PROJECT
Generation Rainbow
Generation Rainbow is a microsite that encourages MoveOn members and the community to engage by protecting and enforcing the rights of LGBTQ youth. Gen-R served as a central location where you can learn of current injustices while providing a platform to take action against those injustices. It also is a safe place for LGBTQ youth and supporters to find resources that promote the empowerment, mental health, and camaraderie within the community.
Roles.
Project Manager, UX Designer, Graphic Designer, Project Owner, Front-End Developer, Account Manger
Tasks
Information Architecture, Prototypes, Brand Identity, Development (build), Ideation, Conceptualization, Acceptance Testing, Graphic Design, Responsive Design, UX Research & Analysis
Tools
Figma
Photoshop
Wordpress
Sublime
Asana
Slack
Turnaround.
1 month
CONTEXT
issue
questions
Competition: Is there a need for MoveOn to cover this space or are there already organizations specializing in this area that MoveOn can partner with?
How do we keep membership engaged and and continue grow the platform after the initial launch?
How do we reach the intended target audience, as opposed to spamming our entire membership with content they may not be interested in?
solution
Determine KPIs and set success metrics with timelines the campaign must meet in order to permanently assign resources and ensure the longevity of the product..
Create a SWOT analysis of current campaigns regarding this issue ran by other organizations and determine what MoveOn can offer that is currently lacking in this space.
research
For research I created a list of progressive organizations with similar interests that specializes in LGBTQ+ issues as well as organizations with content that targets younger age groups and/or LGBTQ+ audiences.
After conducting an audit of the afformentioned sites and communications I cross referenced the services, CTA’s and information offered on each to find a gap that MoveOn could target and fill that space.
Once we figured out the best way to engage, I designed and built the prototype. User tests were conducted through out the process to gauge members and non-members reaction to the product.
ideation
During ideation I used mood boards, and color swatches that helped narrow down the vibe the stakeholders were looking for while relating to our target audience.
I also utilized brainstorming techniques and referenced older communications and campaigns from MoveOn that had significant engagement with our members in the past.
visual language | branding
The look and feel targets a younger demographic with an energetic and poignant color palette. The imagery used evokes strength, resistance, and power found within community.
development | testing
A contact list of membership that previously engaged with emails regarding LGBTQ+ experienced a soft roll out of the platform via email announcement and text alerts.
The rest of the membership list was then informed of the new platform via email on a separate day in order to gauge the difference of engagement.
