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Outdoor Women's Alliance

digital strategy, web

The Challenge

Outdoor Women’s Alliance is a volunteer-run nonprofit media and adventure collective that engages, educates, and empowers females worldwide. As a rapidly-growing organization, they needed an updated website that could expand its capabilities as they launch new initiatives, that was easy for their community to engage with, and that they could  easily manage themselves on a budget moving forward.



  1. Seamlessly transition current content and branding (fonts, colors) into a new design that gives a more serious / professional impression.
  2. Communicate a variety of media (video, audio, photos, and words) beautifully, regardless of whether it’s viewed on a computer, tablet, or mobile device, with a wide breadth of features to support new intitiatives.
  3. Highlight community contributors and empower them to share their stories easily.
  4. Be easy to update and maintain –including continual development support of evolving trends in design and technology.


Outdoor Women’s Alliance



UI Design

UX Strategy

Web Design


Kat Ingalls, Glitchcraft
UX/UI Design

Laurie Tewksbury, OWA
Digital Management

Gina Begin, OWA
Creative Direction

Jeremy Freeman
Web Development

Helen Eady


Google Analytics, Excel, Noteability

Adobe Illustrator, Photoshop



Design Process

Starting Point

Starting Point

When OWA approached me, their site was hosted on blogger, hard to interact with on mobile, and not able to support the functionality they needed – like highlighting contributing authors. They needed both a more professional presence and more professional features.

But the new site also needed to migrate their current content, be easy to update on their own, and, due to the nonprofit nature of their business, be essentially free to maintain.



Before starting design work, we wanted to see what the numbers said was working and what wasn’t on their current site. Digging into OWA’s Google Analytics showed that a significant portion (~50%) of their audience was viewing the site mobile, where the original site had usability issues (like a cutoff menu and horizontal scrolling).



In addition to reviewing site analytics, a quick heuristics review was done for potential usability fixes and interface improvements. Consistency and efficiency improvements, including an updated navigation menu and some copy tweaks, were recommended.

Site Architecture

Site Architecture

Based on the heuristics review, an updated site map was designed to help users find and contribute content more easily.  This included both copy adjustments and information reoganization.

Feature Requirements

Feature Requirements

Orignally, OWA was looking for a designed-from-scratch Wordpress theme. Because OWA is a nonprofit with limited funding, and looking to expand in the future, I recommended using a pre-made Wordpress theme with a track record of developer support.

That way, they could keep up with tech and design trends for a one-time cost of about $60, without needing to hire a new designer or developer every year or two. We could customize the theme for their brand and content.

A decision matrix mapping of OWA's specific business requirements with potential Wordpress themes.

Project Management

Project Management

After designing the custom theme templatein Wordpress, OWA wanted to wait to implement until the team had more bandwidth to support the transition. The project was handed off to OWA's site developer for Wordpress setup and maintenance, and to the content manager for post import/export. Throughout project, set clear milestones and collaborated with team (Asana).



Two templates were selected as top picks. To help make a decision, site mockups were made to envisioning what the two WordPress themes could look like after customized with OWA’s branding and content.

This version features categories on the homepage, so that readers can find content related to their unique interests faster.



This second mockup highlighted the organization's mission, and featured the most recent content. Attracting new users was prioritized over repeat visitors, and so this design was the basis of the final site.

A sandbox site was set up to demonstrate the interface and interactive components.

Final Design

Final Design

With the sandbox site approved for further development, design work was completed. After this point my role was to assist hand-off to the organization’s developer.

A view of the original site (left) versus the final design (right).



After finalizing the site design, a dedicated Wordpress developer took over implementation. Eight months after handoff, the site featured a more prominent call to contribute, a goal that wasn't a focus during the original redesign. Events and photography also took less priority than the team originally expected, and so these sections were removed.