Need to Know
- George Brown’s digital experience serves a broad spectrum of post-secondary education audiences.
- Its CMS accumulated a wealth of information, but its site architecture and navigation made accessing it difficult.
- Northern executed a redesign of George Brown College’s digital experience using the latest version of the Drupal CMS.
George Brown College in Toronto, Ontario, is one of Canada’s most in-demand colleges, serving 25,000 full-time students, 68,000 continuing education learners, and 2,000 international students.
Northern’s goal was to facilitate greater web property distribution to make George Brown’s sub-properties easily discoverable from their primary digital experience. Northern achieved this by designing new reusable web components and implementing intuitive design for sub-properties like the intranet (Insite), the Library (LLC), and the IELTS Test Centre (a public-facing testing company within George Brown).
George Brown’s website needed substantial updates to fit modern digital design and navigation. Its legacy site was last redesigned in 2012 and built on Ektron, offering limited support for personalization, multi-language versioning, and integration with its digital marketing solutions.
The College sought to increase program applications by facilitating a fast, frictionless, and personalized web experience. It needed a new digital experience cohesively branded across multiple departments, maintaining the same look and feel across the various administrative groups using pre-designed modular components.
The new website provides an efficient, engaging, and fully responsive experience for prospective and current students without compromising site accessibility.
Northern conducted an immersive discovery process involving primary and secondary market research and captured stakeholder needs across the college through structured workshops and online surveys.
Northern identified and prioritized primary templates, designs, and user experience gaps to help reimagine the College's digital experience. The redesign required substantial updates to align with the best practices for modern digital design and navigation.
Preferences and behaviours for the new website were defined through user research and testing with primary groups to create an experience that serves the College’s brand and facilitates transactional interactions to drive enrollment.
Northern conducted thorough testing of the new website to ensure peak performance across the College on desktop and mobile. Web tracking helps to share insights into site visitors' interactions and behaviours, illustrating key touch points in the customer journey for target audiences.