Potomac Chase
UX Research | Web Design | Community Platform
Potomac Chase Women's Group is a neighborhood-based community supporting local mothers. They needed a modern site redesign that preserved their feminine aesthetic while introducing a secure, members-only portal for events, dues, and private content.
Service: UX Research and Discovery, Website Redesign, Members-Only Platform Development
Client: Potomac Chase
Year: 2023
The Approach
Discovery began with understanding the target audience directly: local women, primarily mothers, seeking connection, support, and community within the Potomac Chase neighborhood. That understanding shaped three clear goals: refresh the brand's look and feel without losing its warmth, add password-protected member access for dues and private content, and simplify navigation to boost engagement.
Research collection included direct surveys via Google Forms to validate what members actually wanted from the redesign before wireframing began.
The User Flow
User Flow for Current Members
Logged-in members should easily access dues, events, announcements, and exclusive resources via a streamlined dashboard. Navigation prioritizes quick access to key sections and encourages community engagement through posting, commenting, and connecting with other members.
User Flow for Potential Members
New visitors are guided through the group's mission, values, and offerings. The site highlights benefits, testimonials, and events, leading into a simplified sign-up flow. A prominent "Join Us" CTA and intuitive membership page help drive conversion.
The FEEBACK
"I speak for the entire board of directors when I tell you how pleased we are with the website you designed for us. The club needed a site that addressed varied aspects of our operation. You have met those needs and then some! We have had nothing but rave comments about the site from those who are closest to it and rely on it the most. I personally want to thank you Nakia for your patience and diligence in promptly meeting each of our requests for the site during its development."
-Potomac Chase Women's Club
My Role: UX Researcher, Visual Designer, Front-End Developer
Tools Used:
Figma, Wix Studio, Illustrator, Google Forms for research collection
