The University of Wisconsin River Falls partnered with KW2 to redesign its prospective student website and create a new subdomain dedicated to current students. The redesign aimed to highlight the everyday Falcon experience and showcase the value of attending UW–River Falls. Both sites were streamlined to focus exclusively on their respective audiences while maintaining a cohesive visual identity through a unified design system.
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.
