The Maverick Network
UX/UI and development for a docuseries website to reel in high school prospects at Colorado Mesa University 🎥🎓
Challenges
Collaborate effectively with external ad agency. Determine how to improve engagement on the website and generate return visitors. Create a campaign that stands out from the competition.
Audiences:
High school juniors and seniors.
Business goals:
Drive awareness and engagement with Colorado Mesa University and encourage students to visit campus.
Solutions
The Maverick Network is a video streaming website targeted toward prospective students interested in learning more about life at Colorado Mesa University. This recruitment-focused website, built alongside the team at _defyThemAll, is home to three professionally produced series that highlight current students, lives, dreams and ambitions. We used Quibi as inspiration for a short-form docuseries concept and scaled the campaign over time to improve conversion metrics and expand the “Making Mavericks” series into three seasons.
Tools:
Adobe XD • Premiere Pro • Photoshop • Vimeo • Dreamweaver
HTML • CSS • JavaScript • Vimeo API • Velocity (Cascade CMS)
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We chose to host our videos on Vimeo and utilize end-of-video CTA tools to enhance conversion. I connected our CMS with the Vimeo API to dynamically populate each episode into the site.
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We designed for a mobile audience, knowing our target audience would most likely land on the website from a social campaign. About 88% of users were mobile.
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Our agency partners assisted with data collection for monitoring campaign performance. During phase 1 we were focused on driving up subscriptions, but pivoted to a “request info” to simplify the conversion process. In the last phase, free applications and campus visit promotions were ultimately the best performers.
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I built the Maverick Network from the ground up, using popular streaming platforms as inspiration for layout and functionality. The home page served as a landing area to promote new seasons, and series pages were built to play episodes and navigate across seasons.
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Integrate accessibility best practices into the new site following W3C conformance standards.
