Harvard Business School has one of the strongest alumni networks in the world, but even the most engaged communities drift when value is hard to see or hard to access. HBS Alumni Relations needed a fast, modern way to reintroduce alumni to the services, programs, and opportunities available to them, and prompt real participation.

TL;DR

• Increase alumni engagement by making HBS services feel discoverable, useful, and worth returning to, not just informational.

• Reframed the content as an interactive “instruction manual” for post HBS life, then designed a responsive experience that combined narrative, gamified discovery, and practical utility.

• Delivered a memorable, shareable experience that made alumni offerings feel human, approachable, and easier to act on, while creating a scalable model for future content chapters.