HER NEXX CHAPTER

 

THE BRIEF

As the Virtual Digital Marketing Director of Her Nexx Chapter, I was able to learn about the brand’s culture and mission from experience and using the website for my own reasons. Female empowerment and diversity and inclusion topics are particular interests of mine. Therefore, it was a pleasure taking on this assignment.

Landing Page Sketches by Faith Dismuke

CLIENT & PROJECT GOALS:

HER NEXX CHAPTER is an organization founded on the mission to help women to connect, explore and transform.  It is an online social media platform where, through a monthly membership, women have access to licensed, experienced professionals who host monthly webinars on topics in their respective fields.

TIMEFRAME: 

August 1 - August 20 (3 weeks)

SOFTWARE

ADOBE Photoshop

ADOBE XD

DELIVERABLES:

  • Create a new pricing strategy to serve the needs of women of diverse socioeconomic standards

  • Redesign the desktop homepage and start page website

    • Incorporate more modern UI design trends

    • Have a more streamline access to virtual coach information

  • Change the logo and slogan

  • Remove the Diversity box to avoid confusion

  • Content Writer

  • Clarify target audience

Wireframe Landing Page

Wireframe Membership Page

Wireframe Membership Page

 

THE PERSONA

As I mentioned throughout my portfolio, I love to tell stories. A great plot means nothing without a great character. Even throughout my formal Marketing and Communication education, I have always had a particular interest in target market and social media user analyses. When I do not have the resources or time to conduct a full research analysis like conducting a survey, I find in-depth searches on Generational trends to be incredibly helpful.

 

Empathy provides a snapshot into an individual’s experience. Creating a persona gives me a snapshot into a target audience. Every detail I give to my personas are deliberate. The age represents the typical age range of a generation. Locations are often chosen based on the location of the brand owner and/ or brand. Occupations indicate income and time availability to interact with the brand that I am designing the website for. What they do in their spare time indicates the persona’s visual preferences.

 

Our friend, Sarah, is in multiple transitions in her life. She is looking to connect with new people, particularly people with children, in a new home and during COVID19. She is looking for a support group, which is the primary service of Her Nexx Chapter.

NAME

Sarah

AGE

39

GENERATION TRAITS

Millennial tech savvy with Gen X values: hard workers “keep busy”, highest debt burden, all about collaboration

DESIGN STYLE

Friendly and community-focused

OCCUPATION:

  • She works in accounting for a local business but has a business consulting startup she works on three times a week in the evening and weekends

  • Now suddenly teleworking, she finally has time to work out but is out of practice.

RELEVANT HOBBIES & VALUES:

  • Born and raised in Massachusetts but moved with her then husband to the outskirts of Austin, TX

  • She frequently connects with relatives and old college friends on Facebook

  • She has a Twitter account mainly just to follow her favorite news celebrities

  • She has an Instagram but posts on average once every two weeks.

  • She is a consistent weekly Zumba and yoga goer at her local gym

  • Used to go to church often but has not due to the overwhelming responsibilities of motherhood and work

  • Currently with COVID19 she is looking for other women to talk to and connect with

  • She is looking for new ideas to keep her child entertained during COVID19

 

THE INSPIRATION

KEYWORDS: pink color palette, female empowerment, diverse women, strong women

View full Inspiration Board on Pinterest

 

THE FINAL DESIGN

Creating a site that Sarah would like was a great opportunity to incorporate more modern trends to the current website. However, there were some difficult constraints that I needed to work around. First, Her Nexx Chapter is a totally virtual organization. This posed as a challenge because it is an organization dedicated to creating a community, but there were no faces associated with the community outside of the founders. Because of that, it was difficult to use images of Her Nexx Chapter members experiencing the benefits of the organization. This led to a lack of authenticity. To overcome that challenge, I used vector images. Vector images are a great way to add character to an organization because they can be designed in various styles that fit the organization image. Using vector images was also a great way to challenge myself. Some of the vector images were bought and edited from online sources. Others were created by me using Adobe XD.

Problems:

  • Unclear details about organization history and mission

  • Impersonal stock images

  • Awkward text wording and alignment

  • Abstract and confusing imagery

  • Indistinct buttons

  • Too much pink

  • Unclear path to "Start Here" page that holds service information

Solutions:

  • Used modern 2020 trend of vector images

  • Eliminated "Start Here" page

  • Used a more unique body font

  • Explicitly articulated organization goals in the header

  • Changed button styles

  • Added direct link to services

HEADING 1 FONT

Mark Script size 100px

Josephine Slab 100px

BODY FONT

Josephine Slab size 20px

PARAGRAPH FONT

Josephine Slab size 40px

COLORS

Current Website (as of August 2020)

Redesigned Website Prototype by Faith Dismuke

CONTACT

If you are interested in working with me on a design project, want to learn more about my novel, SPRINT DREAMS, or just want to learn more about my story, feel free to check out my resumé or email me.

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