Redefining the Digital Experience: Georgia Tech Athletics Website Redesign
Role
As Assistant Athletic Director for Brand, Content, and Digital Strategy, I led the website redesign project from concept to launch. I served as the primary lead on the Georgia Tech side, collaborating with our partner WMT to reimagine the site’s structure, design, and user experience.
Challenge
Before the redesign, Georgia Tech Athletics’ website was cluttered, outdated, and extremely difficult to navigate. The homepage was long and repetitive, the menu lacked hierarchy, and the site had accumulated a large pool of pages with broken links, duplicate information, and content that was no longer relevant. This disorganization led to frustration for fans, recruits, and partners trying to find key information. It also contributed to an unusually high bounce rate and minimal lead generation, signaling that the site was not effectively supporting the department’s goals.
Actions
I led the full redesign process with a focus on usability, clarity, and mobile optimization.
Conducted a comprehensive content audit to identify redundant, outdated, and broken pages.
Collaborated with WMT to rebuild the site architecture from the ground up, streamlining navigation and improving searchability.
Developed a new site map that reduced clutter, improved content flow, and prioritized key areas of engagement.
Designed and implemented new brand guidelines for digital use, including layout, color palette, typography, and logo standards.
Prioritized mobile functionality after data revealed that over 70% of users accessed the site from mobile devices.
Partnered with internal teams to optimize the Georgia Tech Athletics app, aligning the user experience and design with the updated website.
Personally built and edited new pages while updating existing ones to ensure accuracy, consistency, and a polished end product.
Results
Increased web traffic by 42% and reduced bounce rate by 25% through a data-informed, mobile-first redesign
Boosted app adoption by 121% by enhancing the user experience and improving cross-platform engagement
Received strong internal and external praise for the modernized site and app experience
WMT recognized the redesign as a model for other partner institutions
Impact
The redesign transformed Georgia Tech Athletics’ digital presence from a fragmented and outdated platform into a cohesive, user-focused experience across web and mobile. By combining data-driven insights with intentional design, the new ecosystem improved accessibility, strengthened brand consistency, and created a more engaging digital experience for fans, recruits, and stakeholders.
