Women’s Voices Now
womensvoicesnow.orgWomen’s Voices Now, a 501(c) non-profit aimed at showcasing global, women and women’s rights-centered films, hired me to fully redesign their site. I returned with a fresh take that helped shift them from a non-profit blog to a modern streaming platform.
Despite having a rich library of short and feature films made by women filmmakers, the entry point to the film library was buried under “What We Do” in the blog’s navigation menu.
The process
From content archive to viewing experience
The final direction emerged through layered research, information architecture, prototyping, and testing. Each round moved the experience further away from a blog and closer to a platform built around film discovery.
Discover
Reframing the problem
I began by auditing the site as both an editorial archive and a first-time visitor experience. Impression testing with people unfamiliar with WVN exposed the central disconnect: they understood the mission, but did not immediately realize there were films to watch. Conversations and usability sessions with current users confirmed that even motivated viewers had trouble finding the library.
The opportunity was bigger than refreshing a nonprofit website. WVN needed to behave like a destination for watching films.
Define
Understanding why people came
I synthesized the research into lightweight personas, jobs to be done, and journey maps. The work separated three overlapping needs: viewers looking for a film, supporters learning about the mission, and filmmakers looking for a platform. Mapping their paths made it clear that the existing blog-first structure treated every audience the same and asked people to understand the organization before they could engage with its work.
The primary job became: help me quickly discover a film that feels relevant, understand why it matters, and start watching.
Structure
Making the film library the product
I rebuilt the sitemap around discovery instead of organizational language. Films moved out from under “What We Do” and into a top-level viewing experience, while programs, impact, and ways to support WVN remained available without competing with the main task. I then translated that structure into task flows and low-fidelity wireframes for browsing, evaluating, and starting a film.
Every route needed to create another useful way into the collection—not another dead end in the organization’s story.
Iterate
Testing the shift to streaming
Across multiple rounds, I tested navigation language, content hierarchy, film-card density, and the prominence of “Watch Now.” Early concepts still read like a redesigned publication, so I pushed the imagery forward, reduced explanatory copy, and introduced familiar streaming patterns. Follow-up usability testing with current users helped refine browsing cues and confirm that the library was now visible from the first screen.
The strongest direction let the films explain the value of WVN before the interface explained the organization.
Unify
Turning the direction into a system
The final layer brought the experience and brand together. I developed a flexible visual system for film stills, covers, metadata, calls to action, and editorial content, then carried it across responsive page templates. The redesigned logo gave WVN a recognizable mark that could live equally well on the platform, campaign materials, and film programming.
The result was not a streaming-style homepage applied to a blog, but a coherent platform designed around the collection.
I delivered a redesigned homepage that positioned WVN as a modern streaming platform with multiple “Watch Now” entry points and with the film stills and covers as the focus. Additionally, the logo redesign that I delivered has now become an iconic part of the WVN brand.
Women’s Voices Now has to date reached over 50 million viewers across their film library, including 14 million viewers in 2025 alone, with 3 Emmy nominations and 1 Emmy win.