Caleb Phelps

Women Entrepreneurs

UI and UX

The goals of the website was to strengthen the brand presence of the organization, convert interested individuals into paid members, and focus on the authentic relationships between members. I was asked to create a homepage and finalize the main navigation as a final stage of an interview process.

The brand colors were adapted to create a more welcoming and professional website that had less clutter. Pictures were featured from events throughout all of the chapter locations, and testimonials of real womens' experiences were added, allowing the organization to be viewed as a sisterhood versus a competition between members. Call-to-actions to join were added in multiple locations of the site, presenting more opportunities to convert interested individuals into paid members. The result was a more approachable, member-driven site that made women feel more like a community than a competition.

My role was UX/UI and design for the entire website, with images being provided by the interviewer to use in the mockup. The site was prototyped in InVision and then presented to the interviewer in a follow-up interview.