Engaging Online Grassroots
Context
“I want my website like Obama”. This was the claim every client used to say back in 2009, when I was working for a technology company, designing websites and digital strategies for political campaigns and elections. What I soon understood about the power of the internet, especially after designing websites for local government officials in the US, and leading digital and online creativity for the presidential campaigns in Colombia, Ukraine, Brazil and Ireland. What the Internet offered isa new space for grassroots building and organizing people like never before. Also, opening opportunity to social media platforms for intervening in the way we create dialogue, discuss about pressing issues, and consume content beyond the superficial.
Project Specs:
Visual Identity, Brand Architecture, Social Media Campaigns, Media Strategy, Film Production, and Editorial Design.
My Role: Art Direction, Brand Management, Film Production, Video Direction, and finally as Communications Officer.
Voter Experience and Digital Platforms
After creating multiple online political engagement experiences, driven by innovative marketing strategies and unconventional creative advertising, I present a series of comprehensive user maps and journeys, winning website architures, and social media strategies. Most of them with proven record to be in politics very effective or at list they were ten years ago, before snapchat, instagram stories, and uber.
The most important lesson I learned is not to drive innovation from an economical perspective (paid advertising) or lead by technology, because it limits you vision. And instead lead by human-centered design, understand the citizen, and be native to their language and behavior.
Offline-Online Citizens Behavior
SEO Flow for Electoral Campaigns
Online Grassroots
Political websites ‘home’ should work as dashboard for ‘grassroots organizers’. A great interface design enables voters and general public to use digital tools and move from one action to the next one. Also, the content should be curated and stay relevant to the voter; owning the message at all times.
In the US political democratic system the important element on the homepage of any campaign website is donations. After many iterations and testing on web designs, it is recommended to locate the donations button on the top left corner, most as desirable action from the users.
News and Blogs
Owning the message is very important. I widely recommend to maintain an inhouse editor and give voters the chance to collaborate.
Splash Pages
Great component to give specific instructions to the user, or create awareness of campaign goals and momentum.
