Case Study: Redesigning for Action

Re-imagining an institutional website to put participation first—and save money.

The Challenge: In 2008, SEIU already had a good looking, Webby award winning website that presented its brand and story strongly. The nonprofit wanted a lot more, especially on key engagement and participation metrics. 

Redesigned with emphasis on action steps and concise access to the top priority activities of the busy 2 million member economic justice nonprofit.

My Solution: As art director, I designed a fresh website that put strong calls to action front and center. I worked with colleagues and with the organization's leadership to build consensus around slashing stale content and consistently driving all audiences to opportunities to participate directly in the organization's mission. From initial mockups to final design and coding the of site, I personally executed much of the redesign.  

Meanwhile, the new team I worked alongside made a huge push to launch strategies that unified web, email, mobile and social media. I designed all of the graphics used on these campaigns and advised each campaign on design and user experience implications of potential campaign tactics.

The results: After the site launched, key metrics such as email signups, letters sent to Congress, social media sharing of blog posts, visitors, and time spent on site all increased significantly—All for a fraction of the cost of the previous vendor's work.