The reimagining of UMD.edu
UMD’s main website was relaunched in 2025 after a year long discovery process focusing on the needs of the primary audience, prospective students and their families; as well as spotlighting university priorities.
Know your audience(s)
The team embarked on an in-depth, year-long discovery process, encompassing data collection, analysis, and active stakeholder involvement. My team and I conducted user research, participated
in interviews and produced deliverables including user personas and journeys to establish user goals and communication touch points. The site’s design was largely driven by the university design system.
Keeping content fresh. Keeping users engaged.
The redesigned site allowed for immense flexibility with messaging and storytelling. We allowed full thematic homepage takeovers for high priority university initiatives. Early analytics should a marked increase in user engagement and time on page.
Increase in time on page
from 26 seconds to over a minute