Ashland University

Higher Education, Product Management, Video & Content Strategy
Ashland University needed a digital experience that aligned with its vision while enhancing engagement, accessibility, and user focus. The goal was to craft a compelling story through design and technology, ensuring every visitor—prospective students, faculty, and staff—felt recognized and connected

Client

Ashland University | $200,000 to $999,999

Role

Creative Director, UX/UI Lead

Approach
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I led the UX/UI strategy, product design, and creative direction for Ashland University’s digital transformation,
creating a site that elevates engagement and aligns with their long-term vision.
Through discovery workshops and AI-driven research, I defined business goals, user needs, and engagement strategies.

The chosen "We See You" concept focused on multi-sensory storytelling, integrating video, sound, and motion design to create an immersive experience.
I also improved content strategy, SEO, and site architecture, ensuring better discoverability and seamless user journeys. Collaborating with marketing, engineering, and leadership, I drove execution and measurable impact.

Discovery, Research & Strategy

  • Led deep-dive discovery workshops to define business goals, user needs, and key engagement metrics.
  • Conducted competitive analysis and usability testing to shape a content-first, user-centered strategy.
  • Aligned cross-functional teams (design, dev, and product management) to ensure seamless execution.

Concept & Strategy: "We See You"

  • Developed and presented four distinct creative concepts, each grounded in research and a "big idea" session.The chosen concept, "We See You,"
  • emphasized Ashland's commitment to individuality, storytelling, and sensory design.Integrated multi-sensory elements to create an immersive experience:
    • Sound & Vibration: Embedded campus sounds, student interviews, and leadership messages.
    • Visual Identity: Dynamic design patterns and waves to reflect individuality.
    • Neomorphism UI: Subtle 3D button effects bridging real-world touch and digital space.

UX/UI Design & Execution

  • Designed an information architecture optimized for fast content discovery on mobile.
  • Created and tested multiple UI iterations, refining a clean, accessible, and visually engaging design.
  • Developed a scalable design system to maintain consistency across future expansions.
  • Integrated SEO and accessibility best practices for long-term site success.

Creative Direction for Video & Content

  • Produced high-impact storytelling videos to bring the "We See You" concept to life.
  • Aligned video production with the design language, ensuring a cohesive brand experience.
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Results & Impact

  • +230% increase in organic search traffic
  • +282% increase in referral traffic
  • +8% increase in average engagement time per session
  • +16% increase in engaged sessions per user
  • Successfully positioned Ashland University with a distinctive, story-driven digital presence.

Reflections & Next Steps

  • Scalability: The design system allows for future expansions and seamless content updates.
  • Enhanced Personalization: Future iterations we aim to explore AI-driven personalization to adapt content dynamically based on user behaviour.
  • Cross-Disciplinary Collaboration: This project focuses on he value of early alignment between UX, product, and content teams to create truly immersive digital experiences.

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