SHEROES 2.0 – Redesign and Rebranding a Community App

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.

The new version of the brand needed to be more personalized, automated, empathetic and map the life time journey of the user.

My process 

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 some 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:

Screen Shot 2017-02-11 at 19.40.22.png

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 our 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

*All these features were added according to the user flow. I cannot reveal the complete flows and prototypes because of confidentiality.

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.


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