Turning a complex program choice into a guided conversation.

Prospective MBA students needed help understanding which Chicago Booth program might fit their goals and interests.

The questionnaire used participants’ answers to guide subsequent questions and deliver personalized results. Its design needed to make a branching experience feel clear and approachable.

Through Contest Factory, I contributed to design, design strategy, and program development.

My work connected the questionnaire’s logic with its interface, helping shape how participants encountered questions, selected answers, and moved through the experience. I also helped coordinate revisions across the project team.

I treated the questionnaire as a conversation rather than a series of disconnected forms. Each screen needed a clear purpose, understandable choices, and a next step that felt natural.

I worked through the relationship between content, branching behavior, and visual hierarchy. That included considering how different answers affected the journey and reviewing the experience for clarity and consistency.

A guided questionnaire with answer selection, comment inputs, and a completion experience, supporting a personalized path through MBA program exploration. My contribution combined screen-level design with attention to how the full journey worked.

Contributed to a guided questionnaire that connected prospective students with relevant MBA programs through personalized questions and results.

This project connects design to a meaningful business objective: helping prospective students make a more informed choice while supporting applicant interest. It reflects a thread that continues in my current work: using personalization to make complex information more useful.

Relevant measures for evaluating this experience.

• Questionnaire completion

  The share of participants who reach their personalized results.

• Question-level drop-off

  Abandonment at individual questions to identify potential friction.

• Qualified next steps

  Visits to relevant program information and inquiries after receiving results.