by: Larissa Pearce
The students coming through today’s admissions pipelines are not the same students of a decade ago. They’re more discerning, more digitally native, and more attuned to value than ever before. Their expectations have been shaped not just by other education providers, but by every digital service they interact with; streaming platforms, banks, online retail. For admissions teams, this evolution isn’t just a surface-level UX issue – it’s a fundamental shift in how prospective students perceive relevance, trust, and institutional credibility.
PERSONALISATION, SPEED, AND THE INTANGIBLE ‘FEEL’
Today’s applicants are not just comparing courses, they’re comparing experiences. When the onboarding journey feels bureaucratic, slow, or impersonal, it sends a signal that the student experience may be similarly disjointed. At the same time, many applicants are increasingly skeptical of polished marketing promises and are looking for authenticity, consistency, and meaningful engagement.
For institutions, this means moving beyond transactional communication toward tailored, responsive engagement. Not necessarily more comms – but smarter, more meaningful ones. Small shifts—like rethinking the tone and timing of confirmation emails, providing visibility over next steps, or creating opt-in communication options—can have a big impact on how supported a student feels throughout their journey.
FLEXIBLE PATHWAYS, TRANSPARENT CHOICES
Today’s students want choice and flexibility, but more than that – they want clarity. Many are juggling part-time work, caregiving responsibilities, or are navigating uncertainty around long-term career plans. In this context, course design, delivery mode, and credit recognition aren’t just academic considerations, they’re decision-critical.
Institutions are increasingly developing more modular, stackable, and transferable offerings. But in many cases, the way these options are communicated – through complex or illogical website paths, inconsistent terminology, or vague messaging – dilutes their impact. Prospective students need a clear sense of what their options are, what outcomes they lead to, and how to take the next step.
This clarity often requires alignment between academic teams, marketing, and admissions, ensuring the institutional narrative is coherent, accurate, and accessible from first inquiry to enrolment.
INCLUSION, EQUITY, AND THE SUBTLE BARRIERS TO BELONGING
Equity in admissions extends well beyond access schemes and quotas. For many students—especially those from underrepresented backgrounds—it’s the hidden signals that determine whether they feel they belong. Complex language, narrow interview formats, or systems that assume high levels of digital literacy can become quiet barriers that deter capable applicants.
Reviewing admissions processes through an inclusive lens helps to identify and remove these friction points. This doesn’t always require major overhaul—sometimes it’s about offering alternative pathways for document submission, simplifying language on forms, or ensuring multiple channels of support are available. Even modest adjustments can significantly influence who applies, who persists, and who ultimately enrolls.
Students aren’t harder to reach. They’re just looking for institutions that show they understand them. That’s not about flashy systems or sweeping reforms, it’s about thoughtful, intentional design that acknowledges the realities students face today. At DVE, we partner with admissions and marketing teams to bridge that gap. We help shape systems and experiences that feel intuitive, inclusive and aligned with what students actually want – so that when they choose you, it’s with confidence.
If you’re ready to create a more connected, contemporary student admissions experience – one that’s as strategic as it is human – let’s talk.
