Accessibility + Aesthetics
Yale University's School of Management knew they wanted to reach a young digitally-savvy audience. They turned to us to cut through and communicate.
First, we wanted to make it easy. Could current and prospective students logging onto som.yale.edu get what they needed in the context of their busy lives? So we stripped out nonessential information and reorganized copy and design in a clear and minimalist format. We enhanced discoverability and accessibility, added a media player, silent video marketing teasers and a static option so the user could be immersed in the experience without disruption. Best of all we added a call to action which increased visits to the apply page by 43.84%. But that’s just the beginning of the story. Since the redesign:
- Time on site is up 21.88%
- Bounce rate has been reduced 64.10%
- Average page views are up 10.93%
When Yale School of Management needed to create a new user experience at insights.som.yale.edu, Square360 was there. First, we redesigned a system to tell stories more visually. We expanded their media formats to focus more on videos and podcasts. We added a ‘Collections’ feature to allow separate article viewpoints to be organized into a single narrative. And finally, we instituted long form analysis on important issues from Global Business to Sustainability at “the intersection of business and society.”
Yale School of Management Alumni Site
When Yale School of Management wanted to grow the engagement of their alumni community, they called Square360. First, we rebuilt the site from the ground up, Sitefinity to Drupal. Then we made it easier for alumni to connect by integrating social media accounts using a single network sign on. We added a geolocation function to automatically serve up event and chapter information close to the user's proximity. And finally, we created a ‘smart search’ to make it easier for alumni to find one another. Today, Yalies around the world are connecting with one another and reminiscing about their days in the Elizabethan Club.