This document describes a case study of redesigning the website for the UNC Eshelman School of Pharmacy from 2007 to present. The original site had long blocks of text, poor navigation, a buggy content management system, and lacked engagement. The redesign focused on improving visuals, navigation, creating better content like faculty spotlights and multimedia, social media integration, technical upgrades, and engaging faculty. The results were an improved, easier to use site that better showcased the school.

1. Case study
Just What the
Doctor Prescribed
Client: UNC Eshelman School of Pharmacy
Date: 2007–Present
http://www.john-zhu.com

2. Case study: Just WHat tHe dOCtOR PResCRIBed
Most pages were just
long blocks of text
http://www.john-zhu.com

3. Case study: Just WHat tHe dOCtOR PResCRIBed
Poor content and confusing navigation
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4. Case study: Just WHat tHe dOCtOR PResCRIBed
Buggy CMS and little tech support
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5. Case study: Just WHat tHe dOCtOR PResCRIBed
Apathy from people in the School
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6. Case study: Just WHat tHe dOCtOR PResCRIBed
Immediate fixes: More graphics, better navigation
BeFORe aFteR
http://www.john-zhu.com

7. Case study: Just WHat tHe dOCtOR PResCRIBed
Found money for tech support
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8. Case study: Just WHat tHe dOCtOR PResCRIBed
Made a list of top-priority technical fixes,
focusing on items with high ROI
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9. Case study: Just WHat tHe dOCtOR PResCRIBed
Engaged faculty, staff, and students at the School
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10. Case study: Just WHat tHe dOCtOR PResCRIBed
Results: Improved visual appeal and ease of navigation
BeFORe aFteR
http://www.john-zhu.com

11. Case study: Just WHat tHe dOCtOR PResCRIBed
BeFORe aFteR
http://www.john-zhu.com

12. Case study: Just WHat tHe dOCtOR PResCRIBed
Results: Created significantly more and better content
Faculty Spotlights
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13. Case study: Just WHat tHe dOCtOR PResCRIBed
Multimedia content:
Help for Honduras
• Audio slideshow
• Feature story
• Photo galleries
• Interview clips
http://www.john-zhu.com

14. Case study: Just WHat tHe dOCtOR PResCRIBed
Multimedia content:
• YouTube channel
• Short clips to accompany
news releases
• Livestreamed events with
accompanying live chat
• Flickr slideshows
http://www.john-zhu.com

15. Case study: Just WHat tHe dOCtOR PResCRIBed
Push into social media
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16. Case study: Just WHat tHe dOCtOR PResCRIBed
User guides for
faculty and staff
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17. Case study: Just WHat tHe dOCtOR PResCRIBed
Technical improvements
• Upgraded CMS – improved security and functionality
• Migrated site to new server – increased stability
• Put in place a reliable tech-support system, paving the
road for future upgrades and maintenance
• Working on major front-end redesign and revamp on the
back end
http://www.john-zhu.com

18. Case study: Just WHat tHe dOCtOR PResCRIBed
http://pharmacy.unc.edu
http://www.john-zhu.com