Introduction: a double niche opportunity
Momlancers was founded to address a critical gap for women who, upon becoming mothers, began to reassess their career priorities and work-life balance. Recognizing the growing demand for flexible work arrangements and the need for agile, project-based talent, the founders of Momlancers created a platform that seamlessly connects two key user groups: major business players and professional women seeking flexible opportunities.
The challenge: Bridging talent and opportunity
As an innovative concept in the human resources sector, Momlancers quickly gained traction, attracting a wealth of qualified female talent. However, this success highlighted a specific challenge: how to effectively communicate opportunities and foster connections between large corporations and skilled mothers. To address this, Momlancers engaged my team of UX experts and myself to develop a strategic plan for enhancing their web presence, ensuring the platform could effectively serve its dual audience and strengthen its brand identity.
Introduction: a double niche opportunity
Momlancers was founded to address a critical gap for women who, upon becoming mothers, began to reassess their career priorities and work-life balance. Recognizing the growing demand for flexible work arrangements and the need for agile, project-based talent, the founders of Momlancers created a platform that seamlessly connects two key user groups: major business players and professional women seeking flexible opportunities.
The challenge: Bridging talent and opportunity
As an innovative concept in the human resources sector, Momlancers quickly gained traction, attracting a wealth of qualified female talent. However, this success highlighted a specific challenge: how to effectively communicate opportunities and foster connections between large corporations and skilled mothers. To address this, Momlancers engaged my team of UX experts and myself to develop a strategic plan for enhancing their web presence, ensuring the platform could effectively serve its dual audience and strengthen its brand identity.
Stage 1. Outside insight
When Momlancers approached us, they already had a highly qualified team. Our first step was to dive deep into their existing data and insights. By bringing a fresh perspective, we were able to uncover additional needs and opportunities that had not been fully realized.
Building on their foundation, we proposed a series of activities designed to generate more impactful results:
Focus groups with the internal team and users
In-Depth Interviews to explore deeper insights and pain points.
Value proposition design sessions
Sitemaps and heuristic evaluations of the current website
to identify areas for improvement.
With these tools and the valuable information provided by the Momlancers team, we identified a critical need for clearer and more effective communication on the platform. This initial stage set the groundwork for our strategic UX/UI improvements, ensuring that our solutions were not only aligned with Momlancers' goals but also poised to enhance the user experience for both business partners and professional women.
Stage 1. Outside insight
When Momlancers approached us, they already had a highly qualified team. Our first step was to dive deep into their existing data and insights. By bringing a fresh perspective, we were able to uncover additional needs and opportunities that had not been fully realized.
Building on their foundation, we proposed a series of activities designed to generate more impactful results:
Focus groups with the internal team and users
In-Depth Interviews to explore deeper insights and pain points.
Value proposition design sessions
Sitemaps and heuristic evaluations of the current website
to identify areas for improvement.
With these tools and the valuable information provided by the Momlancers team, we identified a critical need for clearer and more effective communication on the platform. This initial stage set the groundwork for our strategic UX/UI improvements, ensuring that our solutions were not only aligned with Momlancers' goals but also poised to enhance the user experience for both business partners and professional women.
Stage 2. : A dual user experience
As we began to distill the key insights from our research, we moved into the wireframing phase, where the abstract concepts started taking shape. With a well-defined user journey and strategic objectives in mind, we recognized the need for a new information architecture that would effectively cater to the unique needs of our two primary user groups.
A pivotal discovery:
The platform’s success hinged on how we presented information to two distinct audiences—User A: Moms and User B: Businesses. We realized that each group required tailored content and a unique pathway through the site, ensuring that both could easily access the resources and information most relevant to them.
To address this, we structured the wireframes to clearly segregate the content for each user group. For moms, we focused on delivering flexible work opportunities, career support, and resources in a clear, approachable manner. For businesses, we emphasized the benefits of engaging with professional moms and streamlined the process for finding and hiring qualified talent.
With this approach, we delivered the first version of our wireframes, which laid the groundwork for a user experience that intuitively guided each audience to the content they needed, ultimately enhancing the platform’s effectiveness and user satisfaction.
Stage 3. Communicating professionalism
Understanding that our site would be frequented by both high-level business decision-makers and qualified professional women, we aimed to create a design that was not only visually appealing but also communicated the trustworthiness and expertise of the Momlancers platform. To achieve this, we prioritized a formal and polished aesthetic, carefully selecting colors, typography, and visual elements that reinforced the platform’s high standards.
We also paid close attention to the use of imagery. The photographs we incorporated were carefully taken to reflect the caliber of both the businesses and the women in our community. These images, combined with a well-structured visual hierarchy, helped us emphasize the quality and professionalism that Momlancers represents.
The information on the site was clearly organized into distinct sections, making it easy for users to navigate and understand how Momlancers could meet their needs. Each content block was designed to communicate how the platform could support both business growth and career advancement, ensuring that the value proposition was immediately apparent to both user groups.
Stage 3. Communicating professionalism
Understanding that our site would be frequented by both high-level business decision-makers and qualified professional women, we aimed to create a design that was not only visually appealing but also communicated the trustworthiness and expertise of the Momlancers platform. To achieve this, we prioritized a formal and polished aesthetic, carefully selecting colors, typography, and visual elements that reinforced the platform’s high standards.
We also paid close attention to the use of imagery. The photographs we incorporated were carefully taken to reflect the caliber of both the businesses and the women in our community. These images, combined with a well-structured visual hierarchy, helped us emphasize the quality and professionalism that Momlancers represents.
The information on the site was clearly organized into distinct sections, making it easy for users to navigate and understand how Momlancers could meet their needs. Each content block was designed to communicate how the platform could support both business growth and career advancement, ensuring that the value proposition was immediately apparent to both user groups.
Stage 4: Momlancers - expert talent
In the final phase of the project, we collaborated closely with the Momlancers team to iterate on several ideas. This collaboration led to the introduction of a new and valuable section in the deliverable: an exclusive page dedicated to supporting women in further developing their careers. This page offers courses and consultancy services, enabling Momlancers to continue empowering their members by enhancing their skills and advancing their professional growth.
With the final delivery, we successfully developed a platform that not only meets the current needs of the community but also positions Momlancers as a hub of expert talent, ready to tackle any challenging project. Our efforts helped shape Momlancers into the dynamic and supportive network it is today, providing ongoing value to both businesses and professional women alike.
Stage 4: Momlancers - expert talent
In the final phase of the project, we collaborated closely with the Momlancers team to iterate on several ideas. This collaboration led to the introduction of a new and valuable section in the deliverable: an exclusive page dedicated to supporting women in further developing their careers. This page offers courses and consultancy services, enabling Momlancers to continue empowering their members by enhancing their skills and advancing their professional growth.
With the final delivery, we successfully developed a platform that not only meets the current needs of the community but also positions Momlancers as a hub of expert talent, ready to tackle any challenging project. Our efforts helped shape Momlancers into the dynamic and supportive network it is today, providing ongoing value to both businesses and professional women alike.
