Designing the website for the nation’s largest online racial justice organization.
As the organization’s first dedicated product designer, I led product strategy, interaction design, and systems thinking across customer-facing platforms and internal workflows supporting hundreds of thousands of users.
Note: All content in screenshots is dummy information.
Role
Lead User Experience Designer
Timeline
2023-2024
IN HOUSE
Focus
Color Of Change
Product Strategy / Interaction Design / Design Systems / Research Synthesis
Color Of Change is one of the largest racial justice organizations in the United States, supporting large-scale advocacy, education, and civic engagement initiatives. As the organization’s first dedicated product designer, I partnered across technology, communications, and campaign teams to shape scalable digital experiences supporting rapidly evolving organizational needs.
Aligning Systems and Workflows
The organization’s digital ecosystem had expanded rapidly across campaigns, microsites, tools, and audience touchpoints. Product decisions were often made across multiple teams with evolving priorities, creating inconsistencies in workflows, interaction patterns, and content structures.
The challenge was not only designing individual interfaces, but establishing scalable systems that could support rapid iteration, organizational alignment, and long-term product consistency.
Research Analysis and Insights
Research and behavioral insights informed product prioritization and workflow refinement throughout the project. By designing, leading, and synthesizing audience feedback, stakeholder perspectives, and engagement patterns, I helped identify opportunities to reduce friction, clarify pathways, and improve task completion across key experiences.
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Internal Stakeholder Research: Surveys & Interviews
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Audience Research: Surveys & Interviews
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Google Analytics Review: Hundreds of thousands of users
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Heuristic Analysis: 11 Usability Indicators
I developed key findings across audience engagement organizational identity, content strategy, branding, & technical infrastructure.
Impact
The project established stronger product consistency across organizational initiatives, streamlined high-friction workflows, and improved scalability for future campaign and platform development. More broadly, the work helped formalize product design practices within the organization and strengthened collaboration across teams responsible for digital experiences.
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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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New website with clear user pathways went live for the organization's 20th anniversary, increasing efficiency for donations, signing petitions, and getting involved.
Aligning Teams and Priorities
The work required close collaboration across technology, communications, campaign, and leadership teams. I facilitated alignment around product priorities, translated complex organizational needs into scalable experience decisions, and partnered closely with engineers to rapidly iterate on implementation approaches.
Creating Scalable Designs
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Leveraged artificial intelligence tools to assist in information categorization.
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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.
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Provided feedback to the visual design team on how the translated the brand, strategy, and wireframes into the final designs.
