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A website for women considering their birth options with a focus on midwifery care. Designed by Carmen McLeod Consider the Issue & Need Growing Interest As concern grows about the outcomes of hospital births - rising rates of cesarean

  1. A website for women considering their birth options with a focus on midwifery care. Designed by Carmen McLeod

  2. Consider the Issue & Need Growing Interest 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. Information Access There are virtually no websites ofgering a nonjudgmental discussion of various birthing options with an emphasis on midwifery care. It is diffjcult to fjnd a search-able database of midwives practicing in New York City. Changing the Existing websites that focus on pregnancy and Discussion birthing primarily serve the status quo of hospital birthing or exclusively present alternatives in a judgmental, alienating, or inappropriately informal manner. 2 | Carmen McLeod | Considering Birth 2 | Carmen McLeod | Considering Birth

  3. Existing Sites What to Expect: popular and commercial Dedicated to maintaining the status quo 3 | Carmen McLeod | Considering Birth

  4. Existing Sites Stork and Cradle: somewhat obscure confusing and ugly design 4 | Carmen McLeod | Considering Birth

  5. Existing Sites Choices in Childbirth: closest competition Diffjcult and overwhelming to navigate, academic/conservative tone 5 | Carmen McLeod | Considering Birth

  6. Goals & Community Target Audience Pregnant women and couples considering alternatives to traditional hospital care Midwives wanting to connect to potential patients Objectives 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 6 | Carmen McLeod | Considering Birth

  7. Sitemap HOME How pregnant are you? Not Yet Find a Midwife Questions Contact Us Just Barely Getting There *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. So Pregnant 7 | Carmen McLeod | Considering Birth

  8. Logo + Typography + Colors 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. 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 8 | Carmen McLeod | Considering Birth

  9. Imagery + Colors Typographic elements + Scenic Color Photography *Abstract imagery avoids excluding any of the many difgerent ways of being a family. No babies! 9 | Carmen McLeod | Considering Birth

  10. Homepage: open & inviting Interactive and personal entry point *Direct links to search-able database, common questions and contact page 10 | Carmen McLeod | Considering Birth

  11. Navigation: intuitive & subtle *Rollover state: Not Yet: highlights yellow for each of the *”Not Yet” information: reveals on homepage with four stages of pregnancy discussed simple, sliding animation *Contact Form: fjeld labels are replaced with information *Find A Midwife Form: uncluttered layout, fjeld labels entered by user are replaced with information entered by user 11 | Carmen McLeod | Considering Birth

  12. Responsive Design: mobile Because the Considering Birth is designed to deliver a signifjcant amount of conversational information about midwifery (a lot of copy text), the hand- held, book-sized screen of the tablet is ideal. *Simplifjed landing page *Content remains the same *Navigation shifts to top of screen 12 | Carmen McLeod | Considering Birth

  13. Responsive Design: mobile 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. *Simplifjed landing page *Content remains the same *Navigation shifts to top of screen 13 | Carmen McLeod | Considering Birth

  14. Changing the conversation, one pregnancy at a time. Designed by Carmen McLeod 14 | Carmen McLeod | Considering Birth

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