Working with UEA on their flagship website

We re-designed the University of East Anglia (UEA) website. This was our biggest design project to date including UI/UX design, and the creation of a design system.

In 2018 we began work on redesigning the University of East Anglia (UEA) website. From a design perspective, the UEA website redesign is one of our largest-scale projects.

At SMILE, we’re really proud of the part that we played in the multi-vendor chain that made the new site a reality.

untitled project@2x 5 UEA, website

SMILE provided design services to the University of East Anglia (UEA) for a new website project. We worked closely in a multi-vendor chain to handoff design work to development agencies that built templating from our direction.

The process started with the design team making site visits to UEA to get a feel for the university campus itself. Our goal was to best reflect the institution online using aspects of the campus to bring it to life.

Over the following year, we worked up almost 300 views for the new website. This was one of our most detailed design processes to date, featuring research and user insight gathered by partner agencies and the university itself.

We spent just under a year working on the design aspect of the website before it was moved over to development agencies to build. The website is now live at

We’re particularly fond of the homepage, with which we were keen to display the UEA ethos of “do different” and showcase the HEIST award-winning “Thinking Without Borders” campaign. We think that the homepage is radically different to other universities.

Our take on the course catalogue is also pretty different to the usual suspects too.

UEA Course Pages Example

We are currently working on a full case study for UEA which will be coming very soon with more information about the homepage and the wider design process.

Elliott Barnicle
Elliott Barnicle

Lead Designer

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