Proposition 34
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 advocacy team at AHF to design the No on Proposition 34 website during the campaign. Similar to Prop 33, this project required close collaboration with stakeholders to align on audience goals, messaging, and design strategy. Because of the campaign’s fast pace, we had to move quickly, test concepts directly with live traffic, and adapt based on performance data and what was happening in the news cycle.
Deliverables
User Research • Wireframes • Mockups • Usability Testing Analysis • Post-Launch Iterations
Through testing, we found that users responded better to layouts with stronger visuals, simplified copy, and purposeful white space, while long-form content and videos were less effective unless intentionally sought out. These insights sometimes conflicted with stakeholder preferences, so I facilitated workshops to align the team on a balanced approach that prioritized user engagement while meeting organizational goals. This led to featuring both videos and enhanced storytelling through stronger visuals and copy.
Throughout the weeks post-launch, we continually monitored live website traffic and iterated where needed based on stakeholder priorities. 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 Traffic)
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Traffic growth: Total users increased from 263 → 2,051 (+680%), with new users rising from 245 → 1,989 (+711%) and returning users from 44 → 245 (+457%).
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Engagement: Sessions grew from 345 → 2,460 (+613%), showing much higher overall activity.
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Visit quality: Bounce rate improved from 32.5% → 27.9%, indicating better user retention and more interaction with site content.
Outcome
We successfully launched and continuously iterated on the Yes on Proposition 34 campaign website. This highly collaborative project required close communication across teams to ensure a smooth and effective execution of the website strategy. The site saw substantial growth in organic traffic, and the digital marketing team reported similar positive trends in paid traffic, demonstrating strong overall digital performance.