Kelley School of Business Website
A Case Study in User-Centered Design Methods

CHALLENGE
Indiana University’s Kelley School of Business needed to reorganize and redesign its website to communicate its new brand position. Over the years, their site had grown without any restructuring, and as a result, lacked consistency and a global presence. Kelley needed their new website to be functional, visually attractive and simple for visitors to navigate.

INSIGHT & STRATEGY
We immediately saw the importance of basing the design, navigational components and content on research. We analyzed competing business schools’ websites based on their functionality, content management systems and overall images. In addition, we studied the most current techniques for user-focused web development.

EXECUTION
Kelley’s new site unified their many departments, locations and unique degree programs under the same elite brand message. The simple, easy-to-use site also featured news items relating to the school and information on upcoming speakers and events, as well as alumni, student and faculty spotlights.

RESULTS
We designed a new website that was consistent across the school’s departments and regional offices, had a standard approach to navigation and effectively conveyed the new brand. A style guide was created so that later additions to the website would continue to faithfully represent Kelley as a world-class business school.