Magee-Womens Research Institute

Website design for the largest research institute in the U.S. dedicated to women’s health and reproductive biology.

User Experience — Art Direction — Design

Translating complex science into personal connection.

Magee-Womens Research Institute engaged Smith Bros. Agency to lead digital engagement efforts as part of a brand refresh that included a new visual identity. The goal of the new site would be to connect with a broader audience and appeal to donors, researchers and recruits alike. I worked to design a new site that would introduce the updated brand look and positioning, provide audience-centered paths to relevant content, and take full advantage of newly produced storytelling assets.

Given the variety of target audiences, the new site experience opens with high-level, mission-oriented messaging and present opportunities for users to quickly identify and navigate to the content the best meets their needs.

Navigation and content areas are primarily centered on seven areas of research. These topic areas spotlight research efforts, communicate donation needs and highlight stories from patients, donor and researchers.

Throughout the site, “support our work” serves as the primary call-to-action and endpoint for many users. The goal here is to encourage giving and make donors feel a more personal connection by demonstrating real-world giving impact.

Process Summary

User Experience and Content Design

I contributed to establishing the user experience by inventorying existing content and helping to align messaging hierarchy and information architecture needs with strategy.

Visual Design and Prototyping

I lead visual and interface design efforts to expand MWRI’s new brand identity and online presence. I created high-fidelity animated prototypes for stakeholder buy-in and approval.

Credits

Client — Magee-Womens Research Institute
Role — User Experience, Art Direction, Design
Agency — Smith Bros. Agency
Content Production — Foothold Studios

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