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Brief Overview: 

To meet the project goals, OHO conducted thorough research before diving into user experience design, implementation, and third-party integrations.

Research & User Experience Design To best understand GradCity users, we developed a site prototype and tested it against the competitive landscape. Using feedback from the focus groups and one-on-one user interviews with the target audience, we created a user experience design that directly reflected the wants, needs, and expectations of site visitors. With an understanding that an engaging, high-quality user experience is extremely important to the target audience, we created an immersive and interactive visual design with heavy use of imagery and video.

With 25% of traffic to the Grad City site coming from mobile devices, implementing a responsive design was a priority. As traffic from mobile continues to grow, providing an optimized user experience on any device is key. We ensured that the image and video galleries throughout the site worked beautifully with the responsive design, as they are a key driver in conversion for the target audience.

Drupal Implementation While building a Drupal content management system that would allow the GradCity team to easily execute marketing changes on their website, we also paid close attention to incorporating best practices for search engine optimization. Because developing and maintaining valuable keyword rankings is a key part of lead generation, we identified a solution that allows for a tabbed structure within destination pages while still accommodating unique, SEO-friendly URLs. By customizing the Drupal Node Tab module, the GradCity team is able to house all information about a destination within a site page while still optimizing their site for traffic from search.

Hubspot Integration Ensuring a smooth process from lead generation to sales was a key component of this project. Integrating with existing third-party systems like HubSpot and custom CRM platform NetRes transformed what had been a fragmented process into one that allows for marketing and sales to better track the customer lifecycle. By implementing a customized Hubspot workflow with a more user-friendly back-end process, site forms now capture higher quality visitor information that facilitates an easier and faster conversion process.

Award Category: 

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