Heinz College at Carnegie Mellon University needed a new website that appealed to a wide range of prospective students. While known for its data-focused programs, the college also served those from backgrounds in public policy, art, theater, and healthcare – many of whom might not initially see themselves in a data-centric graduate program.

As Lead UX Designer at BarkleyREI, I was tasked with leading discovery and crafting a strategy to position the college's programs in a way that felt relevant and inviting to diverse audiences.

I led a three-day intensive discovery phase, conducting affinity mapping, proto-persona exercises, and open Q&A sessions with marketing, senior leadership, and students. I identified that leading with hard data branding alone would alienate certain student types. My solution was to shift the narrative by guiding users through the site by interest and storytelling – highlighting real student experiences, outcomes, and faculty work to humanize the programs and make them more accessible.

The strategy helped reposition the college's value proposition in a more inclusive way, creating an experience that resonated across disciplines. The resulting design better reflected Heinz College’s unique blend of technical rigor and human impact, ultimately improving engagement and prospective student interest.