Role: Sole designer (with a product manager and 2 engineers)
In this project case study, I will be sharing my experience leading the UX discovery and design of ways to improve mobile conversions on some of our most highly trafficked advocacy pages on the ACLU website. This included any type of conversion action such as petitions, pledges, and sending constituent messages.
My goal was to increase message actions submissions on mobile from it’s baseline average of about 46% on mobile and create a modern user experience.
To learn about the larger Action initiative, return to my Take Action project page.
Process
Website Audit and Usability Testing
Auditing our current experience and conducting usability testing with 5 people revealed different areas of improvement falling under 2 themes:
Ease of use ("I want an experience that is as frictionless and low effort as possible")
Shorter message action experience
"I'm cringing at the form because it's really long... This feels like you’re trying to get my info too much without knowing what action [I'm taking]."
Investment ("I want an experience that walks me through the process and makes me feel invested in the action"
More motivating message action experience
"I feel like [it's] more engaging [when] writing the letter was also part of the flow...I'm here for a purpose."
Universal issues
Content structure
"This is a decent amount of information to digest [and the] content is kind of confusing."
Social proof - too hidden, not motivating enough
"[A] goal indicator suggests to me that something is being sent. Seeing recent signers makes me think this is not [a] stale [action]."
I took these insights and created two variations to address the problem areas, discussed in the next section.
Wireframes
Mid-fidelity
Result
Message actions soft launched in October 2023 after a successful A/B test run, in which the single step action form won by a small margin of 5% over the original control. Additionally, we had set a “no harm done” baseline of success, where if one of the variations dide the same or better than the control, then it’s worth fully implementing to create the more modern user experience which engenders more trust from our users. We've since implemented this design and continue to iterate on top of it.
Role: Sole designer (with a product manager and 2 engineers)
In this project case study, I will be sharing my experience leading the UX discovery and design of ways to improve mobile conversions on some of our most highly trafficked advocacy pages on the ACLU website. This included any type of conversion action such as petitions, pledges, and sending constituent messages.
My goal was to increase message actions submissions on mobile from it’s baseline average of about 46% on mobile and create a modern user experience.
To learn about the larger Action initiative, return to my Take Action project page.
Process
Website Audit and Usability Testing
Auditing our current experience and conducting usability testing with 5 people revealed different areas of improvement falling under 2 themes:
Ease of use ("I want an experience that is as frictionless and low effort as possible")
Shorter message action experience
"I'm cringing at the form because it's really long... This feels like you’re trying to get my info too much without knowing what action [I'm taking]."
Investment ("I want an experience that walks me through the process and makes me feel invested in the action"
More motivating message action experience
"I feel like [it's] more engaging [when] writing the letter was also part of the flow...I'm here for a purpose."
Universal issues
Content structure
"This is a decent amount of information to digest [and the] content is kind of confusing."
Social proof - too hidden, not motivating enough
"[A] goal indicator suggests to me that something is being sent. Seeing recent signers makes me think this is not [a] stale [action]."
I took these insights and created two variations to address the problem areas, discussed in the next section.
Wireframes
Mid-fidelity
Result
Message actions soft launched in October 2023 after a successful A/B test run, in which the single step action form won by a small margin of 5% over the original control. Additionally, we had set a “no harm done” baseline of success, where if one of the variations dide the same or better than the control, then it’s worth fully implementing to create the more modern user experience which engenders more trust from our users. We've since implemented this design and continue to iterate on top of it.