A website for women considering their birth options with a focus on - - PowerPoint PPT Presentation

A website for women considering their birth

• ptions with a focus on midwifery care.

Designed by Carmen McLeod

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Consider the Issue & Need

Growing Interest Information Access Changing the Discussion As concern grows about the outcomes of hospital births - rising rates of cesarean sections and interventions used during the course of normal labor - women are increasingly turning to alternative settings for their birth experience. There are virtually no websites ofgering a nonjudgmental discussion of various birthing

• ptions with an emphasis on midwifery care. It is

diffjcult to fjnd a search-able database of midwives practicing in New York City. Existing websites that focus on pregnancy and birthing primarily serve the status quo of hospital birthing or exclusively present alternatives in a judgmental, alienating, or inappropriately informal manner.

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Existing Sites

What to Expect: popular and commercial Dedicated to maintaining the status quo

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Existing Sites

Stork and Cradle: somewhat obscure confusing and ugly design

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Existing Sites

Choices in Childbirth: closest competition Diffjcult and overwhelming to navigate, academic/conservative tone

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Goals & Community

Target Audience Objectives Pregnant women and couples considering alternatives to traditional hospital care Midwives wanting to connect to potential patients To promote midwifery care Educate: advantages of midwifery vs. obgyn care Provide information and share experiences in a nonjudgmental manner Provide a database of midwives search-able by zip code and referred by word of mouth

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Sitemap

HOME How pregnant are you? Find a Midwife Not Yet Just Barely Getting There So Pregnant Questions Contact Us

*The point of entry to the site is a question with sweet, informal answers that lead right to the discussion most relevant to the individual.

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Logo + Typography + Colors Archer Hairline Hairline Italic Archer Thin Thin Italic Archer Extra Light Extra Light Italic Archer Light Light Italic Archer Book Book Italic Archer Medium Medium Italic Archer Semibold Semibold Italic Archer Bold Bold Italic

Hoefmer Frere-Jones Archer Sweet but not saccharine, earnest but not grave, Archer is designed to hit just the right notes of forthrightness, credibility, and charm.

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Imagery + Colors

Typographic elements + Scenic Color Photography

*Abstract imagery avoids excluding any of the many difgerent ways of being a family. No babies!

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Homepage: open & inviting

Interactive and personal entry point

*Direct links to search-able database, common questions and contact page

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Navigation: intuitive & subtle

*Contact Form: fjeld labels are replaced with information entered by user *Rollover state: Not Yet: highlights yellow for each of the four stages of pregnancy discussed *Find A Midwife Form: uncluttered layout, fjeld labels are replaced with information entered by user *”Not Yet” information: reveals on homepage with simple, sliding animation

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Responsive Design: mobile

*Simplifjed landing page *Content remains the same *Navigation shifts to top of screen

Because the Considering Birth is designed to deliver a signifjcant amount

• f conversational information about midwifery (a lot of copy text), the hand-

held, book-sized screen of the tablet is ideal.

13 | Carmen McLeod | Considering Birth

Responsive Design: mobile

*Simplifjed landing page *Content remains the same *Navigation shifts to top of screen

For the mobile version of the site, the navigation has been signifjcantly adapted from the tablet re-design and larger type allows for comfortable reading of a medium-length article on a small screen.

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Changing the conversation, one pregnancy at a time.

Designed by Carmen McLeod