a decision factor?
● When are they likely to enroll?
● What are their current beliefs and
common objections?
Decision Influencers
USER PERSONA RESEARCH

19. | 19
The Professional Learner
USER PERSONAS

20. Adam Smith
PROFESSIONAL LEARNER
Demographics
● Age: 38
● Job Title: Program Manager
● Salary: $97,500
Goals
● Become an expert in the field
● Minimize project risks and increase efficiency
● Stay up-to-date with certifications and industry trends
● Network with others in the field
● Teach/train others
● Professional development

21. Background
PROFESSIONAL LEARNER
● Attended undergrad program at University of North Carolina
● Graduated with a bachelor's degree in Business
Administration (BSBA)
● Moved to Atlanta for work after graduating from college
● Married with three children
● Has been with current company for 15 years
● Mid-level manager
● Natural leader, enjoys helping others
● Began mentorship program at current company
● Actively involved with UNC Alumni Association
● Extremely busy balancing professional and personal life
Adam Smith
Device Types
75%
Marketing Channels
Google Search Linkedin Email

22. Wants, Needs, & Decision Criteria
PROFESSIONAL LEARNER
● Attend reputable program with top-ranked faculty
● Become subject matter expert
● Advance career (promotion, raise)
● Learn best practices to lead, educate and train others
Adam Smith
Wants & Needs
● Reputation and quality of school / program
● Price of course including all associated fees
● Location of course
Decision Criteria
● Co-workers / Employer
● Associations and Conferences
● Project Management Institute (PMI)
Trusted Sources

23. Common Objections
PROFESSIONAL LEARNER
Adam Smith
“I can’t afford the
cost of the program
and associated fees.”
“The courses won’t fit
into my busy schedule.”
“I can’t make
it to campus
for classes.”
“I’m not sure that the
course materials are
relevant to my role.”
“I won’t have the
opportunity to network
with the right people.”

24. Common Questions
PROFESSIONAL LEARNER
Adam Smith
“How much does the
program cost and what
are the associated fees?”
“How long will it take to
complete my certification?”
“What will the
certification do
for me?”
“Who teaches
the courses?”
“How will this program
help my career?”
“What does the course
schedule look like?
“Can I take these
courses online?”
“What makes this
program unique?”

25. | 25
The Degree Seeker
USER PERSONAS

26. John Gardell
DEGREE SEEKER PROSPECT
Demographics
● Age: 29
● Job Title: Mechanical Engineer
● Salary: $83,500
Goals
● Become an expert in both business and technology
● Increase knowledge of engineering processing
● Gain management and leadership skills
● Network with others in the field
● Teach/train others
● Professional development

27. Background
DEGREE SEEKER
● Attended undergrad program at Georgia Tech
● Graduated with a bachelor's degree in Mechanical
Engineering (BSME)
● Has lived within 50 miles of Atlanta his whole life
● Married with one daughter
● Has been with current company for five years
● Full-time employee
● Leads cross-functional teams at work
● Needs a solid foundation in business to grow
professionally
● Actively involved with Georgia Tech Alumni Association
● Extremely busy balancing professional and personal life
John Gardell
Device Types
80%
Marketing Channels
Google Search Linkedin Email

28. Wants, Needs, & Decision Criteria
● Flexible schedule with on-site learning options
● Reputable program / meaningful degree
● Direct job application
● Network with others in the field
DEGREE SEEKER
John Gardell
Wants & Needs
● Reputation and quality of school / program
● Price of program
● Location of program needs to be flexible / part online
● Course schedule needs to attainable with full time job
Decision Criteria
● Co-workers / Employer
● Online Search / Website
● Friends
Trusted Sources

29. Common Objections
“GTPE’s program
costs more than
others in the area.”
“I live outside the city, it takes
awhile to get to campus.”
“I need to complete my
masters in less than
two years, part time.”
“I’m not sure
how online
learning works
or if I’d like it.”
DEGREE SEEKER
John Gardell

30. Common Questions
DEGREE SEEKER
John Gardell
“How can I interact with my
professor and other students?”
“What are the
application deadlines?”
“How do I register?”
“Can I view a sample
lecture to see what
online learning is like?”
“Are there special
programs for
veterans?”
“Is financial aid
available?”

