Background: The purpose of Future Women is to create a space for women to connect, learn and lead. There are essentially three parts of the business: events, community and long-form journalism. The most exciting thing is seeing where our members take us from here. We want them to own the conversations we begin.
Highlights: The engaging content and meaningful connections. The clean site, teamed with bright and intricate illustrations, allows the articles to blossom. Allowing our members to connect online and facilitate discussions to strengthen their connections was important, and the community piece of the site is pivotal to the business.
Challenges: In a world that feels like it has reached its limit in terms of content targeted at women, Future Women is different. This was equal parts a massive advantage and a huge challenge. New ventures are tricky without a roadmap! We had to drill down on what connected all three elements of the business and use that as an interconnecting fabric. Both the design and tone of our language are the thread connecting all three.
Favorite details: The juxtaposition we have created. The images are light and fun, but the message is deeper. We want to encourage women to care about issues impacting them individually and the economy collectively. We are pushing for gender equality, but we are driving this with our playful and digestible content.
Navigational structure: A split navigational system was developed for Future Women, with the pillars that shape the taxonomy of content for the site placed in the top navigation. Access to other areas of the site, such as the account management, subscription, community and events, sit within the drawer navigation, which is easily accessible from the sticky top navigation that also keeps it mobile friendly.
Anything new: That you can have it all. We created what we wanted—on time and on brief. Once we launched, we all sat back a little shocked and proud of what we had achieved. We have space for our members to lead the way and yes, there will be new features we have yet to get to. Future Women will evolve.