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Future Black Female

Redesigning Future Black Female's (FBF) Entrepreneurship Accelerator webpage to make it easier to navigate and attract young female entrepreneur applicants.

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Future Black Female is a non-profit dedicated to empowering young black girls and women from around the world.

Timeline

January - April 2024

Tools

Figma, FigJam, Zoom

Role

UX research lead, usability testing


How might we redesign the FBF website with a focus on information architecture to better attract young female entrepreneurs, enhancing visibility and participation in the Entrepreneurship Accelerator program?

Primary Research - Questionnare

  • Surveyed 2 past Entrepreneurship Accelerator program participants

  • We recommend prioritizing mentor-mentee connections and fostering those relationships

  • Minimizing clicks to reach important information is key.

    • E.g., Strategically placing the link to the program webpage in the hero section of the landing page would significantly increase its visibility to first-time viewers.​

Primary Research - User Interviews

What we did

  • Interviewed 4 entrepreneurs and 1 stakeholder

  • Analyzed qualitative data using an affinity diagram

Insights from 4 entrepreneur participants

  • The Entrepreneurship Accelerator page should provide information on what the program offers to its members.

  • The page should explicitly reference the mentorship and networking opportunities provided within the program.

    • Networking emerged as a highly valued asset among all interviewed entrepreneurs.​

  • Mentorship was regarded as a valuable resource by interview participants, and entrepreneurs offered insights and advice from lived experiences to navigate business operations effectively.

Insights from 1 stakeholder participant

  • The program page should be shorter and more concise to showcase the program and pull users in.

  • It would be beneficial to highlight key aspects of the program such as attending events to build clientele. 

  • Suggestions to program offerings included internal portals with resources.

  • Although the program has been promoted through word of mouth, they have had limited signups.

    • Thus, it becomes imperative that the program page inspires confidence in users, so that they feel comfortable registering as they invest in other methods of advertising such as social media.​

    • This motivation to sign up can be further supported by including testimonials of participants of the program. Testimonials can enhance credibility. ​

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Prioritization Grid

We created a prioritization grid to vote on what key features to prioritize.

To-Be Experience Map

We created a to-be experience map to visualize the ideal user experience where we addressed pain points and met user goals. This clarified the design vision and goals for the project.

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Redesign Iteration #1

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Final Redesign Iteration #2

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Lessons Learned

The importance of user-centered design for social good

  • Well-designed user experiences can significantly increase the effectiveness of the non-profit organization's programs and initiatives. By making it easier for aspiring entrepreneurs to connect with resources, UX design can help maximize the positive social impact of FBF's work.

Balancing limited resources with impactful design

  • My project involved a lot of creativity and resourcefulness in delivering impactful design solutions within time and resource constraints.

The value of collaboration with stakeholders

  • I learned the importance of clear communication, managing expectations, and navigating different perspectives to achieve a shared design vision.

Usability Testing Findings for High-Fidelity Prototype

What we did

  • We conducted usability testing for 4 entrepreneurs and 1 stakeholder using the think-aloud protocol and interview.

  • They carried out critical tasks for the prototype and gave us insight into how we can further improve the web and mobile experience for FBF's Entrepreneurship program. 

Key findings for web version

  • The first participant observed that the program seems targeted at those with existing businesses, suggesting a need for clearer communication so that it's open to beginners as well. 

    • They also missed the focus on beauty businesses, so they recommend more prominent visibility of this aspect.​

  • Another key issue was not having representative photos. Users noted that stock images reduce authenticity and trust. There was confusion about how images relate to the program's content.

  • Users expressed interest in having desired visible links to mentors' businesses or LinkedIn profiles alongside testimonials for credibility.

    • Highlighting partners prominently was also recommended for enhanced perceived legitimacy.

  • Participants recommended clearer sections for testimonials and clarifications on the mentorship offering.

  • Feedback included a desire for a unique value proposition section, more detailed outcomes, and visibility of participants' businesses.

    • Incorporating statistics on program success were also recommended for enhanced transparency.

Key findings for mobile version

  • Participants expressed interest in video testimonials and interactive elements, noting the density of the text.

Background Research Findings

Accessibility & IA Considerations

  • Accessibility and the presentation of the program on the FBF website could be improved. 

    • The program offered by FBF is not immediately visible on their website. To locate information about the program, users must navigate through the website menu.

    • Additionally, upon reaching the "Our Programs" page, users must scroll down to discover the program. ​

      • This layout may inadvertently lead to missed opportunities for visitors to learn about the program.

  • If the program page is easily found using enhanced information architecture (IA), it helps users facilitate a better understanding on what the program is about.

    • The website layout, which separates text from images without providing titles, could be better arranged to enhance the IA. 

Perceived credibility of the program

  • The lack of testimonials or success stories may impact the perceived credibility of the program. Having testimonials can help effectively market the program and showcase its desirable values for aspiring entrepreneurs.

Improving the UX of the program application process

  • Improving FBF's program application process could greatly benefit both the applicants and the organization.

  • The current sign-up page serves as a generic contact form, which does not allow applicants to provide detailed information about themselves or their business. 

  • The lack of required fields that pertain to their business could lead to ambiguity, potentially causing uncertainty among founders regarding their suitability for the program. 

  • It would be advantageous for FBF to include additional fields in the form, allowing applicants to provide more information.

    • This would not only help FBF prepare for their assessment calls but also enhance the evaluation process that determines the eligibility of applicants for the accelerator program. 

Goals of the Redesign

1. Ease of Navigation - allow viewers to easily find the program

2. Clear Nomenclature - make the program information clear, concise, and easy to find.

3. Improve the Information Architecture (IA) - create intuitive IA and clear Calls to Action (CTAs) to increase program enrolment.

4. Promote the Program - showcase the value of the program to attract the right kind of applicants, leading to a more engaged and successful program overall.

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