Designing for the Future
Franklin & Marshall College has a clear idea of the kinds of students who will succeed in its residential, liberal arts experience. The main challenge of redesigning the college’s website was making sure that the user experience and design language spoke clearly to that audience. Traditionally, the website had represented and foregrounded information from an institutional perspective rather than a prospective student’s. Throughout the project, our team, along with the stakeholders at Franklin & Marshall, returned to the question: “How will this work for a prospective student?” Keeping that question in front of us at all times was our metric of success from research to launch. We even went as far as creating a physical reminder of the prospective students in the form of a playing card. At our kick-off meeting, we gave each stakeholder a “prospective student” to take back to their office as a reminder of our common goal.