Redesigning WOW’s Website for Clarity and Impact
Women Outreaching Women empowers Black women through holistic development programs that address systemic career barriers and foster leadership and wellbeing. Despite its strong mission, the website fell short in clearly communicating its purpose, programs, and impact. This redesign aims to improve clarity, boost membership enrollment, and attract sponsor engagement.
Role
UX-UI Designer
Time
9 Weeks
Team
1 Lead, 3 Designers
Responsibilities
User research , Stakeholder interviews , Taxonomy, Content strategy, Wireframing, High-fidelity UI design
Tools Used
Figma
Firefly
Figjam
Lyssna
Miro
Figma Slides
Approach
I approached the redesign with a focus on clarity, connection, and purpose. The aim was to help Women Outreaching Women better express who they are, what they offer, and why it matters. Centering both user needs and organizational goals, I reimagined the site structure and design to create a more intuitive, story-driven experience that invites exploration, builds trust, and encourages action.
Research Goals
Understand how current and potential members perceive the organization’s value.
Identify barriers to joining or engaging with WOW through the existing website.
Learn what information sponsors need to evaluate partnership opportunities.
Pinpoint areas where the current site fails to clearly communicate offerings and impact.
Process
Research Methods
Initial Research
I started by researching OMG W.O.W.’s program, looking at their Instagram, LinkedIn, current website and data shared by the client to identify gaps.
Affinity Mapping
From my initial research insights, I identified 10 themes that formed the basis of my stakeholder questions.
Stakeholder Interviews
Through stakeholder interviews, I identified two primary problems - plus secondary problems.
Opportunity Canvas
After stakeholder interviews, I turned their pain points into opportunities, creating a blueprint to guide design decisions toward clear business and user goals.
Competitive Analysis
The Opportunity Canvas guided a competitive analysis of 4 similar organizations, focusing on how they communicated their mission, structured programs, and engaged sponsors.
User Interviews
I developed neutral, behavior-focused interview questions to study how users interact with digital services—specifically how they discover, evaluate, and commit to programs.
User Persona
Based on user interviews, I created user persona.
Jobs to be done
I distilled user's core needs from her persona into 3 actionable jobs—mentorship, community, and trusted learning.
INTERVIEW QUESTIONS
COMPETITIVE ANALYSIS
Customer Journey Map and Taxonomy
I created user flow for the overall website keeping in mind user and business needs.
CUSTOMER JOURNEY MAP
TAXONOMY
03
Revamped Incentive Programs
Users struggled to understand how to qualify for rebates or advance through tiers.
To solve this, we redesigned the Tier & Accreditation dashboard with clear status tracking for both admins and team members, and introduced the “Elevate” program to help new or non-tiered users earn incentives. As a result, rebate participation and tier progression increased, and more inclusive access to rewards encouraged broader engagement.
Usability Testing
I tested the prototype with 25 users on Lysnna.
Below is the heat of my prototype. This helped me understand how users interacted with the webpage.
Business Impact
70%
Users didn’t know what they were getting or how much it cost
64%
This is exactly who we are!