Pro Mujer

Designing a Better UX with Content First


Pro Mujer is a leading women’s development organization committed to positively impacting the lives of women and their families across Latin America. With teams operating in Argentina, Bolivia, Peru, Brazil, Mexico, Nicaragua and the United States, Pro Mujer serves more women than any other non-profit in Latin America.

Working closely with the Pro Mujer team at their headquarters in New York, Storyware helped unify the look and feel of their six sites, provided the organization an easy tool for managing multilingual content, and helped them better communicate key messages to their target audiences.

What We Did

  • Content Strategy
  • Style Tiles
  • Wireframes
  • Visual Design
  • Front-End Development
  • WordPress Mulitisite
  • Multilingual Support
  • Hosting + Support
What Can We Do For You?

Telling the Right Story

Putting content where it belongs: at the heart of the redesign

At the start of the project, Pro Mujer faced a content coordination and branding challenge: they had six different websites in six different countries, operating in two languages, targeted at two very different audiences.

In order to meet Pro Mujer’s complex content and design challenges, we began the project content first, interviewing staff members and auditing existing content in order to gain an in-depth understanding of the organization’s needs and challenges.

This process helped us nail down the website’s purpose, audiences and objectives from the outset. It also allowed us to create an informed sitemap, which provided the basis for UX and design decisions throughout the process.

Perhaps most importantly, this deep dive into content allowed us to draw out the organization’s key messages – and ensure that they were better communicated on their new site. Once we knew the story we wanted to tell, it was much easier to come up with a design that helped us tell it.

Content By Design

Design in the absence of content is not design, it's decoration

By the time we got to design phase we knew we wanted to put Pro Mujer’s clients front and center. Not only did they have stories that needed to be told, Pro Mujer had a trove of compelling and underused video and imagery with which to tell them.

Additionally, as part of our content first process, we had worked with Pro Mujer to develop much of the content copy early on in the process. This allowed us to design the site for their specific content requirements, and create a tailored user experience to meet the organization’s, and their client’s, needs.

To bring this content to life we started with a visual mood board, or ‘Style Tile’. Using style tiles we were able to nail down all the site essentials, including colors, fonts, buttons, and header styling – all before diving into wireframes and high fidelity mockups.

By providing the client the chance to weigh in on design decisions from the start, we were able to save time and prevent extra rounds of costly revisions.

Pro Mujer Para Todos

Seamless access to Pro Mujer sites in Argentina, Bolivia, Mexico, Nicaragua and Peru.

Having done a thorough analytics review as part of our content strategy, we knew that the majority of users were clients from Latin America, in search of specific information about country programming.

To help get these clients to the information they needed faster, we designed the application to automatically detect the geographic location of the current user and then redirect to a country site based on IP address. We also designed several visually distinct entry points for users to reach specific country sites, and a prominent language translation option in the main navigation header. Finally we unified the design of each country site to create consistency and eliminate confusion.



Our Stories

Read more about our work