Proposition 33
Designing a website that resonates and reaches a wide audience while balancing stakeholder priorities.
User Research • Competitve Anlaysis • Stakeholder Education • UX/UI • Usability Testing
During the 2024 elections, I worked with the housing team at AHF to design the Yes on Proposition 33 website during the campaign. I had to work with stakeholders to better understand the audience, who we are trying to reach, and how we can best communicate the proposition. Additionally, many stakeholders held strong views on the website design strategy, which posed some challenges when balancing user goals and organizational goals. Due to the nature of the campaign, a fast-paced momentum was required at all times, resulting in a lack of ideation and a strong push to experiment with concepts and ideas with live traffic.
Deliverables
User Research • Wireframes • Mockups • Usability Testing Analysis • Post-Launch Iterations
Though insights from housing and data teams were helpful, it was still important to conduct tests to ensure specific imagery, website copy tone, and layout would resonate and be easily digestible by our demographic of users. Through testing, we learned that users responded better to layouts that featured fewer videos, more imagery, and minimal copy unless they are actively seeking more information (ex., a user clicking "learn more" or "see more"). However, these insights directly clashed with the housing team, as they wanted to feature more video and felt the videos would be more informative for users. With the information gathered from testing and resources online, I was able to put together small workshops to educate stakeholders and work with them to find a middle ground on which we all agree.
Throughout the 8 weeks post-launch, we continually monitored website traffic and iterated where we deemed fit based on tests and what was happening in the news. Below outlines a brief overview of the metrics performance from the start of launch to the end of the campaign. The site saw substantial growth in visibility and audience acquisition, while also improving user engagement quality.
Website Performance (Organic, 8-week comparison)
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Traffic growth: Total users nearly doubled (↑89%), with strong gains in both new (↑120%) and returning users (↑144%).
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Engagement: Sessions also more than doubled (↑115%), showing higher overall activity.
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Quality of visits: Bounce rate improved significantly, dropping from 10.1% → 6.4%, indicating visitors are engaging more deeply with content.
Outcome
We successfully launched and continually iterated on the Yes on Proposition 33 campaign website. This project was highly collaborative and required constant communication between teams to ensure a smooth and streamlined execution of the website strategy. The site saw strong improvements in organic traffic, and the digital marketing team reported similar trends in paid traffic, demonstrating the campaign’s overall digital performance growth.