"This case study covers my design process and decision-making. All client data has been anonymised per NDA.”
- Year: 2024
- Platform: Web + Mobile
- My Role: Senior UX Designer — Ideation, UX, UI, Prototyping, Design System, Documentation
- Project Duration: 10 Months
- Team: UX Researcher, Design Manager/Strategist, Product Managers, Developers, Marketing
TL;DR (Summary)
The Problem:
A leading U.S. healthcare university's digital application process was haemorrhaging prospective students — 38% of applicants abandoned before completing their application, costing the institution significant enrolment revenue and leaving motivated students without a path forward.
What I Did:
Led end-to-end UX and UI design for a complete redesign of the multi-step application and onboarding experience, across web and mobile, including a revamped design system aligned to the institution's brand.
Key Design Decisions:
- Restructured a single overwhelming long-form into a progressive, step-by-step guided journey
- Designed a persistent 3-column layout with contextual FAQs, solving the core drop-off trigger: users abandoning because they had unanswered questions mid-flow
- Built a mobile-first responsive experience for the 60%+ of users on mobile devices
- Created a scalable design system (typography, components, iconography) handed off to the development team
Target Outcome:
Reduce abandonment rate from 38% to below 30%, reduce application completion time from 20 minutes to under 10 minutes.
CONTEXT & BACKGROUND
In 2024,