Learning Platform: 8-month engagement
A new website offering free toolkits, recommendations, webinars and consulting services.
Role
UX/UI Designer
Client
Black Women Thriving
Areas
UX, UI, Interaction, Content Management
Goals
I designed a digital learning center for businesses to support employee well-being, with a focus on Black women. The platform provides an intuitive, accessible, and data-driven experience, ensuring a seamless user journey through the toolkit sign-up funnel.
Key Achievements
Led the end-to-end UX design process, collaborating with key stakeholders (owner, copywriter, marketer, strategist).
Optimized the toolkit sign-up funnel to enhance engagement and user retention.
Established a strong foundation for future enhancements, including user testing and a data dashboard.
Overview
Black Women Thriving (BWT) is a platform dedicated to assisting organizations in creating inclusive workplaces where Black women, and consequently all employees, can flourish. By addressing the unique challenges faced by Black women, BWT aims to enhance employee retention, engagement, and overall organizational growth.
One of the key pain points BWT aimed to address was that users were previously working from a static PDF containing research data, making it difficult to translate insights into action. Organizations needed more guidance on how to implement the platform’s recommendations effectively within their workplace structures.
This shift allowed businesses to engage with dynamic data, access toolkits in a structured way, and impliment a plan of action.
Areas / Artifacts
Led Discovery
Information Architecture
User Flows
Wireframes
Prototypes
Interaction Design
Tools
User Purchase Flows
Research
Qualitative Data
I analyzed the existing data to identify the target audience—HR professionals—and developed user personas to guide the site's design.
Conducted audience research to understand the needs of businesses and Black women in the workplace.
Analyzed competitor platforms to identify gaps and opportunities for differentiation.
Developed user personas and journey maps to guide the design process.
Gathered feedback from early users to refine the toolkit sign-up experience.
Three user personas were developed to inform site development.
Artifacts
As the Designer, I led the creation of key artifacts that enabled the cross-functional team to understand the user checkout flow, dependencies, and site functionality. These artifacts played a crucial role in shaping the strategy for a seamless and impactful platform experience. Additionally, the insights gathered in Miro helped break down complex work into structured phases and manageable sprints.
I reviewed the insights collected in Miro and created an Affinity Map to synthesize key themes.
This process allowed me to develop user personas, prioritize user types, and identify areas of high impact for the platform’s success.
Improved team and stakeholder communication while enhancing
decision-making understanding.
Paid offer sign-up, homepage, course page
Thrive Hive Pro paid sign-up, Homepage, and a page from a course
Design Process
I worked end-to-end in cross-functional agile sprints.
I worked closely with the Founder, Copywriter, and Marketing, to meet the goals set in the scope and roadmap.
I led cross-functional discovery sessions, ensuring that everyone on the team had the opportunity and willingness to participate and that their voices were important, heard, and valued.
I then created low-fi design concepts in Miro, while testing early and often both ad-hoc and interview style. Once the designs were ready for the next fidelity phase, I moved into in Wordpress.
After reflecting on the project’s needs and gathering insights from user interviews, we determined that WordPress was not the best CMS for the Black Women Thriving site.
To create a more streamlined and user-friendly experience, I migrated the site to Squarespace. This switch allowed for faster updates, a more cohesive design system, and a hassle-free content management process, ensuring that the team could focus on delivering valuable resources rather than dealing with technical complexities.
Next Steps
& Suggestions
Conduct user testing on both the free and paid user funnels to refine the sign-up experience and ensure seamless engagement.
Begin developing a user portal featuring an interactive data dashboard that allows companies to compare their internal data against nationwide benchmarks.