CommonAlly
Convince young voters to become politically active beyond their social channels during a time of great political turmoil and burnout.
A trustworthy brand that cuts out the political BS, and introduces politics in an organized and simplified way with a personalized UI/UX.
1. Defining the building blocks
CommonAlly was an idea that existed as a deck with a couple of wireframes. Aaron Lyles approached me to help develop the brand and platform. I started by trying to understand the essence of the brand through questionnaires and research.
We looked at competitors in the market, defined brand values, refined CommonAlly’s value proposition, and played with various taglines–helping set the stage for the next phase, where I explored typefaces, word marks, logos, and color.
I explored a wide range of typefaces to discover a font that was modern and trustworthy. I played with word marks and began introducing symbols.
I tested various symbols and icons that alluded to political activism. Eventually, the safety pin design became the front runner.
I played with vibrant, expressive colors to appeal to younger audiences, making sure to stay away from the stereotypical colors of red, white, or blue.
2. Crafting the UI/UX
Going off the initial work done for CA's brand, I created an app style guide to help keep consistency across all screens of the app as we went through wireframe explorations. I created reusable components, color libraries, and more.
We then started to iterate upon flow charts to help establish the product's MVP. We closely researched our target demographic to learn what the gaps were when it came to becoming civically engaged.
I refined the screens as we honed in on the proof of concept, playing with different ideas around polls, voter info, candidate bios, educational content, and more.
We established an onboarding experience that lowered the barrier to entry, and allowed users to see what the dashboard looked like without requiring sign up.
With comprehensive onboarding in place, we were able to create a personalized experience that was tailored to the user's most important issues.
Avatar illustrations
3. Website, content, & launch
As the app was being developed, I helped create CommonAlly's website, and explored different wireframes that evolved to reflect the app's proof of concept.
I helped create app store assets, paid media, social media, educational content, and video explainers that helped populate all of CA's channels, including the app.
