CMI Work

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Establishing

credibility

Role

Director of UX

Field

UX research, strategy and design

Team

4 members

UX designers, Marketers

4 members

UX designers, Marketers

Responsibilities

Leading the design efforts for our web development, making sure the experience is both functional and user-friendly.

I’m building out a user research repository so we can keep insights organized and easily accessible for the whole team.

I’m creating a design system to bring consistency across our digital products, and developing a content strategy that can be implemented organization-wide to keep our messaging clear and aligned.

Leading the design efforts for our web development, making sure the experience is both functional and user-friendly.

I’m building out a user research repository so we can keep insights organized and easily accessible for the whole team.

I’m creating a design system to bring consistency across our digital products, and developing a content strategy that can be implemented organization-wide to keep our messaging clear and aligned.

How are mothers in the USA doing?

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How are mothers in the USA doing?

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How are mothers in the USA doing?

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How are mothers in the USA doing?

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Mentally?

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Mentally?

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Mentally?

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Mentally?

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Are they working?

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Are they working?

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Are they working?

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Are they working?

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88%

majority of mothers say that being a parent is the most or one of the most important aspects of who they are as a person

(Pew Research Center, 2023)

Establishing

credibility

Role

Director of UX

Field

UX research, strategy and design

Team

4 members

UX designers, Marketers

Responsibilities

Leading the design efforts for our web development, making sure the experience is both functional and user-friendly.

I’m building out a user research repository so we can keep insights organized and easily accessible for the whole team.

I’m creating a design system to bring consistency across our digital products, and developing a content strategy that can be implemented organization-wide to keep our messaging clear and aligned.

How are mothers in the USA doing?

Flip card

Mentally?

Flip card

Are they working?

Flip card

88%

majority of mothers say that being a parent is the most or one of the most important aspects of who they are as a person

(Pew Research Center, 2023)

What is the issue?

Many mothers, especially those who are new to parenting or raising children on their own, often feel isolated and unsupported. Even when resources are available, it can be difficult to find trusted information, build genuine connections, or simply talk to someone who truly understands what they’re going through. This lack of connection can lead to stress, burnout, and a sense of loneliness during what should be a time of growth and community.

What is the issue?

So we ask

“

How do we give mothers and birth givers a way to feel supported, gain access to reliable resources, and build connections? (in the US)

”

My impact on our UX Strategy

Taking inventory

I am developing a structured approach to how we handle UX in the company. By first taking inventory.

A plan

I am establishing short-term, long-term goals as well as a plan to execute a website and a consumer facing product.

Developing a process and strategy

I am working on developing a content strategy for the way we approach content, accessibility, design and more.

UX Strategy

Resource hub

Process

Assessment

Workshops

Research/Testing

Research

Design

Coming soon

Testing

Coming soon

To begin

We’re looking to level up our current website experience to better support our users and grow our impact. Right now, we’re working with a minimally functioning site built in Framer, it gets the job done, but there’s definitely room for improvement in terms of usability, engagement, and performance.

Over the next six months, even with our team working on a part-time basis, we’re focused on a few key goals: improving our user research repository, increasing monthly visitors and interactions, and driving more sign-ups. We also want to introduce clear, measurable KPIs with proper tracking, testing, accessibility, and usability baked into the process. The idea is to make our site not just functional, but genuinely helpful and engaging for the people we’re building it for.

We’re looking to level up our current website experience to better support our users and grow our impact. Right now, we’re working with a minimally functioning site built in Framer. It gets the job done, but there’s room for improvement in terms of usability, engagement, and performance.

Stakeholder

“

The website...central space to share birth stories, letters of appreciation, and expert articles with the option for readers to leave comments. It’ll also link to our resource hub and feature podcasts, and events...The basics of an about us, our mission, team info, ways to get involved, and possibly merch in the future.

-Founder, Elizabeth Bradley

”

6-month plan

I created this 6-month plan to keep create goals, achievements and deadlines to complete the information given. Tracking this will keep us accountable in timings and deliverables we need to create our keep focuses. Our bigger deliverables including user research analysis, content strategy guide for both UX and marketing, and get us to create a more engaging website.

March

Evaluation

Evaluating our

current status,
User personas, current sitemap, content inventory and more

April

Strategy and research

Content Strategy, Proposed Sitemap & User interview prep

May

Research, testing and analysis

User interview Prep, Data analysis, User outreach, user interviews

June

Research , testing and accessibility

User journey maps, user interviews, data analysis, accessibility, overall data refinement

July

Design system and collabs

Design system, journey maps, and collaboration

August

Site design and iterations

Survival strategies to

ensure proactive

domination

Assessment

The current website was built by our developer and CEO. The current website is a temporary fix to help users engage with us and our mission as soon as possible. My team is focused on an updated, user friendly website that will reach the website goals. Data from March 2025 - May 2025.

Our developer and CEO built the current website. The current website is a temporary fix to help users engage with us and our mission as soon as possible. My team is focused on an updated, user-friendly website that will reach the website goals. Data from March 2025 - May 2025.

Unique Visitors

148 visitors

Page views:

688 views

Bounce rate

44.4%

Session time

1m 28 secs

Where we stand

To see where we stand, we conducted a competitive analysis on the 13 brands with long standing history of changes, support and more. We recognize their history and what they do as we offer support to mothers and birth givers.

Strengths

Established history, trust and knowledge. Social and political access, comprehensive resources, a wide range of topics, a unique tool, events handling, consistent branding.

