Cross-Cultural UX Research: Enhancing Spanish Language Resources for Prospective Students

Like many other universities, CSU aims to improve engagement and admissions outcomes for Spanish-speaking prospective students. Despite having a translation plugin on the website, we kenw there were significant limitations in its effectiveness. This project explores the shortcomings of relying solely on automated translation tools and identifies gaps in existing Spanish language resources.

A significant opportunity exists to improve the university’s accessibility for Spanish-speaking prospective students. The existing Spanish language resources were fragmented and lacked cohesion, resulting in a suboptimal user experience. The goal was to create a unified, culturally relevant Spanish language resource hub to better support Spanish-speaking users throughout their admissions journey.

STAR Summary

To provide a concise snapshot of the process and outcomes, the following STAR (Situation, Task, Action, Result) model summary outlines the key elements of this case study:

Situation: At CSU, the existing Spanish language resources for prospective students were fragmented and outdated, leading to a disjointed and ineffective user experience. Relying on a basic translation plugin was insufficient for meeting the diverse needs of Spanish-speaking users.

Task: I was tasked with addressing these gaps by creating a unified, culturally relevant Spanish language resource hub that would enhance the user experience for Spanish-speaking prospective students throughout their admissions journey.

Action: I conducted a content audit, user interviews, and cultural analysis to identify shortcomings and areas for improvement. I worked closely with the Marketing and Communications and Admissions teams to develop a centralized hub that integrated content from both the Main and Admissions sites. I also tailored the content to cultural norms and conducted usability testing with Spanish-speaking individuals to ensure the hub’s relevance and usability.

Result: A centralized hub will streamlined access to Spanish-language resources, providing a more cohesive and culturally relevant experience for prospective students. The recommendation of such a hub will also increase engagement and satisfaction, fostering a sense of inclusion and trust, ultimately enhancing the university's appeal to Spanish-speaking applicants.

Project Background

CSU's website is crucial for disseminating information, facilitating admissions, and providing resources. However, the Spanish language resources were scattered across different locations and not always up-to-date. A basic translation plugin was insufficient to address the diverse needs of Spanish-speaking users. Resources on the Admissions site were outdated and linked to English-language pages, creating a disjointed experience for prospective students.

Setting SMART Goals

Setting SMART goals at the outset was essential to improving CSU's Spanish language resources effectively. By establishing clear, specific, and time-bound objectives, we were able to address gaps in current resources and enhanced the user experience for Spanish-speaking prospective students. These goals focused on developing a unified resource hub, tailoring content to cultural norms, and refining usability through user feedback, ensuring a cohesive and impactful solution.

These are two examples of SMART goals from this project:

1. Develop a Centralized Spanish Language Resource Hub
   • Specific: Create a unified hub consolidating content from both the Main site and the Admissions site into a single, cohesive platform.
   • Measurable: Complete the hub with at least 95% of the relevant content from both sites integrated and functional.
   • Achievable: Utilize the content audit results and collaborate with the Marketing and Communications and Admissions teams to ensure all relevant content is included.
   • Relevant: Address the fragmentation of Spanish language resources and improve the user experience for Spanish-speaking prospective students.
   • Time-Bound: Launch the Centralized Spanish Language Resource Hub within 6 months from the start of the project.
2. Improve Cultural Relevance and Usability
   • Specific: Tailor content to reflect cultural norms and ensure it resonates with Spanish-speaking users, and perform usability testing with Spanish-speaking individuals.
   • Measurable: Achieve at least an 85% satisfaction rate in usability testing, with feedback indicating improved relevance and ease of navigation.
   • Achievable: Implement user feedback to adapt content and design to better fit cultural expectations and user needs.
   • Relevant: Enhance the engagement and effectiveness of Spanish language resources, making them more relevant and accessible.
   • Time-Bound: Complete content adaptation and user testing within 4 months of the hub development phase.

Research and Insights

To address these challenges, I conducted a comprehensive evaluation of the existing Spanish language content and identified key areas for improvement. This involved:

• Content Audit: Analyzing the current state of Spanish language resources on both the Main site managed by Marketing and Communications and the Admissions site run by Admissions.
• User Interviews: Gathering feedback from Spanish-speaking prospective students to understand their needs, preferences, and pain points.
• Cultural Analysis: Assessing the cultural relevance of existing content to ensure it aligns with Spanish-speaking users' norms and expectations.

Centralized Spanish Language Resource Hub

To address the fragmented and outdated Spanish language resources, I recommended creating a Centralized Spanish Language Resource Hub. This hub would integrate content from both the Main site and the Admissions site into a cohesive platform, providing a seamless user experience.

"Having access to resources in my native language makes a huge difference. It would allow me to fully understand the application process, connect with the university on a deeper level, and feel more confident in my decision to apply. Comprehensive Spanish language resources at other universities show value and respect for our culture, which is crucial for making me feel welcomed and supported."

Integrate Content Across Sites:

Develop a unified hub consolidating content from both the Main site and the Admissions site.

• Tailor Content to Cultural Norms: Adapt content to reflect cultural norms and family structures, ensuring it resonates with Spanish-speaking users.
• Highlight Unique Resources: Include resources specifically relevant to Spanish-speaking users, such as tailored guides and community resources.
• Seamless Integration: Ensure consistent design and functionality across the Main site and Admissions site.
• User-Centered Design:Design the hub for ease of navigation and accessibility, conducting user testing with Spanish-speaking individuals and being aware of when links are taking users to English language resources.

Implementation Plan:

• Content Audit and Strategy Development: Conduct an audit of existing content and develop a strategy for merging and enhancing it.
• Collaborative Development: Collaborate with Marketing and Communications and Admissions teams, ensuring alignment and integration.
• User Testing and Feedback: Perform usability testing with Spanish-speaking students to refine the hub.
• Launch and Ongoing Maintenance: Launch the hub and implement a maintenance plan for updates and improvements.

Conclusion

The development of the Centralized Spanish Language Resource Hub is a key initiative in enhancing CSU’s support for Spanish-speaking prospective students. By addressing content fragmentation and ensuring cultural relevance, the hub will provide a more inclusive and effective user experience. This project demonstrated the impact of thoughtful UX research and advocacy in creating meaningful improvements in accessibility and user engagement.