The UMass Web Ecosystem project was a transformative effort to redesign and unify the web presence of all schools, colleges, and administrative units under the University of Massachusetts Amherst umbrella. Our team’s work received the prestigious Chancellor’s Citation Award, recognizing our dedication and impact in enhancing the digital experience across the university, as well as the Acquia Engage Award.

The primary goal was to create a cohesive and brand-consistent platform, centralizing hosting and maintenance while providing flexibility for each school, college, or unit to tailor their sites to their specific needs. We wanted these websites to reflect UMass Amherst as a center of rigorous academics and world-class research and drive prospective students to take action — whether by applying, scheduling a visit, or exploring academic offerings.

Working closely with Lullabot, our web development partner, we developed a flexible Drupal-based ecosystem. This ecosystem allowed for rapidly deploying new sites with built-in features, customizable structures, and guardrails for accessibility and brand consistency. Lullabot conducted over thirty stakeholder interviews across admissions, IT, marketing, and individual schools and colleges. These insights informed the structure and features that became the backbone of the UMass web ecosystem.

As the lead strategist for the University of Massachusetts Amherst, I collaborated with Lullabot and the UMass web team to establish a content strategy that prioritized prospective students while meeting the needs of secondary audiences like parents, researchers, and alums. Our strategy emphasized a balance between centralized control and the autonomy of each department, allowing them to showcase their unique culture while staying within the ecosystem’s framework.

This project was also about future-proofing. We developed governance tools and training resources to bring all web editors up to speed, regardless of technical background. This ensured a seamless transition to the new ecosystem and established a foundation for a culture of web excellence far into the future.

The results were immediate and impactful. User engagement improved across multiple sites, with significant growth in university website users. The centralized platform enabled departments to efficiently manage their content while presenting UMass Amherst as a unified brand.

Client: University of Massachusetts, Amherst

URI: https://www.umass.edu

Partners: Lullabot, Acquia

My role: Lead Strategist for University of Massachusetts Amherst

Platform: Drupal

Reporting: Google Analytics 4, Google Search Console, Google Looker Studio