The main purpose of the website is to recruit students to the College. The main target audience is 16-year old school leavers interested in vocational qualifications. This audience prefer digital media to printed material, and as the main piece of communication with this audience, the College needed to ensure that the website delivered all of the information the students were looking for, in a format that they found easy to access and digest.
Research showed that potential students were often looking for course information, and were visiting the website to ‘shop’ for a course. The old website funnelled users into course sections, and applications for courses had to be made on paper. It was decided to change the fundamental structure of the user experience to more closely mirror eCommerce. Rather than funnel students into subject areas, we designed the website so that there are a number of ways to reach course information, and ensured that search functionality was excellent.