About Make It She:
Make It She is a Google Chrome extension that brings awareness to the gender disparity in the online content. Make it She enables you to substitute male pronouns, gendered words, and first names with their female equivalent on any webpage.
Project Duration:
2 Weeks
Our mission
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Develop a website to share Make It She’s mission and encourage visitors to download the extension
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Find a way to incentivize people to use the extension on the ongoing basis
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Conduct research and provide insights
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Provide recommendations on branding
and marketing strategy
Team Members
Sonia Hashemi / UX Research
Amanda Hopkins / Visual Lead
Team Kachko / Project Manager
Screener Survey
Competitive Analysis
Affinity Mapping
Personas and Insights
Market Analysis / brand Personality
Storyboard
Research Method
Design Methods
Sketch / Photoshop
Mid Fidelity Wireframes
Usability testing and 2nd User Survey
High Fidelity Prototype
Design Thinking Methodology
We used Design Thinking Methodology for this project to create a better design solution for our users and save on time and energy.
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Empathize
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Define
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Ideate
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Prototype
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Test
Screener Survey:
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Which browser do they use mostly?
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How interested are they with the gender equality subject?
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How familiar are they with Google Extensions?
Survey Responses
71
82%
Used Google Chrome as their primary browser
Women
53%
45%
Have read articles about Gender Bias in the past two weeks
30.9%
Use one Google Chrome Extension
Extension's Competitive Analysis:
The next step is competitive analysis.
We wanted to gather more information about other extensions with the same functionality. We wanted to know what makes these word replacers popular?
Competitive analysis for extensions
Usability Testings:
Initial Usability Testing
3
3
Women were tested
Men were tested
Aged Between 22 to 55
What user wants?
Ability to have control over the extension.
Knowing what users think about our product was important. We did 6 usability testing. Based on the results of our tests we created our affinity mapping and made our empathy map.
They want to control the time they want to use the extension. They want to have the option to limited it. They want a simple key to turn it on or off.
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Empathy Map
User Personas:
Pronouns and names replacement to the female’s equivalent creates confusion. Also, they said they understand females' empowerment idea that supports this product, but how about other genders? How can we close the gender gap for everyone? And how can you find more information about this gap?
Market Analysis:
We analyzed ten websites with similar goals. Almost all of these ten websites had some standard sections, Like the hero section, mission statement, etc. The most repeated parts were CTA or call to action buttons and social media. They aim to inform people, and they do it by social media or the challenges they make to attract users.
Story Board:
Brand Personality:
Not hard-core feminist or against men
After brain storming about the brand goal and user’s idea, we all accepted on this brand personality:
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Friendly but not compliant
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Honest but not brutal
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Fun but not a clown
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Current but not trendy
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Daring but not reckless (or divisive)
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Feminist but not man-hating
Creating the Website and Mockups:
Website usability testing:
Second Survey:
We've got 29 responses back, and the answer for 55.2 percent of them about willingness to download the extension, was negative. Here is a quote from one of them:
"It’s rough. I don’t think changing proper nouns from male to female helps anything, it just makes
the story confusing."
Extension Recommendation And Design:
We did the same process for the extension too.
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Competitive Research ( mentioned earlier )
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Screener survey
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Usability Testing
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Wireframing and Paper Prototyping
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Sketch Design
Based on usability research and screener surveys we added more features to the extension. We also created an onboarding page to explain the functions to users. We made the extension gender neutral because it was what our users wanted. Plus the rewarding program that introduces the top gender equality advocate users and top gender neutral websites to others. Signing up is optional.
At the end
As UX designers, we talk with research. We would do our best to create a difference for a product, but at the end we can't go anywhere without the user's insights. I am proud of what we have achieved in two weeks. We provided all the requested deliverables and even offered additional ideas based on our user's insights to our stakeholders. We created a website and change some functions on the extension, plus its look. Here is some recommendations we collected from our user interviews and surveys:
We believe by having a right target audience and making the recommended changes, Make It She can become a successful extension. Because it has a great goal. Cheers to the future without the gender gap.