"Behavior worked with the University of Miami School of Business administration to design a website that positioned the school as a learning community engaged in discovery and dissemination of transformative business knowledge with a special focus on a global business perspective. The goal of the website was to increase applications of quality prospective students, modernize the school’s visual identity and encourage user engagement. Behavior simplified the user experience—streamlining the navigation to its four most critical elements to communicate what prospective students should know about the institution. Every page was instilled with a clear purpose with reduced content to make it digestible, ultimately leading users to relevant calls to action. Photography played an essential role in the design to communicate the nature of the people and places that inhabit the School and to emotionally connect the audience. Large-scale images fill the screen to bring the user into the space. This was an opportunity to show smart, savvy professionalism—with some personality unique to UM. The photography featured real students interacting with one another, faculty and alumni. Compelling narrative videos exist throughout the user experience. Content is curated to give prospective students a sense of purpose and meaning through video vignettes – each telling their story of how the school’s curriculum set them up for success. Video becomes a critical device for differentiating the program from other business schools and aiding with the decision-making process – and application conversion. Video content on alumni sharing impact stories is also leveraged to gain support for continued learning and giving (both time and monetary).
Leroy & Rose