Take Action Landing Page
2024 - Present
Role: Sole designer (with a product manager and 2 engineers)
The ACLU Take Action experience houses all the digital advocacy actions a user can take with our organization. It encompasses a landing page and several types of actions including: elected official messaging tool (case study linked here and at the bottom), petitions, pledges, and event signups.
The Political Advocacy team had only recently started to work on a digital strategy. Our Director of Policy was the main stakeholder and was looking for strategic guidance from myself and the tech team for how to improve the engagement and conversion funnels because our Actions were seeing a 200-600% increase in traffic year over year. Our constituents are more motivated than ever, and it's our job to support them through their journey.
Goal
9%
Our conversion rates to our digital actions such as messaging your elects and petitions. How do we improve it?
Historically our conversion rates on digital actions has been a steady 50% with over 1 million actions taken each year, but it was particularly weak from our Action Landing Page, one of our biggest traffic drivers, at only 9% conversions. It was under-performing other funnels such as e-mail and social media by a lot.
Process Summary
There are two major steps in the user journey I have been actively leading and creating redesigns for: The landing page which houses then the individual actions. V1 of each are live and have been linked.
I strategically roadmapped this project in steps to ensure we learned the most at every step of the process. You can see the phases below.
Phase 1
A/B Testing
The landing page was the one of the most highly trafficked pages on our site, the experience facilitating thousands of direct digital actions in the past year. This number is trending to at least double under the new administration, which means more eyeballs and more users. Their time and their activism is important, and we want to engender trust and convey urgency. We A/B tested a more streamlined experience based on using new components from our design system.
Desktop designs shown for clarity; mobile designs available as well.
Control: All actions lumped together in one carousel. Many actions were hidden
Winning Variation (+42% ): Stronger call outs for important actions and creating better visual prioritization improved conversion rates.
Phase 2
Prototyping and Usability Testing
Using the winning treatment from Phase 1, I built conceptual designs for usability testing.
A/B testing helped us quickly and cheaply validate 2 things:
The Featured/Urgent section helped create a more confident user journey with folks understanding that this was an action that had some importance or urgency.
People were interested in exploring that were relevant to them using filtering as a tool (though it seemed to be that people were not finding what they were looking for).
With that knowledge, I prototyped several feature ideas that then we would gather feedback on in UX research:
Filtering by location, state, issue area
Offering localized functionality to find actions in your area (personalization)
Adding in Featured Actions. (make small mobile screenshots of each
I additionally wrote the research proposal which you can read here and worked with our research vendor on drafting the script. Sample designs are included below and you can see the full mocks here.
Exploratory Wireframes
Urgent Actions
Locality Personalization
Filtering
Phase 3
Results and Future
The usability tests were a big success and we learned a lot. The highest level learning were spread across 4 main themes: motivation, comprehension, trust/safety, and UX.
Iterating on the feature concepts we showed testers and beta-testing the features in the real world. This work has begun with a workshop I have run with my key stakeholders post-synthesizing the UXR learnings from Phase 2.
The work of improving the experience will never end, but our near future will be broken down into:
Further feature testing. Iterating on the feature concepts we showed testers and beta-testing the features in the real world. This work has begun with a workshop I have run with my key stakeholders post-synthesizing the UXR learnings from Phase 2.
Service designing with our marketing team to create a ladder of engagement and content that build more motivating and impactful engagement points within our products.
To see more of this experience:
More work
Take Action Landing Page
2024 - Present
Role: Sole designer (with a product manager and 2 engineers)
The ACLU Take Action experience houses all the digital advocacy actions a user can take with our organization. It encompasses a landing page and several types of actions including: elected official messaging tool (case study linked here and at the bottom), petitions, pledges, and event signups.
The Political Advocacy team had only recently started to work on a digital strategy. Our Director of Policy was the main stakeholder and was looking for strategic guidance from myself and the tech team for how to improve the engagement and conversion funnels because our Actions were seeing a 200-600% increase in traffic year over year. Our constituents are more motivated than ever, and it's our job to support them through their journey.
Goal
9%
How do we improve conversion rates to our digital actions such as messaging your elects and petitions?
Historically our conversion rates on digital actions has been a steady 50% with over 1 million actions taken each year, but it was particularly weak from our Action Landing Page, one of our biggest traffic drivers, at only 9% conversions. It was under-performing other funnels such as e-mail and social media by a lot.
Our conversion rates to our digital actions such as messaging your elects and petitions. How do we improve it?
Historically our conversion rates on digital actions has been a steady 50% with over 1 million actions taken each year, but it was particularly weak from our Action Landing Page, one of our biggest traffic drivers, at only 9% conversions. It was under-performing other funnels such as e-mail and social media by a lot.
Process Summary
There are two major steps in the user journey I have been actively leading and creating redesigns for: The landing page which houses then the individual actions. V1 of each are live and have been linked.
I strategically roadmapped this project in steps to ensure we learned the most at every step of the process. You can see the phases below.
Phase 1
A/B Testing
The landing page was the one of the most highly trafficked pages on our site, the experience facilitating thousands of direct digital actions in the past year. This number is trending to at least double under the new administration, which means more eyeballs and more users. Their time and their activism is important, and we want to engender trust and convey urgency. We A/B tested a more streamlined experience based on using new components from our design system.
Desktop designs shown for clarity; mobile designs available as well.
Control: All actions lumped together in one carousel. Many actions were hidden
Winning Variation (+42% ): Stronger call outs for important actions and creating better visual prioritization improved conversion rates.
Winning Variation (+42% ): Stronger call outs for important actions and creating better visual prioritization improved conversion rates.
Phase 2
Prototyping and Usability Testing
Using the winning treatment from Phase 1, I built conceptual designs for usability testing.
A/B testing helped us quickly and cheaply validate 2 things:
The Featured/Urgent section helped create a more confident user journey with folks understanding that this was an action that had some importance or urgency.
People were interested in exploring that were relevant to them using filtering as a tool (though it seemed to be that people were not finding what they were looking for).
With that knowledge, I prototyped several feature ideas that then we would gather feedback on in UX research:
Filtering by location, state, issue area
Offering localized functionality to find actions in your area (personalization)
Adding in Featured Actions. (make small mobile screenshots of each
I additionally wrote the research proposal which you can read here and worked with our research vendor on drafting the script. Sample designs are included below and you can see the full mocks here.
Exploratory Wireframes
Urgent Actions
Locality Personalization
Filtering
Phase 3
Results and Future
The usability tests were a big success and we learned a lot. The highest level learning were spread across 4 main themes: motivation, comprehension, trust/safety, and UX.
Iterating on the feature concepts we showed testers and beta-testing the features in the real world. This work has begun with a workshop I have run with my key stakeholders post-synthesizing the UXR learnings from Phase 2.
The work of improving the experience will never end, but our near future will be broken down into:
Further feature testing. Iterating on the feature concepts we showed testers and beta-testing the features in the real world. This work has begun with a workshop I have run with my key stakeholders post-synthesizing the UXR learnings from Phase 2.
Service designing with our marketing team to create a ladder of engagement and content that build more motivating and impactful engagement points within our products.