#BFF Website Redesign

 
 
 

Company Overview

Black Female Founders (#BFF) supports entrepreneurs by building a membership organization and community dedicated to creating successful women-led tech ventures throughout the Black Diaspora.

 
 
 

My Role

I worked with a team of designers to redesign and reorganize the organization’s current website in a way that highlighted the company’s main business goals, while optimizing the navigational experience for the user and maintaining brand-consistency.

 

Discovery

Important Notes From Discovery:

  • Lack of transparency in navigational elements

  • Content organization not intuitive

  • Not enough explanatory information

  • Need more awareness promotion

  • Lack of consistent navigational elements on homepage

  • Not enough visual aesthetic on secondary pages

We gathered research on the company’s competitors, examined different strengths & weaknesses, and tested the original website with users to identify pain points.


 

User Flow

We diagrammed a #BFF user’s life cycle in order to outline all the ways in which a user might interact with the organization’s website.

 

Information Architecture


One of our most important tasks for this project was to reorganize the site’s navigation to achieve a more user-friendly flow. We facilitated a card-sorting exercise and observed what users found to be the most logical and intuitive groupings. Then we developed our a site map, which acted as the foundation for our site redesign.

 
 

Wireframing

 

Interface Design

Usability Testing

To test our product we reached out to current users and asked them to go through our clickable prototype. We then sent out a follow-up survey detailing questions for feedback on layout, organization, and content structure.

 

Feedback:

  • Be more mindful of amount of copy on site pages

  • Testimonials were not highlighted enough

  • Liked the "Why We Do It" and "Impact" sections

  • Positive response to site cleanliness and navigation

 
 

Summary


The #BFF site redesign successfully organizes content and structure in a way that is logical and intuitive. It aims to enhance the user experience by bringing important information to the forefront, while keeping in mind the needs of the business and remaining brand-consistent.