REPRESENT.US

A campaign website and a user flow to recruit volunteers.

Product: Website and Volunteer Flow
Role: Project Manager
Represent.Us is a national nonprofit bringing together conservatives, progressives, and everyone in between to pass powerful state and local laws that fix our broken elections and stop political bribery. Their strategy is central to dismantling the root causes of inequities in our democracy, and ending political corruption, extremism and gridlock.

Who's it for?

Action Takers and New Volunteers

The main audience for this product consists of immigrant, low-income, and working families in San Francisco and Oakland in California. For most folks, English is not their first language, a computer is not easily accessible, and there is a gap in digital literacy.

My Role

My role as a Project Manager was to, leveraging existing traffic data, develop  a wide range of wireframes, to craft a plan and timelines for developing the product, to assign tasks, to manage team meetings, and to guide the design and development teams to create a new campaign website and a new flow for volunteers. Additionally, I created a performance report based on analytics.

Moreover, I worked closely with the design and development teams managing complicated schedules, expectations, and timely deliverables.

The Problem

Represent.Us was launching a massive nation wide anti-corruption campaign and needed to create landing pages for new visitors, for returning volunteers, and for potential volunteers; likewise, they needed a micro site for the campaign, and a tailored onboarding flow in order to recruit 10,000 volunteers.

They had an existing volunteer flow that was outdated, was not representative of their demographics, felt convoluted, and was not centralized, with pages hosted on different platforms and having different branding treatments.

Prep Work

I began the project by studying their past campaigns, their branding across channels, and their demographic data from Google Analytics. As an established national organization, they had years worth of user data and a robust design guide.

I interviewed the Product Manager as well as the Director in order to, first hand, get the details of their main goals and strategies for success. Likewise, I had one on one conversations with the rest of the design and development team members, both to ensure objectives were clear and to assess work preferences and styles.

User Flow & Website

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

  • Prioritzing sign ups front and center with minimal user input for better conversion.

  • Convey a sense of community, bi-partisanship, common goals oriented, and urgency.

  • Provide context, details about the different projects, and onboarding as users are funneled to the appropriate volunteering portals.

  • Redirect users depending on the different ways they engage with the site in order to instill ownership and a sense of belonging.

Wireframes

I developed feature-rich wireframes and worked closely with the design firm to account for all the details, the functionality, and to ensure the desired user experience.

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