Competitive Analysis
Objective:
Our objective is to perform a comparative study on the designs of renowned universities. This study aims to identify best practices and areas for improvement, ultimately guiding enhancements to our own university’s user experience and strategic positioning in the market.
List of universities: Georgia Tech, UCLA, U of Michigan
Subjects under review: academic programs, financial aid, research, and mobile experience.
Academic Programs
.
University |
Website |
Observation |
| Georgia Tech | http://www.gatech.edu/ | · Majors and degrees page accessible from main nav
· Clear listing of majors with direct link to major requirements · Top-level buckets and alphabetical listing · Directory page for biology undergraduate students in the School of Biological Sciences · Side navigation changes content on the left · Opportunity to utilize spacing. |
| University of Michigan | https://www.umich.edu/ | · Overwhelming amount of links on the “Academics” landing page
· Search for academic programs primarily through schools and colleges (long dropdown list) · Complicated steps to reach a specific program (three different sites) · “Undergraduate Majors” redirects to undergraduate admissions microsite before reaching specific school or college |
| UCLA | http://www.ucla.edu/ | · Hierarchy of the page focuses on different schools and colleges, not prospective undergraduate students’ program search
· “Additional Links” at the bottom provide useful and relevant information, but may go unnoticed by users |
Financial Aid
.
University |
Website |
Observation |
| UCLA | http://www.ucla.edu/ | · Estimated cost of the academic year is upfront
· Content is separated into sections to help the user understand the process for financial aid and scholarships |
| University of Michigan | https://www.umich.edu/ | · Admissions and financial aid are not on the main navigation
· It is not intuitive for a user to get to the financial aid section from the homepage · Once on the “Office of Financial Aid” microsite it is easy to navigate to find the tuition cost, financial aid and scholarship information · The site provides a detailed amount of information with a step by step process of how to apply for financial aid |
| Georgia Tech | http://www.gatech.edu/ | · Financial Aid & Scholarships are underneath the Admissions on the main navigation
· It is clear and easy to navigate to the content · Landing page directly links to content that users desire. It is easily visible to navigate through · Contains all content relevant for Scholarships, Financial Aid and Cost of Tuition · Interior pages display relevant and direct content |
Research
University |
Website |
Observation |
| UCLA | http://www.ucla.edu/ | · Engaging header and copy emphasizes how UCLA prioritizes research
· Impressive statistics · “Continue to Research at UCLA” directs users to a list of the research initiatives by the different schools and colleges |
| University of Michigan | https://www.umich.edu/ | · Users may get confused where to go next because there are a lot of links
· The body paragraph of the research landing page is generic and does not provide any insights to the different research |
| Georgia Tech | http://www.gatech.edu/ | · “Research” from Georgia Tech’s navigation links to the research microsite
· The navigation is simple and informs users what the content will be · Content is strategically organized to cater to different users · The section on “Core Research Areas” lets users understand the focus areas that are important to Georgia Tech · Each of the areas have a page which explains more about that research initiative |
Mobile Experience
University |
Website |
Observation |
| UCLA | http://www.ucla.edu/ | · Text is small on mobile
· Navigation links are small on mobile · Not easy to navigate through the mobile site |
| University of Michigan | https://www.umich.edu/ | · UI elements are confusing on mobile
· Content looks cluttered and disorganized · Contrasting colors are overwhelming on a smaller screen · Lacks hierarchy on the navigation |
| Georgia Tech | http://www.gatech.edu/ | · Menu is hidden on the left side
· The sticky navigation is unique however it is not executed in the best way · The menu feels small and overwhelming by only taking up 2/3 of the screen |
Key Takeaway:
UCLA
• UCLA has a lot of majors however they do not present them in the best way
• Tuition and Financial Aid is upfront and explains how to make UCLA affordable
• Content is strategically placed throughout the site to showcase the impact UCLA has on a global scale
UNIVERSITY OF MICHIGAN
• Site architecture if confusing because the majority of links lead to other sites
• Each microsite has a different design, site architecture and aesthetic than the main site
• Landing pages have little copy and a lot of links
• Difficult to navigate to admissions and tuition & aid on the homepage
GEORGIA TECH
• The site is visually appealing and easy for users to navigate through
• Clear list of majors and descriptions to go along with them
• Content is strategically organized to cater to different users
• Copy could be more engaging for users