Critical Mass Sends Quinnipiac University To The Top Of The Class With New Website

On Thursday, Quinnipiac University launched its next generation website. The culmination of two years’ work, www.qu.edu brings together the university’s new brand strategy and identity with innovative UX design and marketing technology, creating a student-focused experience that stands out against traditional (institution-focused) education websites.

Global digital experience design agency Critical Mass was tasked to create a truly differentiating university web experience for Quinnipiac, building greater interest and favourability among prospective students.

Keith Rhodes, Vice President of Brand Strategy and Integrated Communications, Quinnipiac University, comments: "From the outset, the university sought to challenge higher education industry conventions by building a web experience that moves from an institution-first approach to an student-centric model—one that better meets the needs of prospective students.

 “Every day our target audience is interacting with Uber, Spotify, Nike and the like—brands with user experiences designed with today’s younger consumers in mind. But when young people access a university website, the same level of clarity of message or craftsmanship is lacking, which is surprising given the importance of this decision on their lives. We heard this over and over again during our consumer research, and we knew we had to do something different and student-centric.”

Using research, data and insights, with heavy inspiration from brand web experiences outside of higher education, the university and its digital marketing agency partners sought to create a website experience that not only meets the needs of prospective students, but advances the entire industry in terms of what a university website should look and act like.

“This was a unique opportunity to partner with a prestigious institution, and to create a high-impact and effective digital experience that challenges industry norms by focusing on the student,” added Dianne Wilkins, Chief Executive Officer, Critical Mass.