Rose's Law

The goal of Rose’s Law is to accomplish animal liberation by implementing a Bill of Rights for Animals, but users are not grasping this concept.

It became our job to redesign the marketing website to better convey this message.

Client Work (General Assembly), Desktop Design

My Role

UX Designer

Focusing on Content Strategy

(Team of three)

Duration

Three weeks (February 2020)

Methods Used

Surveys, User Interviews, Heuristic Evaluation, Affinity Mapping, Comparative and Competitive Analysis, Feature Prioritization, User flows, Paper Prototype, Wireframes, Usability Testing, Hi-Fi Prototype (Figma).

The Client

Rose's Law is the concept of Animal Liberation through a Bill of Rights or legislative change. This concept resides within another group called Direct Action Everywhere, which organizes activism that brings attention to the mistreatment of animals particularly in industrial farms.

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The Opportunity

Our task was to redesign the marketing website for Rose's Law. Currently, users don't understand the message of Rose's law leaving them confused and unwilling to participate.

Discovery Phase:

Interviews /

Usability Testing

To get a better understanding of why the current website was confusing users we decided to conduct usability tests on potential users. We needed to quickly access people who would be interested in saving animal lives we decided to ask people who volunteer at the San Francisco SPCA (Society for the Prevention of Cruelty to Animals).

 

Our plan of action was to find SPCA volunteers who would be willing to participate, ask them to look over the Rose's Law website, and to talk out loud about what they understand from what they see. 

Personally, I am a very outgoing person and talking to complete strangers was not a challenge for me. Out of my team I was the one leading the conversation with those being interviewed. Always allowing for my team members to ask their own questions and giving their own input. 

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“These images make me think I’m going

to be dragged around and get locked up”

“These images are about racism and civil rights and not related to animal care.”

“Looking for somewhere in the middle. I don't want to smash the state and I don't want to just sit around eating vegan food”

One participant knew the organization, is a vegan, and sympathetic to the cause. Despite these constants, he doesn’t feel comfortable participating because of the startling content on the website.

This anecdote was echoed by all five of the people we interviewed.

In this video of the old Rose's Law website, you can see lots of images of demonstrators but very little information on why that is relevant to the cause. 

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“The form doesn't tell me what I am getting involved in”

“The more I look at this site the more confusing it is”

“CTA to join an action doesn't mean anything.

Why join? What does it mean?”

Everyone we interviewed echoed the sentiment of confusion as to what they were signing up for when it came to signing up for the newsletter. 

Discovery Phase:

Surveys

Quantitative data is important to back up the qualitative data from interviews so we created a survey.

Similar to interviews we asked participants to look over the current website and give us feedback about what they understand or do not understand.

21% of users find the message to be clear

Elements from the original website were superfluous and made the message confusing. Such a images from the Civil Rights movement of the 1960's, which has nothing to do with animal rights. 

24% of users find the website easy to use

User's would click the "Take Action" link in the primary navigation bar to find out how they can participate but would be redirected to the newsletter sign up. This is jarring and confusing.

79% of users want a better explanation of Rose's Law

The message of the organization is getting lost in unnecessary information and images. This leads to a lack of engagement.

28.4% of users are willing to sign up for the newsletter

The content does not provide enough information for users to trust the organization and create a willingness to participate.

79% of users want a better explanation of Rose's Law

The message of the organization is getting lost in unnecessary information and images. This leads to a lack of engagement.

The Problem

1.

Lacks Explanation

Users don't understand the message. 

2.

Lacks Validation

Users don't trust what they are signing up for.

3.

Lacks Purpose

What are the steps to achieve the goal? 

Discovery Phase:

Interviews with Experienced Activists 

We interviewed leaders and supporting members of Direct Action Everywhere, an activist group affiliated with Rose’s Law. Meeting them at a protest and conducting guerilla interviews.

Key Insights

  • Wants the site to serve as a platform for training, events, and networking.​

  • Not sure how, or what, to use the Rose’s Law website for.

  • Connecting the forty-year roadmap in the Rose’s Law can help people understand the path, and actions, the organization is taking to achieve its ultimate goal.

Discovery Phase:

User Profiles

Our research lead us to create two user profiles

Potential Activist

  • Needs education on the purpose / mission

  • Has an uneasy feeling about participating

  • Has a desire to participate in animal activism

  • They don’t know the best way for them as an individual to contribute

Experienced Activist

  • Wants to access information about events

  • Understands the risks around performing civil disobedience

  • Wants to be physically involved in social change

  • Can’t find updated information about current events

Solution

Statement 

By organizing content in a more readable and interactive method users will be more willing to participate in actions. 

