Black women face systemic barriers—and the fewest resources to rise above.
OMG Women outreaching women equips them with courses, funding resources, and networks to overcome systemic gaps.
The only problem? Its website made that mission harder to see.
Let’s see - what the redesigned OMG W.O.W. would resolve.
Angelica is a budding entrepreneur looking for mentorship and resources to grow her business.
Every program promises support - but none show how women are succeeding.
How do I know this will actually work for me?
OMG Wow showed her real results from members, upfront costs, and a free way to try before investing.
Explore the prototype to see how Angelica navigates the landing page and becomes a member.
After exploring the new website, Angelica felt confident and relieved—this was the support she had been seeking. But how did we craft a seamless, user-centered experience that built trust and clarity? Let’s dive in.
The Challenge: The Mission Is Unclear
When we started this project, our initial brief focused on key areas like onboarding, membership features, and engagement. But as we dug deeper, it became clear that the real issue wasn’t just about how users interacted with the platform—it was about whether they even understood its purpose in the first place.
User Problem
Understanding what OMG W.O.W. offers and why it matters.
Business Problem
Struggling to grow the platform due to unclear communication and low user engagement.
We designed a set of targeted questions for stakeholder interviews to uncover gaps in the website’s clarity and user experience.
01
Onboarding
02
Feedback
03
Membership Model
04
The user
05
Content
06
Competition
07
Previous Research
08
Must-haves
09
Future goals
10
Success
We conducted stakeholder interviews to uncover key pain points and heard some recurring concerns.
They don't know what they're gonna get. They don't know how much it's gonna cost to get it.
My pain point is being able to establish an existence within the community that lenders or affords us support...we have very, very little support in fundraising, and being able to raise capital.
Turning Problems Into Opportunities
To structure the approach, I created an Opportunity Canvas, identifying the main challenges and their business impact after stakeholder interview.
Business Problems
Business Outcomes
Users
Unclear Program Offerings
Website fails to effectively communicate the organization’s programs and offerings.
Clear Program Offerings
Show loud and clear what they are offering and see 80% increase in sign-up.
Core User / Primary
Black woman 18+ years old, a who wants to grow in and with FRESH Network.
Disjointed website experience
Users have to navigate between two platforms, which create disjointed experience.
Cohesive website experience
Show all information in one place. Create better flow and increase engagement by 80%.
Collaborators / Secondary
Partners who collaborate (like restaurant) which OMG WOW's events / pop up.
Lack of Measurable Impact
No structured way to gather feedback. Only 50% of users provide feedback, limiting chance to improve.
Measure Impact
Set a system to track feedback, member satisfaction. aim to get 90% of feedback.
Donors and Sponsors / Secondary
Potential donors/sponsors who would donate to the mission or offer business partnership.
Manual Onboarding Processes
Lack of automation creates inefficiencies.
Automate Onboarding
Automate 80% of onboarding process by next year.
Mentors and Volunteers / Tertiary
Low Fundraising Success
Struggling with low fundraising success.
Improve Fundraising
Show impact and get 1.5M funding from companies / donors / sponsors by next year.
Low Membership Growth
Difficulty attracting and retaining members, limiting reach and impact.
Increase Membership
See 20% growth in user base in 6 months/ one year.
Market Analysis: Identifying Opportunities
I analyzed key competitors to understand how their programs are structured, how they solve similar problems, and how effectively they communicate their value. I examined their navigation, messaging clarity, and overall user experience. This helped me identify opportunities for OMG W.O.W. to improve
Key Takeaways
Clear goals and focus
Defined mission and niche focus.
Ensures all efforts align with core purpose.
Transparency and Impact
Shares measurable results and
success stories.
Builds trust through testimonials and case studies.
Human Centric Approach
Uses storytelling and community engagement.
Builds authenticity through personal connections.
Understanding of Their Users
Identifies audience needs, pain points, and goals.
Creates tailored programs and content.
User interviews provided valuable insights into the needs and pain points of Black women entrepreneurs. By understanding their challenges, I was able to tailor the design to address their unique goals and aspirations.
Actively seeks mentorship and expert advice for decision-making.
Engages with communities when they provide relevant and credible information.
Adopts new programs or services based on ratings, reviews, and description.
Efficient platforms for networking, learning, and problem-solving.
Clear, actionable insights when evaluating new tools or programs.
Access to high-quality mentorship and expert guidance.
Professional platforms that offer both learning and networking opportunities.
Services and tools that provide long-term value.
Trustworthy sources that offer credible and up-to-date insights.
Angelica Williams
Age
36 Years Old
Education
Masters in Business
Occupation
Director of HR
Location
New York
I appreciate communities that provide accurate, useful information and foster meaningful interactions.
Mentorship is incredibly valuable. It helps me see things from different angles and avoid feeling isolated.
Angelica is a tech-savvy professional passionate about social impact, currently working in talent acquisition for an organization focused on ending intergenerational poverty. As a divorced mother of two, she balances career, parenting, and personal growth. Angelica values health, spirituality, and continuous learning through reading, walking, and traveling.
Motivations
Diversify Learning: Expand knowledge in business, finance, and personal development.
Improve Health and Spirituality: Maintain a healthy lifestyle and deepen spiritual practices.
Build a Support Network: Connect with women who uplift and empower each other.
Improve Work-Life Balance: Manage career, parenting, and personal growth without feeling overwhelmed.
What is the user trying to accomplish?
angelica
trust
I want to expand my knowledge in business, finance, and personal development with trusted resources to make informed decisions and achieve my goals.
mentorship
I want to access mentorship so that I can gain guidance for my personal and professional growth.
community
I want to connect with a community of like-minded individuals so that I can learn from diverse perspectives, and feel supported in my journey.
How does user get to OMG's website?
Now that I understood what users need, I mapped out their journey to identify pain points and opportunities for improvement. I wanted to understand how a potential user experiences OMG W.O.W.—from the moment they first hear about it to the steps they take to sign up.
Sketching Solutions: Bringing Clarity
With a clear understanding of user needs and pain points, I began sketching ideas to solve the core problem—clarity. My goal was to design a landing page and membership experience that clearly communicates what OMG W.O.W. offers, making it easy for users to understand the value and take action.
Structuring the Experience: Creating a Clear Website Flow
After sketching initial ideas, I worked on the website’s taxonomy to establish a clear and intuitive flow. I revisited the customer journey map, opportunity areas, and pain points to ensure the structure aligned with user needs. My main focus was addressing the biggest challenge—users didn’t know what they were getting or how much it would cost. This step set the foundation for a transparent and engaging experience.
Thank you for stopping by!
Let's connect
ankitagogne@gmail.com
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