Justin Cox
APU Program Reimagining
A content and visual redesign for American Public University System’s highest converting pages
+5% conversion increase resulting in avg. $4.5mm monthly revenue opportunity.
The Vision
My goal was to create a more engaging and intuitive program-page experience for prospective students exploring APUS. I redesigned the page template with streamlined navigation, clearer content, and purpose-built tools—including an interactive course explorer and tuition calculator—to help users make confident, informed decisions. I updated the visuals to modernize the site and built a future-proof library of scalable components. The result: a 5% increase in conversions, driven by design that puts users first.
Enhanced Navigation
To improve usability and keep key actions within reach, I implemented a sticky navigation system that ensures seamless movement across the site. Content was reorganized for clarity and flow, making it easier for users to find what they need, faster. I also partnered with the SEO team to align on-page content with search intent, boosting both visibility and relevance without compromising the user experience.
User-Focused Tools
Creating a net-new tuition calculator
Along with a new suite of site components, I also designed an intuitive tuition calculator that allows prospective students to quickly estimate their costs based on program, transfer credits, and military status. With a clean interface and guided inputs, the tool simplifies a complex process—helping users make informed decisions with clarity and confidence.
Building an interactive course explorer
I designed an interactive course explorer that lets users view detailed course requirements within the specific program they’re exploring. It allows for easy comparison of general education requirements and displays variations based on selected concentrations. The tool provides clarity and transparency, helping prospective students understand exactly what their academic path entails—without needing to dig through static catalogs.
Content and Component Redesign with SEO Alignment
As part of the project, I led a complete content redesign to improve clarity, structure, and user engagement across key pages. Every piece of content was re-evaluated and rewritten to better align with user intent, streamline messaging, and support conversion goals.
Working closely with the SEO team, I ensured all content followed best practices—incorporating targeted keywords, improving on-page hierarchy, and optimizing metadata—without sacrificing readability or tone. The result was content that not only performed better in search but also delivered a more intuitive and compelling experience for users.
I was also able to design a library of new components that would support current and future content initiatives and mesh with this visual redesign.
Results
Our goal was to create a more engaging and intuitive program-page experience for prospective students exploring APUS. We redesigned the page template with streamlined navigation, clearer content, and purpose-built tools—including an interactive course explorer and tuition calculator—to help users make confident, informed decisions. The result: a 5% increase in conversions, driven by design that puts users first.