A unified experience with distinct spaces for different audiences, infused with Baltimore's unique energy.
Baltimore Collegetown connects students, colleges, and the community through projects that attract, engage, and retain talent while raising Baltimore's profile as a college destination. It also carries the transit map and schedule that connect colleges to the city.
The site's main audiences were undefined, and visitors could not tell what it offered from its navigation and information architecture. Critical resources, like shuttle information, were spread across the site.
How might we help every audience quickly recognize what Collegetown offers them?
Every move below is an answer to that question.
The old site scattered transit across three separate branches and addressed no audience directly. The restructure gave the shuttle one home and gave each audience a door.
Visitors were confused about who the site was for. I reworked the information architecture to give each major demographic a distinct space, with audience-based navigation leading the way.
Shuttle information was scattered and hard to parse. I consolidated everything into one cohesive transit page and gave it prominence from the homepage and the architecture, so riders find it fast.
College pages were sparse. I folded city-wide amenities into the college templates, creating customizable pages that highlight campus offerings alongside the best things to do nearby.
The redesign unified a fragmented site around the people using it. Transit lives in one hub instead of three competing branches, each audience has a space written for them, and the colleges sit inside a structure instead of a flat list.
