Tools

Figma

Design Thinking

I led the user journey mapping for the FGV Undergraduate website to identify opportunities to improve conversion, engagement, and overall clarity throughout the candidate experience. By analyzing the full journey, from awareness and exploration to decision and post-registration, I uncovered key friction points such as fragmented information, unclear content hierarchy and usability issues, particularly on mobile. This work directly informed UX and content hypotheses focused on centralizing admission information, standardizing course pages, prioritizing critical data such as enrollment methods and key dates and strengthening storytelling through course differentiators and student experiences.

These improvements were designed to reduce cognitive load, increase user confidence and guide candidates more effectively toward enrollment, contributing to higher engagement with course pages, smoother decision-making and a more conversion-oriented experience aligned with FGV’s strategic goals.