UCLA ATS Marketing Site
Project Overview
UCLA ATS had built several high-impact software products — including Gift Agreement Builder and Gift Hub — that generated genuine interest from peer universities looking for similar solutions in the higher-education market. The problem: no marketing presence existed to communicate what ATS built, who it was for, or how another institution could license it.
As the Web Designer and Developer on this project, I was responsible for taking the product from a brief to a live, production-ready WordPress site — handling design, content architecture, and front-end implementation.
Design Process
1. Stakeholder Interviews & Content Strategy
Met with ATS leadership to understand the audience (university technology and advancement teams) and the primary goal (establishing credibility and generating licensing inquiries). Developed a content hierarchy that led with product value propositions rather than technical specs — a key distinction for a non-technical buyer audience.
2. Figma Design System
Designed the site in Figma, building a lightweight design system that adapted UCLA brand guidelines for a B2B context. The tone needed to feel institutional and credible while still being more contemporary than UCLA's primary brand web properties.
3. WordPress Development
Implemented the design in WordPress using a custom theme with HTML/CSS overrides. Built reusable product page templates so the ATS team could add future products without developer involvement. Ensured full mobile responsiveness and fast load performance across all pages.
4. Product Pages & Launch
Built individual product detail pages for each licensable offering. Each page followed a consistent structure: product overview, key capabilities, screenshots, and a clear inquiry call-to-action. Launched the site with three initial product pages and a contact form connected to the ATS team.
Research Findings
- Inbound licensing inquiries from peer institutions were being lost because there was no consistent landing page to direct interested parties to — ATS was fielding one-off emails with no structured intake process
- Competing university technology marketing sites led with features rather than outcomes; we differentiated by leading with the problem each product solves and quantifying the impact
- The primary decision-maker audience (VP-level advancement technology leaders) responded more positively to peer-institution credibility signals than to feature lists
ATS Marketing Site
The main catalog page presents each product with a brief value proposition and a link to its dedicated detail page — designed to give prospective partners a quick overview before diving deeper.
Gift Agreement Builder Product Page
The Gift Agreement Builder digitally automates the process of creating gift agreement documents for UCLA donors — eliminating a previously manual, paper-based workflow. Each product page follows a problem-first narrative designed for an advancement technology audience.
Before & After
- No public marketing presence for ATS products
- Licensing inquiries handled ad hoc via email
- No structured way to showcase product capabilities
- Peer institutions had no discovery path to ATS
- Professional marketing site with 3 product pages
- Structured inquiry form with ATS team routing
- Screenshots, feature breakdowns, and value props
- 12+ university partners engaged via the site
Outcome
The ATS Marketing Site established a credible public presence for UCLA's licensable software products. Within months of launch, the site had generated inquiries from over a dozen university technology teams. The self-service page templates also gave the ATS team the ability to add new products without requiring a developer — a key operational win for a small team.