Durham University, the UK's third oldest university and a member of the prestigious Russell Group, serves approximately 20,000 students, with graduate students making up a quarter of the population. Renowned for its excellence in research and education, Durham University faces intense competition to attract top talent from both the UK and abroad.

CTI Digital  have partnered with Durham University on a comprehensive digital transformation journey over the past 6 years. 

In the fiercely competitive world of higher education, attracting the right students is essential. Durham University, the third oldest university in the UK, faced a significant challenge with its online presence. Spanning fifty-five domains, the website created confusion for prospective students seeking information. Our goal was to unify and streamline the website to facilitate a clearer application process.

To effectively enhance Durham University's recruitment strategy, we implemented a comprehensive approach that began with in-depth research and discovery. This laid the foundation for a user-centered redesign tailored to prospective students' needs.

• Research & discovery: Through extensive research, including surveys,  workshops, and on-campus interviews, we helped the client gain a deeper understanding of prospective students' needs, allowing them to tailor their approach effectively.  

• User journey mapping: With refined personas, we mapped out the application process together, identifying critical touchpoints and challenges that required attention.

• Website audit & competitor review: We thoroughly audited the existing website and benchmarked it against competitors, revealing navigation issues, especially on mobile, that needed resolution.

• Optimised content strategy: With a content-first approach, we developed SEO-focused and accessible content guidelines, ensuring prospective students could easily find the information they needed.

• Prototyping & design: After establishing user journeys and content strategies, we designed responsive prototypes, aligning aesthetics with Durham's branding. We tested these designs with students to ensure usability.

• User testing: Real user testing provided valuable feedback, leading to a refined, seamless experience across devices for prospective students.

• Phased implementation: A phased rollout ensured a smooth transition, with regular stakeholder communication keeping everyone aligned and engaged throughout the process.

The newly unified Durham University website now delivers a clear, user-friendly experience that meets the needs of prospective students, resulting in a significant increase in applications. This transformation elevated the university's digital presence and set a new benchmark for user experience in higher education.

The newly unified Durham University website resulted in:

• 52% increase in exits to the UCAS application system
• 9% reduction in mobile bounce rate
• 13% decrease in course page bounce rate