Objective:

To utilize the 100+ million annual visitors to plannedparenthood.org and compel at least 150,000 users to register to vote for the 2018 Midterm Elections by designing an elegant, frictionless user experience in both English and Spanish.

Issues With the Legacy Voter Registration Page

• It’s not optimized for Spanish speakers

• It asks the user to fill out the form to register, only to send the user to a page to re-register and input in all the information

• Its UX is not compelling enough to get enough users to register to vote both from the standpoint of not contextualizing what the user should be doing, or defining a clear journey from starting point to goal completion for the user.

• There are three different voter registration forms on PP.org.

  • https://www.plannedparenthood.org/about-us/register-vote/voter-registration

  • https://www.plannedparenthood.org/about-us/register-vote

  • https://www.plannedparenthood.org/get-involved/register-to-vote-online

• The page is currently hard to find

Voter Registration Solution

After a thorough discovery phase, including a historical analysis, UX audit, user flow analysis, and competitive comparison, I moved into the design phase. Because of the multiple stakeholders in the project, I had three concepts I presented for initial wireframes that utilized Vote.org, RocktheVote, and then my own custom designed solution. After deliberation with the stakeholders, as well as a discussion with the development team to gauge feasibility, I pressed forward with the custom solution.

English Voter Registration Page

Spanish Voter Registration Page

Solution Details - View Live Site Here

• The user starts interacting with the page by first filling out their first and last name. As the user inputs their name, it also auto populates the “signed” field at the bottom as well to reduce the amount of user lift that goes into filling out the pledge

• The user gets to choose whether they want to be contacted by email or text

• If they select email in the dropdown, the next input field asks for their email address and the legal line for the user to opt in to email is exposed. It is a similar process if the user selects text

• Then the user selects their state. The date will automatically be populated based on a time clock

• Next the user agrees to the Terms & Conditions and clicks “Pledge Now

• NOTE: only the english version has the pledge form.
  

• Upon the Pledge Now click for the English version, the next module pre-populates the state with the state they had chose in the pledge form. However, it also allows them to reselect another state if needed

• The CTA button then activates, telling users to register “REGISTER NOW”

• Both versions of the button then links to their state-based registration page

Thank you to Doug Behl, Ambreen Hussain, Alisandra Wederich, Nina Hessell, and the rest of the PP Digital Products team.