Part of the UP Education Group, Australasia’s largest private education provider, NZMA has 11 campuses across New Zealand.
Redeveloping the website as part of a wider brand refresh was critical as it helped NZMA compete more effectively in a market where COVID imposed border closures meant an increased focus on domestic student recruitment. The project goals were to increase leads, conversion rates, and enrolments. Because many of NZMA’s students didn’t complete secondary school or qualify for University Entrance, for the target audience, NZMA’s non-traditional pathway to higher education is often a potentially life-changing option. Also, given NZMA helps kids who might otherwise be educationally disenfranchised, this made the stakes unusually high. By dramatically improving the human experience of the digital enrolment process, NZMA created a digital experience that not only engages the audience, but also empowers them to enrol.
We spent two weeks conducting market research and discovery to identify key project opportunities and challenges, redefining the long-term growth strategy. A five day co-design sprint was held with key stakeholders. The first three days were used to repurpose existing data and analytics for opportunity identification and decision-making. On day four, we created an interactive prototype in just seven hours. Day five, we tested the prototype at an NZMA campus with 28 students, gathering critical feedback. Any negative themes were interrogated and fixed. Testing allowed designers to gather real-time feedback from end-users, and the sessions were all streamed live for NZMA to observe. This user testing provided invaluable insight into user behaviour that ultimately shaped the successful project direction.
The designers used Design-Ops to drive efficiency in costs, quality, and agility. This process allows multiple designers to work on different parts of the website by creating branches, which then require a design review by an Art Director, before being merged into...view more
Gold in UX, Interface & Navigation 2022
Gold in Mobile Responsive Design 2022
Silver in UX, Interface & Navigation 2022
Silver in Digital Design for Social Change 2022
Branding - Unsworth Shepherd Jay Shin Eden Pilbrow