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NYU Berkley Center Website Redesign

This project involved redesigning the Berkley Center website to elevate both its usability and aesthetics. I focused on improving the site's structure, streamlining navigation, and creating a clean, user-friendly interface to ensure better readability and engagement.

Over six months, these improvements led to a 7.8K increase in visitors and a 20K jump in page views, significantly enhancing the site's overall performance and user experience.
Client
NYU Berkley Center
Type
• Web UX/UI Design
• Responsive Design
• UX Designer Work
​(UX Designer, Graduate Assistant at NYU Stern)
Duration
2023 Sep - 2024 Feb
(6 Months)
Team
Berkley Center
• 1 Designer
• 1 Developer
• 2 Assistant Directors
• 1  Head Director
What I Did
• User Flow Development 
• UI Component Design
• UX Design System
• User Testing
Impact
01.  Organic Search Traffic Growth (205%)
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  1. Optimized site structure and navigation to improve crawlability.
  2. Enhanced metadata, including title tags and descriptions, to align with best SEO practices.
  3. Improved content readability and hierarchy to boost keyword ranking.
02.  Visitor Growth (+7.8K, 300% Increase)
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  1. Streamlined navigation and improved UX/UI, making it easier for users to find relevant information.
  2. Enhanced page speed through optimized assets, reducing bounce rates.
  3. Implemented clear CTAs, leading to better conversion and retention.
03. Page Views (+20K Increase)
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  1. Increased spacing, softened section divisions, reduced content density, and applied consistent design elements.
  2. Created a clear hierarchy, implemented intuitive navigation, categorized information, and developed reusable components.
  3. Redesigned for mobile accessibility and ensured seamless user experience across devices.
Result
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Problem

According to user feedback, the existing Berkley Center website faces challenges with an overwhelming amount of text and a lack of clear visual hierarchy, making it difficult for users to comprehend the content easily. Additionally, some users have encountered formatting and scrolling issues while browsing the site on mobile devices, further affecting their experience and potentially decreasing overall user satisfaction.
Design Goal
Improve Readability
Cohesive Design
Seamless Responsive Design
Design Soultion 1.
 ✔️  Improve Readability
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①  Increased spacing between elements
②  Soften section divisions  
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③  Reduce Content
④  Consistent design elements

Design Soultion 2.
 ✔️  Organize Content
To reduce the content, I separate content into different levels and create a clear hierarchy, then implement an intuitive navigation structure for easy access to information.
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I also organized information into distinct categories based on their themes. After this, I build distinct pages and components to create a clear hierarchy. This allows each page to maintain a clear focus, making it easier for users to find and understand relevant content.

Design Soultion 3.
 ✔️  Responsive Design
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I started from the venture showcase pages designed for a physical event. These pages included the team directory and instructions for all the entrepreneur teams. On this page, multiple participating teams could be featured, and people would read the content on their mobile devices.
Result Highlight
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During a single day of the event, this page achieved remarkable user engagement, attracting over 500 users and more than 1000 pageviews. Users praised the website's simplicity and intuitive design, enhancing their experience while accessing valuable insights about competitors' backgrounds, accomplishments, and other relevant details.
What I Learned
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Looking back on this project and my time at the Berkley Center, one of the biggest takeaways was learning how to balance visual design with real user needs. Working with startups and different stakeholders taught me how to break down complex information into a clear, intuitive hierarchy that actually made sense to people. The data-driven approach was a game changer—seeing how small UX tweaks led to big jumps in engagement really reinforced the power of thoughtful design. But beyond the numbers, this experience pushed me to communicate design decisions more effectively and align different perspectives around a shared vision. It’s something I’ll take with me as I keep refining how I approach structure, storytelling, and user experience.
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