Understanding how students interact with higher education websites is critical for creating an intuitive, engaging, and effective user experience. In this session, we will share key insights from more than 180 usability testing sessions with current and prospective students, revealing the trends that characterize Gen Z's content and design preferences. We will examine first-hand feedback from students to understand what they appreciate, what frustrates them, and how you can enhance your website to better meet their needs. You'll receive actionable insights for improving navigation, organizing content, and optimizing key pages to boost engagement and conversions. In addition to exploring usability trends, we will focus on strategies for capturing, documenting, and organizing large volumes of qualitative research so that your team feels empowered to conduct their own usability testing. You will learn how to structure findings to allow cross-functional teams–such as marketers, designers, and developers–to quickly access relevant data, identify patterns, and make informed decisions.
