Crafting a clear, engaging user experience to drive action and enrollment.

Background

Black women face systemic barriers at every level from entry-level gaps to just 4% holding executive roles

Women outreaching women aims to empower Black women through holistic professional and personal development programs, creating pathways to leadership and wellbeing.

Challenge

Despite its powerful mission, Women outreaching women's website failed to effectively communicate its value to potential members.

Goal

Redesign website to clearly communicate who they are, what programs they offer, and their impact - increasing membership enrollment and sponsor engagement.

Let’s look at the user and her journey with the redesigned website.

User Goal – Seeking Guidance

Angelica wants to grow her business and is looking for holistic program she can trust and learn from.

Challenge – Feeling Stuck

She’s overwhelmed by too many options and unsure what’s worth her time and money.

Outcome – Found Clarity

She found women outreaching women's website and feels hopeful, and confident after reading the what they do.

Discovery - Instagram

Angelica finds Women Outreaching Women on Instagram, visits the website, and starts her path to membership. Explore her experience in the prototype below.

One night, she finds OMG W.O.W. on Instagram, visits the website, and begins her journey to membership—explore it in the prototype below.

Impact

While users gained a clear, trusted website, the redesign also addressed stakeholders' biggest pain point.

Before Redesign

Users didn’t understand what business actually does.
Struggled to attract sponsors and donors.

After Redesign

Stakeholders responded with, 'This is exactly who we are and what we do.' With clearer messaging, we expect a 30-40% boost in user engagement and improved user understanding of the program's value.
Addressed unclear membership and high pricing by proposing a sliding scale where users submit an essay and proof of payment. This is projected to increase applications by 20-25% and enhance sponsor interest by 15-20%.

Below is how I created the experience.

I followed the Double Diamond framework to design Angelica's journey. While the process after diagram shows sequential steps, in practice I worked iteratively - constantly revisiting earlier phases with new insights.

Over nine weeks, I led the design process, working closely with a lead and a stakeholder, with two designers assisting in stakeholder interviews.

Audit

Analyzed OMG W.O.W.'s digital presence and client-provided data to identify gaps.

Affinity Mapping

Grouped insights from audit research into 10 themes to structure stakeholder questions.

Stakeholder Interviews

Uncovered 2 main problems and 6 secondary issues.

Opportunity Mapping

Transformed problems into design opportunities using a structured canvas.

Competitive Analysis

Studied 4 orgs on mission clarity and sponsor engagement.

User Interviews

Found user seeks trust, clear benefits, and professional platforms.

User Persona

Modeled "Angelica" based on core needs and behaviors.

Jobs-to-Be-Done

Defined user’s goals / stories.

Customer Journey

Mapped user’s experience from discovery to advocacy for platform.

Ideation

Brainstormed solutions to clarify offerings and value.

Wireframing and testing

Prototyped membership and landing pages for testing.

Tested with 25 users and implemented feedback.

Final Design

Delivered a solution addressing stakeholder and user challenges.

Tools Used

For this project, I leveraged Figma for design, FigJam and Miro for collaboration, Figma Slides for presentations, Adobe Firefly for AI-generated assets, Lyssna for usability testing, and Google Docs for scripts and data.