Redesigning AWCC's website to streamline discoverability.
Role
UX/UI Designer
Team
3 Designers
1 PM
Timeframe
Nov. 2024 - Feb. 2025
14 weeks
Tools
Figma
Wix
Overview
Creating a more inclusive, accessible community platform
Asian Women Coaching Collective (AWCC) is a community-driven organization bringing together Asian women coaches. Coaches pay a yearly fee to become a member and gain access to exclusive resources, events, and networks.
With a sub-team of 3 designers, I re-designed the visual look/layout of the website and the information architecture.
AWCC's old website in Sept. 2024
The Problem
Our team walked through the existing site with the AWCC leadership team and other coaches/professionals affiliated with AWCC to gain deeper insights into specific pain points.
Difficult to find a coach who meets specific needs
For a platform centered around connecting individuals with culturally sensitive coaches, the absence of a filter tool significantly hindered the user experience.
"I was looking for someone with expertise in low-income/first-generation coaching. I had to manually click on every coach in the directory and access their websites or LinkedIns to find the information."
Ineffective visual hierarchy and layout
The current design lacked a grid structure, leading to large blocks of text and poor use of space. This made it difficult to scan content and identify next steps.
"There's a lot of unorganized text on the page, and I had to scroll a lot."
The Process
How might we enhance content clarity and navigation so that coaches and professionals feel empowered to fully engage with AWCC's resources and community?
Using the insights gathered from the meeting, we created an affinity map to organize and categorize pain points and identify opportunities with the website.
Low-fidelity wireframes
Our team reached out again to AWCC's team to receive feedback on our lo-fi prototype. The main feedback we received was to simplify the experience—reducing fragmentation between user roles and scaling back overly complex features to ensure long-term maintainability.
some feedback we received on our lo-fi wireframes ↓
Combine the separate resources pages for professionals and for coaches into a singular page.
The two roles are not mutually exclusive. Framing them that way leads to fragmented user experience and duplicate content.
Roll back time sensitive features that require maintenance.
I initially designed a section on the homepage where users can view upcoming and past events, and then access a dynamic events calendar/list. However, this would require constant updates from AWCC's team.
The Solution
Updated visual design and layout
The redesigned website on desktop utilizes a consistent grid layout and colors/fonts to better reflect AWCC branding and ensure smoother user experience navigating the site and reduced fragmentation.
Before ↓
After ↓
