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Presentation at Confab Higher Ed 2017 in Indianapolis, Indiana. This is an updated version of the IA Summit 2017 presentation, including impact measurements not available during the IA Summit presentation.
After a major overhaul three years ago, the University of Michigan Medical School’s flagship website for prospective students was getting glowing feedback. Great news, right? But … now what? What comes after “good”?
This talk presents a case study of how we dug in to a new round of user research to deepen our understanding of the application journey of prospective medical students and present the next iteration of an already successful site.
With the journalist’s question of “what did you know, when?” we mapped the information-seeking behavior of prospective students, and learned how the lens of time could give us new insights into how to organize and present information to users.