What was once an underused mobile app at the University of North Carolina at Chapel Hill has been rebuilt to serve as a central hub for student information and services.
The app, Hello Heels, was relaunched during first-year orientation last fall after undergoing a redesign following input from students through advisory boards, focus groups and surveys.
Since the relaunch, the app now draws about 90,000 page views per week from roughly 37,000 users—up from 10,000 page views and 6,000 users before the redesign.
Elizabeth Poindexter, executive director of communications and special projects in UNC’s Office of Student Affairs, said students rely on the app for “real-time” updates on everything from bus tracking to dining hall offerings.
“Nothing thrills me more than running to the dining hall to grab my own lunch and seeing a student using the app or talking to their friends about it,” said Poindexter.
She added that student feedback has allowed the app to become a multifaceted “dynamic space,” featuring modules on career services and health and wellness and an up-to-date events calendar.
Poindexter also said the redesigned app has proven cost-effective, saving more than $40,000 in new student and family programs by eliminating the need for duplicative services. Instead of costly printed materials, the app provides real-time agenda updates and announcements.
“The more people hear about that cost savings, the more interested in and engaged with the app they become,” said Poindexter.
The approach: Poindexter said student input came from a diverse group, including undergraduates and graduate, transfer and international students.
“We really had a good spread of students who are representative of the student body at large, and they had some incredible recommendations,” said Poindexter, including suggestions to “overhaul” and “refresh” the health and wellness and career services modules.
She added that other features, such as real-time updates on recreation center occupancy, dining hall hours and integration with academic tools like Canvas, also arose directly from student feedback.
The app includes an opt-in messaging feature that allows campus offices to send targeted updates to students who choose to receive them. Poindexter said the most popular channels come from the financial well-being center and the mental health and wellness center.
The financial well-being center sends weekly money tips and appointment reminders, while the mental health and wellness center shares well-being messages during high-stress periods like finals, which she said students respond positively to.
The app also gathers in-app survey responses. Of roughly 250 respondents, 98 percent said they plan to continue using Hello Heels.
“That is why it’s been so successful,” Poindexter said. “We have student voices integrated every step of the way.”
What’s next: Poindexter said part of the redesign involved partnering with UNC’s business school to ensure the app’s long-term sustainability and continued improvement.
“It’s been really wonderful to see that we can have this universitywide impact and improve the student experience in how we communicate with them,” she said.
Poindexter recommended that higher education leaders take a close look at their own media, from mobile apps to online newsletters, and use student feedback to make sure those tools are actually engaging and informing their target audience.
“Our best advocates are our students, and they have really useful insights decision-makers should consider,” she said.
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