Case Study: UCLA Anderson School engages prospective students with Primitive Spark

UCLA Anderson School boosts prospective student engagement with Primitive Spark in 2008

UCLA Anderson School, a top-tier management school, faced a challenge in engaging prospective students through its website. The existing site's structure and overly serious tone were heavily focused on thought leadership, which did not align with the practical information priorities of its key audience. Partnering with vendor Primitive Spark and design agency KBDA, the school sought to update the website's information architecture, content strategy, and visual design to better meet student expectations.

Primitive Spark conducted interviews and usability tests to understand prospective student needs, which included a desire for information on ROI, student life, and content tailored for international students. The solution involved a content strategy that showcased student life and academic rigor through video case studies and testimonials, effectively "showing, not telling" about the school's collaborative culture. While specific metrics are not provided, the redesign by Primitive Spark successfully aligned the website's messaging with the practical decision-making needs of prospective students.

UCLA Anderson School