The Concept
To create a website experience for a women’s welfare organization firm. The organization helps girls and ladies of all ages to rise above violence and move beyond trauma. They serve to reduce inequality and inequity in the society and move towards a balanced future. Their target audience are Asian women who have come from different backgrounds in US and are looking to get support in threatening situations.
The concept was to present a complete overhaul of the brand identity starting from new logos to bran colors and typography. This led to simplifying their website experience by re-design of UI elements along with site’s architecture.
DISCOVERY
STAKEHOLDERS AND TARGET AUDIENCE
INFORMATION ARCHITECTURE
Sitemap and Sketching
Wireframes
The target was to capture the main sections of the experience by keeping in kind the Stakeholder requirements and also what a visitor on the site may be looking for. Main points for discussion here are:
- Homepage – CTA for getting in touch/emergency contact – which is essential for a victim in need.
- Get to know us section – focused on building a connection between the Stakeholders and the visitors
- Get Involved – A key section (wireframes above) gave access to ways for donation, volunteering, becoming a member and career opportunities.
- Get in touch – Focused on community involvement by promoting events or by filling a data-capture form.
USER INTERFACE ELEMENTS
BRAND IDENTITY
Styleguide
Homepage design
Donations and Events sections in responsive view
Key learnings
and Next Steps
In essence, the prime focus of this website is to become a beacon of hope for the thousands of immigrant Asian women in New York City facing domestic violence. Understanding their needs, and how they could feel secure while sharing such private information was important. Every decision on color palettes, branding or typography including the information architecture has been done keeping this in mind.
As a firm believer in women rights, this project was a concept design to understand how a simplistic website change can be essential to bring about breakthroughs. Further work, understanding, collaboration still need to be explored.