Case Studies

UX-first design boosts engagement on SBS Career Portal

Stellenbosch University Business School (SBS), a triple-accredited African institution, has focused on responsible leadership development since it opened its doors to 14 MBA students in 1964. Nearly 60 years later, it offers world-class programmes to students from around the globe.

Passionate about what they do, SBS was looking for a way to enhance user understanding of platform tools and resources and their benefits. With this objective in mind a comprehensive research project was undertaken, lasting several weeks. Upon completion the findings were presented to SBS, which culminated in the implementation of most of the recommendations by Fishgate.

Objectives

The primary goal was to identify deliverables necessary to enhance the features and functionality of the SBS Careers website, ultimately improving the CX journey and offerings for all user groups.

Approach

Our approach was multi-faceted and tailored to SBS Careers' needs. We started with a thorough analysis of user feedback and current website performance to identify and eliminate redundant or overlapping content and services. We evaluated existing services and looked for ways to streamline user flows by analysing user behaviour, identifying pain points, and identified necessary adjustments for an overall enhanced user experience. We looked for ways to revise the website's messaging to communicate the service offering in a user-centric way, ensuring a clear conveyance of value proposition and benefits.

Results

Streamlined Website

Redundant pages and services were identified and consolidated, simplifying navigation.

Clear Communication

Website messaging was refined, ensuring a user-centric approach that clearly communicated the value proposition.

Optimised User Flows

User flows were streamlined, addressing identified pain points to improve overall user satisfaction. The user experience was also made much friendlier and self-explanatory, which helped users of all skill levels easily navigate and achieve what they came to the site for.

By listening to feedback, optimising communication, and streamlining processes, we created a more user-friendly platform, which resulted in a 51% improvement on bounce rate on the home page alone! And we're not stopping there! We'll keep measuring and adjusting based on user input to keep SBS Careers on the right track.