ANANT UNIVERSITY WEBSITE

Designing a website for a Design Institute

Research | UX Interviews | UX Design | Prototype | Test

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The Challenge

AnantU, India’s first design university wanted to revamp its existing website for young design aspirants. The idea of this redesign was to help students discover information readily and at the same time come across as a highly competent university on par or even better than their competitors. They wanted the website to exude energetic, engaging, and interactive vibes yet be simple and intuitive.

My Role

I lead a team of 2 people on this project. My role was was not only to guide the team but to also create concepts for key flows and journeys. The most challenging part of the project was to simplify the tedious process and make the experience better for a user.

Project Duration: 7 months

🔨 Tools Used: Figma, Whimsical

📲 Platform: Adaptive

Process

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Product Definition

A little about ANU

Anant National University, located in a lush green campus in Ahmedabad, is India’s first Design University. Established in 2016, AnantU is a brainchild of Ajay Piramal and is committed to nurturing Solutionaries, people who are revolutionary in their thinking, but solution-oriented in their approach.

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Stakeholder Interviews

Multiple Conversations with the key people of the ANU team gave a lot of helpful:

  • There is significantly higher traffic on the website during the admission period

  • The college is comparatively new in the domain and is not known to prospective students hence the website has to play a major role in communicating the brand image and positioning.

Problem Statement

How might we inform, educate young aspirants about Anant University. Help them choose Anant University and make them feel great about their choice. Establish ourselves as a trusted institution which provides high quality education

 

Research

Competitor Analysis

We did a competitive analysis to understand what other institutes are doing in terms of the user experience, application process, course offerings, communication, UI, etc.


We discovered that almost all the competitors have a dated look and feel, non-intuitive affordances, and lots of unnecessary steps. The courses are not stated upfront, the information shown on the listing pages are inadequate and non-persuasive. None of the websites live up to their expertise in design. Their USP is their name and the weightage it brings along with it. Their information architecture is not well structured and confusing. And since an up and coming university would naturally look up and emulate these stalwarts, we had a LOT of work to do.

 

Understanding the user

We initially assumed that OTT would be the most preferred entertainment platform nowadays but we learned that the main target audience for Dish TV is semi-urban /rural, users who aren’t as heavily touched by platforms like Netflix, Amazon Prime yet. The website is majorly accessed via mobile.

Age group of visitors

What devices people use?

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User Interviews & observations

The purpose of this exercise was to understand the reasons as to why students opt for / consider colleges for higher education. We spoke to both sets of students - potential candidates as well as current students to understand their mindsets and concerns while selecting colleges. Through our discussions we found out that students are most interested in knowing about the courses offered, flexible curriculum, placement statistics, faculty, campus location / infrastructure & the fees structure.

Heuristic Evaluation

Key shortcomings of the existing website