Creating a space for members for a women hub in Amsterdam

My role

Product Designer
User Research, Interaction, Visual design, Prototyping & Testing.

Tools

Figma

Duration

10 days

Overview

This project was my final project to my Full Time 9 weeks Bootcamp at Ironhack in Amserdam. In this project I partnership with 2 collegues taking 3 different paths to help the client in their require.

Rise is a public-private initiative, started in January 2021. It is a collaboration with more than 25+ partner organizations (female empowerment organizations) to continue our joint journey to gender equality in the workforce.Rise wanted to develop an online platform where members are able to have access to content, find events, job board, connect to others members, find their coach etc.

A platform that serves everyone who wants to learn or do something with DEI ( Diversity, Equality and Inclusion).As a non-member, you can get a sneak peek of everything and when you become a member, you are able to get everywhere and to sign up for events and classes.

Design Process

UX Strategy

Stakeholder Interviews

Problem Statement

Benchmark analysis

User Research

Online Survey
Depth Interviews
User personas

Design

Design
User Flow

Lo-fi Wireframes
High-fidelity Prototype

Iteration

Usability Testing at every step of the design process.

UX Strategy

Problem statement

Rise is a platform /hub that aims to centralize in their website events and classes from their partners. So, these platforms are at the same time partners and competitors. Rise wants to keep their memmbers inside their platform for longer than just login in to take other platforms and courses.

So, what can Rise offer that is not yet in the market to engage members to sign in for a monthly membership?

Benchmark analysis

I conducted short benchmarking analysis to understand what were the differences between Rise and the partners/ competitors, so I would be able to understand what the differences and similarities these business have. The main competitors in terms of public, content and work woul be Women in Tech, Techionista and Lean In Netherlands.

All 3 offer courses and classes posted at Rise platform. Women in Tech has inside their platform a space for logged members to be part of groups to help networking. There you can display your profile. Lean In offers Circles for networking,via Facebook. You can enter one or create one. The current ones are mostly closed for new members.

User Research

In-depht interviews

I conducted in-depth interviews with the primary target group (women in tech) tounderstand what would make them for may membership in a platform designed to help women in the workfield.
What I learned is that they already have a access to Linkedin, Facebook and other free platforms offering jobs and articles They search for more curated information with easy information based on level of courses and classes, easy network, communities to, for instance, work together in challenges in one place together.
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"I would pay for a membership if I knew that the content is curated".

User 1

"Normally most of the events are too general, I would like to be able to choose the level of the event or courses I will see and save time".

User 2

"I'd like to connect with people that have the same interests as me".

User 3

"There are so many platforms offering the same things. I don't feel like research about it. I just go to Linkedin.".

User 4

Personas

Based on my research and in Rise's target group, I created three different personas: Floor, a woman changing career to the tech field; Anne, an immigrant entrepreneur; and Hanekke, interested in become a partner of Rise. Following the path I chose to develop, I decided to go further with Floor as my main persona.
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To help to solve the probelm statement, I created three HMW:

How might we help members of Rise to achieve their goals after sign in for a membership?

How might we help members to interact with other members in Rise platform?

How might we help members to engage in their networks through Rise?

Target group

Women in tech, planing a transition or open to at some point take a transition to the tech field.

Online Surveys

After understand what was already in the market, I conducted an online survey to gain some basic information about our taget groups. I was tryong to understand their habits and pain points while trying to get awarereness, to subscribe for courses and classes, find pairs to network and where they usually search for information.

When asked why they access female empowerment platforms they said: