UC San Diego’s Leadership of Healthcare Organizations degree is a graduate program geared toward training healthcare professionals on complex business issues, management and policies with a focus on leadership and clinical process improvement. Geared toward experienced healthcare and medical professionals, the previous website was woefully out of date and troublesome to navigate for prospective students. It also didn’t serve as a recruiting tool for the school, which depended primarily on word of mouth, recommendations from past students and UC San Diego’s academic reputation.
Bop Design researched what features past students valued and identified hands-on courses, flexible class scheduling and professor experience level to be at the top. All of these unique value propositions were placed at the forefront of the website design, along with graduate testimonials from executives at Pfizer, Scripps and Naval Medical Center San Diego.
With a target audience of busy executives and professionals, it was critical that the website instilled a message of trust and professionalism. It was important to have an intuitive user experience in order for users to easily get answers to important questions about tuition, schedules and application requirements.
Calls to action for prospective students are varied throughout the website, encouraging visitors to ask specific questions, request an informational session and apply now to the school.
Finally, most of the program’s students are working full time and often conduct research from a tablet or mobile device. To accommodate a prospective student’s busy lifestyle, the website is fully responsive so it loads properly on desktop, tablet and mobile devices.
To browse the full website, visit lhco.ucsd.edu.