NYU Stern | Lucy Pham Portfolio

Swarm is a digital product design and management consultancy based in NYC whose mission is to create digital product and businesses that disrupt and define markets. I centered my project around Swarm's client, New York University, where I worked to improve their business program Stern's Executive MBA site.

Role

Product Design Intern: Executed a self-led user research project and proposed new redesigns to NYU Stern EMBA stakeholders

Context

Summer 2024 Internship

Tools

Figma, FigJam, Dovetail, Google Forms, Google Meets, Google Docs

Team

Head of Product: Nate Cooper
Product Design and Client Success: Anna Bitters
Product Manager: Madison Moore

Problem Space

What is an EMBA?

An EMBA (Executive Master of Business Administration) is a specialized business degree designed for experienced professionals seeking to advance their careers and enhance their leadership skills.

Understanding the client's perspective

The Senior Associate Director of Executive MBA Admissions Marketing and Director of EMBA Marketing:

felt that the EMBA site should be modernized to match competitor’s sites and also fill program seats.
identified that for the past few years, there was a historic pattern of program seats that needed to be filled.

An opportunity to understand the end user

Since there was no previous user research into the pain points and motivations of the prospects themselves, I aimed to center my project around uncovering their perspective and align these needs with the existing objectives of the stakeholders on this project.

How might we use the perspectives of EMBA prospects to validate the EMBA site's design changes/stakeholder assumptions?

Solution

A usability study research report and site redesigns presentation to stakeholders

I led a usability research project that was presented to stakeholders at the conclusion of my internship, giving them a different perspective on the pain points users experiences when navigating the site.

After the conclusion of my internship, I redesigned the site based off stakeholder feedback, which was then shipped to the UX team lead.

Outcome

Foundational research for future research and redesigns

My research report and suggestions were used as foundational research for future research and redesigns!

Empathize

What information do we already have?

To understand the current context and existing progress on the project, I uncovered the existing artifacts on the project, compiling both quantitative and qualitative data through my secondary research. These artifacts included:

Existing Personas

I based my process off of the personas previously discovered by the UX Lead:

The established professional
The young professional
The career pivoter

Stakeholder Interviews

I analyzed the assistant dean’s interview responses, where she ranked her priorities:

Excite prospects
Collect leads
Showcase program

Google Analytics

I reviewed data extracted from the team’s data analyst. Main takeaway was:

The program pre assessment doubled as a way to collect leads and identify prospects

How do we compare against other EMBA programs?

During client meetings and redesign workshops, stakeholders would also reference other programs, particularly those who also had different campuses.

I took note of which websites were mentioned, what the stakeholders liked about each site, and how these positive features could apply to NYU current design system.

Helping EMBA prospects access information about NYU's Executive program