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Color Of Change
CATEGORY
0 to 1 Product, Research, Strategy & Full Website Redesign
Note: All content in screenshots is dummy information.
MY ROLE
I led this project, including strategy, research, design, and management of contractors.
ABOUT THE ORGANIZATION
This is the nation’s largest online racial justice organization, using the power of campaigns to fight for real change to create positive impact for Black people in America.
The Color Of Change website is a critical entry point for people to learn what Color Of Change does, sign petitions, find ways to take action, and donate to the cause of reducing the injustices for Black people in America.
PROJECT
COLOR OF CHANGE WEBSITE
DISTINGUISHING
FACTORS
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Team Lead: I led the strategy, research, and design phases of the project, while also identifying contractor needs.
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Microsites: Reduced microsite costs by 39% year-over-year by auditing 60+ microsites and consolidating branding and content through defining an effective digital strategy.
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Artificial Intelligence: Leveraged artificial intelligence tools to assist in information categorization.
Research & Strategy
Internal Stakeholder Research
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17 survey responses
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21 interviews
Audience Research
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469 survey responses
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9 interviews
Google Analytics Review
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12 month period (Sept 2022-2023)
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206,000 users
Heuristic Analysis
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11 usability indicators
Previous Work
Review and consider the work that other teams have completed to date regarding the site.
Findings
The findings coalesced across the following themes:
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Audience Engagement
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Organizational Identity
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Content Curation
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Content Governance
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Branding & Design
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Technical Infrastructure
The findings include proprietary and sensitive information, so the specifics cannot be outlined here.
Design
Led the design team to map user flows for key actions across multiple touchpoints, create 40+ responsive wireframes, and develop a component-based design system for the website.
Provided feedback to the visual design team on how the translated the brand, strategy, and wireframes into the final designs.
Wireframes and final designs from the live website https://colorofchange.org/
Impact
New website with clear user pathways went live for the organization's 20th anniversary, increasing efficiency for donations, signing petitions, and getting involved.
WHAT’S NEXT STARTS HERE.
Get in touch through LinkedIn.