University Of East London — Building A Modern Digital Experience Platform To Inspire, Inform, And Convert

The university’s digital presence was content-rich but context-poor. Information was available, but not accessible. Prospective students couldn’t easily discover courses, researchers couldn’t amplify their work, and the brand’s digital identity lacked clarity and responsiveness.

The key challenges included:

• Disconnected digital touchpoints across admissions, research, and student services.

• Lack of personalization or dynamic content delivery for different audience segments.

• Manual workflows for course and funding updates, creating inefficiencies.

• Limited data-driven decision-making — marketing and content teams lacked unified analytics and behavioral insights.

• Accessibility shortfalls that fell below UEL’s inclusivity goals.
  
  

The objective was clear: transform UEL’s website into a composable DXP that connects experience, data, and activation — creating a platform as forward-thinking as the university itself.

Axelerant’s approach began with qualitative research, user journey mapping, and stakeholder co-creation, evolving into a fully integrated digital experience platform architecture and conversion strategy.The engagement spanned experience design, data engineering, automation, and continuous measurement.

Qualitative Research and Journey Mapping — Understanding Human Context

We began with deep-dive research across UEL’s core audiences:
prospective students, current students, researchers, alumni, and faculty.

Through interviews, surveys, and analytics audits, we identified pain points and motivational drivers across key digital journeys:

• Prospective Students: Needed clear, emotionally engaging course discovery experiences — from aspiration to application.

• Researchers: Wanted better visibility for publications and collaborations.

• Current Students: Sought immediate access to academic and campus resources.

• Parents and Counselors: Needed clarity on funding, career outcomes, and university reputation.
  
  

Journey mapping revealed that users were dropping off between research and decision stages — overwhelmed by static, text-heavy pages and lack of guided pathways.

This insight became foundational:

Every audience needed a digital experience that not only informs but guides, reassures, and converts.

Experience Strategy — Designing for Clarity and Confidence

The design strategy centered on Digital Simplicity and Academic Confidence.
We redefined UEL’s digital experience through three guiding principles:

1. Purposeful Navigation: Simplified pathways to help users find relevant courses, research, or stories within two clicks.

2. Emotional Visual Language: Modern, inclusive imagery and clear typography conveying academic credibility without intimidation.

3. Progressive Disclosure: Contextual layering of information — showing users just enough to act, then offering depth for exploration.

The interface was not just redesigned; it was re-sequenced around journeys.
Students could now move fluidly from program discovery to funding details to application readiness, while researchers and partners found a narrative of innovation and collaboration.

Accessibility exceeded WCAG 2.1 AA standards — achieving AAA compliance in critical sections to reinforce UEL’s inclusivity commitment.

DXP Architecture — Integrating Experience, Data, and Activation

To deliver consistent, data-informed, and agile experiences, Axelerant built a Composable Digital Experience Platform (DXP) powered by Drupal at its core.

This architecture unified content, data, and marketing automation within a single intelligent layer.

Key elements included:

• Unified Data Layer: Combined analytics, CRM, and form data for 360° audience visibility.

• Content-as-a-Service (CaaS): Modular content blocks reused across course pages, blogs, and campaign landing pages for consistency and speed.

• Automation Frameworks: Automated updates for course data, fees, funding, and application deadlines — reducing manual maintenance.

• Integration Layer: Connected CRM (student inquiry data), analytics (behavioral tracking), and marketing automation tools (email journeys, re-engagement triggers).

• Performance Infrastructure: Delivered enterprise-grade speed, security, and scalability for global audiences.
  
  

The result was a dynamic digital ecosystem that merged storytelling and system intelligence — powering UEL’s evolution from a static site to a responsive, data-aware experience hub.

Activation and Conversion Strategy — From Awareness to Application

Once the experience and data layers were unified, we developed a conversion strategy anchored in measurable outcomes — from lead generation to content performance.

The focus shifted from page views to journey success:

• Conversion Path Optimization: Streamlined course exploration and inquiry journeys — reducing click depth and friction.

• Micro-Conversion Mapping: Measured engagement with key signals such as course brochure downloads, open day registrations, and inquiry form completions.

• Personalization Logic: Introduced dynamic CTAs based on user behavior — e.g., returning visitors saw “Continue Your Application” instead of “Learn More.”

• Automated Nurture Journeys: Connected form submissions to marketing automation workflows, triggering relevant content and advisor follow-ups.

• Real-Time Analytics Dashboards: Visualized KPIs — from course interest to inquiry conversion — for continuous optimization.
  
  

Conversion was now a living feedback system, not a static metric — enabling marketing teams to experiment, learn, and refine continuously.

The new UEL digital experience was more than a website — it became a conversion-oriented experience platform uniting creativity, data, and automation.

Key Achievements:

• Significant increase in new user acquisition and engagement through structured content campaigns.

• Improved conversion rates on course inquiry forms and open day registrations.

• Cross-platform content reuse reduced operational overhead while maintaining brand consistency.

• Data-informed marketing through unified analytics and automation drove measurable ROI in student recruitment efforts.

But more than numbers, the platform reshaped UEL’s digital culture — from content maintenance to continuous optimization and experimentation.