SHEROES – Designing a Community

Project overview

Rebrand SHEROES as a global platform to enable and grow women’s aspirations. The idea here was to rebrand an existing career platform to a community platform. The focus was to make the web and app mobile first and make the platform more engaging.

Based on the user feedback we received we decided the new version of the brand needed to be more personalized, automated, empathetic and needed to map the life time journey of the user.

TeamSairee Chahal, Sakshi Pruthi, Gagan Mahajan, Aman Garg

My Role – User Research, Contextual Interviews, Persona Mapping, Customer Journey, App Workflow, Wireframing, Design Documentation


Step 1 – User Research

SHEROES was using various ways to research on user and get feedback from them. We used NPS, contextual calling, customer interviews and surveys to collect all feedback. Based on this feedback we divided the market based on user needs and requirements.

Step 2 – Building Personas

Based on our insights from the research we came up with seven user personas. Here are two examples:



Step 3 – Building customer journey & User flow

Once we had the personas ready, a customer journey for each persona was designed to personalize the experience. Here is an example of generic customer journey:


Step 4 – Wireframing, Prototyping & Design

This was the most crucial part of designing the user experience. The focus was to keep the simple, easy to use and easily navigable.After many iterations on wireframes we came up with the final prototype for all screens which included, welcome screens, a feed, articles, groups (called communities), profile of each user and settings. Here are some examples:


COMMUNITY-My Community.png


Based on the research the product needed to be empathetic and needed to talk about a woman’s growth and aspirations. To bring in these elements we worked on features like growth story and reactions. An example of reactions:

FEEDS-User Reaction_3.png


Step 5 – Testing & Result 

After testing the prototype with initial users, it went into design stage. This project is currently under development and yet to release.

You can download the live app here.

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