Redesign of Riga Stradins University home page has truly become one of the biggest Cube content strategy projects so far. Historically RSU had multiple websites for different target groups that was now about be united in one. By redesigning their page, RSU looked to have a more user based design and improve their Webometrics rank.
At first we defined four main target audiences and held interviews with future students, existing students, faculty members and people looking research and scientific services to find out their rsu.lv use cases.
Multiple target audiences made the challenge even greater as they were divided by languages, tasks and ways how they consume content. To gain more insights on the mindset of students, we not only evaluated best practices from other universities but also used research on higher-education websites that included examples from 109 universities around the world.
To make sure we have only relevant and updated information, we started off with content audit by collecting all internal pages and evaluating purpose for each piece of information. Total they had 227 pages that had to be restructured. Having a complete overview helped us to redefine the way how content was served.
After gathering all information we created new content structure that was after validated using card sorting technique by real users. We designed each section as a landing page with powerful images to showcase the university environment, learning process, introduce to subjects, teaching staff, graduates and future career opportunities.
As RSU needs to update content on a daily basis, we conducted a workshop “Writing for web” where editors and content administrators learned about content structure, human reading patterns on internet and SEO basics. Also their CMS has option to make customized pages using modular design elements.
The results? We don’t want to take full credit for having a 15% increase in received application for school year 2017/2018, but having a user friendly website with easily consumable content certainly helps. Also RSU saw rise in Webometrics rank by 236 positions and moved to the 3. place between Latvian universities.