Wharton is the world’s first business school, where visionaries, inventors and trailblazers get their start.
Wharton’s Executive Education program offers immersive learning experiences for senior professionals seeking to advance their careers. Delivered by Wharton’s world-renowned faculty, these programs cover topics including leadership, strategy, finance, and analytics.
Northern teamed up with Wharton Executive Education to improve its website experience. We started with user research to understand what tasks potential customers were attempting, and to learn where the barriers were to complete those tasks.
We also learned from the internal team to be sure that they had the right data available to cultivate healthy student relationships.
Wharton’s Executive Education program is trusted by the world’s best-managed companies, from Fortune 500 businesses to top government agencies and nonprofits.
But challenges with the site’s WordPress integrations connected to the school’s registration management system created barriers for potential students trying to explore programs, register for courses, and access resources.
The Wharton team recognized their site as a key recruitment tool in need of improvements, but they required additional expertise to effectively analyze and address the issues.
Having worked closely with the Wharton School since 2009, the Northern team already had a deep understanding of the institution’s design system and technology platform.
This knowledge, combined with our decades of expertise in user research, user experience design, and system integration, allowed us to rapidly make a plan and hit the ground running.
Assembling a cross-disciplinary team of researchers, content strategists, designers, and developers, we set to work to first understand the barriers users were facing.
After interviewing potential and former students, meeting with faculty, and completing a deep dive into the Executive Education website’s interface, the team returned with a set of findings and insights to help guide both the site redesign as well as the integrations into student information and relationship management systems.
Their three key findings were:
The Northern team worked with Wharton’s Executive Education team to plan out a new design system and content strategy built around the key tasks prospective students were trying to complete. The team:
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