Driving user engagement on a membership platform

everywoman is a British business empowering women in business to close the Gender Pay Gap.

We worked together to build a user engagement strategy for their learning & development platform for women in business.

The L&D resources are distributed on everywoman’s website for members with an active license that they usually get from their employers. One of the challenges we faced was to get members to take an interest in the resources available and use the platform. When your boss pays for something you know little about, there’s less incentive to be engaged. That’s where I came in.

Making contact

With +30,000 members worldwide, we needed a plan that would work for all kinds of people. It had to be inclusive, taking into consideration the location, age, culture, seniority and career opportunities awareness.

When I first joined, the only thing members would get was a newsletter sent out at the last minute every Wednesday with a couple of links to articles, webinars and workbooks. We had to build something a little bit more sophisticated than that.

It took us a few months to find the right email marketing software. We had budget restrictions to start with. But also, we knew little about user engagement ourselves. We needed a tool that would allow us to measure the engagement and act on it.

We went for Dotmailer. Their team in London trained ours and we were good to go very quickly. Because we couldn’t set up API between our website and the email software, I still had to manually upload the database every single day into Dotmailer. I was then able to design and write copy for all the email templates:

  • Onboarding emails
  • Re-engagement emails
  • Webinar invitations and take-away emails
  • Newsletter emails
everywoman members newsletter example

I built the automated programmes, deciding on frequency and triggers for all members to receive tailored information. Based on user data like “last access”, I was able to segment them into active or passive members. That was the beginning of our measures for user engagement.

onboarding programme email automation hubspot
onboarding programme email automation hubspot
Onboarding programme in HubSpot

Humanising the brand

everywoman has been standing up for equality in business since 1999. To continue to be relatable to women and men in business, we started working on refreshing the tone, particularly on social media. Something that would make us sound more approachable and relatable to real women and men growing their career, not just stakeholders.

We realised it was hard for people to relate to a faceless business. So one of the ways we fixed that was to push our team’s presence and personality at the forefront of our messaging. Within six months, we gained thousands of followers on social media.

No one likes workplace stock photography. Emilia Clarke proved it already. To go with the L&D content sitting on our website, I chose a combination of minimalist photography and motivational quotes. By sticking to a theme rather than a visual trend, we managed to optimise this style shelf life too.

We also added value for our followers on social media. They could enjoy short motivational messages whether or not they were a member. That allowed people to get to know the brand and its content in front of the paywall. And potentially to want to become a member.

everywoman Instagram feed

Curating relevant content

everywoman produce their own resources in various formats: articles, webinars, videos and workbooks. We had the capacity for it so we made sure people knew what our expertise was during important international events.

For two years, I was in charge of the International Women’s Day campaigns. During one of those campaigns, I used global news on gender parity to relate to all of our members, all over the world.

everywoman social media toolkit IWD
everywoman social media toolkit IWD
everywoman social media toolkit for IWD

I created the visuals, wrote the copy and a social media toolkit for corporate businesses to build their own campaign. I also managed the postproduction of interviews with women and men commenting on the progress for gender parity.

Helen Mitchell for everywoman’s IWD campaign

everywoman strongly believes in role models to inspire women in business. They produce hundreds of interviews each year with senior women in business, the everywoman Ambassadors.

But great content isn’t rare online. So, to optimise the number of views on social media, we did what everyone is doing (and should be doing): hardcoding captions.

It works for a simple reason: people scroll compulsively on social media without really listening to videos. Having hardcoded captions is your best chance to get someone’s attention and potentially unmute the video. And it’s also improving accessibility.

everywoman Ambassador

Dipping a toe into UX design

When you want to promote a product or a service, you really should pay attention to the ways you present it to the world. Even if your intentions are good, if your product is good and the communications plan robust, an outdated interface can really damage all your hard work.

At the time, I was only starting to get interested in UX design. I didn’t have a lot of experience so I started training myself with a couple of MOOCs — New York Magazine interviewed me about this.

I knew that if we didn’t improve the visual interface of the website, there was only so much we could do to have a lasting impact on younger generations.

In 2019, everywoman launched SelfMade, a hub for women entrepreneurs. The goal of this new product was to provide resources for women entrepreneurs rather than employees.

Having no designers in-house, I gave it a go myself and redesigned a prototype to improve engagement and encourage more sign-ups. I created multiple entry points for people to sign up — like saving an article in the bookmarks or visiting the events section. The idea was to encourage freemium users to start signing up and access more content.

selfmade prototype ux design tamara sredojevic everywoman
Final prototype design for SelfMade

Outcomes & lessons

After working for over 2 years and a half for everywoman, I reached a point where I knew UX design was the thing I really wanted to focus on. I had learnt a lot about branding, user perception and engagement but I wanted to implement my findings into creating visual interfaces.

I left this job to start a freelancing career and so far, I’ve not been starving. So I must be doing something right. I continue to work towards empowering women in business. I have learnt a lot about diversity & inclusion and in my own way, I’m continuing the work by supporting inspiring communities like Women Make and Frauvis.

🙏 Thanks for reading!

👋 Have a question or a project you’d like to discuss? Book a call or email me. I can help you convert your website visitors and make sure it’s an engaging place to visit.


UX designer & brand strategist for people on a mission • iamtamara.design