Tufts Alumni

NewCity worked with Tufts University's Alumni Association to redesign their website in 2009. Their top goals for the project were to make it easier for alumni to maintain connections with former classmates, foster new networking opportunities between the over 100,000 alumni members, and promote the various benefits to which all Tufts alumni are entitled.

We conducted user interviews with their alumni, created mental models and then followed this with a carewords survey to refine our language for the site.

The planning process was highly collaborative. We led the Tufts Alumni team through a series of workshops to develop a clear vision for the website. After our usual KJ sessions, we created mood boards to get a better sense of brand and visual style, played "design consequences" to generate several page layout ideas, and developed paper prototypes together.

Usability testing helped us to further refine the structure and flow of the site.

Tufts Alumni had just launched a new brand identity for the association, so we worked to extend this through the website. We designed a fresh modern look that incorporates the core Tufts colors and various design elements like the open book motif from their new brand.

Ever wonder what it might be like to take a $25,000 vacation to Egypt on a private jet? Ask some of the alumni from last year's trip. Tufts offers over 30 trips a year, organized by the Alumni Association and promoted through their alumni site.