Breaking into tech
Breaking into tech can be difficult. Merit America is a nonprofit organization that creates fast, flexible pathways to family-sustaining careers for Americans without 4-year degrees. They needed a site to convert qualified leads to extend their program nationwide.
Optimized to encourage action
The updated the visual brand and website were tech-forward while feeling accessible and attainable, highlighting graduates’ paths before and after the program to ensure new learners can be confident in their ability to achieve success.
User-testing showed us different narratives led to different levels of interest. A block-based design system allowed Merit to test different variations of their appeal to optimize conversion rates.
In one year, the site saw a 77% increase in application conversions.