APMC – Redesigning a University Event Website
This 3-month redesign project focused on the APMC event website at Northeastern University. As Senior Product Designer, I led the end-to-end effort to improve navigation, clarify event details, and boost engagement for students and faculty.
Working with real constraints and tight timelines, we combined user research, prioritization, testing, and live builds to create a responsive site that better served its community and delivered results.
Northeastern
Senior Product Designer
Education
3 UX Designers
1 Product Manager
1 Graphic Designer
Challenge
The original APMC website was difficult to navigate, visually outdated, and unclear in presenting key event information. Users struggled to find schedules, registration links, and track details—resulting in confusion, missed deadlines, and low engagement.
Results
The redesigned site improved clarity, usability, and structure:
Key event info was surfaced earlier in the experience
Registration flow was simplified, reducing user drop-off
A unified design system enhanced the overall brand feel
450 +
User Sessions
700+
Daily active users
15%
Bounce rate after key UX tweaks
The existing APMC Website was :
🧭 Hard to Navigate
Key actions like registration and schedule lookup were buried or inconsistent.🎨 Visually Outdated
Lacked modern hierarchy, contrast, and visual polish — hurting first impressions.❓Unclear Communication
Event info and CTAs were vague or missing, leaving users unsure of next steps.
Users were struggling to find key information — schedules, tracks, and registration links were buried or unclear.
📌 Program Section
Program cards looked engaging but lacked clear CTAs.Users didn’t know how to explore a program or sign up, which led to low engagement and drop-offs.
Empty Events Page with No Guidance
📅 Events Page
The events section displayed an empty state with no guidance on what to do next.Without upcoming listings or prompts, users assumed there was nothing to interact with — a missed opportunity to convert interest into action.
Solution
Dived into an intensive 2 week UX research sprint involving User Interviews and College forums investigations
💬 Community Pulse (Social Media Feedback)
Real-time questions revealed what users couldn’t find on the site.
Peer replies filled gaps — students became unofficial guides.
Discussions hinted at missed opportunities to convert interest into action.
Mapping User Needs
Conducted a team- wide feature brainstroming session
Mapped out features by User Type : New, Existing, Both
Helped uncover gaps in experience for different user groups
Live Site : https://www.apmcneu.com/
Conclusion
This project pushed me to deliver a functional, user-centered website under real-world time constraints. By combining research, rapid iteration, and live testing, we improved clarity, engagement, and trust across the APMC site and saw real results post-launch.
What I Learned
How to balance speed with UX quality in a real launch scenario
That rapid testing with real users reveals critical usability gaps
The value of tight cross-functional collaboration to stay on track
What I’d Do Differently
Start usability testing even earlier — even on sketches
Prioritize mobile responsiveness from day one
Schedule more mid-sprint check-ins with stakeholders