Roles
Research
UX / UI
Rebranding CD
Webdesign
Relaunch Website
WordPress
Client
Female Fellows e.V.
Country
Germany
Timeline
Juli`20 – September`20
»Rebranding & Relaunch Website for an nonprofit nonprofit organisation«
The association Female Fellows e.V. is currently particularly committed to empowering women with refugee and migration experience. Under the motto “Behind every strong woman there are strong women”, the association wants to contribute to fempowerment and thus to a society that lives its diversity and in which everyone has an equal say.
The voluntarily mediated tandem projects in Stuttgart, Bietigheim-Bissingen and Tübingen are characterized not only by linguistic and everyday support, but above all by events and activities of all kinds – because encounters are the key to an inspiring, helpful, open and horizon-broadening interaction with one another.
01
Requirements
The Female Fellows association would like a new look and a strong and informative website in order to be perceived as a professional association.
Research & UX: Simple information architecture despite complex content
Survey and user interviews by Tandems (*Newcomers *Locals) and potential sponsor
New look: Corporate design rebranding and relaunch website
Responsive Webdesign
Easy to use Content Management System for the association: WordPress
*Newcomers: women with refugee and migration experience who have not yet lived in Germany for that long.
*Locals: Women who were born in Germany or already know their way around here
Easy way to donate and Registration for sponsors
Integrated login form for tandems: *Newcomers and *Locals
Social media channels and newsletters Should at first be visible to the eye
Multilingualism (English German/ in the future: Arabic and Dari)
News and updates about current events
Goal
»The aim is to reach out to the target group of newcomers and locals with an easy access.In addition, the association should be presented highly professional in order to win further sponsors. «
02
Challenge & Solution
Issue & Challenge
The challenge lies in addressing three completely different target groups. On the one hand, it should be as easy as possible for the tandems (newcomers and locals) to find their way around the website. There should be no language barrier, especially for newcomers.
In addition, it becomes difficult to approach potential sponsors. Because for this target group, the content must be very informative and professionally written.
Solution
- easily accessible website for the target group of newcomers & locals
- Pick up the separation of the three different target groups (necomers, locals and sponsors) at different levels
- For newcomers: simple language + multilingualism
- For sponsors: professionalism and informative
03
Research
My focus in my research was mainly on the users. It was important to analyze and understand the problems and wishes of the different target groups. This process was crucial for formulating the requirements/criteria for the association’s digital website.
For this I conducted user interviews and talked to the core team and the participants of the association.
Idea Reframing
First of all, I got an overview of the club. Where is the club and where does it want to be in the future. To do this, I did an idea reframing workshop and a competitor analysis with the core team. A questionnaire was then sent to the core team:
Questions for Interviews
- What must the Female Fellows website definitely be able to do?
- What content/topics should be on the website and why?
- 1-3 example websites that you think are great and why. What could be transferred here to our website?
In the idea reframing workshop, the current status of the association and its processes were first presented. In the second round, the problems that the club has in certain processes were worked out. Afterwards, methods and solution approaches were collected and developed with the help of design thinking. In the end, the group created a roadmap with a long-term goal.
• Where are we standing?
• Where are there problems?
• Collection of ideas for possible solutions
• Where do we want to go?
Target Groups
Newcomers
Women with refugee and migration experience,
who want a tandem partner in Germany.
Locals
Women who know their way around Germany well and who want to work hard to ensure that everyone can live well together.
Sponsors
National and international potential sponsor organizations and private donations.
Personas
Userinterviews
The survey was conducted with five people from each of the three different target groups. In general, the survey was about the wishes, experiences and problems of the target groups:
• Where are we standing?
• Where are there problems?
• Collection of ideas for possible solutions
• Where do we want to go?
Newcomers
- I would like a German girlfriend
- I want to know what exactly awaits me at Female Fellows
- What do I have to do to get a tandem partner?
- How quickly can I get a tandem partner
- What do I then do with my tandem partner?
- I’m looking for an apartment, possibly. can a tandem partner help?
- I would like to get my driver’s license and then an apprenticeship, surely a tandem partner can help me with that?
- I can’t speak German or English very well, how can I exchange ideas with a tandem partner?
- I would like to learn German
- I find it difficult to get by in Germany
- Where are there good doctors? Can someone accompany me?
- I find it difficult to use public transport. Can a tandem partner help me with this?
- The German bureaucracy is difficult to understand. Above all, I need help with forms, letters and dealing with authorities
Locals
- I would like to volunteer / do something good
- I am interested in new cultures and cultural exchange
- I would like to meet other inspiring women
- What do I have to do to get a tandem partner?
