USF debuts new homepage, enhancing user experience

By Tina Meketa, University Communications and Marketing

The University of South Florida has launched a redesigned homepage aimed at improving the user experience and making it easier for visitors to quickly find the information they need. This effort coincides with the launch of the university's 70th anniversary campaign.

The redesign was informed by a yearlong research effort led by University Communications and Marketing that included surveys, focus groups and in-depth analysis of website data, such as Google Analytics and Microsoft Clarity. The research examined how multiple audiences - including current and prospective students, parents, employees and alumni - use the USF homepage and what they are looking for when they arrive.

Research findings showed that majority of users visit the USF website to learn how to become a student. As a result, the homepage was intentionally structured to streamline that journey and more prominently feature admissions-related information.

"The homepage was designed based on real user feedback, focusing on how they actually navigate and use the site," said Christopher Akin, assistant vice president of digital communications & marketing. "We focused on clarity first - making sure visitors can quickly understand where they are, what's important depending on time of year and what their next step might be."

To further support personalized user experiences, the new homepage features a simplified layout and a "Start Your Journey" audience gateway dropdown, allowing visitors to quickly access content most relevant to them.

The update also enhances the visual experience, with new design elements that highlight the beauty of USF's campuses, showcasing student-led videos and campus events - helping users become more engaged with all things USF.

"Beyond providing an enhanced user experience with customized journeys, I am proud of our teams' collective work in telling our unique USF story through the use of student-led content, beautiful imagery and interactive designs," said Vince Slomsky, assistant vice president of marketing and communications. "This refresh will truly allow our users to find what they're looking for more efficiently, while getting to experience what life at the University of South Florida is really like through the eyes of our students."

The homepage redesign serves as the foundation for a broader, multi-year update of college and department websites across the university.