KAREN CHRISTOPH

Work

Play

About

Contact

KAREN CHRISTOPH

KAREN CHRISTOPH

Work

Play

About

Contact

Rally's Admin Tool for Relational Organizing

Rally's Admin Tool for Relational Organizing

Rally's Admin Tool for Relational Organizing

product design
research
user/stakeholder interview
information architecture
wireframing
design library
task flows
user flows
interactive prototypes
usability testing
Self-serve political tool for creating and managing relational organizing campaigns.
Self-serve political tool for creating and managing relational organizing campaigns.

about

Rally is a relational organizing tool for progressive political campaigns. Relational Organizing is a strategy used in political organizing to mobilize people based on their pre-existing relationships and social networks.

Rally has two main tools. One that facilitates "mobilizer" (volunteer and paid participants) outreach with their friends and family on behalf of campaigns. The second tool is used by campaign administrators to configure the information displayed in the mobilizer app and track performance. This case study focuses on the administrator tool.

Rally is a relational organizing tool for progressive political campaigns. Relational Organizing is a strategy used in political organizing to mobilize people based on their pre-existing relationships and social networks.

Rally has two main tools. One that facilitates "mobilizer" (volunteer and paid participants) outreach with their friends and family on behalf of campaigns. The second tool is used by campaign administrators to configure the information displayed in the mobilizer app and track performance. This case study focuses on the administrator tool.

overview

overview

overview

The goal of this project was to design a tool for Rally's admin users to create and manage relational organizing campaigns, add and manage users, and monitor campaign performance. Campaigns created by admin would dictate which information displays to mobilizers in the app they use to track conversations with their contacts. In addition to providing performance, the admin app would help users glean actionable insights to optimize their campaigns.

The goal of this project was to design a tool for Rally's admin users to create and manage relational organizing campaigns, add and manage users, and monitor campaign performance. Campaigns created by admin would dictate which information displays to mobilizers in the app they use to track conversations with their contacts. In addition to providing performance, the admin app would help users glean actionable insights to optimize their campaigns.

team

I worked with a team of four developers, one product Manger, and four internal stakeholders. I was the sole designer on this project.

I worked with a team of four developers, one product Manger, and four internal stakeholders. I was the sole designer on this project.

research

research

research

Research methods

user interview insights

Before designing, we performed stakeholders and user interview to determine what areas needed the most improvement. Research revealed:

Before designing, we performed stakeholders and user interview to determine what areas needed the most improvement. Research revealed:

Analytics

  • Admin users often found the current analytics tool confusing and thought there was information overload

  • Many of the more advanced admin were performing their analysis outside of the Rally tool

  • Less technical or advanced users were unsure how to utilize the data provided and the system lacked actionable insights for these users

  • Admin found geographic data about mobilizers' contacts helpful in understanding performance and informing strategic changes

Analytics

  • Admin users often found the current analytics tool confusing and thought there was information overload

  • Many of the more advanced admin were performing their analysis outside of the Rally tool

  • Less technical or advanced users were unsure how to utilize the data provided and the system lacked actionable insights for these users

  • Admin found geographic data about mobilizers' contacts helpful in understanding performance and informing strategic changes

Performance to Goals

  • Campaign goals were regularly changing

  • Admin needed to see performance of their campaign goals on campaign & user levels

Performance to Goals

  • Campaign goals were regularly changing

  • Admin needed to see performance of their campaign goals on campaign & user levels

Voter Registration & Ballot Chasing

  • Often a major part of campaign strategy was voter registration and ballot chasing (getting people to turn in their ballots and to the polls to vote)

  • Users wanted the ability to target contacts based on their vote plan, ballot status, and vote status

Voter Registration & Ballot Chasing

  • Often a major part of campaign strategy was voter registration and ballot chasing (getting people to turn in their ballots and to the polls to vote)

  • Users wanted the ability to target contacts based on their vote plan, ballot status, and vote status

Communicating Priorities

  • Campaigns were spending a large amount of time training and onboarding mobilizers in the beginning of program

  • They found it difficult and time consuming to communicate ever-changing priorities to all mobilizers

  • Mobilizers needed better directions on what actions they should be taking in the app

Communicating Priorities

  • Campaigns were spending a large amount of time training and onboarding mobilizers in the beginning of program

  • They found it difficult and time consuming to communicate ever-changing priorities to all mobilizers

  • Mobilizers needed better directions on what actions they should be taking in the app

users

Rally's admin tool is used by political campaign staff and organizers. We defined the admin users into four different user types that we turned into different permission levels in the tool. We assessed each user's need and goals.

