New FGV Undergraduate Website

Product

The FGV Undergraduate Website is where all programs in this segment offered by the institution can be found. It is the place where users get to know FGV, have their questions answered, access materials, and register for the selection processes.

Context

FGV’s digital environment is highly complex, with numerous websites providing services in a fragmented manner. For a good user experience, the services offered throughout the entire course application journey need to be more integrated in order to achieve better conversion.

Solution

User Experience Integration:

Discovery
Users who were impacted by campaigns, or who arrived via the portal, school websites, search, or directly, but who are not yet actually considering applying. They are becoming familiar with the topic for a future decision. They want to get a general overview without going into depth.

Interest
Users who are close to making a decision, but need to gather more information in order to compare programs and schools. They want to see what FGV has to offer.

Decision
Users who have already made the decision and now want practical and direct information about the selection process and ways to enter FGV. They will check the rules, exams, dates, fees, application period, etc.

Action
At this point, users will click the application button and start the process. They will fill out forms, submit documents, pay the fees, etc.

Follow-up
After the exams, users will return to the website to track their application, access the list of admitted students, and check the entrance exam results.

Example of how the website menu was structured according to the user journey:

Architecture

To ensure that all fragmented content from other websites would be brought into the new one, a mapping of all pages containing information about FGV Undergraduate programs was carried out. This content was compiled into a spreadsheet to define the new website architecture and information hierarchy.

Navigable Wireframe

After the structure had been mapped and the new website architecture defined, we created a navigable wireframe prototype and conducted usability tests with users. The insights collected were incorporated into the final layout to ensure we were moving in the right direction.