Research proves that the website does not provide enough information on what Rose's Law is and how to achieve it. The goal is to adjust the content of the website to better explain the goal of Rose's law and how users can take action to achieve it. 

Information

Communicate the need for a social movement.

Training

Provide a platform for activists to learn best practices.

International

Provide guidelines for chapters to open worldwide.

Advocate

Attract new users and activists.

Iteration Phase:

User Flows 

We decided to make two user flows for both of our user profiles, New Users and Experienced Users. 

  • Focusing these flows around understanding information which results in signing up for the newsletter.

  • Because users are hesitant to participate organizing around a chosen level of engagement will increase the types of users. 

  • Experienced users need to find events and create new chapters in other countries.

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Iteration Phase:

Feature Prioritization

There is an endless list of features we could have included to this project but the research really dictated the most important ones.

  • Homepage with a mission statement and clear information about Rose's Law which leads to the newsletter sign up. 

  • Page for the history of the organization, details of the Bill of Rights, the Forty-Year Roadmap, and another opportunity to sign up for the newsletter.  

  • System for training new activists and experienced activists. 

  • Donation page.

  • Page for events to be listed and look into with more details

  • News articles and more information about how the organization is effecting laws. 

Iteration Phase:

Paper Prototype

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We ran design studio sessions where we sketched, discussed, and refined ideas for a paper prototype. Then we ran our first usability tests on five different subjects.

Takeaways from the usability tests:

Most of our feedback had to do with how content and actions were worded. This required the experience of language to be molded to better lead the user.

For instance when we asked test participants to sign up for the newsletter they clicked “News” in the header nav. This indicated that we needed to change the wording to that CTA.

There was confusion with regards to the “Take Action” page and what "questions” meant on the thumbnails of content. Users did not like the idea of being tested on the content they would consume.

We took this feedback into consideration when creating the mid-fidelity wireframe prototype in Figma.

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Iteration Phase:

Mid-Fidelity

 Prototype

Clarity of information was key in this iteration so that users understood what the organization is about and what they were signing up for.

In my role as content strategist this is where my hours of research into the organization became integral. Taking information that was spread out over Rose's Law, and their sister organization Direct Action Everywere, and applying it to the new design in a way that made sense and drew the user in.

Play the video to see the prototype in action.

Feedback from the usability tests:

  • Users had a much clearer understanding of what Rose's Law is about and how they can take action.

  • What would be received upon signing up for the newsletter was more comprehensible.

  • Some users didn't understand that there was more content below the fold so we addressed this in the High Fidelity.

Final Design:

Features

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Design for Communication

The message is clear from the landing page​. Who Rose's Law is and what their goal is. 

With the mission statement second and a list of values used to achieve the ultimate goal.

Personally, I illustrated the images of animals.

The goal was to create delicate, sketchy images to engage the viewer and introduce the variety of species that need the help of activists.

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Design for Credibility

Users need validation that this organization is legitimate.

Because the organization behind Rose’s Law doesn’t want to share the information of individual people behind the administration we created designs that would share achievements.

The timeline of achievements provides proof that their actions produce solutions. 

Design for Motivation

We created multiple ways for people to see the steps to achieve the ultimate goal of the Bill of Rights.

The Roadmap spells out how to achieve the Bill of Rights in 40 years. With milestones explained every 5 years.

This feature is in response to hearing multiple experienced activists expressing they wanted to see the connection between the roadmap and actions the organization is taking.

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In addition to the roadmap, we expanded the Take Action page.

This page provides information on how you can participate at a beginning level to an advanced level.

Final Design:

Prototype

Play the video to see the prototype in action.

 

Final Thoughts

and Next Steps

Next Steps

  • Analyze the pros and cons of combining the website for Direct Action Everywhere ( DXE ) with Rose's Law Website. 

  • Create a platform for a design library so users can create posters and have access to logos etc. 

  • Research into adding another user profile. Streamline the user experience for journalists, politicians, and influencers.

Final Thoughts

This was my last full project while studying UX at General Assembly and it was my favorite project to work on. The whole project really flowed easily from research to the end result. Working with the client there was a lot of free-range to do what we wanted with the final product. At the end of the presentation the client was concerned with the lack of violent imagery that they believed would draw more people to the cause. This was in direct conflict with our research. Creating a product that coalesces with the business needs would likely be part of the next steps.

Working on this project was a wonderful experience. I had an excellent team that had a beautiful way of working together. We got an understanding of each other's strengths and we let that part shine through for each other. At the same time if a teammate was having a hard time with something we would all help that person get to the other side of it. Not to mention the moments where it felt like we were reading each other's minds when it came to design solutions or next steps. So much love for my dream team.