UManitoba Digital Viewbook
Goal: The Viewbook print publication has held notoriety as one of the University of Manitoba’s most prominent marketing pieces and is used as a tool for recruiting prospective undergraduate students to UM. A digital viewbook launched in August 2020 to support the student recruitment team in meeting their enrolment targets. Last year, functionality was introduced that allows users to customize their experience and find information relevant to them. Utilizing content from the printed viewbook, the online experience was enhanced with supporting a informational series of 24 videos delivered by students on a broad range of topics. Our goal was to enhance the digital viewbook for 2023, aligning our efforts with the beginning of the recruitment cycle. As the digital viewbook is not bound by the constraints of its printed counterpart, we will continue a cycle of on-going improvements throughout the year.
Solution: Through design thinking, analytics, and insight gained from our partners on the student recruitment team, a strategy and project plan was developed. This included creating a unique and engaging experience for our users, increasing visibility and access to the digital viewbook, improvement of quiz usability and results, alignment between offline and online viewbook experiences, alignment with strategic pillars as well as improved storytelling, functionality and layout.
Deliverables: Online digital viewbook, content strategy, product development, video series
Role: Project lead, digital strategy, creative direction
Highlights: From September 15, 2021–July 15 2022, the digital viewbook had a combined total of 1,877,404 page views (not including the 200+ program pages on umanitoba.ca/explore).
