Building the website while we’re flying it: Lessons in scaling design, content and strategy

In August 2024, we launched our newly redesigned website — an ambitious initiative built to support undergraduate enrollment by enhancing prospect engagement and lead generation. This effort encompassed cloud hosting, a headless CMS, a fully integrated design system and a comprehensive content strategy. Undertaking such a large-scale project with a relatively small team presented both expected and unforeseen challenges. Some obstacles caught us by surprise, while others required careful navigation through multiple potential solutions. Less than a year out from that initial launch date, we’ve learned a lot and still have a long way to go to achieve our ultimate goals. In this session, we will share key insights from our journey, including the frameworks and strategies we’ve developed to ensure long-term success. Topics will include: Defining the role of a design system in our digital ecosystem. Mastering hand-offs between design and development. Prioritizing user experience in every decision. Building content models for long-term scalability. Optimizing for prospective student journeys. Strengthening client relationships and empowering content authors. Crafting a content strategy that balances individual needs with a cohesive whole. Through lessons learned and hard-earned wins, we’ll share insights to help shape future web projects at your institution.

Presenters

Brooke Doerfler — Penn State

Hayley Wildeson — Penn State