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Leveraging student insights to refine ASU’s Personalized Graduate Admissions process.
Quantitative
Survey
R
Qualtrics
My Role: UX Researcher
Team Size: 3 UX Researchers
ASU Personalized Graduate Admissions offers qualified ASU undergraduates a direct path to graduate programs, reviewing academic achievements and granting admission without an application. I conducted research to understand students' decision-making, satisfaction, and reasons for declining the offer. Insights from the survey data helped identify areas for improvement, refining the process to better meet student needs and boost engagement with this streamlined opportunity.
Challenge
After launch, we aim to gather detailed insights into user sentiment, identify specific pain points in their experience, and uncover areas for improvement to refine the process, better address user needs, and significantly enhance overall satisfaction.
My Impact
During this study, I designed and implemented the survey on Qualtrics, collaborating with another UX researcher for comprehensive data collection. By learning R, I cleaned and analyzed the data, providing insights that led to actionable recommendations. It was incredible to witness how this project enhanced the academic lives of countless undergraduate students.
Overall, this resulted in measurable improvements when compared the previous quarter, including:
Prompted update of communication tools
Prompted update of communication tools
5-point increase in customer satisfaction
5-point increase in customer satisfaction
Offers sent out several months earlier
Offers sent out several months earlier
20+ added graduate programs
20+ added graduate programs
Research Process
Foundational research
Conducting research to understand the previous usability study done and how students are admitted. This research laid the groundwork for the research plan and survey.
Surveys
Distributed via Qualtrics on the Graduate Auto Admissions confirmation page allowing for users to provide valuable feedback while keeping anonymity.
300+ responses
Analysis and synthesis
Utilizing R, I cleaned up the survey data and coded recurring themes in Airtable. This process enabled me to extract actionable insights from both the quantitative and qualitative data, which ultimately informed the recommendations.
Survey question focus points
Interview question
focus points
Demographic inquiries
Online student, assistive technology
Customer satisfaction
Satisfaction with Personalized Graduate Admissions process
User Sentiment
Likes and dislikes, improvements
Contact Questions
Incentive, future research studies
Feedback
Any further comments
What did we find out?
Through our research, we explored user sentiment about the process, uncovering their likes, dislikes, and hearing directly from their perspectives.
Likes
A tool inspiring students
Students felt the offer was rewarding and inspired some to consider attending graduate school.
"The recognition of my hard work during my undergraduate studies by offering this process."
Easy navigation
Students thought the process was simple, easy to navigate, and fast. It removed the stress to apply.
"Avoiding the application process…I wouldn't have gone through with the Master's program if I had needed to complete the strenuous task of applying. I have difficulties with long processes and applications.”
Dislikes
Lack of personalization
Students most often declined because the offered programs didn’t align with their goals. Some students felt the process was impersonal or financially motivated, leading to distrust.
"Maybe it actually feeling personalized? Including details about why I was "selected" and why these programs were "selected" for me? It all felt very random and initially I thought it was a scam."
Bad timing
Students expressed the timing of the offers were too late. Many had already accepted offers elsewhere or applied to different schools.
“I did not receive ample time to apply for scholarship opportunities.”
More information
Desire for more information about resources, scholarships and program details.
“More upfront information about scholarships and grants for graduate education. Providing access to financial resources can make a big difference in whether or not someone pursues a graduate education.”
Recommendations
Based on the insights gathered, we developed actionable recommendations focused on enhancing the user experience.
These recommendations are designed to address key pain points that ensure the process is more personalized and supportive for students.
Add more programs and personalize the offer
Providing more program options that align with degree and course interests. Consider giving students the option to request unlisted programs.
Clearly communicating selection process
To build trust and provide personalized support, consider adding in information about the selection process and involving advisors.
Sending the offer out sooner
Allowing students more time to apply to scholarships, refer to program details, contact support, and plan for future.
Provide more program information
Include details like: cost of attendance, resources for aid, program information, and scholarships in offer.
See more projects
Include details like: cost of attendance, resources for aid, program information, and scholarships.
Sending the offer out sooner
Allowing for students to have more time to apply to scholarships, contact support, and plan for future.
To build trust and provide personalized support, consider adding in information about the selection process and involving advisors.
Recommendations
Based on the insights gathered, we developed actionable recommendations focused on enhancing the user experience.
These recommendations are designed to address key pain points, improve trust, and ensure the process is more personalized and supportive for students.
