Women on Web is a non-profit organization that provides online telemedicine services to help women access safe and legal medical abortions in countries where abortion laws are restrictive or access to abortion services is limited. The organization was founded in 2005 by Dutch physician Dr. Rebecca Gomperts. Women on Web primarily serves women who need safe abortion services and reside in areas where access to the healthcare services they require is limited or restricted. Women on Web aims to provide an inclusive and accessible service to all individuals who may require it. However, the current perception is that the website's branding and user experience do not align with these values. Before moving into interfaces and technical decisions, we started by understanding the core of Women on Web. Clarifying the organization’s values, context, and long-term vision helped us frame the problem beyond usability toward responsibility.