Industry
Industry
Education
Education
Client
Client
The Culinary Institute of America
The Culinary Institute
of America
A Comprehensive Website Redesign
Website redesign of CIA's website to improve information discoverability for international students.
During my tenure as co-founder of Cloud Hatch, I led several website redesign projects, notably for the Culinary Institute of America (CIA). My role encompassed interface layout, wire-framing, and information architecture. Collaborating with a skilled team, we also addressed copywriting, technical specifics, and SEO optimisation within a stringent timeline.
During my tenure as a co-founder of Cloud Hatch, I had the privilege of leading numerous website redesigns, with a standout project being the overhaul for the Culinary Institute of America.
I spearheaded the redesign, focusing on interface layout, wireframing, & information architecture.
Collaborating with a talented team, we also tackled copywriting, technical details, and SEO optimization within a strict timeline.
Problem Statement
Problem Statement
International students aiming to apply to the CIA often encountered challenges in accessing essential information due to a lack of tailored resources, hindering their ability to make informed educational decisions. For Context, here are some examples from their old design:
International students aiming to apply to the CIA often encountered challenges in accessing essential information due to a lack of tailored resources, hindering their ability to make informed educational decisions. For Context, here are some examples from their old design:
Pain Points
Ambiguous Navigation:
Ambiguous Navigation:
The existing information architecture was unclear, with overlapping functionalities that complicated navigation and increased the likelihood of users losing context.
The existing information architecture was unclear, with overlapping functionalities that complicated navigation and increased the likelihood of users losing context.
Poor Discoverability:
Poor Discoverability:
Key features, such as application forms and input fields, were difficult to locate, impeding users' ability to make informed choices.
Key features, such as application forms and input fields, were difficult to locate, impeding users' ability to make informed choices.
Lack of Visual Hierarchy:
Lack of Visual Hierarchy:
User testing revealed confusion due to weak visual and informational hierarchy, making it challenging for users to comprehend and complete forms.
User testing revealed confusion due to weak visual and informational hierarchy, making it challenging for users to comprehend and complete forms.
Our Solution
Our Solution
By addressing the unique needs of international students, we developed a website that both informs and inspires. This project underscored the power of tailoring content to specific audiences.
We began by restructuring the website’s information architecture, ensuring a seamless flow of content that prioritised clarity and accessibility.
By addressing the unique needs of international students, we developed a website that both informs and inspires. This project underscored the power of tailoring content to specific audiences.
We began by restructuring the website’s information architecture, ensuring a seamless flow of content that prioritised clarity and accessibility.
Redesign Highlights
Data Restructuring:
Data Restructuring:
Conducted an in-depth audit of existing content, eliminating redundant redirects and consolidating scattered information to create a streamlined user journey.
Conducted an in-depth audit of existing content, eliminating redundant redirects and consolidating scattered information to create a streamlined user journey.
Navigation Optimisation:
Navigation Optimisation:
Refined the site map to enhance discoverability, making essential resources—such as application guidelines and program details—easier to find.
Refined the site map to enhance discoverability, making essential resources—such as application guidelines and program details—easier to find.
Content Prioritisation:
Content Prioritisation:
Established a clear visual and informational hierarchy, reducing cognitive load and improving readability for prospective students.
Established a clear visual and informational hierarchy, reducing cognitive load and improving readability for prospective students.
And finally, Here’s what the transformation looked like…
And finally, Here’s what the transformation looked like…
Prioritising user experience and cultural relevance transformed this website into a vital resource, empowering students to make informed decisions about their culinary education.
Results
Prioritising user experience and cultural relevance transformed this website into a vital resource, empowering students to make informed decisions about their culinary education.
Results
Increased User Engagement:
Increased User Engagement:
Post-launch analytics indicated a 32% rise in average session duration, suggesting enhanced user engagement.
Post-launch analytics indicated a 32% rise in average session duration, suggesting enhanced user engagement.
Improved Information Accessibility:
Improved Information Accessibility:
There was a 27% reduction in bounce rate, reflecting more accessible and relevant content for international students.
There was a 27% reduction in bounce rate, reflecting more accessible and relevant content for international students.
Higher Conversion Rates:
Higher Conversion Rates:
The redesign led to a 21% increase in completed application forms from international prospects, demonstrating improved usability and appeal.
The redesign led to a 21% increase in completed application forms from international prospects, demonstrating improved usability and appeal.
Reflections
Reflections
Taking on a project of this scale while running my own agency at a young age was both exciting and overwhelming. Balancing client expectations, tight deadlines, and the complexity of restructuring a vast amount of content pushed me to be more strategic and adaptable. One of the biggest challenges was ensuring that every design decision served a real purpose—simplifying navigation, eliminating redundant information, and making the experience intuitive for international students.
This project taught me the value of structured problem-solving and collaboration. It wasn’t just about making the website look better; it was about understanding how people interact with information and making their journey smoother. Seeing the measurable impact of our work—higher engagement, better accessibility, and more completed applications—made all the late nights and problem-solving sessions worth it.
Taking on a project of this scale while running my own agency at a young age was both exciting and overwhelming. Balancing client expectations, tight deadlines, and the complexity of restructuring a vast amount of content pushed me to be more strategic and adaptable. One of the biggest challenges was ensuring that every design decision served a real purpose—simplifying navigation, eliminating redundant information, and making the experience intuitive for international students.
This project taught me the value of structured problem-solving and collaboration. It wasn’t just about making the website look better; it was about understanding how people interact with information and making their journey smoother. Seeing the measurable impact of our work—higher engagement, better accessibility, and more completed applications—made all the late nights and problem-solving sessions worth it.