Alvin Borlaza Alina GoldmanNotoya Russell Qaddafi Sabree

INFM 700Spring 2013

Project Goals

1. Tell the current “Free DC” story2. Convey the history of the movement and

organization3. Present archival materials and photographs in an

interesting way.4. Enable the use of multi-media and social media

(comment section, Twitter, Facebook)5. Increase donations 6. Encourage participation (e.g., volunteering)

1. Research and Strategy – Qaddafi Sabree2. Design/User Experience – Alina Goldman3. Navigation/Organization – Alvin Borlaza4. Site Demo/Review – Notoya Russell

Research and Strategy

Heuristic Evaluation

Heuristic Evaluation

-Ineffective Navigation

-Random Color Scheme

-White Space/Empty

Boxes

Heuristic Evaluation

Heuristic Evaluation

Slogan?

Slogan?

Slogan?

BrandingIdentity?

Protest Site? Advocacy Site? Non-Profit?

Heuristic Evaluation(Audience?)

Content Audit

Content Audit

Content Audit

Competitive Analysis

Competitive Analysis

Three Key Areas of Improvement

Lack of Audience Focus

Confusing Page Layouts

Ineffective Navigation

Design/User Experience

Initial Stick Figure Report

Personas

Four personas to describe typical users of the websitePersonas address the information gaps discovered in

the heuristic evaluationName/Occupation/Background/Attributes/Website

Goals

User Evaluation

1. Matched users to personas (similar demographics/experience)

2. Explained purpose of investigation3. Asked users to put themselves in the place of the

persona4. Asked users to list a set of requirements5. Showed users the site6. Asked users to evaluate site based on requirements7. Asked users to give overall impressions of site

The Politician Name: Representative Ron Occupation: Politician Background: Male, mid 40’s. Married with two children. Attorney in his previous career. Attributes: Conservative and image-conscious. Time-crunched and doesn’t do much of his own web research. Carries a blackberry and laptop, but otherwise not very technical. Website Goals: To obtain information regarding the DC Statehood issue. To hear arguments from his voting constituents.

"politics is about coalition building”Requirements Evaluation

List of active events [not group specific] Sparse events, group specificnetwork mapping: what groups have supported the issue and how connected?

-

Timeline of Legislative history/Bills -Media and Landscape: who is writing, how often?

No organized representation of media

Representational districts for quasi-politicians

-

Color-coded district support for issues over time

-

Linked organizations: search for content by organization

Can’t search for other group content

History of the vote History of the group exists, but no legislative history

Digital representation of $$ spent over time

-

List of related Issues by representative -Who are the players? Where do they stand? What resources do they have?

No clear description of players or resources

Case study narratives -Past Campaigns -

The DC Resident/Voter

Name: DC Denise Occupation: Project Manager at a technical services company Background: Single, female, mid-30’s. Attributes: Detail oriented and risk-averse. Does not act without being well informed. Keeps to herself. Does not participate in any political organizations or voice opinions over social media.

Website Goals: To learn more about the statehood issue and how it directly affects her day-to-day lifestyle.

“I'm not sure I've been convinced of statehood [by the site]”

Requirements EvaluationLegislative and fiscal effects of Bill Available in Statehood

comparison chart, but hard to find

Statehood effects on taxes for DC residents and non-DC residents

-

Visible supporters of DC statehood Available, but not organized wellChanges/improvements to Social Programs

-

The Activist/Volunteer

Name: Student Sally Occupation: Full-time college student Background: Female, early 20’s. In the last year of undergraduate school. Attributes: Tech-savy. Always carries iPhone and iPad. Avid Twitter and social media user. Participates in many online community forums that revolve around debating political and/or controversial issues.

Website Goals: To discover how to join the cause. To gain the latest information about the cause to spread the word.

“i was thinking of organized roles - maybe you could volunteer as someone that goes door-to-door so you know what you're signing

up for”

Requirements EvaluationReal-time answers to questions -Mobile compatible interface -

Chat forum Forum page is available but non-functional

Twitter and facebook links - Listserv -Description of volunteering opportunities/ organization roles

-

The Donor

Name: Richie Rich Occupation: Financial Professional Demographic: Male, late-60’s. Widower. Attributes: Not very tech-savy. Knows how to email and browse to webpages. Looking to give back to his community.

Website Goals: To learn more about the cause and organization. To determine whether or not to monetarily contribute. To donate money, if satisfied.

“you want your money to go somewhere where you think it will be better spent by the organization than

by you”

Requirements EvaluationDedicated number to donate by phone

No number on website

Ask to request packet by mail Can donate by mail, but not request information

See how money is being spent -Amount of content Very little content on the siteVisible politicians/celebrities popular with demographic

-

Information Gaps/Findings

Section Identified ProblemLabels 1. Colony label, Educative tabs are unclearPage organization 1. Unintuitive content on pages: History actually the mission

statement and Did You Know, which should be on the front page

2. “Vote Here” page is not substantive and misleading

Photo Section 1. Does not provide information about the events2. Could be organized by date instead of separated into

different groups

Calendar 1. Events should be accompanied by a photo similar to the event

Homepage 1. Date and Text size in prime space on site2. RSVP should be on home page

Links 1. Links should have more substantive information and connections

Filters 1. Inconsistent, should have option to filter on all pages

Content 1. Community page didn’t work – should temporarily hide if down for maintenance

PDFs 1. “statehood comparison chart” should be a page instead of a PDF

Navigation

Navigation

• Problem: Ineffective Navigation

• Fix: Create new information architecture

Navigation

• Identify existing pages and content gaps

• Exercises:– Card sort– Re-group and re-label

• Create new pages to address missing information

• Deliverable: Site map

Navigation

Organization

Page Organization

• Problem: Confusing page layout

• Fix: Design new homepage

Page Organization

• Create cleaner layout of homepage

• Make use of less-distracting color-scheme

• Surface the key calls-to-action for the personas

• Deliverable: Wireframe design

Page Organization

Revitalization

IA in action

Deliverables

• Process and site strategy.– Benchmarking– Content Analysis

• Improved content organization • Updated navigation structure• Layout, design, and structure of individual Web pages• How improved IA meets the needs of

personas/audiences we are trying influence.• Confirm IA goals, then seek the appropriate technology.

Goals – Stand Up! for Democracy

• Educate. Advocate. Influence.• “Statehood Equality” A new perspective• Tools for change: Social Media Offerings• Donation via a grassroots effort• History and why it matters. Not a protest site

End

Resources/Legal-ease

• Images, code set and other visual elements used for this project came from a variety of on-line resources including but not limited to: – http://coding.smashingmagazine.com/2008/12/01/100-free-high-quality-xhtmlcss-templ

ates/

– http://www.nclr.org/– http://dc.gov – http//shutterstock.com– http://www.aflcio.org/Blog/Other-News– http://codeissue.com/articledata/a04e0d17a60fad8/cssmenu.htm

• Aqua team customized baseline code and images from these resources to develop a visual representation of how we satisfied goals set forth in the Project 2 requirements.