Repositioning a Flagship Program Through Structure and Conversion Design

Project: Orthopaedic Surgery Residency Landing Pages
Institution: UC San Diego Health
Department: Orthopaedic Surgery
Deliverable: Full residency section redesign (navigation, overview, program structure, didactics, application pages)

Executive Overview

This project involved a comprehensive re-envisioning of the residency landing pages for the Department of Orthopaedic Surgery. The goal was to elevate the residency program as a primary academic identity marker while compressing complex information into a clean, navigable structure.

The challenge was density. Residency programs require detailed rotation schedules, didactics, application steps and accreditation clarity. Historically, this content was layered, text-heavy and difficult to scan. The redesign transformed the section into a structured, conversion-aware digital asset.

Strategic Context

Residency recruitment is competitive, national and reputation-driven. Prospective applicants evaluate programs through three lenses: prestige, structure and culture.

Previously, residency content was buried within layered navigation. The first strategic move was architectural. The top-level navigation was restructured to elevate the Residency Program as a primary entry point. Menu depth was reduced, labeling standardized and click friction minimized — all within the constraints of a legacy CMS.

Navigation became marketing.

Information Architecture & UX Strategy

The landing page itself was rebuilt around clarity and compression.

Overview Section
The opening content was rewritten to articulate training philosophy, institutional strengths and national reputation. Structured heading hierarchies, metadata improvements and keyword-informed subheadings strengthened SEO and accessibility while ensuring essential information surfaced immediately.

Program Structure
Rotation schedules and training pathways are often the most confusing elements for applicants. We introduced collapsible vertical drawers to house detailed rotation content, reducing visual clutter while preserving depth. Multi-year schedules were translated into contrast-compliant, labeled matrices to clarify progression without overwhelming the user.

Didactics
Didactic programming was presented using modular grid structures that visually reinforced academic rigor. The design resembled a calendar layout without relying solely on color cues, ensuring accessibility compliance. Expandable sections allowed additional detail without crowding the interface.

Application Instructions
The final conversion step — application guidance — was simplified and centralized. Redundant language was removed, deadlines clarified and hyperlinks labeled descriptively. Structured headings improved readability and search indexing. This page functions as the conversion gateway; clarity directly supports yield outcomes.

Technical & Compliance Integration

Across all sections, the redesign incorporated:

• WCAG-informed hierarchy and contrast
• Accessible tables with labeled headers
• Alt text and descriptive navigation
• Improved metadata and search indexing
• Reduced dropdown complexity

Working within CMS limitations required creative structural solutions rather than aesthetic overhaul. The result improved both inclusivity and discoverability.

Marketing & Advancement Relevance

This project required mapping audience motivations and aligning messaging accordingly — a discipline directly transferable to alumni and donor segmentation. Prospective residents seek clarity, prestige and structure. Donors seek excellence and sustainability. Both respond to organized systems and visible impact.

By elevating the residency program digitally, the department reinforced its academic seriousness and national competitiveness.

Outcomes & Strategic Impact

The residency section now operates as a strategically positioned digital asset rather than a static information repository. It:

• Strengthens recruitment marketing
• Reduces applicant confusion
• Improves navigation flow and engagement
• Elevates brand clarity within the department

Strategic Takeaways

Information architecture is brand strategy.
Navigation placement signals institutional priorities.
Compression reduces cognitive overload without sacrificing rigor.
Conversion clarity supports recruitment yield.

When structure is intentional, reputation becomes visible.