Website redesign for King's College, University of Cambridge

The Challenge: A Fragmented User Experience King’s College, Cambridge, faced an identity crisis. The legacy site forced different audiences, including prospective elite scholars, global tourists, and internal Fellows, into a single, congested user journey. Vital admissions data was buried alongside tourist information, leading to high bounce rates and navigation fatigue. The Strategy: Research-Driven Personalisation We initiated a deep-discovery phase, surveying 112 stakeholders to create distinct user personas. This research informed a total restructure of the site’s Information Architecture (IA), utilising a hybrid channel and mega-menu system. By reducing click depth, we ensured that users were filtered into dedicated silos immediately, removing the distraction of irrelevant content. Strategic Optimisations The Student Hub & Admissions: Recognising admissions as the primary conversion goal, we deployed a human-first content strategy featuring video tours and "Day in the Life" stories. Simultaneously, we migrated internal guidance to a secure Student Hub, cleaning up the public-facing content and improving the UX for current students. Commercial Integration: To drive revenue, we replaced complicated external redirects with embedded Ticket Tailor widgets and modern fundraising tools like Fundraise Up. This enabled frictionless transactions via Apple Pay and dynamic donation suggestions, directly increasing conversion potential. Dynamic Research Showcasing: We transformed a static database into an interactive portal. By integrating interviews, articles, and videos, the research section now better showcases the College’s global impact. Measurable Impact & Analytics: To ensure long-term optimisation, we overhauled the Google Analytics framework, extending data retention to 14 months and creating specific Audience Segments for donors and ticket bookers. This data-driven foundation allows King's College to utilise historical reporting to refine the digital experience moving forward.