Wild Mama Well
The Case for Mothers Wholeness
Project Duration: 2 months
Tools Used: Adobe Suit, Figma, Wordpress
My Role: Lead / Sole designer — UX Design, Visual Design, Interactive Design, Responsive Design
Overview
Design a responsive website & supporting visual assets
Conduct user research to build personas informing product direction
Create prototypes and iterate with usability testing and client feedback
Prepare presentations and documentation to handoff research findings and design recommendations to clients and developers for implementation
The Task
Introduction
What is Wild Mama Well?
WILD MAMA WELL IS A MEMBERSHIP SPACE SPECIFICALLY DESIGNED FOR AMBITIOUS MOTHERS SEEKING A SUPPORTIVE COMMUNITY OF PEERS THAT OFFERS THE GUIDANCE AND TOOLS NECESSARY TO HELP THEM SUCCEED IN AND OUTSIDE THEIR HOMES.
Wild Mama is a brand that is all about empowering mothers to heal, be whole, and re-write the narrative of what it looks like and means to be a mother
Project Goals
The 3 main wants for a website
Create visual components to reflect visual and engaging branding
Write content to communicate organizations mission and membership offerings
Design an easeful experience for busy mothers to be able to learn the value of membership space
Competitive Analysis Research
Looked at 3 other websites for community organizations marketed to women.
An organization that provides moms with products, research and community, to reclaim time from the never-done list for their wellbeing.
Earn more money every month, maximize your earning potential, and build wealth over time.
An online community site focused on personal development & empowerment for women.
3 Main focus areas for the design
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Foster Belonging
We designed a safe space of belonging and care for mamas by first being safe for Black, Brown, Indigenous, & Queer mamas of all life and career stages from various demographic backgrounds.
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Engaging Visuals
Unlike other membership spaces, we wanted images that feel both universal and personal to help mothers engage more deeply within the space.
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Reconnection to Self & Nature
The images paired with the language was meant to showcase a framework for motherhood that is holistic and aligned to the natural rhythms & cycles of nature that expands beyond primarily centering work, goals, and going above & beyond.
The Result
Responsive design across devices
The intention was not to design a space that was loaded with too many videos, animations, and assets that would slow the load times. We also wanted to convey the case as briefly and tastefully, where each section was a stand alone story.
Easeful Browsing
It was important as we were building the look of the membership that it felt reminiscent of nature, that it was abstract enough to feel universal AND personal. That the images would make you want to dive deeper and complete the experience because mothers ultimately struggle most with showing up for themselves consistently.
Engaging Design
Wild Mama as a brand is founded on serving the needs of black & brown mamas who are some of the most marginalized members of our society. By designing a space for them at the forefront, we open up an opportunity for all mamas to feel seen, seek wholeness, and ultimately succeed in what they set out to do.
A Sense of Belonging
Takeaways