Alvin Borlaza Alina Goldman Notoya Russell Qaddafi Sabree

1. Alvin BorlazaAlina Goldman Notoya Russell Qaddafi Sabree INFM 700 Spring 2013

2. Project Goals • Tell the current “Free DC” story • Convey the history of the movement and organization • Present archival materials and photographsin an interesting way. • Enablethe use of multi-media and social media(comment section, Twitter, Facebook) • Increase donations • Encourage participation (e.g., volunteering)

3. 1. Research and Strategy – Qaddafi Sabree 2. Design/User Experience – Alina Goldman 3. Navigation/Organization – Alvin Borlaza 4. Site Demo/Review – Notoya Russell

4. Research and Strategy

5. Heuristic Evaluation

6. Heuristic Evaluation -Ineffective Navigation -Random Color Scheme -White Space/Empty Boxes

7. Heuristic Evaluation

8. Heuristic Evaluation Slogan? Slogan? Slogan? Branding Identity? Protest Site? Advocacy Site? Non-Profit?

9. Heuristic Evaluation (Audience?)

10. Content Audit

11. Content Audit

12. Content Audit

13. Competitive Analysis

14. Competitive Analysis

15. Three Key Areas of Improvement Lack of Audience Focus Ineffective Navigation Confusing Page Layouts

16. Design/User Experience

17. Initial Stick Figure Report

18. Personas • Four personas to describe typical users of the website • Personas address the information gaps discovered in the heuristic evaluation • Name/Occupation/Background/Attributes/Website Goals

19. User Evaluation • Matched users to personas (similar demographics/experience) • Explained purpose of investigation • Asked users to put themselves in the place of the persona • Asked users to list a set of requirements • Showed users the site • Asked users to evaluate site based on requirements • Asked users to give overall impressions of site

20. 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.

21. "politics is about coalition building”

22. 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.

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

24. 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.

25. “iwas thinking of organized roles - maybe you could volunteer as someone that goes door-to-door so you know what you're signing up for”

26. 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.

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

28. Information Gaps/Findings

29. Navigation

30. Navigation • Problem: Ineffective Navigation • Fix: Create new information architecture

31. 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

32. Navigation

33. Organization

34. Page Organization • Problem: Confusing page layout • Fix: Design new homepage

35. 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

36. Page Organization

37. Revitalization

38. IA in action

40. 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.

41. 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

42. End

43. 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-templates/ • 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.