- I feel alone in Stuttgart / in my job
- A tandem project sounds very simple, uncomplicated and flexible in terms of time management, that would be something I could easily do alongside my job. Or am I too naive?
- What good am I doing? Does that bring anything? What are the effects of my engagement?
Locals
- Can I entrust my money to Female Fellows?
- Where does my donation go?
- How high is the social impact?
- Are there facts and figures from the project?
- What support options (options/packages) are there?
- Why only a women’s project? Does that even matter?
- How much experience do the girls really have?
- Who has Female Fellows worked with before?
- How well known is Female Fellows already on a local/national/international level?
- How many tandems/women do you look after?
- Is the team qualified?
Insights & Results
Find the right tandem-partner
It is difficult for both the locals and the newcomers to find a tandem partner who suits them well. In addition, there are almost exclusively tandem projects for both sexes..
Experience cultural exchange
Cultural exchange was important to most of the women interviewed. The Necomers especially want to improve their German and general support. It is generally important for the locals to get involved and make a social impact.
Earn trust and Fempowerment
It is particularly important to the sponsors whether they can entrust their money to female fellows. What is ultimately done with the money and what is the real social impact?
Cultural
Exchange
04
Concept
Conceptual Content
After surveying the different users, it became clear that the target groups need separate areas on the website in order to be able to access the project at all. The challenge lies in picking up the three completely different target groups at different levels, e.g. a woman who speaks almost no German, who would like to register for the tandem project, or a potential sponsor who expects professionalism and facts and figures. The website should offer equal access to the three different target groups: newcomers, locals and sponsors.
Site Map
Find your
perfect match
Wireframes
Userpaths
05
Visual Design
Conceptual Content
After surveying the different users, it became clear that the target groups need separate areas on the website in order to be able to access the project at all. The challenge lies in picking up the three completely different target groups at different levels, e.g. a woman who speaks almost no German, who would like to register for the tandem project, or a potential sponsor who expects professionalism and facts and figures. The website should offer equal access to the three different target groups: newcomers, locals and sponsors.
Colors
Rosé
RGB ( 252 | 208 | 220 )
CMYK (0 | 22 | 2 | 0)
#fcd0dc
Lilac
RGB ( 106 | 104 | 206 )
CMYK (67 | 65 | 0 | 0)
# 6a68ce
Orange
RGB ( 240 | 76 | 58 )
CMYK (0 | 86 | 82 | 0)
#1b1944
Darkblue
RGB (27 | 25 | 68)
CMYK (98 | 96 | 40 |46)
#1b1944
Light Grey
RGB ( 242 | 242 | 242)
CMYK (4 | 2 | 2 | 0)
# f2f2f2
Rebranding Corporate Design
Typography
Businesscards
Illustration
All beautiful illustrations were created by Berenike Mack. Who is also in the comittee of Female Fellows and also organized the tandem-project. We decided to use illustrations additional to photography to create allround corporte identity for the whole organization.
Print Design
Icons
Community & Fempowerment
Webdesign
Nach der Gestaltung eines neuen Look für Female Fellows ging es direkt weiter mit einem erfrischenden neuem Webdesign. Wichtig war vor allem durch eine eigene Bildsprache vertrauen und authentizität zu schaffen. Hierzu habe ich Fotomaterial vom Verein genutzt und die wunderschönen Illustrationen von Berenike Mack. Das Webdesign soll modern, ansprechend und vor allem einfach nutzbar für die unterschiedlichen Zielgruppen sein.
Responsive Design
06
Technical Implementation
I implemented the website with WordPress and added some additional coding.
News and updates about current events
multilingualism (English & German) Arabic and Farsi will be implemented for the future
Overlays, video integration and smaller interactive animation effects
Responsive Webdesign is important for our target group to register for the tandem-project
Easy registration for the tandem-project
07
Future goals
1. Automation of tandem-project
2. Dynamic events calender and Online-registration
Portal for research and publications
1. Automation of tandem matching
We have already simplified the tandem registration with a Google form and automated processes. This makes it easier to match tandems. However, it still needs people who bring the right match together. For the future, a tandem match app would be planned, which would be structured like previous dating apps. However, the association needs financial support for such a move. This would make the project scalable and also implementable in other cities. And the association would have more resources for the really important work: events, networking, coaching and personal advice.
2. Dynamic events calendar and online registration
A dynamic online event calendar is planned for the future. Since Female Fellows is already active in three locations and more locations may be added in the future, it would make a lot of sense if the events were published on the website and you could also register directly online.
3. Publications & Research Portal
In the future, female fellows should not only be known for their social work, but also for their scientific work. Our co-founder Masooma Torfa works for international and European cooperation in the field of migration and integration and has written publications on this topic during her PhD.
