The Challenge
As the new FAFSA application release was quickly approaching, subject matter experts knew applying for Federal Student Aid would present students with new challenges and questions. BDT decided to relaunch Wyatt nationwide with an updated intelligence and visual identity, and overhaul the existing getFAFSAhelp.org website to help more students across the country complete their FAFSA application and overcome this new challenge. The getFAFSAhelp.org website was the only method for students to opt in to Wyatt to ask their FAFSA questions—necessitating a site that was mobile optimized, intuitively designed, and behaviorally informed.
Meeting the Needs of Students and Educators
The redesigned MVP website is informed by Wyatt users and Higher Ed experts through user research and testing.
Tested with Students: UX research with students allowed us to ensure the behaviorally informed opt-in form and web pages would result in high conversions.
Informed by Educators: Conversations with educators revealed their need for resources like social posts and PowerPoints to encourage students to sign up and use Wyatt.
Wireframing
While the new branding for Wyatt was being finalized, I created the mobile and desktop wireframes to get early feedback from subject matter experts and stakeholders. Key stakeholders were able to visualize and understand how the content and design elements would be arranged, and we made copy and layout adjustments before the style guide was finalized, keeping the aggressive launch date on schedule.
Branding Application
The tight timeline presented a unique challenge–in an effort to expedite the build process and limit development time, I needed to utilize BDT’s existing component library. I achieved this by updating the styling like the fonts and colors, but keeping the structure of the existing components. Working to incorporate the new brand guidelines and Wyatt Avatar, the getFAFSAhelp.org website was styled to cater better to its younger audience, all while leveraging the structure and components of the bdtrust.org website.
Mobile-First, Responsive Design
As many students access Wyatt using their cell phone, a mobile-first approach was the priority for the website. It was designed, tested and improved in tandem with the desktop, to ensure a responsive design and mobile experience that is equally effective and accessible as the desktop experience.
Opt-In Form
Users who visit the website can opt in to Wyatt's text reminders and chat assistance by filling out the sign up form.
Time Delayed Popover: The opt-in modal will appear after a user is on the site for 5 seconds, encouraging users to sign up and receive assistance from Wyatt right away.
Behaviorally Informed: Research indicated that sign up forms with images, and limited questions per page increases conversion rates. The Wyatt user is considered opted in after completing the first page. Pages 2 and 3 included optional questions for research purposes, but the design of the form encourages the user to complete all three pages without dropping off.
Mobile Optimized: The opt-in form features accessible touch targets, a full screen mobile form, and a signup button that is fixed to the bottom of the screen.
Educator Resources
To accompany the relaunch of Wyatt, an initiative of the site and marketing effort was to help aid educators, guidance counselors, community organizations, and others in informing students about Wyatt’s services.
Downloadable: We developed free downloadable resources for educators to promote Wyatt to their students—helping educators ensure students receive the assistance they need and helping students complete the FAFSA more easily. Resources can be downloaded individually or as a group.
Editable: Select resources are downloadable as Word documents, PowerPoints, or Canva links so educators can adjust them to best fit their needs.
Downloadable Resources
In addition to the web design. I designed and art directed social media posts, flyers, and PowerPoint presentations for educators and schools to use to promote Wyatt to their students.
Impact
In 2022, 30,000+ Wyatt users unlocked $40 million in federal grant aid with Wyatt’s help. With the launch of the new website and newly intelligent Wyatt in October 2023, there were 73,000 additional sign ups in just the first four months. This increase in sign ups can be attributed to the improved web design and experience, behaviorally informed opt-in process, and marketing effort.
Student users of Wyatt reported their satisfaction with Wyatt via a survey. Wyatt received:
77% Engagement rate
81% Answer accuracy rate
4.4/5 Student satisfaction rating
In collaboration with Kay Russell, Jess Westbrook, Halsey Quinn, and Ben Irwin.