Title: UC Berkeley M.E.T
URL: https://lineacreative.com/projects/uc-berkeley-m-e-t/
Published: 2023-04-05 09:35:23
Last modified: 2023-10-20 10:27:29
---
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Case Study

# UC Berkeley M.E.T

## Bringing forward-thinking web strategy to an innovative university program.

UC Berkeley’s Management, Entrepreneurship, & Technology degree program combines
the best of two highly-renowned academic worlds. In four years, its students earn
simultaneous B.A. degrees from both the Haas School of Business and the College 
of Engineering.

## Services Provided

 * Audience Discovery
 * UX Design
 * Website Development
 * Accessibility
 * Content Strategy

## Our Approach

### The Challenge

The Berkeley M.E.T. team wanted to redesign and rebuild their website using existing
content and functionality. However, they also wanted a fresh design, an enhanced
content management experience, stability and reliability, and a web partner who 
could provide long-term maintenance and support services.

In addition, the website needed to lead top-of-funnel prospective students through
an online journey with crafted messaging that balanced its best-in-class advantages
with its spirit of inclusivity.

Finally, other types of visitors were expected to visit the website regularly. Current
students, alumni, and prospective industry partners also needed easy-to-find content
that’s specific to them.

### The Solution

Our team led audience discovery for the project and determined that the website 
needed to function primarily as a brochure site that attracted prospective students
and their families into the program.

To address these needs, the utilization of default WordPress functionality for posts
and pages worked as a solid base. Then, to layer in an improved and inclusive user
experience, we developed the new website’s code and functionality with accessibility
in mind, specifically WCAG 2.1 Level AA requirements.

Furthermore, our team took the lead on content strategy and copywriting for the 
website. From a business standpoint, this relief from the copywriting process allowed
the M.E.T. team to apply their limited time to other marketing projects.

### Key Actions

Audience discovery conducted through interviews with current students

Secondary navigation added to move non-applicant visitors immediately to their dedicated
areas of the website

New website features designed to meet the accessibility guidelines set by WCAG 2.1

Edited and revised existing website copy to ensure it fit naturally with the new
design and brand messaging goals

### Results

The look and feel of the new M.E.T. website matches the innovative nature of the
program itself. Prospective students and families can easily explore the program’s
highlights, read current student and alumni testimonials, and explore the admissions
process.

Current students can follow program events and access program resources, while industry
partners can register to meet students on campus and alumni can find ways to connect.

## Project Journey

 Start

 Finish

 1.  Discovery
 2.  a. 1. Audience Discovery
     b. 2. Accessibility Assessment
 3.  Design
 4.  c. 3. Sitemap
     d. 4. Wireframes
     e. 5. Homepage Mockups
     f. 6. Secondary Mockups
     g. 7. Content Strategy
 5.  Development
 6.  h.  8. Task Building
     i.  9. Prototype Build
     j.  10. Feature Build
 7.  Analyze
 8.  k.  11. Website Maintenance

## Looking to start a connection?

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like for our partners.

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