Overview
HBCUv
Product Design
Brand Expression
Design System Architecture
SENIOR DESIGNER
2023 - 2024
Assignment
With nearly two centuries of rich history, Historically Black Colleges and Universities (HBCUs) remain a cornerstone of American higher education and Black history. However, the COVID-19 pandemic exposed severe infrastructure gaps, leaving many institutions ill-equipped to transition their students to remote learning. This crisis presented a transformative opportunity: to go beyond basic video conferencing and architect a best-in-class, purpose-built digital educational and social ecosystem.
SOLUTION
We designed HBCUv—a unified "virtual campus" that expands academic access while fostering deep community. A unique hybrid product, HBCUv extends far beyond the classroom, integrating proactive networking, peer community-building, and career pathway tools—leveraging digital innovation to drive mobility and social impact for historically underrepresented students.
LOGO
Building a brand from scratch: a logomark, logotype, color and typography system were created first.
SIGN UP
Landing Page & Sign-up. Re-imagining an education product was our key motivation.
ENTER The Yard
Called “The Yard,” the Home Page mimics the vibrancy of a virtual HBCU campus where students can venture into various paths such as courses, community, and student resources—including carrying a personalized “planner.”
ENROLL IN COURSES
The course catalog displayed detailed course cards for students to scan. Infusing a human touch including Black faces was key to the experience.
From Wires to Final Design
Course Card Anatomy
OBJECTIVE
Increase student enrollment.
RESEARCH & DESIGN
Drawing on e-commerce UX research especially online shopping where decisions were more drawn-out, we identified key drivers to boost conversion: displaying limited availability (e.g., remaining open seats) created a sense of urgency while enabling users to save or favorite courses increases long-term conversion rates. Using e-commerce concepts to drive enrolling in courses was a way we leveraged consumer habits into educational goals.
A SOPHISTICATED SEARCH BASED ON E-COMMERCE
A robust course filter system aligned with our research into student users
A RICH COURSE DETAIL PAGE WITH E-COMMERCE STRATEGIES
Condensing a lot of information into an easily scannable page with key visual cues was our driving motivation. Ideas like a sticky register-CTA modal we derived from e-commerce best practices.
TRACK YOUR SUCCESS
The My Path page helps students track their academic progress as well as find opportunities in scholarships, certifications, and employment. Personalizing a student’s path to success was a key goal.
At the top of this page is a personal “Affirmation” module that infuses some emotion and more personal, human quality into an otherwise mundane section.
Adding alumni and student stories bring authenticity and inspiration to the experience.
BE A PART OF THE VILLAGE
Not just an educational product, HBCUv is also a social media platform but with a higher purpose. This includes a profile page along with groups and friends.
A SOCIAL FEED
BLACK PEDAGOGY HARNESSED BY AI
Faculty can collaborate across the country while also using ai to create curriculum, conduct research, and contribute to Black pedagogy. This essentially becomes a “library” hosting Black pedagogical history.
THE VISION INDEX AND DESIGN SYSTEM
SNIPPETS FROM THE DESIGN SYSTEM
RESULTS
Built through more than 3,000 hours of research with students and faculty, the platform initially partnered with 9 founding HBCUs—including Benedict College, Clark Atlanta University, and Dillard University—giving over 8,000 students early access to cross-register for credit-bearing courses in 2023. HBCUv officially launched its founding consortium in fall 2024 with a target to eventually scale across all 37 UNCF member institutions and ultimately reach over 280,000 students across 102 HBCUs nationwide.