Case Study: WOW Connect
The Women of the World (WOW) 12-month leadership development program began in 2019, with 1,500+ women from Verizon Consumer, Verizon Business, Global Network and Technology, and Corporate/Staff teams coming together for in-person conferences with dynamic workshops, speakers and experiences.
The program has since evolved into a virtual experience for women employees and their male allies, called WOW Connect, allowing for more participants, and an increased focus on bringing women together in supportive “Power Crews” amidst the empowering enrichment programming.
Project Overview
Branding
Style Guide
Logo
Google Sites Training
Google Sites Development
Website Designs
Examining the Objective & Need
“This website should reflect WOW’s focus on shifting mindsets, expanding possibilities, and fostering a sense of connection and belonging to unlock potential.”
Illustration by Kevin Sullivan, for reference.
The previous conference year of WOW, our design team built out a “virtual expo” experience in Storyline, published as a microsite. While engaging and memorable, we sought a solution for the following years that could be more quickly editable, to support continuously evolving/growing content; we also needed a more collaborative solution, as the owners of the project would need to make those edits to different topics simultaneously. We utilized Google Sites for the build, and requested initial content from our client to create a flexible structure for the site.
UX Sitemap
With access to previous participants of the WOW program, we were able to articulate user personas for the site, in order to strategize our approach and any potential pain points. We were also familiar with the evolving content, which gave us insights into potential needs for the site.
User Personas
Name: Ellie Staver
Age: 24
Occupation: Retail Associate
Pain Points: Limited personal time to take advantage of learning opportunities.
Technology: Tech-savvy and comfortable using various digital tools and platforms. She values friendly and visually appealing websites that offer quick access to relevant information.
Needs/Goals: Early on in career, looking for mentorship, career advancement and growth.
Name: Pratignya Ahamed
Age: 30
Occupation: Manager of Operations
Pain Points: Intimidation around opportunities outside current workgroup
Technology: Highly enthusiastic about technology and stays up-to-date with the latest advancement and gadgets. She appreciates websites that are innovative, feature-rich, and optimized for the latest devices.
Needs/Goals: Mid-career seeking to explore new role and challenge self with leadership opportunities.
Name: Chanel Howard
Age: 44
Occupation: Manager, Programs & Project Management
Pain Points: Difficulty finding community and feeling out of touch with new approaches and perspectives.
Technology: Moderate level of comfort, primarily for work-related tasks and basic personal use. Prefers straightforward websites.
Needs/Goals: Long-tenure at Verizon seeking a way out of stagnation, seeking promotion into executive leadership or a new workgroup.
Name: Terrance McFarland (male)
Age: 36
Occupation: Senior Manager, Retail
Pain Points: Perceived limited power to elevate women in his workplace.
Technology: Proficient with technology, for both business and personal purposes.
Needs/Goals: To empower women in the workplace and gain understanding of their pain points and needs.
Design Elements & UI Design
Colors
Fonts
Buttons & Links
With the contents elements of the programming being delivered in a staggered fashion, we chose to rapid prototype within Google Sites, effectively building the site and iterating as we received updates and new materials leading up to the initial launch. This remained aligned with the initial site map, with minor exceptions/variations.
Ideation & High-Fidelity Prototypes
“I'm really appreciative of the WOW Connect Program and the site. I definitely want to take these tools and share them. Thank you, trainers and WOW Connect Team and any leaders who helped to bring this program to fruition!”
— Participant Survey
Results & Impact
7.9K Visitors
in 2023
10 Countries
majority United States & India
52+ Power Crews
as of December 2023
1,331 Members
in Slack Channel
Reflection
Successes
Lower threshold for participation, with new virtual platform
Platform and delivery considered successful and will continue for 2024
Program recognized by the Brandon Hall Group Excellence Awards for “Best Advance in Leadership Development for Women”
Future Considerations
Explore additional element customization for Google Sites
Limit Google site editors
Provide comprehensive style guide earlier in the process, if possible given timeline