Fair Future

Website design for brand-new Diversity, Equity and Inclusion consulting start-up in Philadelphia

Fair Future is a young start-up based in Philadelphia. The team wants to improve employee experiences at organizations through diversity, equity and inclusion training and coaching. They hired me to design a site that will help them to acheive their goals and attract new clients.
Content Strategist, UX Writer, UX Researcher
4 weeks (In progress)
EmpathizeDefineIdeateDesign & IterationTesting

01. Empathize


My client, Fair Future, wants to ensure that their site accomplished their goals, while meeting potential users where they were in their diversity journey. Because they are so new, their primary goals were to establish a brand, showcase their services and provide users with adequate resources and information on their services.

Taking this into consideration, I began to form my initial challenges and solutions for this project:


Competitor Analysis

Who are the competitors?

To begin defining the problem, I conducted a competitor analysis of the closest firms in the industry that was local. I took a look at some of the offerings of the other firms as well as various other aspects of their site design, from a UX perspective. Since I was facilitating this site design, I had to consider every aspect of design, including marketing and development.

  • Users may often feel overwhelmed or uncertain when searching for a diversity consulting firm
  • Competitor offer similar look and feel, often using similar color palette and layout
  • Other firms seem to be offering similar services and resources

What do the users think?

Interviews were conducted with 4 individuals across HR, program management and other potential users of Fair Futures services. They were asked how they go about looking for and booking a DEI firm, what they consider, what attracts them and what deters them from certain firms.                     

  • Here are a few commonalities with what users were seeking:
  • Cost savings on travel experiences from booking to travel
  • Thorough and authentic experiences
  • Credibility
  • Simple, convenient, efficient, and clear process
" I want to know that the firm I choose will take our needs
seriously and work with us to find an approach that works"
- Interview Participant

02. Define

Personas and project goals

Based on client feedback as well as competitor research, I was able to formulate two user personas. This also helped the client identify where certain user goals/needs may overlap with their own and how to proceed with the site design as well as how to showcase certain services.

After discussing with the client what users may have been seeking, we were able to more quickly highlight certain overlaps between the users needs and their goals. Having personalized experiences and demonstrating the importance of the individuals within organizations is extremely significant to the success of the site.

Site Map

After discovering more about the users, I facilitated information architecture through the creation of a sitemap. The  card sorting exercise helped me discover how people would group information on the site.*

*Some aspects of the site will be built out over time as the client expands their business. (blogs, testimonials, events, etc) *

03. Ideate

Logo design

From client requirements, competitor research and a bit of design trends research, I began formulating appropriate logo styles and colors for the brand. I played off the original logo and colors (in the top left) and incorporated a bit of symbolism as I created a few examples and iterations of logo designs.

Final logo selection

After a quick round user surveys and interviews, I narrowed down the most appropriate and effective logo design based on brand mission, and user data regarding brand recognition.
These colors were symbolic for diversity, and the circles crossing over was a nod to their earlier design, as well as the idea that coming together makes you stronger.


I asked the client at the beginning the worked they wanted their site to evoke. It was narrowed down to empowered, creative, authentic, and change-centered. Building from the logo design, I went on to make a complete style guide and UI kit that would fit the clients brand and goals

I selected these colors because I they complemented the brand image. The warm, muted colors are meant to give the user a sense of comfort and security when navigating this site. The images are meant to guide unity and change.

04. Design

First Iterations

Because of the goals of the site, it was even more important to get the landing page just right before I started building. The site was built from the ground up, utilizing Webflow, to develop the design.

First, I created the responsive homepage based on feedback from users and data from competitors in the research phase. Some of the considerations were: showcasing services near the top, having relevant data to emphasize value of firm, and client testimonials.

Outside of those primary considerations, I wanted to make sure that I created a site that was simple, yet served the purpose for the client and the user. I kept in mind that users want a firm that will consider their needs, and are authentic in their approach. The layout, the imagery, and the color palette were significant considerations in this part of the design process.

05. Test

During the testing phase, my aim is to determine the most significant improvements I could make to the site as well as the users ability to navigate and understand the site.

Sooo, Whats Changing..?

This site is going to be an ongoing work in progress because it is a fairly new startup. However, after completing high-level user testing , I gained some insight into what  the challenges of navigating and using the site were as well as opportunities to market/promote the brand.

Some of the trends I noticed:


After completing the main aspects of the design process for Fair Future, I'v not only learned a lot about the diversity and inclusion consulting market in Philadelphia, but also the process of designing and developing for start-up . Through Fair Future, I designed for an experience that users will be familiar with, and feel confident in the brand.

If I could do anything differently, I would be more organized throughout the project to ensure all data was gathered for the site. This would ensure thorough content development and clarity for users.

It has been both a challenging and rewarding experience designing for Fair future. Ultimately, my favorite aspect of the project is getting to getting to work one-on-one with a client with a brand new site and facilitating the entire design process.