Overview

Overview

Adelante Mujeres Website Redesign

Increasing program participation through improved accessibility and user experience

10-Minute Read

Role: UX Design Volunteer

Project Length: 60-hr

Context, Problems & Goals

Context

Adelante Mujeres serves Latine Population, especially women in the Washington State, Portland. They offer programs like Adult Education, Small Business Development Classes to help Latine Women gain skills and confidence.

Adelante Mujeres serves Latine Population, especially women in the Washington State, Portland. They offer programs like Adult Education, Small Business Development Classes to help Latine Women gain skills and confidence.

They needed help in doing a heuristic Evaluation & redesigning user flows.

Problems & Goals

Insufficient people signing up for the programs

Current flow is not intuitive and consistent sign up process creates friction

Data Gathering

Data Gathering

Heuristic Evaluation

See Full Heuristic Evaluation Here

Research Interview

Talked to 5+ Participants to Gather Feedback

Affinity Mapping

Gathered 3x insights about pain points and flow of how participants navigate through the website.

Research Insights

Content & Readability

Similar Information Components but Inconsistent Layout

Registration &

Sign Up

Programs that require users to send a email to register for creates Friction.

Sign up CTAs buried in most pages.

Visual Design and Accessibility

Overlaid text on photos or videos, reduces visibility & Accessibility.

Non-descriptive images create confusion .

Engagement Features

Text-heavy User stories increases user fall-off rate.

Original Design

Challenges & Constraints

Addressing Information Architecture: Adelante Farmer's Market

Major Challenge: Integrating the Independent Farmer's Market IA

Two independent websites with independent IA embedded (Farmer's Market, Clinica Esperanza), creating inconsistent user experience.

Home

Get Involved

Market Events

Weekly Market Map

Our Markets

Vendor Application

About

Original Information Architecture

My Design

Re-organized so Each Column Represents 1 Category

Research Insights

Content & Readability

Similar Information Components but Inconsistent Layout

Original Design

Registration & Sign Up

Sign up CTAs buried in most pages.

Programs that require users to send a email to register for creates Friction.

Original Design

Visual Design & Accessibility

Overlaid text on photos or videos, reduces visibility & Accessibility.

Non-descriptive images create confusion .

Engagement Features

Text-heavy User stories increases user fall-off rate.

Original Design

See Full Heuristic Evaluation Here

Challenges & Constraints

Addressing Information Architecture: Adelante Farmer's Market

Major Challenge: Integrating the Independent Farmer's Market IA

Two independent websites with independent IA embedded (Farmer's Market, Clinica Esperanza), creating inconsistent user experience.

Home

Get Involved

Market Events

Weekly Market Map

Our Markets

Vendor Application

About

Original Information Architecture

My Design

Re-organized so Each Column Represents 1 Category

Challenges & Constraints

Addressing Information Architecture: Adelante Farmer's Market

Major Challenge: Integrating the Independent Farmer's Market IA

Two independent websites with independent IA embedded (Farmer's Market, Clinica Esperanza), creating inconsistent user experience.

Original Information Architecture

Home

Get Involved

Market Events

Weekly Market Map

Our Markets

Vendor Application

About

My Design

Re-organized so Each Column Represents 1 Category

Trade-off & Decision

Challenges & Decisions -

Direction Exploration

Design Strategy: Consolidating Farmer's Market Flow

Original Tried Integrating:

Farmer’s Market Flow into the main site with similar template as the Programs Page

However, found that they established its own system already.

Trade-off

Decided to Keep Farmer’s Market as a Distinct Section within the Top Navigation Bar, to Show Respect to Existing user habits.

Trade-off & Decision

Challenges & Decisions -

Direction Exploration

Design Strategy: Consolidating Farmer's Market Flow

Original Tried Integrating:

Farmer’s Market Flow into the main site with similar template as the Programs Page

However, found that they established its own system already.

Trade-off

Decided to Keep Farmer’s Market as a Distinct Section within the Top Navigation Bar, to Show Respect to Existing user habits.

