homepage redesign
CCA homepage redesign
A comprehensive homepage redesign that transformed user understanding of CCA's identity while dramatically improving conversion metrics and user engagement.
Homepage transformation showing improved clarity and user flow
the challenge
Users landing on CCA’s homepage didn’t understand what the institution was or where it was located. Analytics showed high bounce rates and users immediately clicking to the “About” page in the footer, indicating fundamental communication failure.
key insight: The homepage needed to function as CCA's "front door" - balancing user needs for immediate brand understanding with admissions team conversion goals
the approach
Redesigned the homepage with a “front door” approach - immediately communicating CCA’s identity, location in San Francisco, and value proposition before progressively revealing community content and conversion opportunities.
process deep dive
1
stakeholder interviews
Conducted interviews with key departments to understand what they felt was missing from the current homepage and identify core messaging priorities.
2
analytics analysis
Deep dive into Google Analytics data to understand user behavior patterns, bounce rates, and navigation flows from the existing homepage.
3
content strategy
Developed a progressive disclosure approach: identity first, community second, conversion third.
4
rapid prototyping
Created high-fidelity prototypes with real content to test messaging hierarchy and visual communication.
feature highlights
Student Work Gallery
Dynamic student work gallery showcasing creative output
Newsroom Ticker
Real-time newsroom ticker displaying campus updates and events
visual documentation
Dynamic wavy features section showcasing CCA programs and community
Strategic admissions section with clear conversion paths and program highlights
Clean, focused hero section establishing CCA identity and value proposition
key insights
"The homepage needed to function as CCA's "front door" - balancing user needs for immediate brand understanding with admissions team conversion goals"
"Users weren't getting essential information upfront: who CCA was, what programs were offered, and where they were located"
"A strategic three-phase approach emerged: awareness (hero/identity), consideration (community/programs), conversion (CTAs)"
impact & results
33%
reduction in "about" clicks
20%
increase of engagement time