31. | 31
The Corporate Partner
USER PERSONAS

32. Ashley Jones
CORPORATE PARTNER
Demographics
● Age: 31
● Job Title: Corporate Event Planner
● Salary: $68,000
Goals
● Host events for less than 100 attendees
● Find convenience and affordable venues
● Host unforgettable events for all parties involved
● Find a reputable partner who is trustworthy and helpful
● Network with others in the field

33. Background
CORPORATE PARTNER
● Attended undergrad program at Georgia State University
● Graduated with a Bachelor of Business Administration in Hospitality
● Certified Meeting Professional (CMP)
● Has lived in Atlanta her whole life
● Currently engaged to get married
● Has been hosting events in Atlanta for almost 10 years
● Organizes events for corporate trainings
● Has worked with GTPE in the past
● Actively involved in the event planning community
● Extremely busy coordinating all the event logistics
Ashley Jones
Device Types
85%
Marketing Channels
Google Search Social media Events

34. Wants, Needs, & Decision Criteria
● Event space that is flexible & affordable for corporate training
● Reputable partner who can help organize all event logistics,
including catering and furniture rentals
● Staff to help set up / break down event
Wants & Needs
● Reputation and quality of event space
● Venue conveniently located in downtown Atlanta
● Relationship / partnership with event venue
● Venue is available and affordably priced
Decision Criteria
CORPORATE PARTNER
Ashley Jones
● Corporate Website
● Online Search / Social Media
● Local Sources (Employer, Friends, Peers)
Trusted Sources

35. Common Objections
“Venue cost is too high given
the size of the event space.”
“The location is not ideal
for our employees.”
“There are limited
resources when it comes
to event logistics.”
CORPORATE PARTNER
Ashley Jones

36. Common Questions
“How may events are held
in this space each year?”
CORPORATE PARTNER
Ashley Jones
“How much does the
venue cost?”
“Are there
catering options?”
“Do you assist with event
breakdown or cleaning?”
“How far in advance
should I book my event?”
“Do you require
a deposit?”
“Do you offer discounts
for repeat customers?”
“Do you assist with event
set-up or decorating?”

37. | 37
Key Takeaways
USER PERSONAS

38. Key Takeaways
USER PERSONAS
● Many customers today are local (southeast), aged 25-45, and have
an engineering focus
● All personas have extremely busy schedules and are looking for
flexible programs applicable to their needs
● All personas want easy access to information and are seeking
personal/professional advancement
● All personas are heavily influenced by employers and peers
● Word of mouth and reputation drive conversion across all personas
● There is a lot of opportunity for increasing brand awareness around
corporate partners (ie. case studies)

39. | 39
Content Strategy

40. Why is a Content Audit Important?
CONTENT STRATEGY
Once the users are defined the next step is to optimize the
content in order to provide them with the best possible
experience. During the content audit and gap analysis pages
are looked at through the eyes of the user personas.
Auditing the pages of the website that exist today helps us:
● Learn what content already exists
● Align content with persona needs
● Identify areas for improvement (layout, content, design)
● Get a better sense of organization and site navigation

41. CONTENT STRATEGY
Enable specific targeting
focused on the users interests.
GTPE Content Goals
Increase Search
Traffic
Develop optimized content that
moves users through buyer journeys.
Increase
Conversions
Deliver an experience that can
measure up to any device.
Improve the content
delivery on all devices

42. “What degree
programs are offered?”
Content Optimization: Homepage
CONTENT STRATEGY
What is each user looking for on the home page?
“What non-degree
courses are
offered?”
“What
certificate
programs are
available?”
“Are the programs
online or on-site?”
“Can I host a meeting or a
conference at the campus?”
“Are on-site
trainings available?”

