A call to women to transform Mexico’s public spaces

UX/UI Landing Page project for Futura

For the final activity in Ironhack Bootcamp, I worked on the Landing Page for the Mexican all-women NGO, called Futura, specifically for one of their main products, Walking Audits.

This page is a clear invitation to participate with Futura to transform Mexico’s public spaces.

Public space design in Mexico does not have with women in mind, and they know it, but more importantly, they feel it.

Walking Audits is a tool for diagnosing deficiencies found in the public space of a town in areas such as illumination, transport, accessibility, and security.

My job was to create the Landing Page for the Walking Audits service. In the first client meetings, I discovered the primary goal of the page, to show the service, and to invite women and other organizations to help Futura on the transformation of public spaces for women.


I also had to discover if they had done something to transform or change those deficiencies that make them feel unwell while using certain areas.

In 133 surveys made, I discovered 73% of women have been victims of harassment, and only 11% of those was reported.

Another significant finding during this phase was during the four interviews conducted to heads of the Mexican government institutions who are capable of doing the transformations to the public spaces.

In one of the interviews I retrieved the following, “We need real, actionable data on the problems of the public spaces so we can do something about it.” Brando Flores, Director General de Seguimiento, Proyectos y Asuntos Estratégicos de Movilidad.

With this information, I started to identify two primary users.

The woman who has suffered the problems in Mexico’s public spaces and wants to do something about it, but she does not know how to. The organizational ally, who needs valuable and actionable data to attack and eliminate problems in the public spaces.

To complement my initial investigation, I did a competitive analysis on companies that work projects with governments and citizens. I evaluated how they present their projects, attract new allies, and connect with people to work with them.

I found that those sites do not invite to take action strongly enough; their services are hard to understand and, the results of their work are not presented clearly.


User Persona: Organization Ally

Organization Ally

This user is the ally who can make real changes in the public spaces and needs information on where the problems are so she can focus on solving them.

User Persona: Auditor


The woman who works directly with Futura as the auditor, walking and diagnosing spaces to find its deficiencies to give a clear statement of the problems encountered in the audited areas.

With these users and the insights discovered in the competitive analysis in mind, I defined my main problem: How can I show the utility, richness, and characteristics of the Walking Audits to attract users that can help transform public spaces?


To solve this issue, I started creating a list of many possible features that could address the needs of my user personas, always considering the business itself and the competitive analysis.

I did a feature prioritization exercise based on the information retrieved and knowledge obtained, then I asked for feedback meetings with Futura members, in which I presented the features needed, we came up with the following features:

Features Prioritization Map

Once these elements were approved, I started working on the UI; I created a Site map to have a clear view of how the main features were going to take place inside the page.

I created wireframes of the page to get feedback from the client and a previously interviewed user on information structure and a general sense of the page, I ended up with the following approved version.

Site Map for Walking Audits
Wireframes for Walking Audits Landing Page

Once approved, I worked on three different moodboards to get more feedback from my client, the central axis of all of them were women, feminism, action, and strength; the winner was:


Immediately after the moodboard was approved, I started working on a high fidelity version of the page; the page was to have a persuasive and informational copy for the users to quickly understand what the service consists of and to be strong enough to enable them to participate.

High Fidelity Prototype Version 1

After users and client feedback, I decided to remove the sharp yellow contrast as it was getting more attention than the information itself. I also had to define the sections of the page more clearly because it had the feeling of an informational poster with no interactions.

The final prototype included three main sections:

Walking Audits. Information on what the service consists of explained to the users since it is a new concept it needed a friendly, concise, short explanation.

Results. Directed mainly to the organizational ally, it presents what the walking audits can do; it also includes an interactive map that shows detailed results of the audited areas and their pain points.

Contact. An invitation to our users to participate, self-explanatory on what role they can take working alongside Futura.

Final Prototype for Walking Audits Landing Page