Degree Search- Mobile Project Student Personas and Feature Priorities

During our conversations, we identified 4 distinct student personas. { New Incoming Freshmen Transfer & Graduate Students Online & International Students

persona I: New Incoming Freshmen

Background: These students have very little understanding of the university system when they first attend classes, but have many rigorous academic requirements placed on them through their field of study. Ease of use of technology is very important in finding the degree program(s) that fits their interest and they can successful in. The majority of undergraduates change their major at least once. Most Value: Top Filters: Keyword Search, Alphabetical Listing, and Online. Recommended to filter by WUE(on Homepage). Degree Interest (Buckets need better descriptions on Homepage). Application requirements on Degree Detail Page (General vs. Department) Major Maps (all information is valued) Least Value: Rarely used the degree comparison feature (on Degree Listing page). Rarely looked at career opportunities (on Degree Detail page). The volume of information.

Persona 2: Transfer & Graduate Students

Background: Undergraduates have ability to apply for 3 degree programs vs. Graduate students who apply on a 1 to 1 ratio. Because of this relationship these students are more interested in the Degree Detail and the Major Map pages. Most Value: Top Filters: Degree Interest (Buckets), Alphabetical Listing, Keyword Search, Degree Name, College/School, and Online. Graduates heavily use the Buckets, but also prefer the Keyword Search. Degree Interest (Buckets need better descriptions on Homepage). Application requirements on Degree Detail Page (Department requirements and contact information are crucial on Degree Detail Page) Major Maps (all information is valued for Transfer Students) Schools’ websites (Faculty bio information & research opportunities) Least Value: Campus or Locations (on Homepage and Degree Listing)

Persona 3: The Online/ International Students

The Online & International Students Background: For the Online Student, time is of the essence! Often students who pursue their education online, are looking for flexibility that will not interfere with the demands that come with having a full time job and family. They also want to learn as much as they can prior to applying for major or registering for a class. International students need as much information online to review prior to applying Most Value: Top Filters: Keyword Search, Online, Alphabetical Listing, Degree Name, College, and School. Need consistency between what is shown about the Degree Detail pages and School’s Websites. This also applies to the application process and associated fees (different from the regular application process.) Location (for international students) Least Value: Degree Buckets (needs for clearer labeling, can be confusing for students) Location (for online students)

Details Page Overall Findings: Overall, the Degree Search web application is regularly utilized and valued by all student populations, that information is use in many different ways. During the interview process, the following fields of information were highlighted as the most valued and least valued information: Most Valued Keyword (1 st ) Online Availability (1 st for that population) Alphabetical Listing Program Name Degree Type Major Map College/School Accelerated/Concurrent Programs Minors/Certificates Interest (mostly used by incoming freshmen) Save Function Request for Information Least Valued Campus or Location Degree Comparison Feature Application Button

Persona 1Persona 2Persona 3 Weight4030 Weighted Sum Keyword Search Online Availability Alphabetical Listing Degree Name01160 Degree Type Major Map College/School02190 Accelerated/Concurrent Programs Minors/Certificates Degree Interest (Buckets) Campus or Locations1 -40 Save Function Degree Comparison Request for Information Application Button