UMN Morris is one of seven statewide campuses for the University of Minnesota. Morris is especially known for its high-standards of academics, diverse student body, and high-achieving alumni.
The Morris campus had a series of websites that appeared dated and didn’t reflect the ambitions of the school and its students. New print materials were being generated that didn’t match the look and feel online. Web analytics were lacking and in need of updates. A full redesign of Morris' websites was needed.
Electric Citizen was hired as Morris’ digital agency. The project was to update and report on site analytics, write new copy for key landing pages, improve site navigation and architecture, and design a new look and feel for the main Morris site. We then applied the changes to the main landing page and Admissions section of the live site.
Morris staff planned to apply the new design direction to all additional sections of the main site themselves, as well as 8 or 9 subsites such as Academics and Give. Once the initial project was complete, however, Morris decided to extend our contract to continue applying changes to the various subsites.
Analytics and SEO
Morris had Google Analytics installed, but without the proper configuration and updates for Google Universal Analytics and Tag Manager. Electric Citizen brought in a partner agency (Augurian) to review current tracking and establish a plan for moving forward. This included both improved analytics and better paid-search plan.
Designed for a Mobile Audience
The new design is responsive and mobile-first, with an emphasis on useful mobile-menus, links that collapse to shorter select menus, and images that resize and render nicely on higher-res “retina” screens. Content is sectioned into smaller easy-to-scan “chunks”, and visually separated on the page, as opposed to long, text-heavy paragraphs of information.
The “Why Morris” page offers a series of selling points, with easily understood numbers, facts and icons. Pages are designed with large, full-width images, followed by bold titles and summaries.
Each audience group under Admissions (future students, transfers, etc.) had content written, with clear, step-by-step instructions on how to get started, important deadlines highlighted, and requirements detailed.
We are continuing to roll out redesigns of additional sections and subsites for Morris, to match the work we started on the main site. With new analytics tracking in place, Morris will be better positioned to react to what’s working and what’s not, continuously improving the site towards the best possible results.