University of Ozarks | Discovery Phase

Our goal in conducting a discovery phase for the University of Ozarks was to create a strategy to lay the foundation for a better experience on the University’s website.


Industry: Education

Project Duties: Discovery (User, Technical), Audit (Competitive, Content), User Testing, High-level UX

Jump Company—the established branding agency for the University of Ozarks—reached out to Lelander to help discover and define what a redesigned website for the University of Ozarks should include. We knew it was important to improve the user’s experience interacting with the website in general. More specifically, we wanted to:

  • Make a more modern, engaging, delightful, easy-to-use website from any device
  • Make it easy for students, parents, alumni, donors, and faculty to find what they need quickly
  • Improve and modernize the application process
  • Increase enrollments through the website
  • Transition more prospective students to the online application

Our approach for the discovery phase was to employ various user experience techniques to discern the audiences for the University of Ozarks website—trying to understand their views, goals, and desires for an online experience.

We started the discovery process with a website that was not initially built to accommodate growth—making it difficult to expand with the University’s growing needs. There was an inconsistency across design, user experience, and information architecture. We dug into the details and gained a strong understanding of who we needed to speak to and what wanted from the website. We completed the discovery phase with a defined and prioritized list of features to include in the development of the website, including an outlined iterative approach to bring the website to life.

Project Success

  • This set of discovery exercises allowed for a mindful approach to help the client understand who their audience was and what would make for a smart approach to the next version of the website
  • Receiving feedback and client buy-in on our personas early on helped to provide a foundation of understood rationale for suggested user-based improvements
  • Minimal user testing provided valuable information architecture insight