The University of the West Indies (UWI)

For over 60 years UWI has been the shining light of Caribbean academia. Campuses in Jamaica, Trinidad and Barbados graduate 9000 annually. With 120,000 Alumni globally, it's time to reconnect.

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Project scope

A cost-effective, scalable digital platform for multiple-parties to manage

Discover the right platform or product and develop an attractive brand

Empower internal marketing teams with a toolkit of patterns and templates

Start to build long-term relationships with global diaspora

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Goals + Objectives

Encourage as many UWI students to sign up/share existing profiles

Utilize existing networks, such as Linkedin to amplify awareness

KPI conversion rate of (10,000 sign ups from 75,000 in YR1)

Fundraising, reconnecting communities, building new ones, intellectual support

Project lead - Abovegroup / Product development - Simply Intense / Client - UWI OIAI / UWI Marketing


Project introduction

This impressive network includes a Nobel Laureate, Rhodes Scholars, Prime Ministers, Heads of State and diplomatic corps globally. With the highly competitive landscape and changing way we think about education, it is time for UWI to reach back out to its esteemed Alumni.

Product growth S curve


User Interviews and contextual enquiries

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13 x internal face-to-face interviews across campuses including Trinidad, Jamaica and Barbados

5 x external interviews with key business stakeholders

2 x Focus groups across departments

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Questionnaire to 4000+ Alumni on newsletter lists

Questionnaire promoted via paid social media

Analysis of 1000's of results and feedback

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The University of the West Indies supplied documentation (strategy plans and collateral)

Institutional Advancement Assessment - Future Funds - 2012

College and Universities Advertiser Report - 2014



DatA Sorting Framework

audience research on Social


Persona building

Paid social media questionnaire

Weekend for two prize in Tobago

A/B tested Photo



Created a multi-sheet template

User questions and key statements

Identified goals & frustrations

A dump column for pain points out of scope


Embraced Patterns and Themes

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Grouping key statements

Business requirements

User requirements from goals, frustrations

Product and technical requirements



The master sheet looked something like this

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Our Persona profiles

Also from the interviews, we created seven internal and external personas and populated them with content from like-minded professionals on LinkedIn. While they felt like individuals, it was more about viewing the world through a groups eyes. This allowed us to make informed decisions instead of guess work or personal tastes.



One of our biggest deliverables was just getting consensus of desired features. Working with the deep insights gleaned, we crafted a series of strategic statements to help set some guidelines to an underlying framework. Clarity, shared buy-in, and negotiation was key.

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To equip those connected to UWI with the means to improve each other's lives."

Product Statement

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Our diaspora of students and Alumni can access a vast network of opportunities by communicating exclusively in one UWI space."

Positioning Statement


Core Attributes

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Our Light That Shines."

Core Proposition

Connection Statement

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Equip those connected to UWI with the means to improve each other’s lives."


Experience map

With the masses of research and insights uncovered we started to map out a detailed path that met everyones needs. Not everything would be catered for, but we were able to start a build for the majority. We also added a foundation communication framework that matched personas--with the right way of how to approach them and get them onboard.

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Insight and findings

Our audiences were already doing everything on mobile and so being connected was a given. The obvious answer was a mobile platform that bridged the gap of institution and Alumni life experiences.

Feature prioritization


With clear personas goals and objectives identified, as well as requirements from a business and institutional perspective, we were able to identify the common needs of the feature set .


User flows

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Prototype, build and test

Any phone that supports Android 2.2 or higher or iOS 8 or higher will be able to install and run the application.

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Platform: iOS

Target OS: Version 7.0–OS 8.4

Screen sizes : iPhone: 5, 5C, 5S, 6 and 6 plus

Orientation: Portrait

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Platform: Android

Target OS: Version 4.0 untill 5.1.1

Screens: 480 x 800, 480 x 854 720x1280 and 600 x 1024, 1920 x 1080 (Covers 95% active devices in market.)

Orientation: Portrait


The brand was developed along with tools and kits for internal teams to take it over.