Women with Purpose

UI/UX
Marketing
Public Relations

After the first meeting with Pantelis and George I realised that I was working with two brilliant software engineers who had a solid idea and product.

The concept of Elorus was to have a website (designed for freelancers and small businesses), that effectively deals with time consuming tasks like invoicing and billing, and making these tasks run as smoothly and efficiently as possible.

The brief was first to design a beautiful and user friendly website to attract new users, and then redesign the user interface of the actual web application

The Challenge

In the competitive and ever-changing landscape of professional development organizations in Boston, it’s critical to have a digital platform that is laser-focused on the needs of members and nimble when it comes to maintenance and updates. So when WWP was looking to replatform its website, its primary criteria were stability and ease of content management. Following a comprehensive process, WWP appointed Seedbox Digital as its implementation partner and settled on WordPress as its platform of choice. One of the key requirements of the new site – aside from the need to rebrand with a new logo – was to allow WWP’s digital team to be far more self-sufficient in maintaining the site. This had been a significant shortcoming of the pre-existing site, as much of it was hard-coded, which limited the amount of storytelling through imagery WWP could deploy.

What We Did

As WWP wanted a site that would be highly future-focused and adaptable to emerging tech, it was decided to build the site using the WordPress platform. Seedbox Digital relies on WWP intelligence to help it understand the digital landscape via actionable data as well as other industry research metrics. Armed with information from the former site hosted in Wix and data from social media accounts, Seedbox Digital was able to gain an understanding of everything from keyword optimization to color schemes used in screenshots to media buys. We injected analytics and science into a variety of marketing strategies to create a matrix.

Discovery

Before the delivery phase commenced, the project kicked off with a rigorous discovery phase, conducted by Seedbox Digital. The discovery phase involved around 40 hours of stakeholder meetings that culminated into a scope of work. During this stage of the project, every aspect of the site and the user experience was examined, from the information architecture, to user-flows
and Hotjar sessions recording the way people use the site. One of the main findings was that much of the information visitors were seeking was either unavailable or out of date.

Delivery

The project was conducted in fortnightly sprints, with a defined goal at the end of each milestone. The sitemap was re-engineered to engage visitors by providing CTAs and smaller increments of information to meet the needs of the various personas. Workflow-forward design within WordPress was also implemented to resolve the issue of over-dependency on developers and long turnaround times on site changes. Greater maintenance efficiencies were also achieved throughout the site by automating data updates to reduce the need for manual intervention and the risk of human error. A digital brand book and style guide was also produced to standardize future design and front-end maintenance to the site.

We had such a great experience working with Seedbox Digital. Not only did they help optimize our site and translate important findings, but Seedbox Digital helped us to develop a complete digital nervous system. This enabled us to execute a successful rebrand, better engage with our audience, and launch successful back-to-back, sold-out events. They have completely ‘ex-seed-ed’ our expectations!

Cristina Costa

Chief Marketing Officer, Women with Purpose

The Result

The new site has a completely revised structure with a cleaner, less cluttered design, more emphasis on imagery and more calls to action. The Seedbox methodology has become integral to WWP’s processes, with Chief Marketing Officer Cristina Costa commenting that “Our team has officially planted the seed and adopted new agile ways of working thanks to the assistance of Seedbox, with continual delivery becoming part of the culture at Women with Purpose”. Most importantly, WWP staff are now far more able to make changes quickly and without relying on developers. Overall, the site has provided WWP with a secure, flexible platform that’s geared for growth, allowing WWP to achieve its digital initiatives now and into the future.

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