Problem

Users faced difficulty navigating the site due to inconsistent menus and a confusing hierarchy of information. The design appeared outdated, which made it difficult to communicate the quality and credibility of UWCPED’s offerings. Internal teams also faced obstacles when updating content, resulting in outdated or inconsistent information across the site. Program pages lacked clear pathways for enrollment and did not guide users toward conversion. Collectively, these issues limited engagement, reduced prospective learner confidence, and constrained the organization’s ability to showcase its programs effectively.

Solution

To address these challenges, I led a complete redesign of the UWCPED website with a focus on usability, visual clarity, and conversion optimization. The solution included several strategic elements:

• User-Centered Experience
  We conducted user research and analyzed site analytics to understand visitor behavior and pain points. The navigation system was simplified and structured around user goals to make it easier to discover programs, faculty information, and resources.

• Modern Visual Identity
  The design was updated with a clean, professional aesthetic that reflected the prestige of UW–Madison and emphasized UWCPED’s expertise. The layout, typography, and imagery were chosen to create a sense of credibility, engagement, and approachability.

• Flexible Content Management
  We implemented a CMS that allowed internal teams to update content easily and maintain brand consistency. This reduced reliance on developers for updates and empowered staff to keep information current and accurate.

• Conversion-Focused Design
  The site introduced visually prominent calls to action, structured program pages, and streamlined forms to improve the enrollment process. Pages were optimized for search engines to increase discoverability and engagement.

The combined result was a user-first website that effectively communicates the value of UWCPED’s programs while supporting the organization’s operational needs.

Stakeholders

The project involved collaboration across multiple teams to ensure alignment with strategic goals:

• Project Lead (Michael Serpe) oversaw the overall strategy, design direction, and ensured collaboration across all teams.

• Marketing and Communications provided guidance on messaging, brand voice, and content strategy.

• Program Directors contributed insights into course structures, priorities, and unique selling points for each program.

• IT and Web Operations ensured CMS integration, site security, and overall technical stability.

Weekly review sessions, design workshops, and collaborative feedback loops allowed each stakeholder group to provide input and align priorities. This collaborative approach resulted in a solution that balanced user needs with business objectives.

Process

The redesign followed a structured, research-driven approach:

• Discovery and Research
  We reviewed analytics, conducted stakeholder interviews, and performed a heuristic evaluation of the existing website to identify opportunities for improvement.

• Information Architecture and Wireframing
  We simplified the site structure, reducing complexity while highlighting key programs and resources. Wireframes were created to test layouts, content placement, and user flows with internal teams.

• Design and Development
  High-fidelity mockups were developed incorporating modern design standards and accessibility principles. A flexible, scalable CMS was implemented to support content updates, program expansion, and long-term maintenance.

• Testing and Launch
  We conducted usability testing to refine navigation and interactive elements. The site was optimized for performance, responsiveness, and SEO before launch. Post-launch monitoring allowed us to address any emerging issues quickly.

Results

The new UWCPED.org delivered measurable improvements across multiple areas:

• A 40 percent increase in page views within six months.

• A 25 percent reduction in bounce rate, indicating improved engagement and navigation clarity.

• Higher program enrollment conversions driven by clear pathways and effective calls to action.

• Time savings for internal teams due to the flexible CMS and streamlined content workflow.

Beyond the metrics, the website now serves as a central hub for professional learners and positions UWCPED as a modern, credible, and forward-thinking leader in executive education. The improved user experience, clear messaging, and responsive design create a stronger connection between prospective learners and the programs that will help them advance their careers.