Building Awareness for The League of Women Voters
Designing a crowdsourced storytelling platform
Project for UX Design Immersive at General Assembly
Time Frame: 1.5 weeks
My Role: UX Researcher
Tracking Local Interest Through Storytelling
The League of Women Voters is a longstanding nonpartisan organization that educates the public (not just women) on voter education issues and critical issues like immigration and the environment.
LWV wanted to track interest on topics at the local level and explore the role of storytelling to get a better idea of what’s on the mind of the public.
Since they are volunteer run with hundreds of local leagues, we knew we needed to design a solution that could be easily understood and replicated across chapters.
Short & Long Term Engagement Strategies
Short term: We designed a marketing campaign driven by “card templates” for local leagues to easily create content shareable across mediums, trackable by hashtag.
Long term: We designed a new site page where the public can (1) share their opinions using a story generator and can (2) view other stories sortable by location and topic.
Rapid Insight Generation
Our team conducted a mix of qualitative and quantitative research on how people educate themselves about current events and how they share content about causes they care about, including:
A survey with 50 responses
15 In-depth Interviews
A site visit to a LWV meeting in San Francisco
To better understand the different types of people our design solution should consider, we organized and distilled our data into 3 main insights:
People want a quick way to understand issues and how to take action
People educate themselves and engage across multiple platforms and formats
People are more interested to learn and share about a cause when they feel angry
This validated our original hypothesis that: if we create a quick and easy way for people to digest, tell, and share stories, people will more likely to spread awareness and engage with the League.
Prioritizing the Highest Impact Solution
Our team put our heads together for a quick ideation session where we generated as many different solutions as possible. We plotted our collection of possible solutions according to level of anticipated effort and impact. This made is easy to see which solutions would have the highest impact, informing our selection of a short and long term strategy.
Understanding Different Contexts
We created three user personas and scenarios to demonstrate different combinations of technology usage and sharing behavior. The scenarios served as checkpoints to ensure that our design solutions worked across a range of situations.
Our short term solution considered people with different sharing behaviors: LWV distributes a marketing campaign template to local leagues that would produce “cards” that could be shared by email, text, or across social media platforms. Asking local leagues to use a template would ensure a standardized visual brand more easily recognizable at the national level. It would also take the thought work out of designing marketing assets for non-designers.
Our long term solution considered how people are more likely to share about a cause when they personally know someone affected: LWV creates site page where people can share their opinions and view others. Taking inspiration from organizations like StoryCorps and Humans of New York, we designed wireframes for how the site page could quickly inform a visitor about their ability to contribute their opinion.
Designing for Intuitive Use
We sat down with five different people to observe their behavior moving through our interactive prototype of the story creation flow. We took insights from these usability evaluations into consideration when refining the design layout and copy.
Results and Reflections
This challenge required a mix of UX design and marketing competencies. We had to understand what actually motivates people to share their stories, not just design a way for them to share.
We were working with a small data pool compared to the size of the League and the scope of their work. If we were to continue progressing in this project, we would want to collect more information from people outside major cities.
Our design solution is not hyper-specific to The League of Women Voters. A storytelling generator could be employed by any organization that wants to extend content creation to the public, making this a widely applicable solution.