#PutTheNailInIt Microsite Redesign
How might we educate and activate supporters to help end domestic violence and the silence around it?
Goal: To build awareness of domestic violence and to drive donations to Safe Horizon, the nation’s largest provider of domestic violence services.
Team: Designer (Me), Project Manager, Developers, Marketers
Research and Synthesis
To understand organization and user goals, we conducted stakeholder interviews and data analysis of the existing microsite. I learned that the target users were:
— Middle aged women
— Middle aged men (who are fathers or brothers)
— Millennials (some of whom can be parents)
Through a mix of qualitative and quantitive research, I developed rounded personas and user stories that would serve as the basis for creating an intuitive, engaging experience for all site visitors.
Ideation and Prototyping
While the information architecture did not require dramatic restructuring, I had to seamlessly integrate new pages for press mentions and a blog. Organized under a single menu item, these pages invite users to explore content published by news outlets like Today Show, The Huffington Post, and Refinery 29. Here, content and media logos are displayed in a grid, lending toward the credibility of the campaign and encouraging easy social sharing.
One infrastructural undertaking was to pull campaign-specific content from the Safe Horizon mainsite into the microsite blog, requiring me to work closely with the development team. As this scenario exemplifies, cross-collaboration is invaluable as it fosters shared understanding and accountability throughout the entire design process.
Wireframes and Content Design
Besides streamlining the navigation, another key goal was to improve utility and content throughout the site. To ensure social sharing is readily accessible, the “Add This” widget is available on every page.
On the homepage, I ensured the area above the fold communicated the value proposition, showcased celebrity endorsements, highlighted local campaigns, and promoted action with app-like CTAs. Carefully arranging the layout with meaningful content, I aimed to balance the utility and visuals without overwhelming users.
Consistent with the mainsite, I included a form on the homepage, allowing users to easily start the donation process. Infographics, a celebrity spotlight, and a social media stream serve to demonstrate the depth of the issue and the support surrounding the campaign. Additionally, client stories and CTAs to donate, paint, and share are weaved throughout the site, painting the reality of domestic violence and empowering users to take the vow to end it.
Blog Detail Page
Maintaining overall visual consistency with the mainsite, I added a purple brushstroke to represent the microsite's unique brand identity. Since purple is the color of the anti-domestic violence movement, it's used more predominantly than the brand's primary color, orange.
The purple paint brush also emerged as a strong visual cue, a representation of the act of painting a nail. It is used as the graphic element in the internal page headers and in the primary CTAs: Donate, Paint, and Share.
Blog Detail Page