GCU London is a university campus based in East London and they needed to establish a strong digital presence. Following a digital audit of their existing digital channels, a number of solutions were developed including the production of a new website.

GCU London is a postgraduate university campus of Glasgow Caledonian University (GCU), located in an ultra-modern environment in the heart of London. Situated in Spitalfields, one of London’s most attractive locations, GCU London is close to the globally recognised financial and fashion industries.

Situation

GCU London was a campus based in East London and they needed to establish a strong digital presence. Following a digital audit of their existing digital channels, a number of solutions were developed including the production of a new website.

Solution

The project would involve a number of key phases including the creation of an improved site architecture with clearer user journeys, the production of website template designs, as well as quality assurance testing across a number of metrics including accessibility and performance.

Although valuable, the digital audit only looked at the existing website so we began by working with key stakeholders to develop a detailed research document that would inform decisions on the best ways to engage with each unique audience on the new website. The research document was also instrumental in shaping a new site architecture. The existing site lacked definition which caused content for different audiences to become mixed and hard to find. Therefore it was concluded that the main navigation would primarily be targeted at prospective students and be supported by supplementary navigations for staff and students. This would provide clearer user journeys and make relevant information much easier to find. A content reduction process followed by card sorting exercises assisted in organising and labelling the content within the new structure.

Result

The result was increased intake of 6% for the year and significant increase in digital presence within the area.

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