Designing a Personalized Homepage Experience for Ivy Tech

Several years after a full website redesign, Ivy Tech partnered with Williams Randall to refresh both the homepage and sitewide navigation to better reflect who they are today and more effectively support prospective students as they envision their futures.

Rather than starting with aesthetics alone, we stepped back and asked a more fundamental question: Who is the homepage really for—and how can it better support their needs?

Research and analytics confirmed that Ivy Tech’s homepage serves two very different audiences. Prospective students visit less frequently, but the homepage plays a critical role in guiding them toward key conversion goals like applications, requests for information, and class registration. Current students, on the other hand, return often with a very different mindset—seeking fast, efficient access to tools and resources they already know they need.

The original homepage attempted to serve all audiences simultaneously, which meant it didn’t fully support either. Our solution was twofold: personalize the homepage and restructure the site navigation to better align with user intent.

• 
  Prospective Student Homepage

Designed for the Prospective Student Journey

With the primary homepage experience, we focused on guiding prospective students through a clear, supportive journey—from exploration to application to envisioning their future at Ivy Tech.

At the top of the page, we focused on discovery and exploration. User research showed that program filters and popular program links were among the most heavily used elements of the existing homepage, so we preserved quick access to those tools. We also learned that uncertainty about what to study is one of the biggest barriers to higher education, second only to cost. To address that, we introduced a highly visual way for students to explore programs by field of interest, making discovery feel less overwhelming and more intuitive.

The next stage focuses on applying. To reduce friction and build confidence, we included scannable steps that clearly outline the process from application through class registration, helping prospective students understand that getting started is both achievable and straightforward. In the first three months alone, this change drove 600+ direct application clicks—an option that didn’t previously exist.

Research also showed that at key enrollment moments, students want reassurance from a real person. To support decision-making, we created clearer pathways to connect with local representatives for guidance or next steps.

Finally, the homepage helps prospective students envision themselves at Ivy Tech. Large, authentic photography showcases programs, classrooms, faculty interactions, and student life. Paired with these visuals, four core benefits—Quality Programs, Affordable Tuition, Personal Attention, and Flexible Schedules—reinforce Ivy Tech’s value and help students see what success could look like for them.

Complementing the homepage, we refreshed the sitewide navigation to better surface high-priority content and align with how users naturally explore. This included elevating key pathways like Skills Training programs across navigation and major entry points—resulting in an 80% year-over-year increase in engaged sessions for those offerings.

• 
  Current Student Homepage

Supporting Current Students Through Personalization

While prospective students drive the primary conversion goals, current students represent a smaller but high-frequency audience with very different needs.

To support them, we created a second, cookie-based version of the homepage tailored specifically to current students. This experience prioritizes quick access to essential tools, Student Services, and key resources—enabling greater self-service while making everyday tasks faster and more intuitive. The impact was immediate: direct and organic traffic to Student Services pages increased by 10%, driven by their more prominent placement and improved accessibility.

• 
  Current Student Mobile View

A Modernized Experience, Grounded in Research

Stylistically, the refreshed experience feels more contemporary, welcoming, and reflective of Ivy Tech’s breadth of opportunity. We incorporated photography, video, and subtle motion to bring the experience to life, while ensuring usability remained the priority.

As with all of our work, decisions were grounded in research and testing. We developed multiple design directions and tested them against the existing experience, using real user feedback to identify what performed best. The final solution combines the highest-performing elements, shaped directly by observed user behavior.

• 
  Prospective Student Mobile View

A Smarter Experience—for Every Audience

By rethinking both the homepage and navigation, Ivy Tech now delivers a more intentional, personalized experience. Prospective students are guided more clearly toward enrollment, while current students can quickly access what they need.

The result is a stronger, more effective digital experience—one that not only reflects Ivy Tech today, but actively supports where they’re going next.