Learn More Indiana (LMI): Building an educational web presence.

Development with Purpose

For anyone – whether students, parents, educators or adult learners – choosing the right education option can be difficult. There are many challenges to overcome and resources to consider, all while trying to figure out what the end goal of their education really is. The Indiana Commission for Higher Education (ICHE) understood this challenge, and asked Matchbook for help on this mission.


As the state’s leading public voice on the pathway to continuing education, the Indiana Commission for Higher Education is constantly seeking to better convey information to current and prospective students. ICHE wanted to make its Learn More Indiana (LMI) website more intuitive and easier to navigate to align with this goal. The LMI site’s purpose is to introduce educational options for its audience based on user input, as well as provides resources for anyone interested in education in Indiana. Matchbook places a high value on the benefit that a site like this can bring to readers and students, and after continuing a dialogue with the team at ICHE, we were ready to move forward.


This project, applying to such a large scale, required close collaboration between teams at ICHE and Matchbook. To keep this project oriented toward a clear goal, we performed multiple web audits and distilled the results into a proposed digital strategy. Initial audits and surveys showed that the then-current website was seen as difficult to navigate, with many pieces of information scattered throughout the site. Matchbook recommended condensing much of the information in order to streamline the site and increase satisfaction, cutting its page count in half.

We looked at the site’s top performing pages and how they were displayed to users. Research indicated that career, college and cost were the site’s most popular pages, so our strategy dictated that the most effective course of action was to find new ways to bring those pages to the forefront while emphasizing mobile design responsiveness.

Throughout, we also pursued simplicity for the user with a focus on consolidating information. By combining many pages with very little text or imagery on them, Matchbook also refined the site’s search engine optimization. This back-end portion of our strategy allowed the site to be more easily accessible by search, in addition to being more satisfying and understandable once having found it.

To students and parents at all levels of education, the Learn More Indiana website is intended to make sense to everyone. In order to reach such a diverse audience, how do you keep your calls to action concise and effective across design and content?

With ease of maintenance also in mind throughout our strategic outlook, Matchbook built code to automate the calls to action for each page. This made them easier to manage and consistent with the site’s new look. Having to reach all parties also meant making sure the reading levels were appropriate. We audited the reading level of each page and made adjustments based on who the page was intended for. While pages for educators could remain at a higher reading level, others needed to be simplified to be most effective.

Aesthetically, Matchbook made subtle touches to design items such as flip cards and accordion elements that brought the brand to life. Color coding was used throughout the site to generate clear consumer paths for our different audiences, and again emphasize calls to action.
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Not only did Matchbook deliver a streamlined product for users, the project also allowed for a better maintenance process. Matchbook equipped the site with easy interface measures to allow for edits across teams and areas of the site as information changed. Matchbook streamlined the website’s data entry, allowing ICHE to make all updates in one place.

Customized form logic now allows users to input their information to directly connect them to state government contacts who could help them. For prospective students looking for help paying for college, Matchbook installed additional logic to point visitors to scholarships based on their interests and profile.

Since launch, the Indiana Commission for Higher Education’s new site has consistently garnered around 40% more pageviews year-over-year, with a 20% decrease in their bounce rate. The new site has also seen a monthly 45% increase in new users, year-over-year, since launch.

The expansive logic and the wide reach of its intended audience placed ICHE’s Learn More Indiana project among Matchbook’s largest web engagements to date. We took pride in our strategic approach that ultimately informed success. We not only made the site easier for users to navigate, but also made it easier to maintain.

If you’re in need of a web overhaul or you want to build from scratch, contact us today!

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