Butler University's Strategic Redesign
Located in Indianapolis, Indiana, Butler University is best known for its academic excellence and the success of their men’s basketball team. When it was time to redesign their primary website, Butler tapped Mediacurrent’s digital strategy, design, and Drupal development talent. The outcome is measurable results and a meaningful student experience.
Migrating to Drupal
Before, Butler used a .NET-based open source content management system that was difficult to customize and made new feature deployment time consuming and restrictive. In a big leap toward scalable, customizable content, multiple websites were consolidated into a single Drupal installation.
Hitting the Mark with Target Audience
In-depth research on target audience groups and user personas let us evaluate the current content on the website and help the Butler marketing and IT teams understand what content was compelling, missing, or confusing. The personas became the foundation of our targeted digital strategy and informed UX, design, and development choices.
Top Keywords for SEO
- Content editors across multiple university departments are empowered to create custom landing pages — within brand guidelines and without developer assistance.
- A tailored editorial calendar guides new content from creation to approval, with tips on how to write for each persona.
- The Google Search Appliance Module was integrated to increase content search capability and performance.
A Responsive Rebrand
Before, a dated user experience and large quantities of stagnant content (content that’s hidden, outdated, or lacking visual appeal) stood as barriers to engagement. Now, the new content-focused navigation and visual design speak to Butler’s new, modern brand. A fresh, mobile-responsive user interface design offers quick navigation and robust search.
Content strategy is a vital precursor to a website’s visual and interaction redesign. Now that the Butler team has a global understanding of the current content on their website and where it should go in the future, that knowledge can be combined with information from the branding team to form a holistic picture of who Butler University is to users and who the users are to Butler University.