Opportunity
The University of Miami needed a digital landing page to engage prospective high school students who were interacting with their email campaigns. The goal was to create a visually compelling and functional landing page that would drive students to request more information (RFI). The project needed to align with the university’s branding while incorporating an embedded RFI form, which posed unique design challenges due to styling limitations.
Start-up:
I began the project by conducting research on the university’s existing digital presence and reviewing their brand guidelines. I also analyzed how other educational institutions were presenting similar content to understand how to effectively capture the attention of high school students. After gathering insights, I sketched wireframes in Adobe XD that balanced visual appeal with functionality, focusing on a user-friendly experience.
Build:
With the wireframes approved, I moved into high-fidelity design in Adobe XD. The biggest challenge was working with the embedded RFI form, which had design restrictions due to the final platform build. To push creative boundaries within these limitations, I focused on designing an engaging header and visual elements that maintained the flow and usability of the page, without overwhelming the form. I also ensured the landing page was fully responsive for mobile users, which is critical for the target demographic. Alongside the landing page, I designed complementary email campaigns to drive traffic to the site.
Ongoing management:
The landing page exceeded expectations, impressing both internal teams and the client. My manager, creative director, and project managers all praised the design’s balance of creativity and functionality, and the client approved the page without requesting any edits. The landing page now serves as a critical tool in the university’s outreach to prospective students, effectively capturing leads and delivering a seamless user experience.