Redesigning for Community
As Media Manager for Puget Sound Women on the Fly, I led the website redesign to better align with our branding and voice, while also addressing user needs.
Timeline: One week, Feb. 2025
Roles: Project Management |User Research | UX/UI Design
Outcomes
I prioritized goals from both the leadership team and users to design a website that aligns with branding objectives while providing accessible resources for the community.
Alignment with Stakeholder Goals
Improved Resource Options
Through a focus group, survey and observational research, I uncovered a key need in the community for confidence and knowledge. I focused on creating a one-stop hub where anglers can easily access information on local events, regulations, and other essential details for their fishing journeys to support
Future Growth and Development
I established the foundation for the website's next iteration while advancing the development of social media and other digital assets. This ensures alignment with branding standards and maintains a consistent voice for the community within the industry. Additionally, I implemented tools to track engagement, allowing for data-driven decisions to further enhance user interaction and content relevance.
Creating a space of trust and belonging for women.
Puget Sound Women on the Fly (PSWOTF) is a community group of women anglers, on a mission to establish connection to each other and the environment through regular fishing outings, skill classes, and conservation events. We aim to build and maintain trust within the community by providing reliable resources and messaging. To achieve this, I focused on refining our branding and tone to create a cohesive identity that reflects our mission. By maintaining consistency in our messaging, we will be able to strengthen our brand, and create a welcoming and reliable community for all who share our passion.
Consistent. Reliable. Fun.
Through the newly designed website and digital assets, community members can rely on a consistent resource that reflects who we are at our core— our purpose, our mission, and our commitment to continuously showing up.
Challenges
The timeline presented significant challenges as the first iteration of the website needed to be complete so it can be tested before the busy fishing season begins.
Designing on Wix presented certain challenges, sacrificing some design aspects so that it functions across all devices.
Research
I synthesized data collected through a focus group, 8 months of observational research, and a survey, and was able to pinpoint the core needs of our users and community members.
Key Insights
Group members are looking for community and a place to help build confidence, make connections and feel safe.
Group members are not always sure where to look for information and want a reliable source to help move them forward on their journey.
Goals
Establish consistent branding and tone.
Provide clear and trusted resources.
Cultivate trust and belonging.
Consistent Branding
I updated the visual design to align with the PSWOTF’s identity, utilizing colors, fonts, and imagery that reinforced a professional yet welcoming atmosphere. This ensured a consistent brand presence across the website, social media, and other materials.
Original website
Redesign
Resource Hub
I created a centralized resource section and vector graphics to guide our users to relevant information whether they are beginner or advanced anglers. This area is designed as a starting point for anglers to further their own research and discover local events. While we don’t have the capacity to provide exhaustive content as a small group at this time, this section establishes a solid foundation for members to get started.
Original website
Redesign
Community Focus
In order to highlight the community nature of PSWOTF and promote connection, I updated photos from events showcasing groups of women involved in one of our groups activities. Between the representation of community and inclusive tone, the website aims to provide a sense of belonging and support for our group members.
Original website
Redesign
Next Steps
Monitor Engagement
Track user engagement through analytics to assess the effectiveness of the redesign in driving traffic and building community participation.
Social Media Integration
Promote the new website and content through social media channels to further expand our online presence and engagement.
Resource Updates
Keep the resource section fresh by regularly updating it with new information and check in with group members to identify gaps in the provided research.