43. Homepage Content Recommendations
CONTENT STRATEGY
Restructure and prioritize content in order to target each audience.
Courses &
Certificates
Degree
Programs
Corporate
Partnerships
Host a Meeting

44. “I’m not sure how online
learning works or if I’d like it.”
“Are the
programs online
or on-site?”
“What non-degree
courses are
offered?”
Targeting the
Personas
CONTENT STRATEGY
“What
certificate
programs are
available?” “Can I host a
meeting or a
conference at the
campus?”

45. Navigation, Sitemap, & User Testing

46. The ease or difficulty of anticipating where
to find information on a website is a main
factor in what makes a website usable.

47. Improving the Information
Architecture
NAVIGATION, SITEMAP, & USER TESTING
In order to improve the user’s ability to find the information
they’re looking for, it’s a good idea to first get a lay of the land
and conduct usability testing.
In our case, we wanted to see how easy (or hard) it was for
people to access key information using the current navigation
vs. a few other possible solutions that we had in mind. A tree
test was the approach we selected to help us gather the
information.

48. NAVIGATION, SITEMAP, & USER TESTING
Used Treejack to set up 3 tests
focused solely on site structure
User Testing
Tests Tasks
Developed 5 tasks for each test
group, aimed to touch on all GTPE
offerings (not necessarily based on
most popular user paths)
Time
Split distribution list randomly and
evenly into 3 groups. Collected
responses for 3 days

49. User Testing Indicators
NAVIGATION, SITEMAP, & USER TESTING

50. User Testing Indicators
NAVIGATION, SITEMAP, & USER TESTING
1 2
3

51. Key Take-Aways
NAVIGATION, SITEMAP, & USER TESTING
● In general, users are unfamiliar with the Global
Learning Center
○ Understandable given user population, niche
audience
○ “Events” may be too general
● It is important to allow user to search by subject
○ Can live under courses or search
● Grouping courses, certificates and degrees under
programs did not cause confusion
● All tests were fairly comparable in terms of success,
but directness and time to complete the tasks varied
○ Nav 2 & 3 were completed in under 3 minutes

52. Design & User Experience

53. Design Process
DESIGN & USER EXPERIENCE
Vision &
Strategy
User
Personas
Gap
Analysis
Content
Audit
Quantitative & Qualitative
Data Collection
Wireframes
Design
Prototypes
User Experience &
Visual Design

54. Responsive Design
DESIGN & USER EXPERIENCE

55. Site-Wide Components
Components help break down a site into its most essential parts. This process
also helps to see how elements work independently from the whole site and
better understand the options included within each component,

56. Reusable Component Library
DESIGN & USER EXPERIENCE

57. Reusable
Component Example
DESIGN & USER EXPERIENCE
Component Summary
Group of (2) or (4) or (6) content blocks.
1. Section title (h3)
2. Content block title (h4) in white with Atlanta
Fog overlay: 75% opacity.
3. Image with title bar covering top ¼
Image size: 620px X 450px
4. Descriptive copy with optional link.
Recommended cc: 150-175 (160 shown)
1
TABLET
MOBILE2
3
4

58. Components
DESIGN & USER EXPERIENCE

59. Results

60. Impactful Results
GTPE REDESIGN
50
Increase in page views
on all devices
35
Increase in sessions on
all devices
22
Increase in page views
on all devices
21Increase in page views
on a mobile device
10Increase in time spent
on a mobile page
57
Increase in sessions on
mobile devices
50
Increase in downloads
and form submissions
28Increase in leads across
all programs

61. GTPE REDESIGN
2017 Marketing Award for the Georgia Tech Online landing page
(online.gatech.edu) from UPCEA, an association for leaders in
professional, continuing, and online learning.
1
UPCEA Gold Award Winner

62. Recipe for a Successful Project
The most successful projects share these 3 characteristics:
Invested
Team
Great
Communication
A “Get It Done”
Attitude

63. Thank You!