This post was originally published on LinkedIn.

For a while, I’ve been thinking about writing a recap of the different projects and highlights of 2015. I came to realize that in addition to writing more and creating more video content, there was a lot of taking what’s been done and iterating until it’s better over the year. From early steps adding metadata and further improving our tracking to reporting on Fall 2014 and using that information to inform our web efforts in Fall 2015 and refreshing and building upon my understanding of the customer journey, it’s been a year of optimizing.

That may sound boring, but digging deep to find issues and making informed decisions to resolve them is exciting to me. That has entailed a lot of small changes, but I think the behind achieving x, y or z matters…so I spent some time writing my thoughts about the user experience and how I’ve worked with my colleagues to improve the web experience of our prospective families. Those thoughts turned into an article that CASE (Council for Advancement and Support of Education), a nonprofit association of educational institutions of nearly 3,400 universities, colleges, schools, and related organizations in 61 countries (thanks Wikipedia), was interested in and recently published in the current issue of their magazine CURRENTS.

Feel free to read it for free online and let me know what you think.

Save Prospective Applicants from Hitting a Wall

How website analytics and inbound marketing helped Friends’ Central School improve customer experience, streamline staff workflow, and achieve enrollment marketing goals