Website copy, UX writing, UX design — Ross William Lancaster

UX that puts students first

The problem

As Vietnam’s first liberal arts university, Fulbright has a unique educational offering for a growing number of prospective local students. To attract this digital-first generation and their parents, Fulbright had to radically redefine its website user experience, presenting clear, compelling and seamless steps towards enrollment — all in time before the next semester.

Our solution

We began by collaboratively mapping the student journey, from the classroom to application submission. By introducing a new site structure with simplified page layouts, we delivered large amounts of complex information in clear, concise and visually elegant ways.

Following this, we crafted persuasive, personalized titling and body copy for a greater understanding of Fulbright’s key message: a world-class University for Vietnam’s future. This refined writing style, along with cleaner layouts and updated community-focused photography, all create a comfortable user journey that quickly drives to enrollment.

With our project delivered ahead of deadline, Fulbright can now fully focus on helping students take those important first steps that will shape their future careers and lives.

Wireframe

Building out Fulbright’s sitemap in Figma, we meticulously planned the user experience, creating a seamless and logical flow across web pages.

Website pages

Our messaging centres on Fulbright’s educational experience, where students learn the skills, ability, and mindset to think in solution-focused ways, ready to become Vietnam’s future leaders.