University of St. Thomas – Opus College of Business

The Opus College of Business, part of the University of St. Thomas in Minneapolis, has Part-time Flex, Executive, and Health Care MBA programs. They also have Undergrad and Executive Education/Professional Development offerings.

The Opus website was dated, and due for a broad refresh of the site organization, content, and design. Opus leadership wanted to make sure that the new website accurately reflected the many different programs and offerings of the college, and that all internal product owners/stakeholders had a chance to participate/weigh in about the site refresh project.

Opus hired Brain Traffic to oversee the content strategy and writing for the new site, and Brain Traffic brought Stephanie/Plumlines onto the three-person project team. Our first step was to conduct extensive stakeholder interviews to learn about the various departments of the business school, and understand content priorities for the different groups. We performed a full website inventory and audit, to gauge how the old site aligned (or didn’t) with current goals. Based on the insights gathered during this discovery phase, Brain Traffic created a content strategy and page tables to create alignment with project players and plan for content writing. Finally, we wrote page content for the new website.

This project required a lot of cross-functional collaboration and great communication, to ensure that the final site met the both user needs and the goals of internal Opus departments.

Skills/services: Stakeholder interviews, content inventory and audit, content strategy, UX and IA support, copywriting.

Project completed in partnership with Brain Traffic.

  • Date February 29, 2024
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