Tools
Adobe XD
Design Thinking
Google Analytics
Overview
The FGV Undergraduate website is the primary gateway for thousands of candidates. My challenge as a Product Designer was to transform a fragmented digital environment into a seamless, high-conversion experience. With 15+ years of experience, I led the end-to-end process, from mapping complex candidate journeys to ensuring all critical information remains within a single, unified flow.
Key Project Metrics & Impact
1. Content Consolidation
Successfully integrated and migrated all critical data previously scattered across 3 distinct platforms directly into the FGV Undergraduate website.
2. Zero-Leaking Funnel
Eliminated external redirects by ensuring 100% of enrollment information is now native to the course page, preventing users from dropping out of the journey.
3. User-Centric Validation
Conducted usability testing on high-fidelity prototypes to ensure the consolidated content remained easy to navigate and scan.
The Challenge: A Fragmented Legacy Ecosystem
The primary pain point was a “broken” user journey across five different platforms: the Main Portal, the Undergraduate site, the Selection Process system, the Application form, and various School websites.
In the previous version, users were frequently forced to jump between these environments to find basic details like exam dates or fees. These external redirects acted as “leaks” in the funnel, causing high cognitive load and significant drop-off rates exactly when the user was closest to applying.
Before the Redesign
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.
Solution
User Journey 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:
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.
Final UI
Following the architecture and research phase, we implemented the visual identity on the website in accordance with FGV’s Design System.
Data-Driven Performance & Ecosystem Conversion Growth
To validate the real-world impact of the new FGV Undergraduate ecosystem, I conducted a comprehensive funnel analysis comparing the 2024.1 and 2025.1 admission cycles. By consolidating data from all undergraduate programs via Google Analytics 360 (GA4), I measured the systemic efficiency of the user journey, from initial course discovery to final registration.
Key Performance Indicators (KPIs)
The comparative analysis across the entire /courses/ directory revealed a significant breakthrough in conversion efficiency:
- Traffic Optimization: The 2024.1 cycle recorded 555,857 sessions entering course pages. In the 2025.1 cycle, this entry volume decreased by 25% (416,300 sessions), indicating a more targeted and qualified acquisition strategy.
- Conversion Growth: Despite the lower volume of entry sessions, the total number of completed registrations increased from 11,103 to 12,132.
- Efficiency Surge: The end-to-end conversion rate (from course page entry to completed registration) jumped from 2.00% to 2.91%.
Final Impact
CTR 2024.1
2%
Registrations
CTR 2025.1
2.91%
Registrations
Total CTR
↑45%
YOY
The redesign and ecosystem consolidation led to a 45% increase in the total conversion rate across all programs.
These results prove that by reducing cognitive load and streamlining the transition between institutional content and the registration engine, we achieved a higher volume of final conversions with significantly less entry traffic. This demonstrates that a cohesive, data-backed UX strategy is the most effective lever for scaling business results in complex educational environments.