A new identity and website to drive increased membership and engagement for the largest academic workers' union in the US, spanning the University of California, or UC, system.
The organization needed a new identity and website to replace an existing site that was complicated, internally-focused and did not reflect current organizing and political needs. The research phase identified the main issues users encountered and focused on the most relevant content while also developing a user flow to increase sign up and engagement among existing members. As part of the research, I evaluated different ways unions use site, focusing on different needs users have.
UX:The site architecture is designed to lead to membership growth and more meaningful engagement in the union's political work. The new site reflects research on the issues most relevant to members needs to loop them in to ongoing campaigns. Call to action drive membership and identify new leaders.
Design: The new logo and site branding emphasizes the organization's work across 9 campuses of the University of California, balancing the union's role as a political organization and appealing to graduate students in diverse fields, from scientific researchers to humanities scholars and educators.