‘I want to study…’
To make finding a course as easy as possible, we devoted a large part of the homepage to a course search. By using a conversational style, along with an auto-complete search field, users had quick direct access to their subject of choice.
Conveying student life
Another key factor in driving applications was to show what it is like to study at Edinburgh College of Art. For this we used specially shot videos of students working in different environments around the college. These were shown in rotation on the homepage to give visitors a flavour of student life.
Navigating the college
The preparation work on the different audiences and their journeys at the discovery stage informed the navigation approach. We used a mega-menu to provide users with an organised overview of all content, adding imagery for key sections, such as schools, to add impact. On the pages themselves we used a drop-down breadcrumb menu, providing users with context and access to other pages within the same section.
As part of the Information Architecture development we helped organise the content in to common themes using taxonomies. Once applied these were then used to connect different areas of content across the site. So, on some pages users were guided to related content, other pages used the taxonomies for filters, allowing users to find programmes or narrow down searches.
Consistency across devices
A large proportion of applicants use mobile devices to research and apply, so the experience had to be consistent. We used several user experience techniques to deliver the same depth of content on smaller screens. Sliding cards allowed users to swipe through collections of content, while tabbed interfaces and accordions gave users control over what content they viewed while saving valuable screen space.