An Award-Winning Transformation: Story+Structure, Cal State University East Bay's Work in Human-Centered Design Recognized by UPCEA

Silver Awards presented at UPCEA Marketing and Enrollment Management Seminar, where Story+Structure and CSUEB also co-presented with University of Houston

Nov 17, 2015, 09:16 ET from Story+Structure

BOSTON, Nov. 17, 2015 /PRNewswire/ -- Story+Structure, specialists in human-centered design, are proud to announce that their work with California State University, East Bay (CSUEB) Continuing Education (CE), was honored with two Silver Awards: Interactive Media Division, Website category, and Most Improved Division, at the UPCEA (University Professional & Continuing Education Association) Marketing and Enrollment Management Seminar in Denver, Colorado.  At the conference, Story+Structure Chief Strategist Guy Felder and Dan Bellone, Marketing Director, University Extension, CSUEB included an overview of their work to-date in a presentation: "Becoming an Experience Driven Organization." They were joined by Diane Burkett, Director of Marketing for the University of Houston (UH), who shared her perspective as having recently completed the Discovery and entered the Design phase with Story+Structure.

"The experience that a university provides to prospective, current and past students is now a key differentiator in a marketplace that is getting more and more crowded," said Guy Felder, Chief Strategist, Story+Structure. "In the year since we started work with CSUEB to launch a new, human-centered user experience, they've seen tangible results, including a significant increase in enrollment."

Seeing the success of the human-centered design approach at CSUEB and other institutions, Georgetown University School of Continuing Studies (SCS) has engaged Story+Structure: "We are beginning work with Story+Structure to help us fulfill SCS's strategic objective of becoming an experience-driven organization," said Roseanna Stanton, Ph.D., Chief Strategy and Communications Officer, and Associate Dean, Georgetown University SCS. "Their Discovery phase will help us in identifying how to best connect with and serve our prospective and current students, as well as alumni, while providing information and resources pertinent to the faculty experience."

During Discovery, Story+Structure applies its human-centered approach to develop a deeper understanding of its client's wants, needs, and concerns and establishes a framework of shared goals and outcomes, leading to a more meaningful user experience.

"A lot of organizations fall into the trap of designing information architecture from a technology point of view, not realizing that all the bells and whistles in the world won't help their business if they're not speaking to the way the target audience actually uses the site," said Chokdee Rutirasiri, founder and CEO, Story+Structure. "Our Discovery phase is at the heart of the human-centered approach: beginning with thorough audience research, learning what your customers and internal audience really needs, and then changing the technology around that information. By putting people first, you develop a strong brand, ensure client happiness, and maximize productivity."

About Story+Structure
Story+Structure is an innovation design firm that solves human problems.  From strategy to implementation, we deliver solutions that promote meaningful engagement between people and organizations. For more information, please visit, and join the Human Centered Design and User Experience Discussion Group on LinkedIn   

Media Contact:
Ariane Doud
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SOURCE Story+Structure