Solution: Building Systems for Scalability

Section-by-Section Improvements:

Same Content, Stronger Structure

The Problem

Low Scannability

CTA Buried

Original Hero Section

My Design

Original Program Strategies

My Design

Key Hypotheses

Also applied to Program Components + Impact sections (not shown here for brevity).

CTA placed where users expect

Hero Image with clear explanation

Reduced Full-Width Text

Text and Image

Alignment

Solution: Building Systems for Scalability

Standardized Layout for Scalability

Maintained Content Flow + Redesigned Layout for Clarity & Predictability

To support scalability across 10+ program pages, I kept the original information flow but redesigned the layout to make content easier to read, scan, and navigate. This allowed the organization to maintain their existing content structure while improving the overall UX.

Kept Information Flow:

Hero Section

Upcoming Classes

Program Components

Program Strategies

Impact

Testimonials

Solution: Building Systems for Scalability

Section-by-Section Improvements:

Same Content, Stronger Structure

The Problem

Low Scannability

CTA Buried

Original Hero Section

My Design

Original Program Strategies

My Design

Key Hypotheses

Also applied to Program Components + Impact sections (not shown here for brevity).

CTA placed where users expect

Hero Image with clear explanation

Reduced Full-Width Text

Text and Image

Alignment

Solution: Building Systems for Scalability

Universal Sign Up System

The Problem

One-Page Long Form

Creates Abandonment

Original Form

My Design

Key Hypotheses

Utilized the sign up form from Adult Education Program as reusable system.

Split Across Pages

Added Progress Bar

Added Confirmation Step

Next Steps

However, every point of entry costs money. Next step is to review the long form with organization toexplore the possibility to split the form into a high-conversion pre-registration and a later, post-acceptance full-intake form.

Solution: Building Systems for Scalability

Increased Visibility of Registration & Programs

The Problem

No Dropdown to See Overview of Projects

Content Visibility

Original Form

My Design

Key Hypotheses

Improved the Writing & Visibility of Hero Section So Users Can Understand Services Provided at a Glance.

Added Programs Dropdown on Hover

Moved CTAs above the fold

Sticky Positioning

Increased Color Contrast

Modified wordings

Moved the 2nd Section to Hero

Impacts of this Systematic Approach

Scalable System

This template provides a flexible and consistent framework for all future programs, ensuring standardization in information flow and layout.

Streamlined User Path

Reduced 2 Clicks + Scrolling to get into registration form by adding the CTA to the Home Page.

Original Flow:

4 CLICKS

My Design:

2 CLICKS

Improved Accessibility

Fixed Color Contrast Issues to Meet WCAG AA Standards

See Full Heuristic Evaluation Here

Trade-Off

Branding: Provided recommendations (same hue, different brightness)

Form Length: Kept all fields but improved experience (see Universal Sign Up System Section)

Research Participants: Recruited both 1st time visitors + people who heard of the organization to balanced perspectives.

Key Takeaways

Design Within Constraints

Real-world projects rarely start from scratch.

Improving existing system instead of rebuilding is more sustainable.

System Scales Impact

Identify Repetitive patterns

Build Reusable Templates

Scalability

Scope Discipline

Recognizing when to separate projects (e.g. Farmers Market)

Kept Timeline Achievable

Technical Growth

Expanded Accessibility Knowledge

Learned Developer, Data Analytics jargons other than color and size.

Understood Stakeholder Perspectives

Designers, Developers and Project Managers have different priorities even delivering the same project.

Gained Website

Auditing Skills

Gained practical experience with Semrush (SEO, crawling, robots.txt, performance)

Research Insights

Content & Readability

Similar Information Components but Inconsistent Layout

Registration & Sign Up

Sign up CTAs buried in most pages.

Programs that require users to send a email to register for creates Friction.

Visual Design & Accessibility

Overlaid text on photos or videos, reduces visibility & Accessibility.

Non-descriptive images create confusion .

Engagement Features

Text-heavy User stories increases user fall-off rate.

