Redesigning NUS Business school’s website

UX Designer

Product Designer

UI Designer

Figma

Problem statement

Redesiging the home page of https://mba.nus.edu.sg/ (2-3 sections), a leading Business school in SingaporeThe objective is to create a visually appealing, user-friendly, and informative home that reflects h2O.ai's expertise and aligns with its brand identity.

Old website

Deliverables

Develop a visually appealing design concept for the home page that incorporates the provided brand guide and reflectshttps://mba.nus.edu.sg/positioning in the AI and data science industry.

Inspiration from client

Websites they like:

https://www.hellobonsai.com/ - Content Structuring and Design.

https://www.vendr.com/ - Animation and Graphics.

https://www.klima.com/ - Simplicity Use of Green color to highlight relevant information and spacing and style.

Inspiration

Constraints

NUS Business school is interested in marketing their AI & Data science course from this landing page.

The users of this website are going to be college students.

I need to prioritise Hero section, Why NUS for AI & data science, Why NUS as a college and student testimonials.

The website will be using only the fonts and colors from H20’s website.

The navigation & footer sections will be the same to focus more on the other priority sections of the website.

I limited the number of iterations I would spend per section and didn’t made 2-3 design options to meet the assignment deadline.

Inspiration & Research

I drew inspiration from websites the client liked (Hello Bonsai, Vendr, Klima) and thoroughly researched competitors. This guided my design decisions.

Brand Alignment

I adopted H2O.ai’s brand guide, using their logo, colors (Sunshine yellow, Marigold yellow, Charcoal), and fonts (Montserrat, Hind).

Section Prioritisation

Hero Section: The word “Eager” evokes enthusiasm and curiosity. Users who aspire to learn about AI and data science will feel drawn in. Followed by a subheading that By positions the program as the top in Asia, it establishes credibility and prestige.

Why NUS Data Science: Clear columns highlight interdisciplinary curriculum, experiential learning, renowned faculty, and flexible study options.

Student Testimonials: Trust-building quotes reinforce NUS’s credibility and alumni’s trust in the institution.

What I could’ve done

While there is still room of improvement in the redesign of this website. Here is my list of steps that can be taken to improve this website further:

Content Refinement: The content on the website could’ve been more relevant to the requirements.

Accessibility compliance: Follow WCAG guidelines to make the website accessible to all users.

User Testing & Feedback: Conduct usability testing with potential students. Gather insights on navigation, content clarity, and visual appeal.

Iterations: There can be multiple ways to reach the end goal. Hence multiple iterations with clear intention and rationale could’ve resulted in a better outcome overall