Reimagining a social enterprise’s website and brand
SELF
2024
UX/UI Design, Web Design, Visual Design
SELF, a social enterprise dedicated to supporting women on their journey to financial stability and independence, sought to revitalize their online presence. As they aimed to scale their services, SELF recognized the need for a comprehensive website redesign to reflect their evolving mission and attract more customers, partners, and donors.
Low conversion rates
SELF received few enquiries for their services, which stemmed from unclear language and hidden CTAs.
Complex navigation
Important information lacked hierarchy and was buried under vague menu items, making it difficult to understand SELF's offerings.
Lack of visual appeal
The website lacked a cohesive brand identity and was overwhelmed with text, resulting in an unprofessional appearance.
Before: the original homepage
We organized a brand kickoff session with SELF clients and members, and discovered that the new brand embraced warmth and approachability. Highlights include:
Branding kickoff session
To support SELF’s goal of attracting more partners, I refined the CTA messaging to emphasize collaborating together. I also moved workshops to the homepage for greater visibility, as they provided a key first step to engaging with SELF.
The new website was designed to be fully responsive, with special attention given to mobile optimization since a large portion of SELF's audience accessed the site via mobile devices.
I redesigned the About page to share SELF's journey and tell a meaningful story to emotionally connect with their audience. Key highlights include:
Clear CTAs and optimized user flows increased potential for conversions.
A cohesive visual language and professional design elevated SELF's online presence.
Revised information architecture and intuitive navigation improved content accessibility.
The new design effectively communicated SELF's mission, attracting potential collaborators and partners.