As the sole UX Designer, I led end-to-end UX strategy and design of this new product.

UX AUDITS

Microsoft Clarity data showed multiple people were trying to click the logos on the Thank You page after submitting an RFI. The assumption is they're trying to continue exploring more info but hit a "dead-end".
Recommended adding an in-line Apply Now link to this page to give users an option to move forward if they're ready.
After implementation, clicks to the Apply Now page increased by 23%.

Our analytics team was A/B testing the landing page vs. program page within a microsite for various online programs to see which experience prospective students would convert on the most.
Most programs in the A/B test converted higher on the program page except Healthcare Management. The team was wondering what is helping to move the needle for this outlier program?
I used Claude to dig deeper into the audiences typically pursuing each program in the test, including their motivations and what they likely prioritize.
I feel strongly that audience composition and decision style are likely responsible for the high LP conversion for the Healthcare Management program and recommended against usability testing in this case.
Based on this research, I realized conversion optimization may benefit from being program specific rather than using a standardized template for all programs. I had planned to explore this theory further.

VARIOUS UX AUDITS