SHI Women

Overview

She Helps Inspire Women (S.H.I. Women) started off as Latina King's ambitious idea; an organization empowering women to embrace their spiritual, physical, and professional gifts. Mrs. King came to me via referral and described her vision with passion; it was an honor to bring that vision to life. Latina King's voice and ideas are the highlight of the website and brand. 10/10 would recommend her services to anyone looking to join a community of impactful women.

Objectives

My objective was to design a website for this 501c3 non-profit organization. The SHI Women website had to incorporate:

• Subscription offerings for different levels of membership
• User Account Management
• Business, spiritual, and healthy living courses content management system
• A donation page
• E-Commerce management system for SHI Women merchandise

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Design Process + Methodology

Setting Expectations

Phone Interview and Client Brief

There were several initial phone interviews with Latina King to allow her to explain her vision to me and the goals she had for her brand. Based on those interviews and the client brief for SHI Women logo and website had to be designed with empowerment, community, and regality in mind. This is the first branding and website for the brand, the goal was to complete the project within six weeks. Target audience were professional and/or religious women ages 35-47. The brief also provided the brand's main competitors to help conduct a competitive analysis.

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Discovery Activity

Competitive Analysis

Biblical Training

Biblicaltraining.org is a free website and app that helps Christians grow in their knowledge. The site is growing all the time, and there are currently 118 classes of audio or video lectures covering a full range of topics: practical Christian living, the Bible, systematic theology, church history, counseling, preaching, evangelism, even New Testament Greek.

Most classes have ten or a dozen 30-minute lectures, although it varies considerably. Some classes are suitable for new Christians with no biblical knowledge. Others can be used for training deacons, elders or preachers. Many of the reviews state  the content to be very consistent and reliable.

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Kompass University

Kompass University has a goal to build a community of discipleship, coaching and mentorship; to impart, teach and equip in practical and biblical truth that produces the spiritual transformation of leaders that dominate in their sphere of influence. The UX design for the course work inspired the content layout for SHI Women.

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Define Activity

User Persona

The experience design and content development approach centered around the inquiry: How can SHI Women deliver a professional learning environment and community for women to engage and grow with? Since this will serve as an educational platform user research first targeting women in the target audience. The User persona was created through using information from target audience research.

Journey Mapping

Each touchpoint in the user experience was considered for SHI Women, during this process I noticed that there was a missing gap between consideration and acquisition touch points. There wasn't a trial or free content page to give the user more incentive to purchase a subscription. Recommendations were made to include either option and the stakeholder chose to create a free content page to give users a preview of the courses offered on the site.

Style Guideline

The SHI Women style guideline was created to specifics of the client during the phone interview and the brief. The website was largely built based on the principles of atomic design. This ideology focuses on small pieces or "atoms" that can be combined to create larger component structures or "molecules" that are reusable throughout a system or "organisms". Because of the choice to create an ADA compliance toggle, this particular system had two stylesheets. The SHI Women palette was based on the design brief additional tones were added to create contrast. I also created a guide to help stakeholders understand how to be AA compliant in anticipation of expanding the brand’s digital presence.

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Wire-framing

Wireframes were presented to the stakeholder to understand content hierarchy and structure. During this discussion the stakeholder let me know of her content priority.

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Once the wireframe was approved, final styling and images were applied to give it the SHI Women look and feel. To give it more of a pop the header image shapes were masked into trapezoids.

Development Activities

Remote Usability Test

The remote usability tests were conducted over Zoom after an initial screening, the test asked the user to complete four different tasks.

• Create an account
• Go sign up for the subscription that sounds the best to you
• Find the e commence page and add a t-shirt to your cart
• Locate the donation page and complete donation process

Interviews

After the remote usability test were completed, short interviews were conducted with the participants. Questions that were ask are listed below:

• I noticed you did ____. Can you tell me why?
• Did you notice whether there was any other way to ___?
• Can you tell me what you think of ___?
• What did you think of the layout of the content?
• What did you think of the checkout experience?
• What did you think of the on-page explanations?

Insight

Originally the stakeholder insisted on offering one subscription for each of the content  pathways (Business Development, Spiritual Development, and Health & Fitness).

Based on insight from user testing and interviews I recommended to her to group the content as one subscription with different tiers. Many of the participants stated they would be mad that at paying a monthly subscription for limited access to content. With the Tier option each tier would give access to all content except for certificate courses. The different tiers also come with different perks, discounts, or incentives. Overall just simplifying the product so that it gives you more options down the line.

Solution

The user experience (UX) remained the primary focus this project from start to finish; Mrs. King's passion needed to be evident to potential subscribers. Because the subscription-based content is the main source of income for the non-profit, it was priority to ensure that users could easily sign up, and that existing members could easily access their courses and content. As with the majority of my projects, I used Webflow CMS to allow SHI Women users to manage their content simply without any instructions or extensive actions. Memeberstack API was incorporated to allow the users to create and manage accounts.

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https://www.shiwomen.org/

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