Case Study: Columbia Business School
The Challenge
Columbia Business School stands at the forefront of business education, research, and thought leadership. Their digital platform must serve multiple audiences—prospective and current students, alumni, donors, and faculty—while highlighting world-class academic programs, research initiatives, and networking opportunities. Balancing cutting-edge content with a user-friendly interface required a holistic approach that met the needs of a diverse, global community.
My role as Product Manager
While managing budgets, schedules, and coordination across creative, development, and content teams as a producer, I simultaneously took on product management responsibilities by:
• Synthesizing input from admissions, marketing, faculty, and administration to define the highest-value features and content
• Creating and maintaining a product roadmap that elevated the institution’s goals—improving applicant engagement, showcasing thought leadership, and driving community involvement
• Employing data analytics and usability feedback to refine layouts, user flows, and site architecture iteratively
Planning and execution
I divided the project into agile sprints focused on core functionalities: showcasing programs, streamlining application flows, highlighting faculty research, and engaging the alumni network. Regular stakeholder reviews ensured alignment with admissions cycles and promotional calendars. Using insights from focus groups and site metrics, we optimized pages for prospective students—simplifying the application journey and highlighting Columbia Business School’s unique value propositions.
Results
• Strengthened applicant experience: A cleaner design, clearer program details, and an intuitive application process helped prospective students quickly find relevant information
• Expanded research impact: Enhanced navigation and spotlight features boosted the visibility of faculty research, executive education offerings, and global initiatives
• Improved community engagement: Tailored content for alumni, donors, and corporate partners bolstered networking opportunities and spurred new event registrations
Why this project stands out
Elevating a premier academic brand in a highly competitive landscape required thoughtful orchestration and user-centered design. By merging my producer role (ensuring timelines, budgets, and team cohesion) with a product manager’s focus on feature prioritization, analytics, and iterative improvements, I delivered a digital experience that showcases Columbia Business School’s academic rigor and innovative spirit, inviting a diverse audience to connect with the school’s global community.