LUCY CAVENDISH COLLEGE

Mobas was appointed to redesign and develop a brand new visually attractive website for the College that primarily increased the number of appropriately qualified applicants. The website also needed to serve a number of other key audiences.

The client was very immersed in their internal knowledge, so understanding the College’s entire proposition meant we had to work closely with our target audience to appreciate the challenges all of the different users would face so we could create a precise digital strategy for the end user.

Our digital team started by conducting qualitative research by interviewing students from the College to get a more detailed understanding of the content and information they want and need from a College website – both as a prospective student and as an existing student. Working from a real user’s point of view highlighted some downfalls in the existing user journey, which allowed us to think differently about the information architecture of the new website.

Combining qualitative user research with real user data from Google Analytics, we were able to propose a simpler but more focused website that utilised prominent calls-to-action to direct the users around the site to key content they were initially searching for.

The brief required our design team to break the ordinary of design for academics. Our design team got to work exploring vibrant colour palettes, contemporary and modern web layouts, along with a brand new corporate typeface for the college. The challenge was striking the balance between appearing progressive while maintaining the connection to the 811-year history of the University of Cambridge. Clean and minimal was the theme, allowing the impressive imagery to portray a balance of diversity and ambition.