NYU

The NYU website serves a complex set of personas from around the world, each with unique requirements. The new website needed to tell the brand story, but also scale as it serves new and existing students with essential content. To achieve this goal, we led NYU through a strategic journey of analysis, optimization and user segmentation that simplified the user experience and content strategy for four distinct personas.

The NYU School of Professional Studies website primarily serves existing students with content from 13 established Faculties. It’s also the primary channel used by potential students in New York City, Shanghai, and Abu Dhabi. In collaboration with NYU, we created journeys that encourage discovery across fields of study and drive the user to an optimized application process.

The new experience leverages Adobe Experience Manager’s scalability to dynamically generate hundreds of pages for events, faculty, courses, and degree programs. The rich authoring experience includes a custom library of over 60 multipurpose components, which are designed in alignment with the globally established NYU brand.

The new experience has empowered NYU’s individual academic faculties to tell their story while providing best-in-class authoring workflow capabilities for their broader marketing teams. By migrating over 4000 pages of content from 13 academic departments, the project centralized key information for site users, producing a modern digital brand narrative that matches NYU’s storied legacy and reputation.