Coalition of Immokalee Workers.
The Coalition of Immokalee Workers (CIW) was created to ensure worker-based human rights within the farming community. We have observed that the current website is not providing the information needed for individuals to interact with the coalition, causing less digital engagement and actionable support for the cause.
Project Details.
Goals.
Create clear navigation to access information with filters to pair down based on your need/interest.
Prioritize the mission of the coalition and its impact.
Create consistent brand identity and vision across all pages.
Team.
Alicia Abelow (Project Manager, UX/UI Designer)
Ane Spinola (UX/UI Designer)
Cassandra Mobley (UX/UI Designer)
Tools.
Adobe XD
Figma
InVision
Google Suite
Miro
Timeline.
As the project manager, it was important to meet all deadlines and deliverables. Timelines help to keep all collaborators organized and meet the final goal.
From ideation to presentation, we had 3 weeks.
Research.
During the research phase, lasting 1 week, we identified our target users and employed the below methods to understand our user’s relationship with the CIW.
10+ surveys
Heuristic Evaluation & Usability Testing
Competitor Evaluations
Affinity Diagrams & Empathy Maps
Heuristic Evaluation.
Upon analyzing the current website, shown below, have observed that the website is not providing the information needed for individuals to interact with the Coalition, which is causing less digital engagement.
The website did not have a consistent design style, overwhelming information, limited hierarchy, broken links, as well as external links that did not allow the user to navigate back to the original website.
We evaluated the website on a 3 point scale on 26 different criteria points as shown below.
Problem Statement.
We have observed that the website is not providing the information needed for individuals to interact with the Coalition, which is causing less digital engagement for our organization.
Solution.
By improving the websites user engagement, our traffic will increase which will lead to high metrics of newsletter sign-ups, event sign-ups, and donations.
Lo-Fi User Testing.
User testing was conducted on the lo-fi prototype with individuals ranging in age from 25 to 59. The group was diverse in race and gender with all individuals actively participating in NGO organizations. The results were positive with some individuals completing the task but having questions about the prototype, such as “Do I have to select all filters or can I only choose one?” and other comments about the hierarchy within the pages. This in turn helped us to make iterations to our navigation and organization within each page.
Task 1: Can you navigate to find upcoming events and filters?
Task 2: Can you find recent news?
Task 3: Can you make a donation to CIW?
Style Tile.
Color Palette.
Collectively, we wanted the colors to show an earthy tone that reflects the goals of the Coalition. We felt this color story would pair well with the pictures represented on the website.
The icons and outlines are simple to allow the photographs and mission of the Coalition to take the forefront.
Final Design.
Refection.
Throughout this project, we found success in focusing on creating a positive user experience for distinctly different users who would visit the website. We streamlined our visions using unified design theories to create a finished product.
In our future steps, I believe more user testing with individuals who specifically interact with the Coalition as well as new users, complete different tasks. In addition, adding bilingual components to meet the needs of all users would help reach more individuals the Coalition targets.