08-04-2025
Proud alums of the Daniels School of Business are considering ways to give back. With more free time — and plenty of Boilermaker pride — they power up their laptops, open a browser tab, and head to the business alumni website. They expect to find volunteer opportunities, upcoming events, and possibly a way to mentor students. Instead, they encounter confusing menus and information buried under layers of links and buttons. Unsure where to go, they find nothing in the expected spot. After several minutes of clicking in circles, they close the tab and think, maybe later.
This all happens quickly and “maybe later” often turns into never. The alums’ perceptions form in seconds. Research from the Nielsen Norman Group shows that even a one-second delay can interrupt a user’s flow of thought. If they’re left waiting 10 seconds without any feedback, most users will abandon the action. Even without delays, users do not read line by line.
Instead, they scan headlines, links, and visual cues for quick context. This is why design choices like clear layout, strong visual hierarchy and intuitive navigation are more than cosmetic. These choices shape both user perception and behavior.
A website that feels familiar reduces cognitive effort, allowing users to stay focused on their goals and find you reliable.
A seamless, intuitive experience doesn’t just benefit the user. It’s good business. Forrester’s 2025 research found that companies that align brand and customer experience strategies grow revenue up to 3.5 times faster. McKinsey’s analysis of over 300 companies reached a similar conclusion: Organizations that consistently invest in design see nearly double the revenue growth of their peers and generate higher returns to shareholders.
User-centered design isn't just about how something looks. It’s about functionality. When people can find what they need, trust what they’re seeing, and move through a digital product with ease, they’re more likely to engage and far more likely to come back.
The Daniels School’s Marketing & Communications web team launched a redesign of our alumni website with a clear goal: create a faster, clearer and more purposeful digital experience for our business alumni community. Guided by user-centered design, we streamlined the interface, refined site navigation and optimized performance.
Ten months out from the initial launch, the data speaks for itself:
These outcomes result from deliberate design decisions aimed at improving overall performance. By aligning the user journey with the behaviors and expectations of our alumni audience, we created an experience that not only meets user needs more effectively but also drives deeper engagement and long-term value for the school. You don’t need full design maturity to start seeing results. Small, well-targeted improvements can build momentum.
Map the core journeys: For any project, identify the three most important actions users need to complete. Measure success rates and drop-off points so you know what works and where to focus your effort next.
Usability testing: Usability testing doesn’t have to be complex. A few short sessions with users can reveal patterns quickly. For example, we found that even minor changes, like updating a menu label, can make a meaningful difference in how users navigate and engage with web content.
Invest in simple, high-return improvements: Start with the fundamentals by focusing on key areas such as
These straightforward improvements often require minimal effort but can yield significant results. For instance, after we refined breakpoints on the alumni website, tablet engagement increased by 50%.
At the Daniels School of Business, we view user experience as a strategic advantage that not only builds trust in our brand and deepens connections within our community but also delivers measurable results. By investing in the fundamentals today, you lay the foundation for design maturity, where UX evolves from a support function into a strategic asset that drives growth, strengthens reputation and leads to long-term success.
Xavier Watson is a user experience designer and developer on the Marketing & Communications team at Purdue’s Daniels School of Business. He combines research-driven insight, design thinking and technical expertise to craft seamless digital experiences that amplify the stories of business Boilermakers. Through his creative approach, Xavier helps elevate the school’s digital presence and strengthen its connection to students, alumni and industry partners.
