The discovery phase included user interviews, card sorting, tree testing, and an evaluation of the existing content and navigation. The research revealed that users frequently became stuck during key journeys because the site's information architecture did not align with their mental models. Navigation labels were unclear, related information was difficult to find, and content often lacked the context or guidance needed to help users move confidently from one step to the next.

Rather than treating navigation as a structural problem alone, the project approached it as a content design challenge. UX writing and content design played a central role in improving the experience by clarifying navigation labels, rewriting headings and calls to action, strengthening wayfinding, and ensuring that each page clearly communicated its purpose and supported the user's next decision. The information architecture was restructured around user tasks and priorities, creating a content ecosystem that was easier to navigate, more accessible, and better aligned with the needs of prospective students.

The result was a research-informed content strategy that transformed the website from an organization-centred structure into a user-centred experience, making it easier for visitors to find information, complete important tasks, and navigate the site with confidence.