The project
Ashford's existing site organized itself around the college's own administrative departments — exactly backwards from how a prospective student actually searches, which starts from "what can I study" and "what will it cost," not "which office handles that." Discovery interviews with admissions staff and a review of real search-analytics data confirmed the mismatch directly. The rebuild reorganized the entire site around program and enrollment-funnel pages first, with departmental information moved to a secondary layer aimed at current students and staff instead.
Delivered as a new information architecture, a redesigned program-finder and application-status experience, and a full front-end rebuild across the college’s public-facing site.