Modern Campus /// CMS Personalization Engine | Product Design

Personalizing the student experience

The challenge

Modern Campus helps 1,400+ higher education institutions attract, engage, and retain learners for life with software solutions that enable a modern student experience.

Based on a high amount of user feedback to offer a solution to present relevant marketing and informational content to their students and prospects, seamlessly into our CMS product.

The approach

As Senior Product Designer, I spent over 82 hours interviewing our customers – as well as their prospective students – using various methodologies including persona creation, journey mapping and empathy maps.

44% of Gen Z will leave a website if it doesn't display the personalized content they are looking for.

60% of students say their college or university delivers the least personalized digital experiences of all the brands they engage with online​.

19% increase in conversion experienced by brands that delivered personalized experiences on their website.

Serve relevant marketing content to visitors via dynamic content blocks, dynamic text and page forwarding – based on their geolocation, site behavior or the amount of visits to a page.

Phase 1 Development

Flowchart illustrating the process from website visitor to prospect, including steps: observe via Omni CMS, capture with LDP Form, organize into Omni CRM, linked activity with Student Lifecycle, data maintenance through sync and de-duplicate, resulting in a custom mapped CSV table.

Target an out of state visitor with specific messaging about neighboring state tuition costs.

Use Case

A desktop computer screen displaying a web-based content management system called Omni CMS with a list of views and options. A tablet next to the monitor shows a contact form titled "Keep in touch" with fields for personal information.
Image of an Apple iMac computer displaying a dashboard on the screen with segments, active contacts, and financial data.

Giving our users the ability to turn unknown visitors into known contacts will allow infinite segmentation.

We built connectors to popular CRMs like Salesforce, Ellucian and Slate, allowing users granular targeting. We also allowed users to upload a CSV file and build a field mapping tool to classify the data.

Phase 2 Development

Flowchart illustrating the process from website visitor tracking to CRM entry, involving steps like omni CMS tracking, various forms, Salesforce integration, and deduplication.

Target a local high school senior based on a form they had filled out.

Use Case

Computer monitor displaying a CMS dashboard and a tablet showing a university student life webpage.
Laptop screen displaying Omniconnect CMS with segments for new segment creation and a visual graph on potential segment reach.
Laptop screen displaying a CRM integration interface, with options to connect Salesforce, Slate, NRG.UA, and another CRM application.

The personalized content block we’re currently running on our homepage for new student orientation has a click-through rate of 30.8% right now—versus the default of 0.58%. Our jaws are currently on the floor.