DLRI REDESIGN
Redesigned DLRI’s end-to-end website experience -
increasing engagement rates by 15%.
3 business managers
Google Analytics, Drupal
DLRI, part of the Cumming School of Medicine, trains medical students in rural Alberta by pairing them with preceptors in its UCLIC program. The department’s outdated website and poor UX led to declining student engagement, low preceptor enrollment.
I worked with DLRI to:
- Strengthen visual cohesion and content strategy on the site to boost user engagement.
- Simplify site navigation for a smoother user journey and higher preceptor enrollment.
Our efforts increased site engagement by 15% and reduced bounce rate by 9%.
DLRI's 2023/2024 KPIs reflected the below challenges:
- Declining UCLIC enrolments
- Stalled growth of the rural preceptor network.
We surveyed 35 students, 10 preceptors, and 5 faculty members to identify the causes of DLRI’s declining student engagement and preceptor enrollment. Key issues included inconsistent design, complicated navigation, and missing crucial content—such as research publications and community stories—that influence enrollment decisions.
To understand the factors behind DLRI’s poor website experience and user perception—both of which hindered growth—we conducted the following research:
Website Audit - We conducted a comprehensive site audit to validate survey findings and uncover additional pain points. The audit uncovered issues including non-descriptive alt text, inconsistent use of visual design components, outdated content, and broken links.
Analyzing Website Analytics - Using Google Analytics, we identified key user behavior patterns to prioritize urgent UX fixes. We uncovered:
- High Bounce Rate (35%) – signalling user frustration and unmet needs.
- Low Engagement (24%) – Showing poor content structure or weak CTAs.
- Low Form Engagement (2%) - limited interaction with preceptor enrolment forms.
We compared DLRI’s stats to industry benchmarks for more context see figures 2 & 3
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To improve usability and increase preceptor enrollment, I restructured DLRI’s site architecture, replacing the buried “drill-down” approach with clear, accessible submenus. eliminating the need to dig for resources on rarely visited pages. This redesign made critical information easier to find, reducing friction in the enrollment process.
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I redesigned the UI and content structure of DLRI’s website focusing on:
Consistent Visual Identity – A cohesive visual flow and consistent use of design components throughout reinforced DLRI’s credibility, improving trust and engagement among students and preceptors.
Compelling Content Strategy – Integrated student success stories, relevant research publications, and community impact highlights to make rural medicine more engaging and aspirational.
Enhancing Clarity and Accessibility: To improve usability, I streamlined content by reducing redundancy and implementing SEO and accessibility best practices. I fixed broken links, added descriptive alt text to visual assets, and removed unnecessary pages to create a more seamless experience.
See key DLRI website updates in Figure 3 below.
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Preceptor enrollment forms moved to submenu to make them more accessible.
CTA Moved to the hero section above the fold.
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Redesigned in a more engaging manner
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The redesigned website delivered tangible improvements:
- 15% increase in site engagement within 5 months.
- 8% drop in the bounce rate.
- 10% rise in preceptor form starts and 8% rise in form submissions.
This comprehensive redesign not only elevated the user experience but also positioned DLRI for stronger funding prospects and long-term growth.
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Design
Empowering the Internal Team - We transitioned website updates and maintenance to the internal marketing team, providing them with the tools and training to manage content, optimize pages, and ensure brand consistency. This shift enables DLRI to maintain a dynamic and engaging digital presence.
Optimizing for Mobile - To deliver a seamless user experience across devices, we prioritized ongoing mobile optimization. By refining layouts, improving load times, and enhancing navigation, we ensured the website remains accessible, intuitive, and consistent across all platforms.
