The University of Wisconsin–River Falls partnered with KW2 to redesign its prospective student website and launch a dedicated subdomain for current students. The goal was to spotlight the everyday Falcon experience and clearly communicate the value of attending UW–River Falls. By streamlining content for each audience and unifying both sites under a cohesive design system, the university saw significant enrollment impact, including:
I led the project through three distinct phases. In the first phase, I conducted a comprehensive content audit and facilitated discovery meetings with key stakeholders, including marketing, recruitment, and programming teams. From these sessions, I created a discovery key findings document that outlined the core objectives for both websites. In the second phase, I developed three audience personas to better understand user needs and created journey maps to illustrate the application process for each audience. Using these insights, I designed the information architecture and content strategy for both the prospective and current student websites. In the final phase, I designed wireframes based on the approved architecture and strategy, then collaborated with our graphic designer to bring the new visual system to life.
