A clearer path to action
We built a new digital platform and content management system for Moms Demand Action to help volunteers get started and keep them engaged over time. Joining the movement needed to be effortless and taking action needed to feel immediate.
The site makes it easy for volunteers to take urgent actions (like signing a petition) and demonstrates how those actions level up to larger initiatives. We made key mechanics like donating, event sign-up, and connecting with your local chapter much easier too.
The onboarding experience welcomes new volunteers and introduces them to the organization’s goals. We wanted to make sure that motivated volunteers could take action—immediately.
Building a design system in an existing brand family
Moms Demand Action is the grassroots arm of Everytown for Gun Safety, which also includes Mayors Against Illegal Guns and Everytown Research, along with a host of other branded campaigns. Our design system for Moms Demand Action needed to sit seamlessly within this nesting doll of brands.
We upgraded the brand to better reflect the Moms Demand Action mission, and we pushed their aesthetics to be more authentic, hopeful, and welcoming, with a touch of grassroots-y fire. These updates retained existing brand equity and made it faster to build new digital features.
The design system includes a re-usable set of UI elements that work across platforms. Future digital products from Moms Demand Action will have their own requirements, but can be built up from a shared visual foundation and strategy.
Creating an empathetic experience
By interviewing volunteers, attending a local chapter meeting, surveying existing site users, and auditing content and analytics, we were able to immerse ourselves in the Moms Demand Action universe. Through this research, we identified key accessibility, performance, and usability improvements that would best serve the greatest number of Moms Demand Action volunteers.
The site can be flipped into an accessible color mode for users who need enhanced contrast.
The site fosters a sense of community and brings the magic of in-person interactions onto the small screen. It helps busy volunteers stay up to date on issues, events, and campaigns.
Connecting online to get offline faster
So much of the Moms Demand Action magic happens in person, at the local level. We built a chapter-finding map to help new volunteers connect with their local volunteer leaders as quickly as possible.
Beyond the utility of this map, we also wanted to show the reach of the movement. There are chapters in all 50 states, so no matter where you live, a Moms Demand Action meetup is probably nearby.
The weekend after we launched the site, a gunman killed 22 people in El Paso, Texas. The next day another 9 people were killed in Dayton, Ohio. We were stunned to see our “rapid response” tools needed so immediately. As a direct result of the new system, Moms Demand Action was able to raise almost $150,000 in three days. And our new homepage tooling prompted over 11,000 people to sign an urgent petition. These numbers far outpaced the capabilities of the previous website.