Project Overview

The Business School needed a digital presence that felt professional, premium, and distinct from the main university site—without breaking brand consistency. As the lead designer, I defined a new UX and visual direction, including a dedicated design system and the strategic introduction of blue to establish a corporate tone.

My focus was on outcome-driven storytelling—placements, industry exposure, and academic rigor—supported by clean navigation, strong CTAs, and polished micro-interactions. I worked closely with stakeholders to justify design decisions and with developers to ensure performance at scale.
The final site positioned CBS as a modern business school aligned with global standards, improving engagement on program pages and strengthening brand perception among students and parents.

Context & Problem

Chitkara Business School required a website that felt modern, corporate, and globally aligned—distinct from the main university site while still respecting brand guidelines. The challenge was differentiation without fragmentation.

Role & Responsibility

As lead designer, I owned UX strategy, UI design, and the creation of a dedicated design system tailored to business education. I also led stakeholder discussions to align on visual direction and brand evolution.

Key Design Decisions

A strategic introduction of blue established a professional, corporate tone while maintaining Chitkara’s brand DNA. Content hierarchy was centered around outcomes—placements, industry exposure, and academic rigor. Navigation and CTAs were simplified to support fast program exploration and conversion.

Execution & Collaboration

I collaborated closely with developers to ensure the system was performant and reusable. Micro-interactions were intentionally subtle to enhance polish without affecting load times.