Website Redesign

The Society for Women’s Health Research (SWHR) is a national nonprofit based in Washington, D.C, that is widely recognized as a thought leader in promoting research on biological differences in disease and improving women’s health through science, advocacy, and education.

A group of my pupils in a UX Course I taught at George Washington University, along with myself, offered to provide a website resign, which their team graciously accepted.


  • Client: Society for Women's Health Research
  • Timeframe: 4 weeks
  • Goal: Redesign SWHR Website


  • Stakeholder Interviews
  • User survey
  • Personas
  • Card sorting
  • Sitemaps
  • Wireframes
  • Style Guide for Web
  • High-fidelity prototypes
  • User testing

My Role

  • Design Lead
  • Project Management
  • Stakeholder Interviews
  • Card Sorting
  • Wireframes
  • User Testing

Findings from Stakeholder Interviews

  • Concerns focused more on content than design.
  • Navigation needs major improvement, especially for science & research.
  • Outdated Content.
  • Key information related to science, research, and policy can be hard to find.
  • Donate page needs more instructions for user.
  • Excessive information on organization that's unnecessary for key users.
SWHR homepages

Key Quotes From Stakeholder Interviews

“We get calls from random groups and individuals saying that information needs to be updated and I don’t even know how to find those pages.”

“We need to remove unnecessary or out-of-date content. Some of content is 3 or 4 years old. We need to remove the older pages, keep the essentials, overhaul the site, and then add the older information back in. Promoting older content makes us look bad.”

Google Analytics review

Audience overview, 5/2017-5/2018
  • Total users: 21,856
  • Returning users: 11.3%
    • This number is quite low - we want to increase this number
  • Bounce rate: 2.05%
    • This number is very low - that’s amazing! This indicates that the people who visit your site are there to get the information presented on your site
Referral overview, 2017-2018
  • Organic Search - 53.8% + Direct - 30.4%
    • Majority of your users are either searching for your content or going directly there
  • Bounce rate on social, organic and direct is low (<1%, and 3%)
  • Bounce rate on referrals is a bit higher - where can this be improved?
Google Analytics
Google Analytics Results


We used the stakeholder interviews to inform our understanding of the SWHR user base, and built out these personas to guide our site navigation and page redesign.

Elena Persona "Elena" persona
Jacob Persona "Jacob" persona

Information Architecture and Page Navigation

One of the main needs we heard in our stakeholder and user interviews was for improved site navigation and content organization. We first mapped the pages of the site with the tool "" and created a visual sitemap for the existing site.

We ran a cord sorting acitivity using "Proven By Users" and built a site map recommendation according to the information tree structure that emerged.

Card Sort

  • We sent a user survey to respondents who underwent surgical procedures in the past.
  • Our questions focused on packets of information patients recieve from doctors and hospitals.
  • We particularly wanted to gain information on how helpful packets were with specific tasks identified in our task analysis.
  • We found that respondents do carefully use the information in the packets, but we could make that info more accessible.


  • We conducted interviews with both doctors and patients.
  • The object with patients was to gather information on what they would find helpful and how they would use a mobile guide.
  • With doctors, we wanted to g ain an understanding of what should be prioritized.
  • We found that risk assessment, medication adherence, and scheduling follow-up appointments are the main tasks we need to emphasize.
Card Sort Proven By Users Card Sort Activity
Dendrogram Dendrogram created from card sort results
Original Site Map The Original Sitemap
Recommended Sitemap Sitemap recommendation


Using the results of our new navigation structure and stakeholder interviews we developed wireframes for the following pages:

  • Home
  • About
  • Science
    • Science Networks
  • Policy
  • Events (Gala)
  • Donations
  • Partners/CAC

Example Wireframes

Homepage Wireframe Homepage Wireframe
About Us Wireframe "About Us" Wireframe
Gala Wireframe Gala Wireframe
Policy Landing Page Wireframe Policy Landing Page Wireframe
Science Landing Page Wireframe Science Landing Page Wireframe
Science Network Template Wireframe Science Network Template Wireframe

Styleguide for the Web


Hi-Fidelity Mock-Ups

Example Mockups

Homepage Homepage
About Us "About Us"
Policy Landing Page Policy Landing Page
Science Landing Page Science Landing Page
Science Network Template Science Network Template