MOBILE FIRST APPROACH
The refreshed landing page was designed to support quick scanning and decision-making for prospective students researching programs on mobile devices.

DESKTOP EXPERIENCE

BEFORE & AFTER
Content was restructured to better highlight the program's key differentiators — including hands-on training and a faster path to career readiness. Replaced stock imagery with authentic images from the Midwest Institute experience.

THE PLAN
Researched and provided comprehensive findings about the optimal audiences, competitor landscape for both Marketing and Creative viewpoints. This formed the content and creative strategy to move forward with.

PERSONAS
Defined primary, secondary, and influencer audiences to clarify what each group needs to see before taking the next step — whether that's requesting info or applying.

MID FIDELITY WIREFRAME
Early wireframe exploration focused on updated content, its hierarchy and mobile flow.

HUGE CHANGE — REAL PHOTOS FOR REAL LIFE
Replaced heavy stock imagery with authentic program photos to make the experience feel real. Prospective students should be able to picture themselves there — not feel like they're looking at a generic brochure.

UI/UX – LANDING PAGE REFRESH
Midwest Institute Vet Tech Program

The Challenge

Midwest Institute needed a clearer way to communicate the value of its Veterinary Technician program to prospective students. The existing landing page buried key differentiators and relied heavily on stock imagery, making it difficult for mobile users to quickly understand the program and take the next step.

My Role

UX and creative consultant working alongside Hype Marketing. I conducted audience research, evaluated competitor messaging, restructured the page content, and developed updated design concepts aligned with mobile-first behavior.

The Approach

Through audience research and a competitive audit, I identified opportunities to highlight the program’s key differentiators, including hands-on training and a faster path to career readiness.

The page was redesigned to improve scanning, clarify messaging, and incorporate authentic photography that better reflected the real student experience.

The Outcome

The project delivered a research-backed roadmap for modernizing the program’s digital presence, including revised content structure, updated visual direction, and landing page design concepts optimized for mobile engagement.