Our Impact · Customer Journey · HSSU: Reimagining the Student Journey
Higher Education Case Study
Reimagining the Student Journey for St. Louis’ Only HBCU
Harris-Stowe State University already had the information prospective students needed. What the experience lacked was a clearer path forward. This redesign concept focused on reducing friction, clarifying next steps, and helping users move from curiosity to action with more confidence.
The Problem
The issue was not information. It was movement.
“When users have to figure out what to do next, they hesitate. When the path is clear, they move.”
HSSU’s site contained the right content, including admissions links, program details, campus visit options, and key calls to action. But for a prospective student arriving for the first time, the experience still left one important question unresolved: Where should I start?
That question matters because when users have to figure out the journey on their own, momentum slows. The more effort it takes to decide what to do next, the more likely people are to hesitate or leave without acting.
Information was present.
- Admissions contact details were accessible throughout
- Apply and Visit links were visible in primary navigation
- Programs, cost, and campus visit content all existed
- HSSU by the Numbers surfaced meaningful institutional stats
Direction was not.
- Too many competing navigation paths created early friction
- No clear starting point was offered based on user intent
- Actions were present but not structured as a guided flow
- Users had to self-direct through a large information system
Strategic Reframe
A clearer experience starts by making the next step obvious
Instead of asking users to navigate a complex system, the experience introduces clear starting points based on intent, reducing friction at the exact moment decisions are made.
I'm Ready to Apply
Take the next step toward enrollment with a clear, guided path into the admissions process.
Start My Application →Removes guesswork and gives users a defined place to begin based on where they are in the decision process.
I'm Exploring Programs
Browse academic pathways and find where your goals, interests, and future align.
Explore Programs →Removes guesswork and gives users a defined place to begin based on where they are in the decision process.
I Want to Visit Campus
Schedule a campus tour and experience what makes Hornet Nation different in person.
Plan My Visit →Removes guesswork and gives users a defined place to begin based on where they are in the decision process.
Each path gives users a clear place to begin based on what they are trying to accomplish.
Before + After Journey Map
From browsing to guided movement
The issue was not a lack of content. It was a lack of direction. The redesign reframed the experience around a single question. What is the user most likely trying to do right now?
Homepage with multiple entry points competing for attention at once.
Homepage creates a purposeful first impression with a clearer value proposition and obvious starting point.
User encounters Apply, Give, Visit, Academics, Programs, Cost, and Contact all at once.
User selects an intent-based pathway such as Apply, Explore Programs, or Visit Campus.
User must search for and self-identify the page most relevant to their need.
User sees tailored content and options that match where they are in the decision process.
User interprets content and pieces together what to do next on their own.
User takes a defined, obvious next step without needing to decode the broader site architecture.
Potential hesitation, confusion, or drop-off before any action is taken.
User moves forward into apply, visit, or program exploration with more confidence and momentum.
Clarity is what creates momentum.
The redesign does not remove information. It organizes the experience around movement and reduces the cognitive effort required to find the next right step.
Core Redesign Elements
Design choices that move users forward
Each element removes friction at a different point in the journey and helps users feel more confident taking the next step.
Hero Section
Clear value and an immediate next step
Users can quickly decide if HSSU is right for them and move forward without hesitation.
Mission Block
Trust built early in the experience
The mission is introduced sooner so users feel more confident continuing through the journey.
Programs Overview
Exploration without overwhelm
Program discovery becomes easier because users can scan options without feeling buried in choice.
Stats Section
Credibility at the decision moment
Key proof points appear when users are deciding whether to keep moving, not after the moment has passed.
Persistent CTA
Momentum kept at every stage
The next step stays visible so users do not have to hunt, backtrack, or scroll to figure out what comes next.
Footer Section
A clear fallback, never a dead end
Users who reach the bottom still have a clear and logical next step instead of a stopping point.
Projected Outcomes
What a clearer journey is designed to improve
What changed · What it impacts
+120%
Projected engagement time
Users stay longer when they understand where to begin and what to do next.
+35%
Projected campus tour conversions
A clearer path from interest to action makes it easier for users to schedule a visit with confidence.
−22%
Projected bounce rate reduction
Fewer competing paths help reduce early exits.
+50%
Projected newsletter sign-ups
Momentum is easier to capture when next steps stay visible.
These projections are based on reducing friction at key decision points and aligning the experience more closely with user intent. The goal is not just better engagement, but clearer movement.
Strategic Takeaways
What this means for institutions focused on recruitment
“When users have to figure out what to do next, they hesitate. When the path is clear, they move.”
This is what changes when a digital experience is designed for movement instead of information.
Clear structure removes hesitation.
Clear direction builds momentum.
And momentum is what drives real outcomes.
01
Clearer entry points reduce friction
Clearer entry points reduce friction and help users take action sooner, before hesitation has a chance to set in.
02
Structured journeys guide outcomes
A more structured journey makes it easier to guide users toward meaningful outcomes without relying on them to figure out the path on their own.
03
Movement, not just information
Digital experiences become more effective when they support movement, not just information. The goal is a site that guides behavior, not just one that presents content.
Let's Get Clear on What's Getting in the Way
If your users are engaging with your site but not moving forward, the next step is understanding where the journey is breaking and what needs to become clearer.
Full Mockup
See the full journey in one view
This full mockup shows how the redesigned experience creates a clearer path from interest to action.
