Connie Norman Empowerment Center
Working with stakeholders to design a website for a new empowerment center in Los Angeles.
User Research • UX/UI • Visual Design
I worked very closely with the leadership team of the organization to better understand who their audiences are, as well as how they would like the website to communicate with those audiences. The empowerment center provided services to marginalized groups, specifically transgender and non-binary individuals, and the leadership team wanted the website to speak on their safe and welcoming messaging.
Deliverables
User Research • Wireframes • Mockups
It was especially helpful to meet regularly with their team to make sure we're all on the same page. I found it would be helpful to include imagery on the website, whether through stock images or their own images from past events. In these meetings, we reviewed and revised style guides, page layouts, and copy messaging. Those from the center expressed wanting to move towards blues and pinks as the predominant colors, which paired well with a font type that was easy to read across the website.
Some of the stakeholder priorities were to ensure there were opportunities for users to engage with the center, whether it be signing up for events, reaching out for any questions, or getting involved through volunteering. This helped me seek out areas of the website that can provide users with these opportunities, including adding an events calendar with sign-up features, a contact form, and information on other organizations at the center.
Outcome
We were able to successfully launch the Empowerment Center's new website, showcasing their mission, affiliated organizations, and helpful resources for their members. Early traffic data reflected strong engagement, including steady growth in new visitors, higher engagement through resource downloads and event sign-ups, and improved retention as members returned to explore updated content.