A UX Strategy to Boost Occupancy and Revenue
Hult International Business School, a global institution with a diverse student body, was experiencing low occupancy rates in their Boston campus dormitory, Hult House. This underutilization of a recently renovated, 330-room facility was impacting the school’s revenue stream. As the UX Strategist on a multidisciplinary team, I led the development of a user-centered solution to increase Hult House occupancy.
The Challenge
Our research revealed a significant barrier to occupancy: the existing housing application process. It was separate from the school admissions application, adding an unnecessary step for prospective students. This, coupled with a lack of targeted marketing, deterred students from applying for housing.
The Solution
To address these challenges, I proposed a multi-faceted solution that streamlined the application process, enhanced the user experience, and implemented targeted marketing strategies:
Data-Driven Optimization:
I implemented a data-driven feedback loop to continuously refine and optimize the application process. This included collecting user feedback through surveys and utilizing machine learning to personalize the housing experience for each student.
Integrated Application:
I led the design and implementation of a streamlined application process that integrated Hult House directly into the school admissions application. This eliminated a major pain point and made it easier for prospective students to apply for housing.
Targeted Marketing:
By analyzing user data from the admissions process, I identified and targeted students who were more likely to be interested in living on campus. This allowed us to personalize marketing messages and outreach, increasing engagement and conversion rates.
UX Strategist
User Research:
I conducted extensive user research, including interviews with prospective and current students, to understand their needs, preferences, and pain points related to the housing application process.
Design and Implementation:
I designed the integrated application process, ensuring a seamless user experience. I also collaborated with the IT department to implement the new system.
Data Analysis and Optimization:
I continuously analyzed user data to identify areas for improvement and implemented changes to optimize the application process and enhance the overall user experience
The Results
Our UX-driven strategy resulted in a significant increase in Hult House applications, occupancy rates, and revenue:
- 17% increase in housing applications within the first month of implementation.
- 15% increase in Hult House occupancy during the following academic year.
- 10% increase in housing revenue due to higher occupancy.
- Positive feedback from students regarding the streamlined and user-friendly application process.
The Wrap-Up
By understanding user needs, leveraging data, and implementing a user-centered design approach, we were able to transform the Hult House application process. This not only increased occupancy and revenue but also enhanced the overall student experience. This project demonstrates my ability to lead UX initiatives, drive meaningful change, and deliver tangible results for my clients.
Haley Forest 