Note: We planned the features and wireframed for all four user types, however the high fidelity screens presented in this case study are representative of the minimum viable product (MVP), which included one highly permissioned, generalized admin user equivalent to the ‘Organization Admin’. The future design plans included all four user types.

Rally's admin tool is used by political campaign staff and organizers. We defined the admin users into four different user types that we turned into different permission levels in the tool. We assessed each user's need and goals.

Note: We planned the features and wireframed for all four user types, however the high fidelity screens presented in this case study are representative of the minimum viable product (MVP), which included one highly permissioned, generalized admin user equivalent to the ‘Organization Admin’. The future design plans included all four user types.

vision

vision

vision

Our team determined which key areas were the most pressing user needs to address, then ideated solutions and new features. We prioritized these items based on our goals, feasibility and level of impact. 

The designs I established include the ability to configure campaigns, add and manager users and contacts, and view analytics from the organization level down to specific contacts and mobilizers.

Our team determined which key areas were the most pressing user needs to address, then ideated solutions and new features. We prioritized these items based on our goals, feasibility and level of impact. 

The designs I established include the ability to configure campaigns, add and manager users and contacts, and view analytics from the organization level down to specific contacts and mobilizers.

early designs

early designs

early designs

journey map

To gain an understanding of key flows and help determine information architecture, I mapped the admin user journeys. Below are the first time user journeys of a new organization and an admin invited by an existing organization.

To gain an understanding of key flows and help determine information architecture, I mapped the admin user journeys. Below are the first time user journeys of a new organization and an admin invited by an existing organization.

information architecture

The new site map includes a top level dashboard for the parent organization, where users can drill down into specific campaings within that organization. Once in a campaign, the primary tabs include Analytics, Content with details of the campaign, Users, and Contacts. In the upper navigation, users can switch between campaigns, view their profiles, and switch between admin and mobilizer roles.

The new site map includes a top level dashboard for the parent organization, where users can drill down into specific campaings within that organization. Once in a campaign, the primary tabs include Analytics, Content with details of the campaign, Users, and Contacts. In the upper navigation, users can switch between campaigns, view their profiles, and switch between admin and mobilizer roles.

wireframes

Next, I created low-fidelity wireframes for the main screens and flows. Wireframes included navigation, organization page, campaign pages, and the create campaign flow.

Next, I created low-fidelity wireframes for the main screens and flows. Wireframes included navigation, organization page, campaign pages, and the create campaign flow.

high-fidelity designs

high-fidelity designs

high-fidelity designs

organization dashboard

The highest level of information hierarchy within the tool is the organization dashboard. This dashboard includes the organization's general details, the sum of analytics across all the organization’s campaigns, a list of campaigns, and a table of all of the admin users within the organization. From here, users can create new campaigns within their organization.

A common use case for returning here frequently would be a higher-up campaign employee might periodically monitor overall organization performance, then drill down to specific campaign performance.

The highest level of information hierarchy within the tool is the organization dashboard. This dashboard includes the organization's general details, the sum of analytics across all the organization’s campaigns, a list of campaigns, and a table of all of the admin users within the organization. From here, users can create new campaigns within their organization.

A common use case for returning here frequently would be a higher-up campaign employee might periodically monitor overall organization performance, then drill down to specific campaign performance.

create campaign

The preexisting tool required Rally's internal staff to create every campaign on behalf of an organization. We designed a self-serve feature that would allow admins to build, customize, and edit their own campaigns.

Creating a campaign is a five step wizard flow, including adding details, a key question, tasks, users, and a confirmation of all steps.

The preexisting tool required Rally's internal staff to create every campaign on behalf of an organization. We designed a self-serve feature that would allow admins to build, customize, and edit their own campaigns.

Creating a campaign is a five step wizard flow, including adding details, a key question, tasks, users, and a confirmation of all steps.

step 1: details

Admin users begin by adding general details about the campaign, some of which are used to create a mobilizer-facing campaign landing page. This landing page provides information about the campaign to help mobilizers decide which campaigns to join.

Admin users begin by adding general details about the campaign, some of which are used to create a mobilizer-facing campaign landing page. This landing page provides information about the campaign to help mobilizers decide which campaigns to join.

step 2: key question

Next, users enter their "key question", which is the main question campaigns want mobilizers to ask their contact. This question can vary, however it's typically a question about the contact’s campaign support status.

We found that most campaigns use this standard support scale of five answers from definitely to definitely not, however we started seeing that wasn't an absolute, therefore we defaulted to the standard answers and gave the option for people to customize them.

