EdTech · Web Platform · Conversion
2025
Design strategy for a remote university
Optimizing the prospective student journey from discovery to enrollment through a conversion-focused funnel strategy.
Client
Tomorrow University
scope
EdTech · Web Platform · Conversion
year
2025
duration
1 Year
Overview
The brief.
Tomorrow University wanted to improve the journey from prospective student to active learner. The brief was to examine the full conversion funnel, identify the moments where users make critical decisions and reduce friction around them — while creating a stronger, more consistent brand and experience across the marketing website and digital product.
The Challenge
Designing around moments of decision
Prospective students don't move through an education funnel in a straight line. They compare programs, question the investment, look for reassurance and repeatedly decide whether to continue. The challenge was identifying these critical moments of decision across the journey and understanding what information, interaction or proof users needed at each point — rather than optimizing individual pages in isolation.
the solution
Turning the funnel into one experience
The identity is built around the idea that precision — typographic, spatial, systematic — communicates trustworthiness more effectively than borrowed heritage signals. The typeface is a refined grotesque used with exceptional care — every headline tracked and leaded to the millimeter, every layout built on a strict mathematical grid. The color palette is reduced to black, white, and a single warm gray. The mark is a wordmark with no icon — the name alone, set with complete confidence. The message is implicit: we are precise about everything, including how we present ourselves.
