Capella Web Campaign
Project Summary
Capella University (Capella.edu) wanted to increase revenue from its flexible degree program. Our brand team worked with an agency to build creative assets for a new campaign. The campaign was centered around FlexPath — a flexible alternative to the traditional college course where you can take modules at your own pace. We aimed to integrate the new campaign into the website to spread the word about Capella’s FlexPath degree, enhance the visuals, and boost enrollment. I built a strategy around placement within the website and created high-fidelity mock-ups.
The outcome? A fresh look for critical areas of the site and the ability to quickly identify and filter by FlexPath courses.
Before the Campaign
Grabbing attention
The branding team at Strategic Education worked with Hill Holiday to build a new campaign for Capella.
User Journeys
We determined which pages the campaign should live on based on user journeys. We determined which pages would need extra UX work.
We identified a section on the FlexPath page to A/B test two different conversion strategies.
Responsive Design & Content Strategy
We tested out various lengths of copy in the hero space across devices.
the Home Page Takeover
This campaign was aimed to promote FlexPath — on-demand education with flexible pace.
Highlighting FlexPath Programs
Lastly, we updated the design of the course filter, added a FlexPath logo on courses with that option, and built a FlexPath filter.
Before & After
Team
Design Manager: Jake King
Design Supervisor: Krissy Ott
Lead Designer: Jamie Braith
Agency responsible for campaign and photography: Hill Holliday
The content in this project is for placement only and may not be a current offering of Strategic Education or Capella University.