ISB website revamp
ISB website revamp
my role :
ux design / ui design
timeline :
2024 - 2025
background
Since 2001, ISB has grown into a premier, research‑led management institution with a global outlook and refreshed brand ambition.
However, stakeholder show the current website no longer reflects this strategic vision—content is fragmented, navigation weak, and discoverability low—limiting engagement and outcomes across priority audiences
objective
The new site aims to be a modern, user-centric platform that boosts ISB's visibility, engagement, and reputation, supporting its leadership in education, research, and innovation.
discovery findings:
key problems
We have interviewed........
prioritized stakeholder insights
12 of 14 sessionsrigor & relevance
Signal that ISB’s research is both methodologically rigorous and practically impactful.
Synthesized from 12 stakeholder interviews, LinkedIn survey, heuristic UX evaluation, content analysis & analytics, affinity mapping.
7 of 14 sessionsorganic pull dynamic
Shift from push to pull with narrative and thought leadership.
8 of 14 sessionsvisibility & discoverability
Make high‑value content easy to find and drive action from discovery.
9 of 14 sessionstap virtuous cycles
Link research, education, outreach, reputation, and talent to reinforce each other.
7 of 14 sessionsunified brand, distinct centers
Express one masterbrand while preserving center‑level equity.
9 of 14 sessionsreflect the zeitgeist
Publish timely, multimedia insights on the biggest current topics.
key focus areas & HMWs
01How might we showcase the rigour and relevance of ISB’s research?
02How might we improve visibility and discoverability?
03How might we present a unified brand identity without diluting individual centers' equities?
04How might we create an organic pull dynamic?
05How might we tap into virtuous cycles?
06How might we reflect the zeitgeist?
personas driving the customer journey
In order to create a holistic customer journey, we’ve consolidated all our student and alumni insights from the Discover phase into one focal persona that represents each user group.
customer journey (student)
Top level summary to identify any opportunities for developing the site features to ensure content is surfaced at the right time.
benchmarking against best practices
We identify opportunities for best practice and map them onto the customer journey, paying special attention to the 6 ‘How Might We’s and focus areas. We also add Brown University and other institutions to the mix for general best-in-class category references.
how findings led to the IA
To unify the Information Architecture (IA) of over 1,000 URLs, we employed card sorting and tree-testing to enhance user navigation, enabling users to predict clicks rather than memorize the site.
the solution
our process
Signal that ISB’s research is both methodologically rigorous and practically impactful.
1. Discovery & define
2. Stakeholder interviews
3. Affinity mapping
4. Personas
5. Benchmarking & best practices
6. Tree testing
7. Roadmap planning
8. Information Architecture
9. Wireframe
10. Usability testing
11. UI design
12. Design system
13. Stantardise token
unified design system for consistency
The design system ensures consistency across all ISB platforms, including the main brand, Executive Education, and Knowledge Portal. It minimizes development effort by allowing component reuse and creates a uniform appearance across the website.
showcase research excellence
Highlight impactful research stories, quantitative metrics, and academic transparency using targeted content and engaging multimedia formats.
enhance visibility and navigation
Implement intuitive mega menus, robust search functionality, and personalized user experiences to simplify navigation and improve discoverability of content.
inspire with organic pull
Use storytelling, dynamic visuals, social proof, and interactive tools like program finders to attract high-quality applicants and build trust.
unified design system for consistencymaximizing efficiency and consistency
The UI design combines structure, flexibility, and creativity to deliver a cohesive, user-focused experience that reflects the brand's identity
The frame
Frames, inspired by whiteboards, organize content flexibly while promoting collaboration and knowledge sharing.
Baseline grid
The baseline grid ensures consistency and acts as the foundational blueprint for the UI design.
Overlap elements
Overlapping elements highlight agile thinking and collaboration while drawing attention to key details.
The highlighter CTA
Call-to-action buttons use highlights to stand out, guiding users effectively and adding energy to the design.
enhance visibility and navigationeffortless paths to website content
Implement intuitive mega menus, robust search functionality, and personalized user experiences to simplify navigation and improve discoverability of content.
streamlined content discovery
Guiding users with clear summaries
Clear top-level descriptions offer quick insights into different entities and content groups, enabling users to make informed decisions about which areas to explore further for more detailed information.
Enhance visibility and navigationempowering users to discover with dynamic search
guided search to quick links
Guide users to the right resources faster. Our guided search transforms into a dynamic quick links menu, helping them pinpoint exactly what they need and find it effortlessly.
inspiring discovery for uncertain users
Randomized exploration sparks creativity by revealing unexpected ideas, helping users discover new interests and expand their knowledge.
robust search and filter
Empower users with robust search and filtering options to enhance discoverability. Meticulous content tagging ensures relevant results, improving the user experience.
enhance visibility and navigationchoose the right path for your future by comparing programs side by side
With a token-based design system, we're able to scale our design efforts effortlessly while maintaining brand consistency across all platforms.
Developed in reusable components to streamline content updates and future growth of the website.
smart programme comparison
showcase research excellenceconnecting ISB research to the right audiences
Promote ISB research in reputable outlets and enhance visibility through our website, connecting with major media platforms.
spotlight ISB research in media
Facilitate user access to research through multiple formats, including full text and PDF downloads. Encourage proper attribution by simplifying the process of crediting original sources.
convenient research formats
Implement dropdown navigation to guide users directly to specific sections, reducing the need for lengthy scrolling. Ensure that authors are consistently credited back to their profiles.
intuitive dropdown design
showcase research excellencesimplifying research access for users
quick guide to academic resources
Assist audiences in finding relevant research through guided academic searches.
Showcase key quantitative metrics and statistics, such as faculty count, research projects, grants awarded, rankings, peer-reviewed publications, and patents filed, to highlight impact effectively.
showcasing the key metrics that matter
inspire with organic pullelevating connections between faculty, students and alumni
