Committee of Seventy

Committee of Seventy is a nonpartisan organization with a mission to advocate for better government in Philadelphia and Pennsylvania writ large. They needed a new website that re-organized their content and combined two sites (one main, one spinoff) into one robust, user-centered website.

My Role

UX Research

As the UX Researcher on this project, I interviewed typical users among C70’s audience base and held a collaborative workshop with the internal team.

 

UX Strategy

In my role as a UX Strategist, I built on the information gathered during the research to create a new sitemap that combined pages from C70’s two websites and wireframes that made up the new site.

The Problem

Role at this phase: Researcher
Skills: Interview, analytics review, competitive analysis, collaborative workshop

 

Committee of Seventy had created a spin-off website to deal with the limitations of their current CMS. Some information was held on one website, some on another, leaving users unclear where to look to get the information they needed. Additionally, the main C70 website had become transactionally-informational, leaving users with very few ways to engage with the organization they so cared about. Users were craving streamlined information and more engagement opportunities beyond just subscribing and donating.

The current C70 website included a pop-up subscription button that was frustrating users. I knew the strategy would need to find a different way to call users to sign up.

The current C70 website included a pop-up subscription button that was frustrating users. I knew the strategy would need to find a different way to call users to sign up.

The original C70 website had a confusing, multi-layered navigation that did not properly guide users through the site. This was another major pain point that needed to be addressed.

The original C70 website had a confusing, multi-layered navigation that did not properly guide users through the site. This was another major pain point that needed to be addressed.

At the end of the research phase, I presented findings as well as opportunities for the new site. This opportunity focused on ways to create pathways for deeper engagement, something users were craving.

At the end of the research phase, I presented findings as well as opportunities for the new site. This opportunity focused on ways to create pathways for deeper engagement, something users were craving.

Another opportunity focused on creating a streamlined place on the homepage for latest updates.

Another opportunity focused on creating a streamlined place on the homepage for latest updates.

The Process

Role at this phase: Strategist
Skills: Site map, wireframes

 

The research made it clear that the new website needed to provide a much stronger user experience for C70’s core audience. Keeping their needs in mind, the new website included several options for ways to get involved in C70’s work, via clear action steps, downloadable resources, more donation options, and a simpler subscription process. The new navigation incorporated more user-friendly terms, as well as a call-out button that C70 administrators could use to direct users to specific actions, such as prompt them to use a ballot builder tool, depending on the time of year. Understanding the need for users to be able to sort through things like news, videos, press releases, and events, the new website incorporated sleek indexes that allowed for easy filtering and searching. Finally, the new site map included pages dedicated to the issues C70 was currently focusing on, as a way to generate greater engagement and deeper understanding of their work.

A new site map consolidated pages into a robust primary navigation and a simple utility navigation for quick action items.

A new site map consolidated pages into a robust primary navigation and a simple utility navigation for quick action items.

The new homepage prioritized providing clear information and engagement opportunities via a recent update section, take action steps, and calls to action to guide users to navigate through the site.

The new homepage prioritized providing clear information and engagement opportunities via a recent update section, take action steps, and calls to action to guide users to navigate through the site.

A newly-created video index would allow users to search and filter through current and past videos.

A newly-created video index would allow users to search and filter through current and past videos.

The homepage, come to life through design, included a newsletter signup directly in the hero. This option was still obvious to users without being an intrusive pop-up.

The homepage, come to life through design, included a newsletter signup directly in the hero. This option was still obvious to users without being an intrusive pop-up.

The new website included pages dedicated to the issues C70 was currently working on, or had worked on in the past, after users expressed a lack of clarity as to specifics of C70's work.

The new website included pages dedicated to the issues C70 was currently working on, or had worked on in the past, after users expressed a lack of clarity as to specifics of C70's work.

Detailed content documentation accompanied the CMS handoff.

Detailed content documentation accompanied the CMS handoff.

The Outcome

Role at this phase: Strategist
Skills: QA, presentation, component documentation

 

The new C70 website is currently in development, but key stakeholders are already thrilled with the results. The new website will allow them to better organize information and prioritize important user actions, generating more engagement in their work.

This project was supported by:

  • Designer

  • Two Developers

  • Project Manager

  • Copywriter