Rural Women Online is an inclusive, judgement-free program and platform made by women for women.
We were approached by the non-profit organisation, Victorian Women’s Trust to design and develop RWO which would act as a central hub for fast-tracked access to three things; training, support and mentoring. Our research confirmed that the women who would be using the platform valued simplicity over anything else. Across all areas of the project, familiarity, ease of use, and approachability anchored our design solutions.
In the last two years, evidence has emerged outlining the critical barriers encountered by women living rurally and remotely that are impacting their online presence and participation. Lack of digital ability is one of them.
From a number of workshops, we learned that since COVID-19, a lot of these women were experiencing feelings of loneliness and inadequacy from not being able to connect with their loved ones or find employment after losing their jobs.
Our brand exploration confirmed that the women who would be using the platform valued simplicity over anything else.
A sense of familiarity and comfort led the direction for the graphic identity; incorporating images of the rural Victorian landscape in everything from the marketing material to the website. Establishing this visual connection meant users could relate to the brand and its imagery on a much more personal level.
The platform had to be easily accessible and navigable for women of all ages and backgrounds. Stripping back the homepage to a menu bar with clear call-to-actions allowed users to find what they were looking for almost immediately.
By working with the Victorian Women’s Trust, we want to improve the current digital literacy level of all women in rural and remote areas, empowering them to participate online, connect with loved ones, learn new skills and find employment.
Ultimately, we hope to help close the 8% margin in digital ability between metropolitan and regional areas, connecting women to technology and each other.
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