EmgageUSA
AdobeXD, Google Analytics,
Hotjar
UX/UI, Heuristic Evaluation, Clickstream, Info Architecture, Journey Mapping, Visual Design
#04
A comprehensive rebranding effort to enhance the user experience across web products, brand identity, and marketing materials. The redesign streamlined user engagement and navigation while clearly conveying the organization's mission and values.
Emgage is a 501(c)(3) organization that implements an ecosystem of programs to develop the capacity of the Muslim voter, ensuring their narrative is woven into the American fabric. To establish Emgage’s rebranding, I focused on enhancing the user experience design by employing various UX methods to create web products, brand identity, and marketing collateral that effectively convey the brand’s mission and values.
Age Groups:
25-35 (28.6%), 35-44 (25.15%), 18-24 (16.21%)
Gender:
57% Female
Affinity:
Political News Junkies, Campaigns & Elections
Devices:
Desktop (57.70%), Mobile (38.15%)
In-market For:
Employment
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An analysis of web analytics from the past 3 years was conducted to identify bottle-necks in the previous user interface.
One of the critical features that needed to be addressed was presenting primary information with a clear call to action (CTA). The previous landing page lacked direction for the user and did not evoke a brand emotion. By conducting clickstream analysis, I identified how users navigated the site and where drop-offs occurred.
This analysis provided insights into user behavior and informed the placement of a clear and compelling CTA, which was further bolstered by social proof from the community to increase engagement and trust.
Creating a modern design that depicts the brand’s new approach to civic engagement.
The user experience was previously fragmented and unclear, with each state chapter having its own page and blog, leading to redundant content and user confusion. Using techniques such as user journey mapping and heuristic evaluation, I identified the pain points in the navigation and content structure. Consolidating content to present a cohesive narrative and streamline the user journey. This approach reduced cognitive load and ensured users could easily find the information they needed, regardless of their location or the chapter they were interested in.
Additionally, usability testing was conducted to gather direct feedback from users interacting with the prototypes. These tests highlighted specific areas where users faced difficulties, allowing us to iteratively refine the design. By focusing on creating a seamless and intuitive user experience, we significantly reduced bounce rates and improved user satisfaction. Interactive elements were introduced to allow users to explore content relevant to them without feeling overwhelmed.
The result was a unified representation of Emgage as a single entity with a clear, defined path toward its objectives. Overall, by employing comprehensive user experience methods, including clickstream analysis, user journey mapping, heuristic evaluation, and usability testing, I was able to create a user-centered design that enhanced engagement and supported Emgage’s mission to empower Muslim voters and integrate their narrative into the broader American story.
