Give the People What They Want
User experience focuses on making Mason sites intuitive and easy to use for our audiences. We also want people to interact with us, to make them want to be a part of Mason Nation.
Website usability is vital, especially in higher education. Prospective students are impatient and expect to be able to figure out how a site operates quickly. We can have sparkling prose and prize-winning photography, but if users struggle to find what they're looking for, they’re likely to move on to the next school's site.
We want people who come to Mason’s website to have such a positive experience, they stick around for a while.
You can help users feel a connection to Mason by:
- Organizing your site navigation for their ease of use.
- Using images that capture a moment or tell a story.
- Providing text that’s engaging and informative.
- Offering plenty of search cues (calls to action, hyperlinks, spotlights) that guide them where they want to go, even if they don't know it when they get to the page.
When you're working on your site, you should always consider how to improve the user experience. Think about your audience and ask yourself:
- What would they find interesting?
- What path would they follow to get to a piece of information?
- What do they want to know?
- What do they need to know?
For example, on the School of Dance site, an audition is a major part of the admissions process, so guiding users to information about auditions is a part of Dance's top-level navigation. The information architecture has been crafted to offer prospective students a direct path to what they want and what they need.