Accessibility

This was not really considered in most cases for these brands. In terms of how to implement them and ways to use it. In poor UX practices, colors, fonts, closed captions, menu bar, even languages.

Opportunities

Accessibility-first mindset: Provide prominent accessibility features for text, language, color, and visuals. An applications, improve our legitimacy and advocacy.

Evaluating our current site

To see if our current website held up to the design heuristic standards we did an evaluations.The result shows low scores on the evaluations. Not as much functionality and so much more is needed.

#05
Multiple menu issue
Lack of familiarity
Menu changes drastically, like you are on another website
Depending on what menu item you click, it will change the layout drastically
#07
Donations hidden
Donation run an Non-profit this being hidden is hard to donate to
Fonts are different here as well
This is located at the bottom of the page
#03
Different text treatment
Multiple text fonts and styles
Inconsistent branding and marketing
leaves issues with the curent readablity
#15
Inconsistent menus
Interactions between menu is inconsistent and confusinf.
This creates problems with the navigation
Visibility is limited on imagesw
#14
Too many button types
No sense of reason for the different types of buttons
Multiple fonts within the buttons
Interactions with buttons doesn’t seem intentional

Keeping track and evaluating using design standards

We create the first content inventory and content audit to keep track of the current website, for future maintenance, and to track it with current and future goals we want to have. Here are a few that we saw.

Content inventory

4 menu items

30 article links

Metadata not always avaliable

4 menu items

30 article links

Metadata not always avaliable

Browser title not always written out

Links can be misleading

Missing visibility on links out

Browser title not always written out

Links can be misleading

Missing visibility on links out

Article have stopped

No visibility for creation date

First content inventory

Article have stopped

No visibility for creation date

First content inventory

Content audit

70%

Missing alt text

Recommendations

Create guidelines for introducing accessibility, the use of alt text to images, important icons and more.

Adding necessary alt text unless otherwise stated, or the images isn’t helpful.

Broken links

Recommendations

Creating a clear guideline/plan lof refreshing and continuing with updates to links and articles.

Reviews of articles and sunsetting articles that are very old or outdated. On a schedule.

Visit articles

Recommendations

Low engagement needs to be monitored, more frequently. This can help understand why engagement is low. Creating an action plan.

Blog is not a menu item that is easily accessible to everyone. Also mobile is not currently usable.

Hard navigation

Recommendations

The navigation changes to completely different navigation depending on what you click on. The navigation should be consistent and have high visbility.

Key tasks are hidden due to the navigation. Reconstruct the navigation for clear and easy navigation.

Understanding the users

We revised our current personas to be more relevant to the data we had. We used some data from a survey we ran in 2024 . These are proto-persona, somewhere we can start to build from. We are planning on revising after we do user research. We gathered 24 anonymous responses.

Tina Raye

Age: 28

“

I tried peanut to make other friends that were pregnant but I decided not to do it after making a profile. The way it was set up like a dating site where you could swipe through people felt ingenuine and a little creepy honestly. Also how was I meant to judge who would be a good friend? I didn’t like it.

”

Connecting Mothers Initiative Survey

50%

of users are between the ages of 26-35.The second biggest group at 26.5% were ages 36- 45.

of users are between the ages of 26 and 35. The second biggest group at 26.5%, was ages 36- 45.

~96%

Had some college/associate degree or higher in education.

~88%

Claimed a strong support system (outside of family) was either very important or extremely important.

I laid out our goals and focuses through multiple phases to track our goals.

At CMI I laid out goals that shows the phases we will have. The phases are based on available content and shifting priorities as we grow. As a newer non-profit our shifting priorities are to change as we grow. Change our focus as we achieve these goals.

Phase 1

Phase 2

Phase 3

High Priority

Monthly Website Visitors

Social Media Shares & Engagement

Referral Clicks (to external resources

Medium Priority

Returning Visitors Rate

Newsletter Subscriptions

Lower Priority

Forum/Community Participation

Phase 1

Phase 2

Phase 3

High Priority

Monthly Website Visitors

Social Media Shares & Engagement

Referral Clicks (to external resources

Medium Priority

Returning Visitors Rate

Newsletter Subscriptions

Lower Priority

Forum/Community Participation

Phase 1

Phase 2

Phase 3

High Priority

Monthly Website Visitors

Social Media Shares & Engagement

Referral Clicks (to external resources

Medium Priority

Returning Visitors Rate

Newsletter Subscriptions

Lower Priority

Forum/Community Participation

Phase 1

Phase 2

Phase 3

High Priority

Monthly Website Visitors

Social Media Shares & Engagement

Referral Clicks (to external resources

Medium Priority

Returning Visitors Rate

Newsletter Subscriptions

Lower Priority

Forum/Community Participation

Phase 1

Phase 2

Phase 3

High Priority

Monthly Website Visitors

Social Media Shares & Engagement

Referral Clicks (to external resources

Medium Priority

Returning Visitors Rate

Newsletter Subscriptions

Lower Priority

Forum/Community Participation

What are we doing now?

At CMI we are continuing with the 6-month plan to establish a website that all mothers can use to find, resources, better themselves and find community within CMI. Continuing to gather more user research for the website to address the needs, and issues mothers have. We are build our reservoir of user experience to build a great usability, user experience and more.

Enacting and creating a research plan is our next steps!

What are we doing now?

Enacting and creating a research plan is our next steps!

While we do research and assessment, I decided to start doing workshops with the UX interns. The goal with the workshops are to align well with the interns on projects we will work on. To align expectations and continue to collaborate on projects and workshopping ideas. 70% activity-building, 30% learning activity-building.