The initial ask for me was to redesign the NYU College of Nursing site so that it was “contemporary” and responsive.

Mechanically, the pages that described the academic programs were simultaneously dense and incomplete enough to leave would-be students frequently side-tracked, and often didn’t connect users to the correct next step in their journey.

Along the way, I discovered nurses tend to be pretty no-nonsense people. That played out behaviorally as a tenacity to track down information they needed to make a decision, if a logical path to the information were provided. So if you provided the right tools, they'd resolve their own problems.

As part of my user research, I talked to prospective undergrads. They didn’t see their faces or voices reflected on the site, or what to expect from daily student life. Advanced students wanted ways to get to know the faculty better.

I synthesized the page architecture, hierarchy, visual design, voice, photographic and typographic needs into a design system. Something simple, attractive, familiar and contemporary that represented the organization, but was also immediately usable and relatable for the current and prospective students.