Next, users enter their "key question", which is the main question campaigns want mobilizers to ask their contact. This question can vary, however it's typically a question about the contact’s campaign support status.

We found that most campaigns use this standard support scale of five answers from definitely to definitely not, however we started seeing that wasn't an absolute, therefore we defaulted to the standard answers and gave the option for people to customize them.

step 3: custom actions

In step 3, people can add actions for mobilizers to take with their contact, beyond the key question. There are different type of actions for a user to select from, such as questions, discussion topics and tasks.

Campaigns needed the ability to strategically target contacts with actions based on specific criteria. Users can choose which contacts will see a particular action based on a contact's response to the key question and/or their vote status. For example, within days before the early vote deadline, a campaign might want to target contacts that strongly support their candidate and that reported they plan to early vote, but have not cast their vote.

Users can add unlimited custom actions, then reorder them based on their priorities and goals. We also incorporated some standard actions based on key campaign KPIs for getting contacts registered to vote and gathering their vote plans.

In step 3, people can add actions for mobilizers to take with their contact, beyond the key question. There are different type of actions for a user to select from, such as questions, discussion topics and tasks.

Campaigns needed the ability to strategically target contacts with actions based on specific criteria. Users can choose which contacts will see a particular action based on a contact's response to the key question and/or their vote status. For example, within days before the early vote deadline, a campaign might want to target contacts that strongly support their candidate and that reported they plan to early vote, but have not cast their vote.

Users can add unlimited custom actions, then reorder them based on their priorities and goals. We also incorporated some standard actions based on key campaign KPIs for getting contacts registered to vote and gathering their vote plans.

step 4: users

On step 4, users can invite other admin and mobilizers to the campaign. They have the choice of inviting people individually or bulk uploading via spreadsheet.

One of the major metrics for campaigns and an important initial step for getting mobilizers started in the app is having mobilizer add a certain number of contacts. On this step, a user can set a contact goal for each mobilizer. 

On step 4, users can invite other admin and mobilizers to the campaign. They have the choice of inviting people individually or bulk uploading via spreadsheet.

One of the major metrics for campaigns and an important initial step for getting mobilizers started in the app is having mobilizer add a certain number of contacts. On this step, a user can set a contact goal for each mobilizer. 

step 5: confirmation

The final configuration step shows a summary overview of all previous steps, where a user can make any necessary tweaks to the campaign before completing its setup.

The final configuration step shows a summary overview of all previous steps, where a user can make any necessary tweaks to the campaign before completing its setup.

campaign dashboard

content

Once the campaign is created, users land on the campaign dashboard under the Content tab. This page includes all of the campaign’s content including general details, the key question, and actions.

analytics

Analytics is the home page tab for the campaign dashboard. This page includes top line metrics, a heat map of contacts, and response data for the key questions and actions.

Based on user feedback, we worked to make this page clearer and more actionable than previous the version. I used visual hierarchy and colors to prioritize the most important metrics. We eliminated data visualizations that displayed less useful or rarely used data, in favor of the more useful insights.

users

The Users tab shows all admins and mobilizers within the campaign. Permissions and invitations for new users can be initiated here. Each table includes contact information and actionable metrics about these individuals.

The mobilizers table can be filtered or sorted by data in order to do strategic outreach to mobilizers, shape conversations with them, and understand their performance.

admin profile

When an admin is selected within the table, the user is taken to the admin's profile page which includes their general information and voter file record.

mobilizer profile

When a mobilizer is selected in the table, users are taken to the mobilizer's profile which includes their activity and performance, contact information, voter file records, a table of the mobilizer's contacts, and notes about them added by admin.

We designed these page largely around the use cases of coaches needing to prepare for their one-on-one meetings with mobilizers on their team. They were designed to help inform those discussion. Here you can find a deeper dive into the individual mobilizer's performance— where they are doing well and perhaps struggling. Admin users can sort the contact table by match status, key question answers, or vote status to determine which of the mobilizer's contacts are most valuable and worth following up with.

contacts

The final campaign dashboard tab is Contacts, which holds a table of all contacts added by mobilizer in the campaign.

contact profile

When a contact is selected from that table, users are taken to that contact's profile with their details, voter file information, answers to key questions and actions, and any notes left by the mobilizer.

switch campaign

Zooming out, if users have multiple organization and campaigns they belong to, they can switch between them in the upper navigation via a dropdown menu.

switch roles

Under the profile avatar in the upper navigation, users can switch between their roles as an admin and a mobilizer.

outcome

I was unable to get much longterm data about the performance of this project, however we received tons of positive client feedback, increased engagement with analytics, and far fewer support tickets about confusion and issues.