UX Content Design
Rebrand of a nonprofit organization based on user feedback, user research, and Google Analytics
Team
1 UX Designer (me), 2 Developers
Client
Democracy Counts
Methods
Double Diamond User-Centered Design, Systems Thinking, Wireframing, Prototyping
Tools
Google Analytics, Surveys, Adobe XD
Overview
In 2021, I helped revamp the website of Democracy Counts, a nonprofit committed to election integrity. The organization’s nonpartisan mission—empowering voters to independently verify local polling results through a mobile app—was being miscommunicated through its online messaging, leading to high bounce rates. To address this, I developed a content strategy designed to enhance DemocracyCounts.org’s credibility, attract engaged visitors, and inspire them to join the cause by downloading the app and donating money.
My Role & Impact
As part of a small tech team, I played a big role in shaping the organization's overall voice. By applying the Double Diamond UX framework—discover, define, develop, deliver—I unearthed key insights through user-centered research and writing methods. My impact extended beyond the website. After conducting comprehensive user research and analyzing data via Google Analytics, I rewrote the organization's mission statement to more effectively communicate its goals and resonate with its audience’s values.
User Research
To ensure that our redesign decisions were grounded in user insights, I conducted a mix of quantitative and qualitative research. This involved only two data sources because I had a tight deadline:
User Surveys To get an idea about what content interested current Democracy Counts members and newsletter readers, I used Survey Monkey to survey the email list. I asked a combination of open-ended questions and questions with checkboxes so people could give multiple answers. I also asked questions about demographics and how they learned about Democracy Counts.
Analytics on Bounce Rate Google Analytics data gave us an even clearer picture of user demographics as well as numbers on high bounce rates for the landing and About Us pages. It also showed significant demographic clusters surrounding age and region. This insight was key to rethinking the main components of the homepage, such as color scheme and text, to hold the attention of first-time visitors.
Discover
(Original Website (Before))
Define Issues
Issue One: Misleading Messaging The original homepage featured imagery and language that inadvertently gave a “fringe” impression.
Issue Two: Unclear Call to Action The only clear call to action was a link to download one of the organization's multiple mobile apps, but it wasn't clear why or what it did.
Issue Three: High Bounce Rate Almost everyone who found the website through a search engine left immediately, indicating that their first impression did not align with their search criteria (and that the site was using the wrong keywords).
Develop Solutions
Solution One I shifted the messaging to focus on transparency and local election accountability, using clear, neutral language that resonated with a wider audience.
Solution Two The user research helped us define our main goals for the site: spreading info, attracting members, and getting donations.
Solution Three After analyzing demographic data and conducting surveys, I created personas (above) to guide the content. These insights helped shape copy that catered to the organization’s key audience—older, urban residents in the Southern U.S. I also used the Google Analytics data to work with the development team to identify keywords to use throughout my copy and their eventual ads.
Website Rebrand Prototype (After)
Delivery
Outcome
The new homepage and content successfully reflected the non-partisan nature of Democracy Counts. The site clearly communicated the organization’s purpose and intent: to drive increased engagement in the polling process, encourage member sign-ups, and attract donations.
Homepage Text (Before)
“Our republic is under attack. You can help protect it. Election error, insider fraud, and hacking by foreign governments all threaten to destabilize our democracy. It's happening right now.”
Issues: Alarmist verbiage, Call to Action (CTA) has them leave website immediately
Homepage Text (After)
“Get Involved to Ensure the Integrity of Your Vote. Democracy Counts is a non-profit, nonpartisan organization dedicated to election integrity at the local level.”
Solution: Straightforward messaging, Google Analytics keywords, clear (CTA) with multiple happy paths
About Us Page Text (After)
“Our Mission: By putting no-cost, easy-to-use technology in the hands of everyday citizens, we hope to validate election integrity so that both political parties agree on outcomes.
We believe that citizen-led audits can successfully verify elections and/or identify discrepancies between what polling places report and what results are certified. We work with volunteers from local election integrity organizations across the country to gather and analyze data for local and national elections—especially in swing states.”
Solution: Clearly communicates intention to both members and visitors, helps build credibility by showing leadership panel, provides room for development.