FIU.edu

Audience research

Problem

When we set out to update the most prominent website of the university, we wanted to center the content on our audience. There was existing market research of who current and prospective students are and what they think about FIU. But the team decided we needed to have a better idea of who FIU.edu users were, what they wanted from our university and what they needed from our website. We also wanted to combat internal misconceptions about our audience that sometimes prioritized other audience segments (such as faculty or donors) over students.

Solution

To answer these questions, we created an intercept survey that prompted real users with a series of questions that we hoped would lead to real insights. This survey collected analytics data about the responder and asked them to self-identify who they were, what they were there for and why they might choose FIU. The intercept and survey were carefully written to increase the chances of completion.

Process

Using the information submitted through the survey, in conjunction with some statistical information about the student population, we created personas for our largest (and most critical) demographic groups: prospective students. These personas helped us humanize the numbers and formed the basis for interpreting user journeys. We created four personas: first time in college, transfer, graduate, and international students.

Results

At the conclusion of our survey, we received a dizzying 12,000+ responses and collected a useful trove of information. Based on this data we determined the following improvements would have the greatest impact:

• A degree search that linked students to their program of choice in the college or school’s website. These websites are usually harder to find for outsiders but contain the specific information students are looking for.

• Admissions pages that are customized for each persona to guide them through their unique application process.

• Financial aid and tuition information that states, in plain language, how FIU would impact students’ financial situations.