Rally Starter - Rally Page
Old Rally Page
New Rally Page
I joined the Rally Starter team 6 months prior to launch, helping ship the initial product in 2017. I took over day-to-day product work to rebuild Rally Starter based on user feedback and a design system methodology.
What is Rally Starter?
The current social activism landscape is lacking real impact. Signing a petition isn’t the only step to impactful change — it’s one step. With Rally Starter we set out to build a better platform for positive social change. Creating a new way for concerned citizens to engage in meaningful activism. Rally Starter was built from the ground up on the idea that engaging decision-makers and influencers creates impactful change. We implemented a unique approach for activism — giving people access to all communication channels (Social, Phone, Email) to take action on important social issues.
The Challenge
With the original version of Rally Starter gaining traction, the pain points of the design became apparent. Ease of use and onboarding was confusing and limiting our growth. The Rally Starter brand didn't fit our voice and where we wanted to take the company.
The Outcome
A redesigned product that focuses the users, giving them control and an experience that encourages them to create change. A scalable design system with a new brighter brand.
Rally Creation
A large part of my time on Rally Starter was spent simplifying the Rally creation process. After auditing the current user flows we saw some major issues with how Rallies were created. It became apparent that creating a complete Rally was a labor-intensive process. Users had to navigate 11 steps and many more substeps to create a Rally that had the potential to be successful. New users were abandoning early on in the flow -- at step 2 sometimes 3.
After reviewing our user data we redesigned the Rally creation flow. Paring the 11 steps down to 4. We prioritized the most important steps to creating a Rally and removing steps that lead to confusion and caused people to abandon.
Step 1: Price
Putting price up front helps us be transparent and set expectations about what features users can expect.
Step 2: Creation
Rally creators choose their Rally type, target, and supporting information based on type. We took a step back to look at what a Rally was and rebuilt Rallys and the signup process from the ground up.
Step 3: Review
A redesigned target search pulls targets from our database and lets users add new ones.
Step 4: Add More Actions
We wanted to empower the Rally creator to add more targets but understood that a major bottleneck in our old flow was the overwhelming number of options. Giving creators two main options allows for a quick and simple Rally without being overwhelmed or a more full featured Rally.
Along with the flow I implemented a new design system for Rally Starter. Keeping with the theme of clarity -- much of the color was scaled back and added in sparingly. The sharp edges of many components were also slightly rounded so the design would feel less aggressive.
The Rally Page
Since there is always room for improvement, we wanted to take the Rally page a step further to improve interactions. After talking to users of the platform, reviewing feedback, and looking at specific page analytics we redesigned the Rally experience to center around one main action and a list of secondary actions. This new experience brought actionable items higher up the page and eliminated excessive page length. The new Rally page features a clear design with a prominent call to action. We intorduced the idea of an "Action List" This is a simple to-do list one can follow to orient their progress and easily find more actions to take.
We're live! Nothing beats a product you can actually use. Take a look, take some actions, create some change!