Business CAS

As an industry leader in higher education technology, Liaison International offers BusinessCAS, a suite of resources designed to advance graduate management education. The BusinessCAS ecosystem provides admissions teams with customizable technology, application processing, data tools, marketing services, and community engagement opportunities to help drive innovation in graduate management programs.

My role & responsibility

I led the user experience and visual design efforts for the new BusinessCAS website and worked cross-functionally with members of Liaison’s team. I was responsible for research, sitemap, wireframes, visual design and prototype.

Worked with the team, consisting of:

Vice President of Marketing
Director of Marketing
Marketing Coordinator
Project Manager
Developer
Content Consultant & Copywriter, Marketing

Target audience?

VP or director of admissions/enrollment
VP or director of marketing
Provost or dean
President
CFO
CIO or IT Director
Associate Director
Enrollment Management

The Challenge

BusinessCAS faced significant issues in growth due to lack of opportune leads and poor conversion. Their website had not been updated in more than 6 years. The design was outdated, lacked compelling visuals, and clear call-to-actions, and the experience was not mobile friendly.

My research also showed users struggled to find resources, and the website does not clearly convey the benefits BusinessCAS delivers to its customers.

Furthermore, it lacked brand awareness, and failed to showcase brand logos of institutions that work with BusinessCAS products and services.

The Solution

The new BusinessCAS website experience and redesign brings credibility and makes the brand shine. It incorporates a new layout scheme, fresh hi-res photography, custom made icons, reenergized content that clearly communicates BusinessCAS’s value to its customers.

The new banner and footer call-to-actions provides a clear path for customers to engage with BusinessCAS for more opportune leads.

I also reconstructed the website around a logical structure to improve the navigation experience, making it simple to access content and resources.

Another focus area was showcasing brands using BusinessCAS further strengthening credibility with their customers.