Time flies when you’re providing compassionate, convenient abortion care! It’s hard to believe five years have passed since carafem first launched its brand and website in April 2015. Since then, much has changed — between the growth of our organization to the way people look for abortion care, to, quite importantly, the algorithms that decide what information to show you. For us, that meant we needed a new website.
Just like everything at carafem, the new website was designed with our clients’ needs front and center. We made both functional and aesthetic updates based on data from our original website and keyword research. We also conducted a focus group to understand what design choices resonate with our audience and completed quantitative online testing with landing pages to create an intuitive user experience.
First off, in terms of functionality, we know what our clients want most: to schedule an appointment as soon as possible and learn about their reproductive health options. With that in mind, we centered the site’s architecture around our audience’s needs: Get Care, Get Informed, and Get Involved.
The Get Care page is dedicated to clearly outlining all of carafem’s services and provides direct links to pages with detailed information. For example, if someone is researching an abortion provider, they can quickly see that carafem offers the abortion pill, the carafem procedure, at home abortion pills, and more. They can also easily make an appointment from multiple places on this page.
The Get Informed page is for people researching more information about methods or popular questions. Whether it’s learning about how many weeks have passed since their last period or reading about early pregnancy signs or even if someone is interested in carafem’s annual report, all that info can be found on this page.
The Get Involved page is dedicated to those wanting to support or learn more about carafem’s mission to make abortion care radically accessible. In this area, people can learn more about the organization, make a donation, sign up for email, and follow us on social media. We also showcase our annual report which helps those new to carafem understand our mission, values, focus areas, and goals for the future.
Aesthetically speaking, we also expanded the color palette of the brand to include on-trend nudes, hopeful yellows, and cool mint tones to add more dimension and a modern feel.
With an intuitive user experience, whether on a smartphone or a laptop, we are pleased with the new website and are excited to see how it helps us bring abortion, birth control, and testing to more people and more communities in the years to come.