LDFP’s website accumulated vast information, serving a broad spectrum of postsecondary education audiences. The content, while extremely valuable, was challenging to navigate, so LDFP engaged Northern to redesign its website.
LDFP had four goals for redesigning its website. 1) Raise awareness of its leadership in pharmacy practice education and pharmaceutical science research. 2) Support enrolment levels by attracting quality students across its professional and graduate programs. 3) Provide a positive user experience. 4) Gather audience and consumer behaviour insights from its website’s data.
The Leslie Dan Faculty of Pharmacy (LDFP) at the University of Toronto is Canada’s leading Faculty of pharmacy, offering cutting-edge undergraduate and graduate programs. LDFP provides advanced education professional and graduate-level programs to develop leaders for diverse and emerging careers while serving as a hub of information for alumni, donors, pharmaceutical professionals, researchers, faculty and administrative staff, media, and the broader public.
The most significant challenges with the current site were navigating its wealth of content, and addressing the competing desires of its many audiences.
Northern’s goal was to accurately represent LDFP online as a leader in its designated space through enhanced user-experience design and visual storytelling, providing its diverse audiences with a better, more helpful service that genuinely meets their needs. The new website centred on each audience’s primary needs; it took a mobile-first approach with clearly defined site navigation, requiring fewer paths to bring the users to their desired content.
Having identified the primary, secondary, and tertiary user groups, Northern created an intuitive site architecture, navigation, and user experience. Content migration used automated scripts mapped from the existing website to the new information architecture—search configuration and setup were equipped with search modules and plugins to deliver results. Finally, Northern configured Google Tag Manager to track site traffic and activity.
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