HEAL FOOD ALLIANCE

A campaign and program website focused on good food purchasing.

Product: Website
Role: Project Manager, Designer, Developer
HEAL is a national multi-sector, multi-racial coalition of 55 organizations led by their members, who represent over 2 million rural and urban farmers, ranchers, fishers, farm and food chain workers, indigenous groups, scientists, public health advocates, policy experts, community organizers, and activists. Together, these groups are building a movement to transform our food and farm systems from the current extractive economic model towards community control, care for the land, local economies, meaningful labor, and healthful communities nationwide, while supporting the sovereignty of all living beings.

Who's it for?

Cities, School Districts, Counties, Colleges

The main audience for this website consists of administrators for cities, school districts, counties, colleges, or any institution looking to learn more about and sign on to a good food purchasing program. Other target audiences include local and state nonprofit organizations focusing on food justice, environmental justice, and health.

My Role

My role as a Project Manager, designer, and developer was to take the vision of a one stop shop for good food purchasing and turn it into a beautifully designed, intuitive, and responsive site. For this project I worked closely with HEAL’s communications team to develop and edit copy, architect the information, create a site map, approve wireframes, designs, and finally launch the finished product.

The Problem

HEAL was looking to create a central website that would serve as a hub for information on good food purchasing, for updates on different programs running all over the country, and to serve as a recruitment tool for interested parties wanting to sign up and learn more about implementing their own good food purchasing program locally.

Prep Work

I began the project by conducting an interview with stakeholders regarding the website’s target audience, the intended goals for each segment, goals for each section of the website, and potential future expansion goals of the program in general. This gave me the details to start crafting a site map as well as some information architecture in conjunction with the communication’s team.

Wireframes & Design

I developed user flows based on the different entry points and the different audiences (subscribed and not-yet subscribed users). I focused on ensuring that users got a complete picture of the urgency of their involvement, the ‘why’ or motives behind the work, and the community they would be joining by signing up. I included images in key locations of the layout to convey the group vs isolated work sense and the excitement of ‘winning’ in your locality.

Moreover, embedded in the user flow for new sign ups, I realized folks needed context about what they were joining and what they could expect rather than waiting for the autoresponder email as the only source for this information.

After my chats with the Director and Product Manager, it seemed clear that the main objectives were to get folks to sign up and to increase the number of recurring donors. To do this, I developed the flows to continually circle back to each other, so that if a person donated, they would be thanked and redirected to volunteer as a natural second step and vice versa.

Features

  • Clear and easily broken down information regarding what participating in such a program entails.

  • Calls to action driving folks to either learn about a local program or to sign up to implement a new program.

  • Clearly highlighted main benefits and features of a good food purchasing program.

  • Individual pages for each instance of the program across the country.

Development, Launch & Beyond

I developed the site using WordPress along with a custom builder, and only the essential plugins to keep the site light and fast loading. Likewise, the site was developed with the idea of being continually updated by the communications team at HEAL, so that easily modifiable templates were created and used for the homepage and interior pages of the site. Prior to launch, the site was tested for any inconsistencies, broken links, and any last minute adjustments by HEAL staff members who provided feedback on a standardized rubric. Post-launch, I led a training for HEAL staff on how to update and maintain the website.

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