Title: Master of Translational Medicine - UC Berkeley & UCSF
URL: https://lineacreative.com/projects/master-of-translational-medicine-uc-berkeley-ucsf/
Published: 2022-11-28 10:15:13
Last modified: 2024-01-17 08:51:28
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Case Study

# Master of Translational Medicine – UC Berkeley & UCSF

## Starting with audience discovery to build a website that highlights user values.

The Master of Translational Medicine Program is a one-year graduate program that
blends medical innovation and entrepreneurship with clinical application. Students
benefit from a unique two-campus partnership that brings together the best of a 
UC Berkeley and UCSF education.

## Services Provided

 * Audience Discovery
 * UX Design
 * Web Development
 * Content Strategy
 * Conversion Optimization
 * Search Engine Optimization

## Our Approach

### The Challenge

The MTM team knew they were ready for a new website with an elevated and modern 
look and feel.

When they met with our team, they grew interested in stepping back even further 
and exploring whether the content on the existing website was successfully addressing
the questions that prospective students commonly have.

Knowing that user experience could directly impact their website’s conversion of
new student applicants, this pre-design research become a critical component of 
the process.

### The Solution

Together we created a plan to collect feedback directly from site users. We started
by reviewing target audience data, then carried out a series of user interviews 
that resulted in an audience discovery brief.

We learned that while their current website clearly detailed their program, it lacked
the point of view of a prospective applicant. The prospective applicant is looking
for value propositions that balance the significant time and cost investment of 
the program.

With these findings, we were able to create a new sitemap and organize content in
a way that highlights these value propositions and fills in the missing gaps.

### Key Actions

Conducted website user interviews to create and deliver a discovery brief

Used target audience data to re-envision the website’s sitemap

Reorganized and improved existing website copy to better match the user journey

### Results

The MTM Executive Director, Moose O’Donnell, summed up his experience with our team
in this way: “The team made a real effort to understand our business and what makes
us unique. It was a pleasure to talk to them about what we wanted on our website
because they seemed so interested in the process. Their market research confirmed
a lot of things we already thought we knew, but also drew out new insights and articulated
them in helpful ways. Overall, the creative process was a lot of fun.”

## See the Work

![Berkeley MTM screenshot of Desktop and Mobile view](https://lineacreative.com/
wp-content/uploads/2022/11/SS-Berkeley-MTM.png)

## Project Journey

 Start

 Finish

 1.  Discovery
 2.  a. 1. Competitor Analysis
     b. 2. User Interviews
     c. 3. Vision Statement
     d. 4. Content Inventory
 3.  Design
 4.  e. 5. Sitemap
     f. 6. Wireframes
     g. 7. Homepage Mockups
     h. 8. Secondary Mockups
 5.  Development
 6.  i.  9. Task Refinement
     j.  10. Prototype Build
     k.  11. Feature Build

 The team at Linea Creative made a real effort to understand our business and what
makes us unique. It was a pleasure to talk to them about what we wanted in our website
because they seemed so interested in the process. Their market research confirmed
a lot of things we already thought we knew, but also drew out new insights and articulated
them in helpful ways. Overall, the creative process was a lot of fun.

Moose O’Donnell

Executive Director

Master of Translational Medicine

## Looking to start a connection?

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  See the results

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