Open University reshapes website through user research
In summary
The Open University Business Development Unit wanted to understand how well its website met user needs and where improvements were needed.
We carried out an in-depth discovery using analytics, user research, content analysis and search intent insights.
The result was a clear set of prioritised actions to improve user experience, engagement and organic visibility.
Challenge
The Open University Business Development Unit (BDU) team delivers market-leading staff development services, including apprenticeships and funded degrees. Used by three-quarters of FTSE 100 companies, the team has worked with over 2,500 businesses to develop their staff. However, the website did not reflect this, and more was needed to promote their core offering.
The website was also hard to navigate, and there was a clear opportunity to improve both user experience and search engine visibility.
The BDU team approached Fresh Egg to understand what their users wanted from the website and how it could meet those needs. A project was scoped to understand whether the website's content and UI were effective and if not, then provide recommendations for improvement.
The desired output was prioritised achievable actions, including what content to keep, optimise or remove, and recommendations on improving the user journey.
Approach
We began with analysis of website analytics to understand how users were interacting with the site and identify initial areas for optimisation.
This was followed by a stakeholder workshop to explore audience needs, internal perspectives and opportunities for improvement, supported by empathy mapping and content journey mapping.
We then carried out audience interviews and user testing with key decision-makers responsible for staff development, helping us identify core user needs and where the website was not meeting them.
Alongside this, we conducted search intent analysis, grouping queries into micro-moments to better understand user intent and inform content improvements. We brought all insights together into a full heuristic review and a prioritised set of actionable recommendations.
Outcome
The project delivered a comprehensive, actionable strategy for optimising the website, giving the team a clear roadmap for improvement.
The collaborative approach ensured strong buy-in from the in-house team, enabling them to prioritise and implement key changes efficiently.
The OU BDU now has a clear path for progressive website transformation, ensuring the site better reflects user needs and improves engagement over time.
User needs uncovered
Research revealed how decision-makers interact with the website and where it fell short.
Prioritised improvement roadmap
Delivered clear, actionable recommendations to improve UX, content and engagement.
Search intent insights identified
Mapped user intent and content opportunities to strengthen organic visibility and user journeys.
Freyja Taylor-Law
Marketing Officer
Digital and CRM
