The Women's Foundation
Website Design & Development
The Women’s Foundation, a DC nonprofit advancing economic security for women and girls, struggled with low donor conversions due to an outdated website.
As Lead Product Designer, I executed a redesign plan that boosted monthly donations by 30% and aligned with the foundation’s mission.
Research Phase
Site Analysis
I conducted this analysis to identify key strengths, weaknesses, opportunities, and threats, providing insights for strategic design decisions.
Strengths
- • Established foundation
- • Mission-driven content
- • Committed donors
- • Compelling narrative
Weaknesses
- • Outdated design
- • Poor navigation
- • Mobile optimization
- • Inconsistent branding
Opportunities
- • Modern redesign
- • Improved user experience
- • Mobile optimization
- • SEO improvements
Threats
- • Limited resources
- • Nonprofit competition
- • User expectations
- • Stakeholder pushback
User Pain Points
Key challenges users face that hinder usability and engagement.
Issue: Confusing Navigation
Users struggle to find what they need, leading to frustration and incomplete tasks.
Issue: Slow Load Times
Slow pages cause users to leave before they engage with the content.
Issue: Poor Mobile Experience
The site isn't optimized for mobile devices, reducing usability and engagement.
Issue: Lack of Features
Users expect more interactive tools, but the site doesn't meet their expectations.
Competitive Benchmarking
I analyzed nonprofit websites to understand their design strengths and weaknesses, focusing on opportunities to enhance usability, branding, and accessibility for mission-driven organizations.
National Breast Cancer Foundation
New York Women's Foundation
Design Phase
UX/UI Audit
I conducted a usability audit to identify key user experience issues and propose actionable improvements. The image below highlights the original site, proposed wireframes, and final UI, showcasing the enhancements made.
Sketches
These sketches are early designs showcasing the layout, structure, and key webpage elements, highlighting content organization and initial ideas.
Reflections and Learnings
My experience with the Women's Foundation taught me lessons that will shape how I approach design moving forward.
💡 Empathy First
Designing for underserved communities showed me how essential it is to approach every project with empathy at the core.
🤝 Collaboration Wins
Clear and consistent communication with stakeholders resulted in stronger solutions and better alignment.
🌟 Accessibility Matters
Prioritizing accessibility made me realize how inclusive design benefits every user, not just those with specific needs.
⚙️ Adaptability is Key
Navigating shifting goals and constraints taught me to stay flexible without losing sight of the project’s vision.
