Birkbeck University of London

Birkbeck University of London

A deeper understanding of prospective student journeys is helping Birkbeck University of London to optimise how it uses digital to recruit students.

Birkbeck’s digital and student recruitment teams wanted to optimise their recruitment strategy. They recognised the need to improve their understanding of prospective student journeys before being able to do this.

With most of its teaching taking place in the evening, Birkbeck has a genuinely unique offering to prospective students. Consequently, many of the factors that affect student recruitment at other Universities have a very different importance at Birkbeck.

We used workshops with different groups of students and staff at Birkbeck to explore prospective student journeys and the key factors affecting student decision making.

We condensed our findings into a set of infographics representing the journeys and key factors for young and mature undergraduates, young and mature postgraduates and international students.

Thank you so much for these maps – they’re really lovely – and so useful
Jane Van de Ban, Web Content Manager, Birkbeck

User journey map
Extract from a user journey map infographic.

Headscape