We recently wrapped an intensive discovery and research project with Loyola University Chicago, led by our very own User Research Director, Lamar Goodenough, and Senior UX and Accessibility Strategist, Heather Maupin. This project aimed at diagnosing the friction points within their digital ecosystem. Our mission wasn’t just to fix a site, but to conduct a deep-dive investigation into the actual behaviors, frustrations, and goals of their prospective students.

Through a combination of qualitative user interviews, quantitative data analysis, and a comprehensive heuristic assessment, we identified the exact barriers impacting prospective students. Based on these findings, we delivered a strategic roadmap focused on clarity in content, information architecture (IA), and visual design. We’ve provided Loyola with the blueprint to fix the digital house, ensuring that when prospective students visit, they don’t just browse; they feel at home.

Fix the Information Superhighway

Confusion starts with a fragmented and inconsistent experience, especially when users unexpectedly land on subsections with different navigation protocols. In fact, not a single desktop user in our testing visited the main sectional landing pages — they bypassed them entirely. In our research, we emphasized eliminating the cognitive load with the following recommendations:

  • Simplify the menu. Create a consistent, clear hierarchical structure across the entire site, limiting the main menu to at most eight items to keep things simple.
  • Scrap the jargon. Who knows what “J-Term” is? Users preferred “Hands-On Learning” (or “Experiential Learning”) over the cryptic “J-Term,” and “Library” over “Information Commons.” These changes dramatically increased perceived usefulness and clarity.

Streamline Key User Journeys

Getting admissions information shouldn’t feel like an escape room challenge. Research showed that prospective students struggled with indirect paths, long forms, and confusing academic program options. We recommended the following:

  • Centralize all costs. Instead of confusing, lengthy tables that were “impossible to evaluate” on mobile, centralize cost information on a dedicated Admissions page, using collapsible sections, and incorporating a cost calculator to provide a clear, summarized total.
  • Unify program pathways. Consolidate multiple, fragmented program pathways into a single, filterable Unified Program Finder. This ensures users (regardless of undergraduate, graduate, or adult education status) can quickly find the programs that fit their interests without getting lost.
  • Capture student interest. Despite being a top-visited page, the current 40-question “Major Quiz” causes high abandonment. By shortening the experience to 10 engaging prompts that analyze a student’s natural curiosity and worldviews, this high-traffic entry point transforms from a point of frustration into a high-conversion tool for program discovery.

Polish the Details

The look and feel need to match the excellence of the experience. We addressed visual inconsistencies and the non-negotiable need for accessibility:

  • Prune repetitive content. Eliminate repetitive, confusing, and out-of-context content, such as news items topping department pages and the non-discrimination policy dominating the homepage. We recommended replacing the latter with differentiating content that clearly communicates the university’s mission and values, even suggesting renaming “Loyola at a Glance” to “Why Loyola?” to emphasize key differentiators.
  • Clarify label text. Use clear, descriptive labels. Ensure contextual relevance and streamline forms to collect only essential information. Calls to Action were vague (e.g., “Get Info” vs. “Request Information”) and forms were too long, leading to abandonment.
  • Standardize visual styles. Incorporate consistent visual design language — standardized fonts, colors, and button styles — moving away from confusing three-column layouts and inconsistent page designs. Most importantly, achieve WCAG 2.1 AA conformance to ensure an inclusive, modern experience for all users.

The project was all about optimizing Loyola’s website to be intuitive, engaging, and welcoming, driving up usability and setting the stage for future growth. We delivered the strategic blueprint. Now, the path forward is clear; the digital experience is truly student-first.

The Power of Evidence-Based Design

The project was all about optimizing Loyola’s website to be intuitive, engaging, and welcoming, driving up usability and setting the stage for future growth. By prioritizing deep-dive research over assumptions, we were able to verify pain points and uncover barriers that data alone couldn’t reveal. This rigorous analysis ensures that every design choice is backed by actual student behavior, leading to a more resilient and effective digital presence.

Ultimately, this process transforms subjective fixes into objective solutions. We delivered the strategic blueprint that moves beyond surface-level aesthetics to address the core needs of the user. Now, the path forward is clear; the digital experience is truly student-first.