Promoting the Buffalo-Niagara region to UB’s prospective audiences.
Information Architect, Content Strategist
During my time working in UB’s School of Medicine, I helped create this microsite about living and working in Buffalo, NY for prospective students, faculty, and staff of the school. Originally created for the School of Medicine, the site’s content was later promoted to UB’s top-level site.
User research data and insights from stakeholders shaped how the site was divided thematically, and influenced decisions about the copy’s tone. Working closely with the project’s writer, I used the “Matchseeker” mental model and stakeholder interview data to define the website’s structure and overall messaging.
To guide the content creation process, I created a collection of content templates (also called page tables) for each page of the site. This tool pulled together organizational goals, user needs, and other content requirements in one central place. This helped our writer focus on developing content that directly addressed the most important user needs and stakeholder goals while weaving in messaging that resonated with our target audience.
Our user research indicated that many prospectives “feel anxious about the uncertainty of moving to a new place.” To ease this uncertainty, I made the decision to prominently feature vibrant, compelling photographs of Buffalo and UB’s campuses in the site’s key areas. I sourced most of the images from the university’s photo database and incorporated photos directly related to the medical school where possible.