Empowering diverse Indigenous communities to protect cultural birth resiliency and the fundamental Indigenous human right to reproductive health, dignity, and justice.


The Changing Woman Initiative (CWI) wanted to improve the accessibility and user experience of their website for those seeking services and program benefits.


Bowen Creative LLC partnered with CWI in Winter 2024 to conduct a user-centered design project. This involved:

  • Heuristic and competitor analysis: Identifying best practices and areas for improvement on CWI’s website and those of similar organizations.
  • Stakeholder and user interviews: Understanding the needs and challenges of both CWI staff and website users.
  • Content and information architecture redesign: Reorganizing website content to be more user-friendly and findable.
  • Workflow implementation: Streamlining processes for accessing information and connecting users with care providers.


The redesigned website launched with positive results including:

  • Improved accessibility: The website became easier to navigate for users with decreased cognitive load,
  • Enhanced user experience: Finding information and connecting with care providers became faster and more intuitive.
  • Measurable results:  6% conversion rate of new patients submitting a Service Inquiry. 96 Performance score on PageSpeed Insights. 100 Best Practices score on PageSpeed Insights.


  • User-Centered Design
  • Responsive Web Design
  • User Research
  • Usability Testing
  • Information Architecture
  • Content Strategy
  • Ongoing Support

What We Delivered