Overview
Overview
Vigorously Loved is a culturally-centered doula practice dedicated to empowering Black women and women of color through their birthing journeys. Initially relying on word of mouth and a minimal social media presence, the practice sought to expand its reach with a website that educates visitors, highlights service packages, and connects emotionally with its target audience
Vigorously Loved is a culturally-centered doula practice dedicated to empowering Black women and women of color through their birthing journeys. Initially relying on word of mouth and a minimal social media presence, the practice sought to expand its reach with a website that educates visitors, highlights service packages, and connects emotionally with its target audience
Problem
Problem
Doula services are underutilized, especially within Black and minority communities, often due to a lack of accessible, culturally relevant information. Vigorously Loved's previous single-page website did not adequately communicate the value of doula care, offer details about its services, or create a personal connection with potential clients..
Doula services are underutilized, especially within Black and minority communities, often due to a lack of accessible, culturally relevant information. Vigorously Loved's previous single-page website did not adequately communicate the value of doula care, offer details about its services, or create a personal connection with potential clients..
Solution
Solution
Through research and user-centered design, we reimagined the Vigorously Loved website to:
Educate visitors about the emotional, physical, and cultural benefits of doula care.
Showcase tailored service packages in a clear, engaging way
Celebrate cultural identity with visuals, testimonials, and storytelling.
This new website establishes Vigorously Loved as a trusted partner in providing culturally affirming support for expectant mothers and their families.
To solve this problem,
we focused on making the design a more modern UI design to make it look more appealing to someone under the age of 35.
We also focused on making it user-friendly, so users did not need to guess and how to use the app.
Finally to address the overwhelming amount of suggestions, we added a new feature of randomizer to keep the dates interesting and lowering the need for users to lower the mount of decisions to make
Discover
Discover
Attention Grabbing Sentence…
Attention Grabbing Sentence…
With doula services being underutilized, especially within Black and minority communities, we didn’t want to assume that people weren’t using them simply because they didn’t understand their value. So, we conducted a competitive analysis and examined the needs of families in these communities to better understand the barriers and what would encourage them to seek out doula care
With doula services being underutilized, especially within Black and minority communities, we didn’t want to assume that people weren’t using them simply because they didn’t understand their value. So, we conducted a competitive analysis and examined the needs of families in these communities to better understand the barriers and what would encourage them to seek out doula care
Attention Grabbing Sentence…
Attention Grabbing Sentence…
These key findings told us that while some people may not initially consider doula services, many would benefit if they understood how doulas provide culturally affirming care, emotional support, and personalized guidance throughout pregnancy and beyond. By showcasing clear service packages, trust-building content, and accessible educational resources, Vigorously Loved could help potential clients see the value and accessibility of doula care tailored specifically to their needs.
These key findings told us that while some people may not initially consider doula services, many would benefit if they understood how doulas provide culturally affirming care, emotional support, and personalized guidance throughout pregnancy and beyond. By showcasing clear service packages, trust-building content, and accessible educational resources, Vigorously Loved could help potential clients see the value and accessibility of doula care tailored specifically to their needs.
Ideate and Design
Ideate and Design
Attention Grabbing Sentence…
Attention Grabbing Sentence…
We decided to map the user journey to gain a deeper understanding of what a doula is and how they can help someone. We had little to no knowledge, so this helped us empathize with potential clients and better address their needs, especially for those who may not fully understand the role or value of doula services themselves. By following this approach, we ensured the website design effectively communicated the benefits of doula care in a way that felt personal, accessible, and culturally affirming.
We decided to map the user journey to gain a deeper understanding of what a doula is and how they can help someone. We had little to no knowledge, so this helped us empathize with potential clients and better address their needs, especially for those who may not fully understand the role or value of doula services themselves. By following this approach, we ensured the website design effectively communicated the benefits of doula care in a way that felt personal, accessible, and culturally affirming.
