Redesigning WLN's Brand - A non-profit organization for women entrepreneurs.
Role:
Lead UX/UI Designer
Timeline:
1 month (initial design)
2 weeks (refinement and iteration)
Team:
UX/UI Designer (myself)
Founder and CEO (1)
Website Manager (1)
Marketing Manager (1)
Director of Partnerships (1)
Women’s Launch Network is a newly formed non-profit organization that was still solidifying their identity brand and style. Their initial take of the website needed more flair that represented powerful women in entrepreneurship, which was when they brought me on board.
WLN were expected to launch by December, at the latest January, and it was crunch time for the team to hunker down and get down to business.
Research
Competitive Analysis & Feature Audit
The goal of conducting research went beyond finding the right colors and typography. I wanted to find the most impactful impression by maintaining consistency, using the right verbiage, and sending the correct message.
The first step was conducting a competitive analysis, which involved finding adjacent organizations to identify their strengths and weaknesses in specific UX/UI elements. Then I used these findings to create a more tailored user experience that best fits the organization’s target audience and vision.
This method allowed me to better understand and outline the brand’s identity and the necessary features to fit WLN best.
Key Findings:
Learnings and opportunities
clear cta
Well-positioned CTAs make it easy for users to know what to do next, improving overall user flow and helping achieve website goals.
resources
Easy access to resources enhances user satisfaction by reducing the time and effort needed to find helpful content. This improves engagement, supports learning and decision-making, and increases the likelihood of users returning; as they can quickly access the information or tools they need.
easy navigation
This makes it easier to find key content, reduce cognitive load, and speed up navigation. This leads to higher engagement, better retention, and improved accessibility, helping users focus on the main purpose of the website without distractions.
After I was given the Brand’s primary and secondary colors, I began my design ideations with a simple mood board of website aesthetics that may best fit the brand’s needs. I narrowed my options down to three main style choices:
The Founder was fond of the classic aesthetic, nothing that screamed feminine, but something on a more professional level, with a hint of luxury.
Reorganizing the Navigation Bar
I also noticed the navigation bar felt a bit cluttered, so I suggested a simpler layout. By consolidating some pages and keeping the main call-to-action button on the far right, along with key links right on the main menu, it’s now easier for users to find what they need.
Wireframing + Early Iterations 📝
I started by creating wireframes for all the essential pages for WLN, keeping both context and copy in mind. This helped me get a clearer sense of how to organize the information and establish a strong hierarchy to guide users effectively.
Consolidating Some Pages
After building both the 'Programs' and 'Become a Member' pages, I noticed there was a lot of overlapping content. Having separate sections leading to the same sign-up page could create friction for users, so I combined the two pages to make the experience smoother and more seamless.
Mid - High Fidelity ✏️
Once the wireframes were set into place, I began building mid-fidelity designs into Figma, and then onto Wix. I designed each page thoroughly, making sure I followed the correct typography and color palette of the brand.
Refinement and Validation
How might we measure success?
We didn’t have the budget for user research or interviews, so my team and I had to rely entirely on Google Analytics to track post-launch metrics. I put together a list of key KPIs to focus on, helping us measure positive user interactions on the website during the first quarter.
1. Click Rates & Bounce Rates
This measures the percentage of users that click on the email form, as well as their time navigating the website.
2. Sessions & Source Of Traffic
This measures whether users view from their mobile device, or on a laptop or desktop, as well as the number of users that are currently active on the website.
3. Interactions and Social Media
This is to track the amount of conversation that happens outside of the website, also including the growth of the brand from other platforms.
This space will be responsible for 2025 Q1 metrics and how might we be able to iterate based on the website's performance.
... And FINALLY...
Take a look at the final product!