About the project
Abide Women's Health Services is a grassroots nonprofit that turned 5 in 2023. Its first design iteration in 2018 was very nonprofit-focused, since their Dallas-based clinic wouldn't open until late 2020. For this design, I set out to accomplish the following goals:
- Update the design to be more clinical and client-focused
- Include all relevant information necessary on clinical services and how individuals can donate to the cause
- Maintain an overall vibe of inclusivity, modernity, and softness
- Keep the design and content informative, yet clean and responsive
User Research
I had plenty of user research under my belt before going into this project, thanks to my behind-the-scenes work on Google Ads for this client. I knew what terms our clients were searching for, what ads performed best for conversion, and how to phrase the content on the site through the guidance of the clinical team.
Design Approach
I wanted the website to feel like the real-life clinic, which is warm, inviting, non-judgmental, and compassionate. I used a mix of warm tones and soft blues, as well as actual imagery of Abide's lead midwife to convey their culturally-informed messaging. For fonts, I used a combination of a modern, rounded serif font and a clean sans-serif paragraph font to convey information clearly and accessibly.
Project results
The goal of this new design, which I accomplished on Webflow's platform, was to be more user-friendly so potential clients could access the right information and get the help they need.
- Increased website visits and inquiries through SEO tools like on-page keywords, metadescriptions, and image alt text
- Made the focus of the website the clinic, not the nonprofit/donor side
- Included several accessible CTAs to encourage interaction with website visitors