See Full Heuristic Evaluation Here

Original Design

See Full Heuristic Evaluation Here

Solution: Building Systems for Scalability

Original Form

Increased Visibility of Registration & Programs

My Design

The Problem

No Dropdown to See Overview of Projects

Content Visibility

Key Hypotheses

Added Programs Dropdown on Hover

Sticky Positioning

Moved CTAs above the fold

Modified Wordings

Increased Color Contrast

Moved the 2nd Section to Hero

Improved the Writing & Visibility of Hero Section So Users Can Understand Services Provided at a Glance.

Trade-off & Decision

Challenges & Decisions -

Direction Exploration

Design Strategy: Consolidating Farmer's Market Flow

Original Tried Integrating:

Farmer’s Market Flow into the main site with similar template as the Programs Page

However, found that they established its own system already.

Trade-off

Decided to Keep Farmer’s Market as a Distinct Section within the Top Navigation Bar, to Show Respect to Existing user habits.

Solution: Building Systems for Scalability

Standardized Layout for Scalability

Maintained Content Flow + Redesigned Layout for Clarity & Predictability

To support scalability across 10+ program pages, I kept the original information flow but redesigned the layout to make content easier to read, scan, and navigate. This allowed the organization to maintain their existing content structure while improving the overall UX.

Kept Information Flow:

Hero Section

Upcoming Classes

Program Components

Program Strategies

Impact

Testimonials

Solution: Building Systems for Scalability

Universal Sign Up System

The Problem

One-Page Long Form

Creates Abandonment

Original Form

My Design

Key Hypotheses

Utilized the sign up form from Adult Education Program as reusable system.

Split Across Pages

Added Progress Bar

Added Confirmation Step

Next Steps

However, every point of entry costs money. Next step is to review the long form with organization toexplore the possibility to split the form into a high-conversion pre-registration and a later, post-acceptance full-intake form.

Solution: Building Systems for Scalability

Section-by-Section Improvements:

Same Content, Stronger Structure

Universal Sign Up System

The Problem

Low Scannability

CTA Buried

Original Hero Section

My Design

Original Program Strategies

My Design

Key Hypotheses

Also applied to Program Components + Impact sections (not shown here for brevity).

CTA placed where users expect

Hero Image with clear explanation

Reduced Full-Width Text

Text and Image

Alignment

Solution: Building Systems for Scalability

Universal Sign Up System

The Problem

One-Page Long Form

Creates Abandonment

Original Form

My Design

Key Hypotheses

Utilized the sign up form from Adult Education Program as reusable system.

Split Across Pages

Added Progress Bar

Added Confirmation Step

Next Steps

However, every point of entry costs money. Next step is to review the long form with organization toexplore the possibility to split the form into a high-conversion pre-registration and a later, post-acceptance full-intake form.

Appendix

Explore the research, analysis, and design artifacts that informed PharmAID's

development. Each resource provides deeper insight into the strategic and creative

decisions.

Research

Heuristic Evaluation

Accessibility

View Research Deck

Figma

~15 min read

Analysis

Competitive Analysis

In-depth evaluation of 8 competitor apps including

GoodRx, CVS Health, and Walgreens. Feature

comparison matrix, SWOT analysis, and strategic

positioning opportunities for PharmAID.

View Analysis

PDF

~10 min read

Brand

Brand Guide & Design System

Complete brand identity documentation including

logo evolution, core values mapping, color strategy,

typography system, and component library

specifications.

View Brand Guide

Figma

~8 min read

Additional Resources

Interactive Prototype

Click-through prototype demonstrating key user flows and interactions

→

Product Designer

who embraced the pathless path.

Available for full-time roles

Get In Touch

ameliaay.work@gmail.com

Linkedln Profile

Download Resume

Product Designer

who embraced the pathless path.

Available for full-time roles

Get In Touch

ameliaay.work@gmail.com

Linkedln Profile

Download Resume

Product Designer

who embraced the pathless path.

Available for full-time roles

Get In Touch

ameliaay.work@gmail.com

Linkedln Profile

Download Resume