Overview
Overview
Attention Grabbing Sentence…
Attention Grabbing Sentence…
Mapping the user journey provided us with a clear understanding of how potential clients interacted with Vigorously Loved and where they faced challenges. This insight was instrumental in creating our new site map.
Mapping the user journey provided us with a clear understanding of how potential clients interacted with Vigorously Loved and where they faced challenges. This insight was instrumental in creating our new site map.
Testing
Testing
We did A/B testing to see the best way to present the services
We did A/B testing to see the best way to present the services
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Refelction
Refelction
Attention Grabbing Sentence…
Attention Grabbing Sentence…
The Importance of Empathy Designing for an audience of Black women and women of color required thoughtful inclusion of culturally affirming visuals, language, and storytelling. This approach underscored the value of understanding the emotional and practical needs of users.
Flexibility is Key
Removing the "Courses" section was a necessary step to ensure the website only showcased content that was ready, demonstrating the importance of prioritizing user experience over premature feature inclusion.
Celebrating Small Wins Completing most of the website, aside from the home page, reflects significant progress. This serves as a reminder that iterative design processes are effective and that it’s okay to refine things as they evolve.
The Importance of Empathy Designing for an audience of Black women and women of color required thoughtful inclusion of culturally affirming visuals, language, and storytelling. This approach underscored the value of understanding the emotional and practical needs of users.
Flexibility is Key
Removing the "Courses" section was a necessary step to ensure the website only showcased content that was ready, demonstrating the importance of prioritizing user experience over premature feature inclusion.
Celebrating Small Wins Completing most of the website, aside from the home page, reflects significant progress. This serves as a reminder that iterative design processes are effective and that it’s okay to refine things as they evolve.
Overview
Overview
Attention Grabbing Sentence…
Attention Grabbing Sentence…
To address the confusion caused by the one-page layout, we reorganized the website into five distinct pages: Home, About, Courses, Doula Services, and Contact/Consult Form.
To address the confusion caused by the one-page layout, we reorganized the website into five distinct pages: Home, About, Courses, Doula Services, and Contact/Consult Form.
Why we decided to make this changes…
Why we decided to make this changes…
A single-page layout made it challenging for users to distinguish between services such as fertility and birth packages, as well as to quickly find specific information. By dividing the content into multiple pages, we established a clear and intuitive navigation system. The new structure enhances the user experience by enabling users to easily locate the information they need without endless scrolling or feeling overwhelmed. Additionally, a multi-page format meets user expectations for professional service websites, particularly for an emotionally significant service like doula care, thereby fostering trust and credibility.
A single-page layout made it challenging for users to distinguish between services such as fertility and birth packages, as well as to quickly find specific information. By dividing the content into multiple pages, we established a clear and intuitive navigation system. The new structure enhances the user experience by enabling users to easily locate the information they need without endless scrolling or feeling overwhelmed. Additionally, a multi-page format meets user expectations for professional service websites, particularly for an emotionally significant service like doula care, thereby fostering trust and credibility.
Next Steps
Attention Grabbing Sentence…
Complete the Home Page Design
Finalize the layout, visuals, and content for the home page to create a compelling and welcoming introduction to Vigorously Loved.
Ensure key elements such as CTAs (e.g., "Schedule a Consultation") and an overview of services are prominently displayed.
Test User Flow
Conduct usability testing with potential users to ensure smooth navigation and clarity across all pages.
Gather feedback on the design, content, and ease of accessing information like service details and contact forms.
Finalize Content
Review and polish all text for clarity, tone, and alignment with the brand’s culturally affirming mission.
Incorporate SEO best practices to improve visibility and search rankings.
Prepare for Launch
Test the site on multiple devices to ensure responsiveness and accessibility.
Set up analytics tools to monitor user engagement and identify opportunities for ongoing improvements post-launch.
Plan for Future Updates
Develop a roadmap to introduce the "Courses" section once the content is ready.
Continue adding blogs, testimonials, and other resources to maintain a dynamic and informative platform.