How TIC helped redefine NIIT University as a brand
and brought it to life on the university's website

Project

Redefining the brand and revamp the university's website, www.niituniversity.in to reflect the brand purpose, message and personality.

The Client

NIIT University, a not-for-profit institution, that was set up with the aim to provide technology-based, research-driven education that is linked to the industry.

The Brief

To create a mobile-first website that is high on user experience, rich in relevant information, captures effectively the brand and its story and deliver business results. The website had to highlight the NU advantage in a youthful and vibrant 'voice' that was both aspirational and future-oriented.

The Challenge

•  To accurately portray the brand in accordance with its archetype and personality
•  To create an equally delightful experience for two very disparate audiences GenZ (potential students) and GenX (parents of potential students)
•  To create a contemporary looking, search engine optimised website with high performance:
  • < 2 seconds for page downloads
  • 80+ score for money pages
  • A score of at least 50 on Page Speed Insights

The TIC Approach

TIC undertook a structured approach to the task.

We began the process with a comprehensive Brand Study. We did extensive research (in the form of digital surveys and interviews) of NIIT University's target stakeholder groups, and combined it with intense discussions with the top leadership team at NU and reference work on past media coverage.

The insights gathered were used to derive the brand differentiators (from the stakeholders' perspective), the brand messaging architecture, brand archetype, and brand physique for the university. Additionally, we also unravelled stakeholder experiences in the form of CSAT index and NPS scores that the university is using to take key strategic decisions.

This was followed by an in-depth UX Study that focused on understanding user behaviour and discovering the needs and pain points of the target group. It involved:

•  Focus group discussions with internal stakeholders (Founders, Nurturers, Placements, Admissions and HR)
•  Qualitative and quantitative analysis of inputs from the target demographic (Students, Parents, Alumni, Faculty)
•  Secondary research that encompassed Google Analytics, Web Research, Analysis and Brand Study
•  Benchmarking competition

Team TIC then proposed a content strategy and design based on this initial research and analysis of both studies.

Implementation

The recommendations from both the studies were incorporated into the site at all levels – in the information architecture, in the writing, in the selection of pictures and in the backend too. We used the necessary tools to ensure we meet the key objective of delivering business results.

We ensured we meet the technical targets set early on: < 2 seconds for page download, 80+ SEO score, etc We did a photo shoot on campus to get the right kind of images and we focused on the task at hand, to do what we do best: tell a story. And we did.

We pitched NU as a forward-looking university that places its students front and centre of all that they do. We talked about the sustainable campus and the green architecture. We highlighted the NU vision and its emblem and motto. And throughout the process, we never lost sight of the goal of the website – to highlight the NU Difference. In the process, we also ensured a user-friendly, interactive experience to appeal to the end users.

The website was successfully launched on 5-May-2022.

 

Afaqs! Digies Award 2023

The NIIT University website design and development project won the SILVER award at Afaqs! Digies Awards 2023 under 'Best UI/UX website' category