ISC - International Studies Consultants
Redesiging a website to enable young people study exchange
ISC (International Studies Consultants) offers educational programs focused on language, travel, cultural exchange, and academics. With over 30 years of experience, ISC has helped individuals of all ages explore the world through education, empowering them to broaden their horizons and enhance their global understanding.
As the UI Designer, I was responsible for redesigning the entire website, focusing on creating a consistent and cohesive interface. My primary goal was to enhance user engagement and build credibility, with a mobile-first approach at the core of the design process.
Problem Statement
The ISC website faced several usability challenges and lacked responsiveness, which was a significant concern given that 84% of users accessed websites via mobile devices.
Usability Issues Identified:
Visual information overload, which made it difficult for users to focus on key content
Poor contrast and readability, negatively affecting user experience
Unclear visual hierarchy, leading to confusion and frustration
Inconsistent styles and colors, causing a lack of cohesion across the site
Non-responsive design, resulting in a usatisfactory mobile experience
Solution
I improved the website's user experience by simplifying the design, enhancing contrast for readability, and maintaining consistency across all pages. Prioritizing a mobile-first approach, I optimized spacing and highlighted CTAs to drive conversions. Relevant images were used to create an engaging and inviting visual environment.
Challenge
Redesigning the website involved simplifying a lengthy contact form that was frustrating users, leading to decreased lead conversions and higher abandonment rates.
Solution:
Introduced a step-by-step form to simplify navigation and reduce cognitive overload.
Added progress indicators to show completion and encourage users to continue.
Grouped related questions into thematic sections to improve clarity and reduce the perception of length.
Designed a clean, readable layout with legible fonts and high contrast to enhance user experience and minimize overwhelm.
Impact
Impact:
Implementing a responsive design with improved contrast, hierarchy, readability, and optimized forms significantly enhanced the user experience, keeping visitors engaged and satisfied.
Benefits:
Conversion rate increased by 6%
Abandonment rate reduced to 20%
Bounce rate improved to 40%