Journey
Empowering Indian Students to Study Abroad
Many Indian students aspire to study abroad but hesitate due to visa, financial, and cultural concerns. The U.S. Consulate General of Mumbai sought to increase engagement and inquiries about studying in the U.S.
As a UX researcher, I designed a data-driven strategy that informed, inspired, and converted hesitation into action.
Introduction
Studying abroad is a dream for many students in India, but uncertainties around visas, finances, and cultural adaptation often hold them back. The U.S. Consulate General of Mumbai identified a gap in student engagement and sought to encourage more inquiries regarding the study abroad process. I was brought on as a UX researcher to design a research-driven engagement strategy that would inform, inspire, and convert hesitation into action.
Problem Statement
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Low engagement and awareness among Indian students regarding study opportunities in the U.S.
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Hesitation due to concerns about visas, financial planning, and cultural differences.
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A need for an authentic, relatable, and impactful digital strategy to boost confidence and engagement.
Solution
To bridge this gap, we leveraged user-centered storytelling by creating an engaging video featuring my personal experiences as an international student in the U.S.
This video series aimed to:
Provide real-life insights into studying abroad.
Address common concerns around visas, funding, and culture.
Increase engagement with the U.S. Consulate General of Mumbai.
The Videos that increased interest by 35%
Methodology
To ensure the content resonated with the target audience, we adopted a user-centered research approach. We began by conducting online brainstorming sessions with consulate representatives and students via Zoom to identify key concerns and motivations. Insights from these discussions shaped the video storytelling strategy, where we crafted a first-person narrative highlighting real-life experiences, visa processes, and cultural adaptation. The video was then distributed through a multi-platform approach, leveraging YouTube, Instagram, and Facebook with strategic promotions to maximize engagement. This iterative process, rooted in research, content testing, and audience feedback, ensured that the campaign addressed student hesitations effectively and drove meaningful engagement.
User Research & Analysis
Conducted contextual inquiry via Zoom sessions with students and consulate representatives to identify key pain points and motivations.
User Interviews
Synthesized findings into user personas to align the content with student aspirations and concerns
Content Strategy
Designed a structured narrative framework for the video, keeping an intuitive flow of information addressing common study abroad concerns.
Success Tracking
Deployed the video across multi-platform ecosystems, using performance analytics and engagement heatmaps to measure reach and impact.
Zoom Sessions
Insights from User Research & Analysis
2M+ Views & High Engagement in 6 Weeks
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35% Spike in student inquiries to the U.S. Consulate for Visa
35% students felt ready to study abroad
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User Interviews
The U.S. Consulate General Mumbai campaign to motivate students like me was incredibly helpful. As a design student from India, I was really stressed about how students like me thrive in the USA, navigating the cultural and academic challenges. It made the whole process feel much more manageable, and I feel so much more prepared now!"
Jahnvi, Andhra Pradesh, India
Content Strategy
Designed a structured narrative framework for the video series, ensuring an intuitive flow of information addressing common study abroad concerns.
Leveraged A/B testing and heuristic evaluation to refine the video’s messaging and format before launch.
Success Tracking
Deployed the video across multi-platform ecosystems (YouTube, Instagram, Facebook), using performance analytics and engagement heatmaps to measure reach and impact.
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Way Ahead
Building on the success of this project, the way ahead involves continuing to blend UX research principles with digital storytelling to create even more personalized and impactful experiences for the target audience. By conducting deeper user research, including more granular surveys and interviews, we can better understand the evolving concerns and motivations of prospective students. Leveraging data-driven insights, we can tailor content to address specific pain points and provide even more relevant, reassuring information. The use of media storytelling will further engage students, allowing them to visualize their journey more clearly. Additionally, incorporating interactive elements such as live Q&A sessions or application walkthroughs could further empower students and facilitate their decision-making process, increasing both application rates and overall engagement.