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[Case 02]

Wisconsin Native Vote Website Redesign

Advocacy

Laptop with new website design on display -- diagonal display
Laptop with new website design on display -- diagonal display
Laptop with new website design on display -- diagonal display

Designing a More Accessible Voting Experience

Design Interactive

[Project Overview]

Wisconsin Conservation Voices asked our team to enhance how their website features the Wisconsin Native Vote program. The project involved the redesign of the Native Vote and Voting Info pages and the incorporation of WNV content throughout the site for better engagement of Native audiences and simplification of access to voting information.

[Problem Statement]

Key WNV content is hard to find and lacks a clear structure that would allow Native audiences to quickly understand the program or access essential voting information. The site needs a more accessible, intuitive design to surface WNV content across pages and foster deeper engagement.

[Industry]

Advocacy

[My Role]

UI/UX Designer

[Platforms]

Desktop

[Timeline]

September 2025 - December 2025

Old versus New Website Variations
Old versus New Website Variations
Old versus New Website Variations
Competitor Analysis
Competitor Analysis
Heuristic Evaluation
Heuristic Evaluation

[Process]

[01] User Research

Reviewed the Native Vote and Voting Info pages to identify unclear hierarchy, dense text, and confusing sections.

Analyzed Squarespace analytics showing low CTA engagement, short time-on-page, and high drop-off rates.

Introduced accordions, updated layouts, and reworked carousels to enhance scanning, reduce scrolling, and improve storytelling flow.

[01] User Research

Reviewed the Native Vote and Voting Info pages to identify unclear hierarchy, dense text, and confusing sections.

Analyzed Squarespace analytics showing low CTA engagement, short time-on-page, and high drop-off rates.

Introduced accordions, updated layouts, and reworked carousels to enhance scanning, reduce scrolling, and improve storytelling flow.

[01] User Research

Reviewed the Native Vote and Voting Info pages to identify unclear hierarchy, dense text, and confusing sections.

Analyzed Squarespace analytics showing low CTA engagement, short time-on-page, and high drop-off rates.

Introduced accordions, updated layouts, and reworked carousels to enhance scanning, reduce scrolling, and improve storytelling flow.

[02] Insights

Users struggled to locate essential information and often overlooked key actions like donating or finding voting requirements.

Dense text and inconsistent visual hierarchy reduced readability and slowed navigation.

Color and imagery did not consistently reflect Native culture, reducing trust and connection with the intended audience.

[02] Insights

Users struggled to locate essential information and often overlooked key actions like donating or finding voting requirements.

Dense text and inconsistent visual hierarchy reduced readability and slowed navigation.

Color and imagery did not consistently reflect Native culture, reducing trust and connection with the intended audience.

[02] Insights

Users struggled to locate essential information and often overlooked key actions like donating or finding voting requirements.

Dense text and inconsistent visual hierarchy reduced readability and slowed navigation.

Color and imagery did not consistently reflect Native culture, reducing trust and connection with the intended audience.

[03 Design Solution]

Reorganized pages with clearer structure, simplified text, and stronger CTAs using consistent button styles and meaningful placement.

Applied Medicine Wheel–inspired colors, improved typography, added accessible contrast, and integrated culturally aligned imagery.

Introduced accordions, updated layouts, and reworked carousels to enhance scanning, reduce scrolling, and improve storytelling flow.

[03 Design Solution]

Reorganized pages with clearer structure, simplified text, and stronger CTAs using consistent button styles and meaningful placement.

Applied Medicine Wheel–inspired colors, improved typography, added accessible contrast, and integrated culturally aligned imagery.

Introduced accordions, updated layouts, and reworked carousels to enhance scanning, reduce scrolling, and improve storytelling flow.

[03 Design Solution]

Reorganized pages with clearer structure, simplified text, and stronger CTAs using consistent button styles and meaningful placement.

Applied Medicine Wheel–inspired colors, improved typography, added accessible contrast, and integrated culturally aligned imagery.

Introduced accordions, updated layouts, and reworked carousels to enhance scanning, reduce scrolling, and improve storytelling flow.

[04] Testing & Iteration

Conducted online usability testing comparing the current site to the prototype with navigation tasks, SUS scoring, and cultural resonance questions.

Prototype showed improved task success, stronger clarity, and a SUS score of 91

Iterated designs by refining button labels, differentiating donation options, and clarifying page wayfinding based on user feedback.

[04] Testing & Iteration

Conducted online usability testing comparing the current site to the prototype with navigation tasks, SUS scoring, and cultural resonance questions.

Prototype showed improved task success, stronger clarity, and a SUS score of 91

Iterated designs by refining button labels, differentiating donation options, and clarifying page wayfinding based on user feedback.

[04] Testing & Iteration

Conducted online usability testing comparing the current site to the prototype with navigation tasks, SUS scoring, and cultural resonance questions.

Prototype showed improved task success, stronger clarity, and a SUS score of 91

Iterated designs by refining button labels, differentiating donation options, and clarifying page wayfinding based on user feedback.

[Outcome]

50% increase in task success for locating and clicking the Wisconsin Native Vote donate button.
5-point improvement in SUS usability score, raising the site from 86 to 91.
Eliminated key usability issues from the current site

[Key Learnings]

Design must reflect the audience

Culturally aligned visuals and language build trust and relevance.

Design must reflect the audience

Culturally aligned visuals and language build trust and relevance.

Design must reflect the audience

Culturally aligned visuals and language build trust and relevance.

Clarity improves usability

Stronger hierarchy and simpler pathways lead to better task success.

Clarity improves usability

Stronger hierarchy and simpler pathways lead to better task success.

Clarity improves usability

Stronger hierarchy and simpler pathways lead to better task success.

Test with the right users

Representative feedback reveals needs and barriers you can’t assume

Test with the right users

Representative feedback reveals needs and barriers you can’t assume

Test with the right users

Representative feedback reveals needs and barriers you can’t assume

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