The Admissions department at Duke had a bold mission to change the way that people view admissions. Turning these perceptions from stodgy and boring to bold and exciting required that we completely restructure the content. I worked with a UX designer to tell the story of Duke Admissions through video, statistics, and in-depth student stories. This approach has increased visitors level of engagement with the site, and Duke has seen an increase in quality applicants since the site's launch in July 2012. Visit the Duke Admissions site.