(ICWIN)

Role: Strategic Lead, UX Thinker, Content Architect

Client: Iranian Circle of Women’s International Networking

Purpose-driven website that reflects their values, expands visibility, and strengthens community engagement

As a strategist, my first step was understanding the heart of their mission: a grassroots, volunteer-run feminist network navigating complex intersections of advocacy, identity, and international reach.

From there, I led the visioning process — defining key goals like:

  • Clear storytelling rooted in trust and purpose
  • A structure that demystifies who they are and how people can engage
  • Seamless user journeys for joining, donating, and staying informed

Working within Duda’s design system, I mapped content hierarchies, simplified navigation, and created a visual and verbal tone that felt both warm and action-oriented. I collaborated closely with ICWIN’s leadership on clarifying their language, restructuring their reports and campaigns, and ensuring that every page speaks to both longtime supporters and new curious visitors.


This wasn’t just a “website redesign”, it was a re-framing of how a grassroots feminist organization shows up online: bold, clear, and deeply human.