Mary Ann Badavi
Mary Ann is a UX designer, content expert and noodle lover based in Washington D.C.
notthesamestory-v2.jpg

Not the Same Story

January 2017

UX/UI Design

Polaris analyzed its extensive dataset and narrowed down that human trafficking happens in the U.S. in 25 different forms. We wanted to share these forms to drive awareness, and use it as a way to convert people to our email list during Human Trafficking Awareness Month in January.

Content

Content

Based on my user research, I knew that people found the idea of human trafficking overwhelming. I decided that instead of describing the types of trafficking based on the data, I would tell stories of the people affected by each type of crime. I collaborated with our data team to discern what each profile should contain, then wrote all 25 descriptions. Since we wanted to build awareness, I also came up with the idea of using an interactive quiz to test people’s knowledge of human trafficking.

Design

Design

I conducted user interviews, created a user persona, did competitive analysis, created user goals, and did feature prioritization. I created a user flow and site map. I designed wireframes and comps, and iterated on them based on card sorting.

User experience

User experience

Building out a product for the general public won't be successful unless you actually talk to the general public. I interviewed ten people about their understanding of human trafficking, then checked in with them for card sorts and prototype iteration.

Results

Results

Over 2,500 people signed up to the Polaris email list from the campaign, our largest organic monthly growth in the past three years. It is our most visited page outside our general 101 pages. You can view a clickable prototype here, and the live site is here.