Every Mother was founded in 2018 building on the already successful practice of one of the founders.

When I joined the team as the first full-time design hire, the first thing I did was start thinking about a project that could show the impact that thoughtful design could have on both, user experience and business metrics. I decided on the homepage because of three things: (1) it's one of the most relevant touchpoints with the user, (2) its performance already had the attention of the executive team, and (3) the investment in time and effort to see the impact would be relatively low.

Identifying opportunities

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80% of visitors were looking at the homepage on mobile devices.

When I learned about this by looking at Google Analytics, I decided that my focus would be to identify opportunities to quickly improve the mobile experience.

Original mobile experience

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Although my focus was mobile, and I was taking a mobile-first approach the design had to also work well and address issues on wider devices.
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Original desktop experience

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Getting buy-in

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To start the conversation with stakeholders, the first thing I did was to prepare a presentation to share my findings by looking at Google Analytics, my hypotheses based on the data, and a quick wireframe of I created with some ideas that could improve the experience. The wireframe was not meant to be the solution that would be implemented, but an artifact that could show a vision of what was possible and be a starting point for our shared conversations.

After seeing the wireframes and hearing my rationale, there was immediate buy-in for the initiative and I officially kicked-off the design process.
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Wireframe/idea for the mobile experience

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Empathizing and ideating

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I scheduled 1:1 conversations with the heads of each business function to understand their relationship with the homepage, how the redesign would impact it, any existing problems or ideas they would like to address with the redesign, what metrics they used to evaluate performance, how involved they wanted to be, and how they preferred to communicate.

These helped me get a clear sense of the priorities, and start building close relationships with the stakeholders that had more opinions about what needed to change and/or stay the same on the website.
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Miro board from ideation sessions

Building the first iteration

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After talking with the Product and Engineering team, I learned that because of how the website was built and the workflow that the team had been operating with, making minimal changes, like buttons, color, headlines, could take up to a month. This was another issue that I wanted to address with the redesign.

I started a conversation to bring awareness about how problematic this was for experimentation and iteration, especially for the marketing function and its vision of embracing a growth culture. I proposed to start migrating the front-end experience to Webflow, which would dramatically reduce the time invested in website edits, in some cases from months to minutes.

In a matter of weeks, I had build the skeleton for the homepage and blog in Webflow. I collaborated closely with the Marketing team to write copy that was concise, clear, and spoke to the new direction the brand was evolving into.

We launched the new homepage successfully and on time. The next steps are to observe user behavior, gather feedback, continue learning and iterating on it.
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Redesigned mobile experience

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Redesigned desktop experience

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Along with redesigning the homepage, I worked with the team to redesign some of the most relevant materials that are the face of the business in specific contexts, like pitch decks used by the CEO to talk to potential investors, and one-pagers used by the sales team to attract business partnerships.
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Pitch deck

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One-pager (before and after)