Key Objectives

• Enhanced User Experience: Streamlined navigation, added accessibility features, and created a unified user experience.

• Built Stronger Branding: Updated visuals and added to the brand color palette to build on the vibrant, approachable aesthetic.

• Added More Action-Oriented Features: Prominent CTAs for donating, volunteering, and signing up for the email list.

• Easier Information Accessibility: Tools to help users find their polling places, learn about state policies, and connect with local Democratic chapters.

Process

To achieve these goals, we developed wireframes and prototypes iteratively, incorporating feedback from stakeholders and potential users. The design balanced bold colors, dynamic imagery, and clear typography to create a compelling visual identity that reflected the ADP’s brand.

Notable Features:

• Interactive Action Center: Consolidated resources for volunteering, events, voter registration, and donation campaigns.

• Localized Voter Resources: Embedded tools for precinct lookups and voter assistance.

• News & Current Events: A blog CMS section showcasing press releases, campaign updates, and success stories to inspire engagement.

Results

• Unified visual identity across digital touchpoints, strengthening the ADP’s public image.

• Notable positive feedback from internal party teams and affinity groups.

Role & Responsibilities

As the lead designer, I:

• Conducted discovery to align on goals and priorities.

• Designed the homepage in collaboration with Vania Myers - Content Director, the content modules, and most of the inner pages.

• Prepared a detailed design-to-developer handoff guide.

• Performed rigorous QA to ensure the site met design and functionality standards.

• Designed graphic emails, social media content, and digital ads using elements from the rebrand.