Request for Proposal

Front-End Development and Information Architecture Optimization

Pacific School of Religion (PSR), PSR Collective (PSRC), and Kwaray

 

Overview

Pacific School of Religion (PSR) seeks an experienced front-end developer and information architecture (IA) expert (individual or team) to optimize three interconnected websites: PSR, PSR Collective (PSRC), and Kwaray.

This engagement is a strategic optimization, not a redesign. The goal is to create a clear, cohesive, and conversion-driven digital experience that increases student enrollment, activation, and retention.

Objectives

Primary Goals
    • Increase conversions across the funnel: request info → apply → enroll → activate
    • Improve clarity of courses, programs, and learning pathways
    • Reduce friction in application, registration, and login flows
    • Align course offerings with student goals and outcomes
    • Create a unified ecosystem experience across all three sites
    • Optimize for SEO
 
 

Scope of Work

1. Information Architecture & Navigation
    • Optimize site navigation for clarity and simplicity
    • Align homepage structure with top-level navigation (Admissions, Academics, Students, etc.)
    • Clarify relationships across PSR, PSRC, Kwaray, GTU, and affiliated centers
    • Deliver site maps, user journeys, and ecosystem diagrams
2. Enrollment & Conversion Funnel Optimization
    • Optimize end-to-end flow:
      • Request Info → Apply → Register → Login
    • Eliminate login-first barriers and reduce friction
    • Introduce:
      • Progressive forms
      • Save-and-return functionality
      • Clear onboarding steps
      • Supportive, human-centered error states
    • Ensure every page drives a clear next action
 
3. Course Enrollment & Learning Path Optimization
    • Connect courses → programs → learning paths → student outcomes
    • Clearly communicate:
      • Format (in-person vs. online)
      • Duration and sequencing
      • Pricing
    • Ensure all courses:
      • Have clear descriptions and outcomes
      • Link directly to enrollment or inquiry
    • Define intuitive pathways to help users answer:
      • What should I take?
      • In what order?
      • Why does it matter?
 
4. Front-End UX/UI Optimization
    • Improve usability and clarity across all sites:
      • PSR (currently overwhelming)
      • PSRC (lacking enrollment pathways)
      • Kwaray (clean but incomplete)
    • Standardize:
      • CTA usage (enrollment-focused only)
      • Link behavior (internal, external, downloads)
    • Work with PSR visual designers to create a consistent system across properties
 
5. Platform & Systems Integration

Work within and improve the current ecosystem:

    • WordPress (CMS)
    • HubSpot (CRM, forms, registration flows)
    • Existing authentication systems

Requirements:

    • Improve front-end integration with HubSpot forms and workflows
    • Streamline registration and login experiences
    • Ensure maintainable, scalable architecture
    • Minimize workarounds and redundant systems
 

Key Problems to Solve

    • Confusing and redundant navigation
    • High-friction application and login experiences
    • Lack of clear learning pathways
    • Disconnected systems and user journeys
    • Missing or unclear course information (format, cost, sequencing)
    • PSRC lacks direct enrollment functionality
 

Success Metrics

Conversion
    • Increase in:
      • Request Information submissions
      • Applications started and completed
      • Course enrollments
Activation (Critical KPI)
    • Increase in:
      • % of enrolled students who log in within 24 hours of enrollment
    • Reduction in:
      • Time from enrollment → first login
      • Drop-off between enrollment and course access
User Experience
    • Reduction in:
      • Bounce rates
      • Funnel drop-off
    • Improved:
      • Time-to-action
      • Completion rates
 

Ideal Vendor Profile

    • Experience in higher education, EdTech, or mission-driven organizations
    • Strong expertise in:
      • WordPress (themes, CMS structure)
      • HubSpot (forms, workflows, integrations)
      • Modern front-end frameworks
    • Proven success improving:
      • Enrollment funnels
      • Registration/login UX
      • Course discovery and learning pathways
    • Ability to balance technical constraints with human-centered online behaviors
 

Timeline:

  • Day 1-30: Enrollment & Conversion Funnel Optimization
  • Day 30-60: Course Enrollment & Learning Path Optimization
  • Day 60-90: General Information Architecture & Navigation

 

Budget:

$40,000-$60,000

Proposal Requirements

To be considered, proposals must include:

 

    • Approach & methodology (UX + enrollment flow optimization)
    • Relevant experience (especially education or LMS platforms)
    • Technical approach (WordPress + HubSpot integration)
    • Team and timeline
    • Pricing
 

Closing Note

This project is about more than usability; it is about helping prospective students feel confident, welcomed, and able to take the next step.

We are seeking a partner who can translate mission, belonging, and clarity into a high-performing digital experience.