Designing a unified graduate enrolment experience for Adler University
Role
UX Designer & Researcher
Timeline
2024 - 2025
Project Type
Higher Education, Multi-Campus Enrolment, International Audience
Status
Launched, Measurable Impact
Adler University operates across Chicago, Vancouver, and online delivery, offering overlapping graduate programs within a complex, multi-campus academic and leadership structure.
I led the research and strategic modelling that reframed Adler’s graduate enrolment experience—shifting program discovery from fragmented, campus-led pages into a unified decision-support system.
The work focused on improving the journey of:
Prospective graduate students, comparing campuses, credentials, pacing, and tuition before committing to a high-stakes academic decision
While also supporting:
Admissions teams, receiving higher-intent applicants
Marketing and web teams, implementing a shared program framework
University leadership, aligning around a unified “One Adler” enrolment strategy
By grounding the redesign in student decision behaviour, the project reduced uncertainty, clarified options, and improved enrolment efficiency across campuses.
Impact
During the same enrolment season year-over-year:
+90% new users
+74% page views
+54% sessions
+29% "Apply Now" clicks
+15% "Tuition Estimator" usage
+52% "Virtual Tour" engagement
Views per user within the Program Index nearly doubled, indicating deeper comparison behaviour.
Behaviour shifted from inquire-first to qualify-before-applying, signalling higher-intent engagement entering the funnel.
The Work
1/3
Decision Behaviour Research
I identified how prospective students evaluate graduate programs—location, pacing, credential, tuition, and outcomes—through analytics review, competitive analysis, and stakeholder interviews.
We mapped the graduate decision journey, revealing a critical behavioural shift: students needed to qualify themselves before applying, not simply inquire for more information.
2/3
Application Pathway Clarification
I conducted research to determine user frustrations and common drop off points during application pathway. I surfaced friction in cross-campus application processes and informed the creation of a centralized, campus-agnostic “How to Apply” system.
3/3
Executive Alignment
I synthesized findings and presented research to senior leadership, aligning stakeholders around a strategic enrolment redesign rather than a visual refresh.
The Process
Research & Discovery
I conducted analytics audits, competitive benchmarking, stakeholder interviews, and workshop facilitation across Chicago and Vancouver campuses to uncover enrolment friction and decision barriers.
Synthesis & Strategic Direction
I translated qualitative and quantitative findings into decision models, comparison variables, and structural recommendations that informed the information architecture and template system implemented by UX and UI teams.
Measurement & Validation
I defined key success metrics tied to enrolment behaviour, enabling post-launch evaluation against real-world performance data.
The Fine Print
Context & Constraints
Adler operates across multiple campuses with overlapping programs and differing financial structures, modalities, and leadership dynamics. Prospective students faced identity ambiguity, campus differentiation friction, and credential complexity. Internally, cross-campus alignment required a shared decision framework rather than siloed marketing efforts.
Guiding User Questions & Insights
Students needed clarity before commitment: Is this program right for me? Am I qualified? How much does it cost? How do I apply? Research revealed that location, pacing, credential, tuition, and outcomes were the primary decision drivers—becoming the structural backbone of the redesigned experience.
UX Strategy
The strategy replaced segmentation by campus with structured comparison. A unified Program Index, consistent templates, and centralized application guidance allowed students to evaluate options without premature commitment.
Tradeoffs & Design Decisions
Preserving campus identity while reducing fragmentation required prioritising student decision logic over internal organisational structure. Clarity and comparison were elevated over legacy hierarchy.
Collaborative Workshops
Workshops across campuses surfaced inconsistencies in navigation and application processes. Presenting research findings to executive leadership accelerated alignment and enabled implementation across teams.
Key Pages
Core systems included a unified Program Index, standardized program templates, and a centralized How to Apply hub—implemented by the broader UX and UI team based on the research framework.
Reflection
This project strengthened my ability to:
Make product decisions within marketing contexts
Align UX with enrolment economics
Model complex, high-stakes decision journeys
Design for international audiences
Influence executive alignment through research
Measure impact using real-world data
Key takeaway: In graduate education, the enrolment funnel is a product—not a pamphlet.
Project Credits
My Contributions
UX Research
Competitive Analysis
Synthesis & Modelling
Workshop & Stakeholder Interview Facilitation
Executive Presentation
Team
Juode AlTaher — UX Team Lead
Kay Drobot — UI Designer
Steven Martz — Creative Director
Jarret McKee — Copywriter
Ryan Aceman — Director of Brand Strategy
Lucy Gregory — Director of Project Management
Georgia Hines — Project Manager
Image Copyright Adler University 2026.
