Fòs Feminista

OVERVIEW

Client & Sector: Fòs Feminista (formerly known as IPPFWHR), Nonprofit
Serviced by: M&R Strategic Services Inc.
My Role: Lead Designer, UI/UX Design Concentration
Tools Used: Sketch
Team Members: Art Director, Project Manager, Senior Developer, & Co-Designer
Live Site: https://fosfeminista.org

Background: International Planned Parenthood Federation Western Hemisphere Region (IPPFWHR) formally separated from the Planned Parenthood Global Federation and joined with the Center for Health and Gender Equity (CHANGE) and the International Women's Health Coalition (IWHC) to create a new Feminist Alliance. This moment of profound transformation and renewed purpose offers this new organization an unprecedented opportunity to deepen and expand its work on sexual and reproductive health and rights in the Global South and dramatically grow its base of support.

The Problem: The previous web site offered supporters a confusing user experience and didn't adequately serve the needs of the organization. In addition, the new Feminist Alliance developed a new brand identity that better aligned with its expanded vision. With their new brand and visual identity, the Alliance, now known as Fòs Feminista, needed to redesign its previous website to reflect its new direction, amplify its growing network of partners, transform donor relationships, and scale revenue.

RESEARCH & DISCOVERY | KICKOFF MEETING WITH STAKEHOLDERS

The Objectives:

1. Embody the brand story

2. Grow our donor base

3. Deepen relationships with our supporters

4. Run a program that is international, efficient, and disciplined

The Challenges:

• How can we effectively translate diversity, vibrancy, immediacy, dynamism, and creative storytelling on social media and in the press on our website? 

• How can we channel our audience’s emotion into action?

• How do we effectively center our partners in the Feminist Ecosystem on our web site, through featuring a diversity of stories and voices?

• How can we better showcase key Alliance spokespeople on our web site? 

• How do we communicate a clear, stand-out case for giving that will dramatically accelerate our ability to fundraise?

STRATEGY & IDEATION | PROJECT BRIEF DEVELOPMENT

My Underlying Approach:

• Embed Articles, stories, or blog post reels to connect people through storytelling

• Embed social media feeds to show community and deepen the relationship between Fòs Feminista and their audience

• Revamp the use of the interactive map to display places of impact and show growth

• Highlight powerful stats to show success, growth or impact

• Add sub navigation for languages and email capture to better represent diversity and grow their audience

• Add a social media toolkit to help grow their donor base and encourage amplification

Our Design Process:

• Sitemap - 2 rounds of design

• Low fidelity wireframes - 2 rounds of design  

• High fidelity wireframes - 4 rounds of design

RESULTS & REFLECTIONS

Our Outcome: M+R Strategic Services Inc. garnered press attention for Fòs Feminista from U.S. based outlets and select international outlets crucial to reaching Fòs Feminista’s donor class and advocacy targets, such as The Washington Post, POLITICO, The Associated Press, The Hill, Huffpost, Devex, Ms. Magazine, Prism, and Télam.

Note: Design changes have been made since this launched in 2021 but the overall design direction is still present on Fòs Feminista’s website.

My Thoughts: Working with Fòs Feminista really opened my eyes and mind to when it came to design strategy and effective communication. During this process it was crucial for me always make sure that with each feature embedded was connected to Fòs Feminista's objective and challenges. I had to earn trust through my explanations and build confidence within the client knowing I didn't lose sight of their goal.