Advocacy Website

back end development
ux audit
front end development
mood boards
visual design
usability testing
user flows
low-fi prototyping
information architecture

MakeTimeToVote.org is an e-advocacy campaign to urge employers in the United States to put policies in place allowing their employees to vote in the 2018 midterm elections. The program was conceived by a number of major companies in the U.S., including Walmart, Patagonia, GAP, Lyft and The North Face. These companies sponsored a full-page ad run in the New York Times in late September, 2018 which drove traffic to an unbranded, non-partisan website allowing more employers to sign on and add their name to the list.

The New York Times advertisement was deliberately simple, void of any colours or design elements that could be perceived as party-specific. The website followed the same approach, with the emphasis on messaging and call-to-action to recruit more companies to participate in the campaign.

My role in this project

  • Conducted a competitive review of similar services available such as WeightWatchers®, MyFitnessPal® and Noom®
  • Developed an overall user flow depicting service onboarding, food logging and integration with 3rd party services
  • Designed and built an extensive set of high-fidelity prototypes using AxureRP
  • Created a detailed property map that presented technology requirements alonside user interactions within the application
  • Completed a full branding exercise including mood boards, logo concepts and associated collateral
  • Designed various app screens and user flows using Sketch
  • Liaised with app developers throughout MVP process
Mobile app visual design samples
Unlike other weight loss apps, Fitmethod aims to simplify the often laborious process of finding and logging food.

In three simple interactions, a food can be entered into the user's food diary. User behavior is rewarded with achievements and educational content around nutrition. is some text inside of a div block.
Navigation and flow samples
The "My day" dashboard provides users with an overview of their current food diary with macronutrient and exercise activity visualizations.
Visual identity mood boards
As part of the rebranding exercise, I developed initial logo concepts paired with mood boards to demonstrate the corresponding design languages.
High-fidelity prototyping
Using AxureRP, I developed an extensive set of high-fidelity mobile prototypes that simulated key tasks like onboarding, logging food and entering physical activity.
User journey mapping
I developed a hybrid user journey / technology diagram that presented user movement through the app alongside key technology decision points. This was developed in parallel with business modelling.
Competitive review
As part of my competitive review, I diagramed one of the key differentiators for Fitmethod - simplified food logging. In this diagram, the number of overall interactions are compared between MyFitnesspal (a key competitor) and Fitmethod for logging a simple food like a banana, and a more complex food like a sandwich.

Our role in this project

  • Identifying a suitable platform for rapid design, development and launch
  • Implementing a visual design based on the NYT advertisement
  • Building and coded the website using Webflow CMS
  • Conducted browser / device testing
  • Populating content and maintaining the list of participating companies
  • Provided training to client team for future website maintenance
  • Overall project management and liaison with client

This was a wonderful project to be part of, as it aimed to address an important issue around poor voter participation,  offering a creative solution to empower employers to solve this problem.

It was also satisfying to work with a group of highly-motivated, respected brands who supported this campaign. By November 6th, nearly 700 companies had signed on to pledge their participation in this important initiative.

View additional assets from this engagement

View more work samples

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