TextLess Live More

Overview

TextLess Live More is a national awareness campaign with a mission to end distracted driving and promote digital wellness. The non-profit is the nation’s only organization to address the correlation between distracted driving and distracted living. Their efforts in advocating for hands-free driving legislation helped change laws in states across the country and make texting and using a phone while driving illegal.

Goals and Challenges

Our main objective was to establish a consistent message and create a clear experience that drives more engagement. I met with key stakeholders, including the executive director, CEO and founders, to identify and discuss the major issues that needed to be addressed.

• It’s unclear what the organization actually does and what the user flows should be.

• There’s an overwhelming amount of information/content. Content overload = cognitive burden.

• There’s no content or information structure.

• It’s challenging to navigate.

• There’s inconsistent design throughout the entire site.

• Multiple pages, links and buttons don’t work or are incorrect.

• The user flows are confusing and lead to frustration.

Approach

The first step was to workshop the organization’s mission statement and define our language. I collaborated with the executive director to rework our brand identity and message.

Our organization has a multi-faceted mission, so ensuring the message was clear, concise and inclusive was a priority. We needed a statement that incorporated all aspects of our organization. To figure out our message, we identified our two key groups as (1) students and educators, and (2) supporters and donors.

TLLM works as both an awareness campaign and an educational program. Before, the language isolated our 2nd group (supporters and donors) and spoke only to the 1st group (students and educators).

We worked through several iterations to establish a new version of our mission statement that is direct and inclusive:

After identifying our user groups and establishing a clearer mission statement, we could return to the website. To create a well-designed experience, we needed to understand our intended goals and the essential information needed to reach those goals. I conducted a complete content audit to establish an information hierarchy and develop an architecture to organize the site.

We decided to structure the website into 5 parts that serve different purposes for users depending on their end goal.

Key Takeaways

The initial user flow of the site was extremely confusing and disorganized. The information architecture and clear navigation helps users travel through the website depending on their goal. These significant changes in addition to an updated cohesive brand identity and voice makes the website sensible and purposeful.