YOUNG WOMEN SOCIAL ENTREPRENEURS (2014-2015)
Research and wireframing for website redesign
CHALLENGE
YWSE is a global non-profit organization. It functions as a values-based learning community to support and propel the next generation of women change-makers. YWSE was moving towards becoming self-sustaining through paid membership dues and donations; however, their website was not monetizing site traffic.
MY ROLE
I was the UX designer on the project. I conducted primary research through an online user survey and interviews to better understand why YWSE was not monetizing site traffic. My deliverables included a UX report of my research and recommendations for improvements. I also provided an interactive wireframe, which was later used as a guide for the website redesign.
MY PROCESS
1. DISCOVER
Conduct research to better understand the problems facing the YWSE site
2. DEFINE
Synthesize the research and clearly define key takeaways
3. DESIGN
Design potential solutions that could address the core problems
4. DELIVER
Deliver a UX report of recommendations and interactive wireframe
YWSE website (before)
1. DISCOVER
I began by analyzing Google Analytics data for ywse.org to better understand user behaviors while on the site. I found that roughly 67% of the site visitors landing on the homepage did not interact with the site. Moreover, 0% of the site visits were leading to paid membership or donation.
...roughly 67% of the site visitors
landing on the homepage did
not interact with the site.
After analyzing the Google Analytics data, I developed an online survey. The survey was distributed to YWSE members to gain an understanding of the current users' wants and needs.
From the survey, I found that users were passionate about the organization's social focus and overall mission and vision. However, the website did not effectively highlight these potential differentiating factors.
DID YOU FIND WHAT YOU WERE SEARCHING FOR?
83%
ANSWERED NO
DID YOU PAY TO BECOME A
YWSE MEMBER?
83%
ANSWERED NO
DID YOU DONATE TO
YWSE?
83%
ANSWERED NO
When asked about the YWSE website, users found the website to be cluttered and confusing. While navigating the site, 83% of users did not find the information they were searching for. Users also mentioned that the website lacked the community and interaction they hoped to find.
When asked about membership, 83% stated they did not become a member. The main reasons being they did not fully comprehend the value of the organization and/or did not know membership was even an option.
When asked about donating, 83% stated they did not donate. The main reasons being a general lack of understanding around what their donation would be used towards.
2. DEFINE
Upon completing initial research, I began to derive conclusions. It became evident that the YWSE website lacked clarity in defining the value proposition of the organization, which has contributed to the lack of paid memberships and donations. Moreover, the website did not highlight a 'membership' section, leaving users wondering whether membership was even an option.
Highlighting the organization's value proposition, community, and benefits were key to increasing paid memberships and donations.
As I entered the design phase, I defined the following as guiding principles for my design:
​
-
State YWSE's value proposition clearly
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Highlight active members of the YWSE community
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Show the benefits of being a YWSE member
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Tell the YWSE story
Sketching potential designs
3. DESIGN
I began the design phase by sketching out potential designs for various pages of the website, focusing on the home, chapters, events, donation, and membership pages as these were the most frequently visited according to Google Analytics. I then utilized my sketches as a guide to build an interactive wireframe of the website.
Homepage wireframe
Final homepage design
The project culminated in a report of my research and recommendations for ongoing user experience improvements to ywse.org. Additionally, I provided an interactive wireframe to showcase how my findings could potentially be applied to the site.
4. DELIVER
RESULTS
Ultimately, my research and recommendations assisted in the development of their redesigned site, which better highlights their organization's mission and provides clear calls to action to join the organization.
I came across your beautifully put together and thorough report on the National site. Awesome job!
- New York Chapter Logistics Volunteer