Client project

Fredrika Bremer-Förbundet

Nov - Dec 2023

Design Website 2.0

Since its founding in 1884, the Fredrika Bremer-förbundet(FBF) has been at the forefront of advocating for women’s rights and gender equality in Sweden through a wide range of initiatives and activities. They knew their current website had significant usability and organization issues, causing challenges for users and staffs.

I helped FBF enhance user experience on their website to reaching a broader audience with the message of equality and attracting more members.

Design for who?

FBF has been playing important role to promote women’s rights and gender equality through education, member activities and scholarships. More than those, now FBF carry out wide range of information and activities.

Their website - even though re-designed on 2021, struggled to effectively communicating FBF's missions. Fundamental usability was challenged. As they added more information and new features, the design of website optimized for how ease to maintain than user-centered design principles.

Challenge

The goal of this project, done in collaboration with Hyperisland and FBF, was to redesign FBF's website, focusing on enhancing the user experience and effectively communicating FBF's missions. We were assigned to redesign the website using FBF's branding assets.

Our goals were to:

  1. Make it easy to navigate in the website for every users.

  2. Make ‘hire us’ page more stand out and easy to reach.

  3. Create a website for effective communication and engagement.

Team & Role

Our team included me, UX designer Dayanne, Farnoosh, Adrian, Maya, Houary and people from the FBF: general secretary AnnaStina Johansson and project manager Tuva Lövgren.

My role included product designer, UX research & design, workshop & process facilitation and Information architecture.

Kick off

Before we got into the redesign, I wanted to see what works, what doesn't work and what is frustrating in the current website.

I kicked off with following:

  • Analyzing website analytics using Google Analytics & Semrush


  • Reviewing prior researches made by client


  • Analyzing survey results: We did quick survey with current members of FBF and visitors of website to identify user jobs and usability issues.


  • Interviews & usability testing: We did in-depth interviews with users, non-users and stakeholders, along with usability testing on current website. The goal was to understand why people use the website, how they interact with the website and what is the usability issues in the website.


  • Competitive analysis & inspiration: I took a look at our client’s word, brother and sister organization’s website to see what can be better and interesting examples. We found some interesting similarity.

Early insights

Discovery

During my research, I was surprised by the issues we found. It felt like they are too minor. However, after asking ‘why’ again and again, it became clear that users have expectations for a seamless and effortless experience. As FBF has many offers on the website, users require clear guidance to accomplish their jobs efficiently.


This discovery led me to make user personas and card sorting.

Based on research and data, I made 5 illustrated personas to represent our key user needs, goals and state of mind. These personas were guideline for us to stay focusing on user’s needs.


We also did card sorting exercise to rethink information architecture. Using answers of user interview and survey, we re-organized website’s content, topic and information by user’s expectations. We also included users and client to this exercise and got some valuable feedbacks.

Deeper insights

Opportunity

The FBF's website currently causes confusion for users due to poorly designed navigation, an unclear target audience, difficulties in finding certain pages, ambiguous information, and an inefficient layout. These distractions hinder effective communication between the FBF and its users, making it challenging for them to accomplish their tasks efficiently.


"How might we help users and the FBF communicate better through the website?"