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Planned Parenthood Take Action

Content Strategy | UX | User Research and Testing

A redesign of the Take Action section on Planned Parenthood’s advocacy website to convert more visitors into supporters and develop a movement of collective action against attempts to strip people of their reproductive rights.

01. Role + Team

This project was completed as part of a senior design class over a 4 week period. My specific role involved project and content strategy, user research and testing,journey mapping, and sprint facilitation. I used the following tools: figma, illustrator, keynote.

Project Slides

02. Context

Problem + Opportunity

Certain members of congress are determined to dismantle reproductive health rights and defund Planned Parenthood, which would cause millions of people to lose access to critical healthcare (Planned Parenthood 2018 Report). With Planned Parenthood's history of political activism and their 11 million supporters nationwide, we identified an opportunity to encourage more people to fight these attempts to defund Planned Parenthood and to convert more website visitors into supporters by improving their advocacy website, I Stand With Planned Parenthood.

Defining the Scope

Because of the limited duration of the project and the potential complexity of the topic, we realized that defining a manageable scope and area of intervention would be essential:

  1. We stayed away from a healthcare solution because it would require additional expertise beyond the scope of the project,
  2. We decided to intervene within the advocacy realm, leveraging Planned Parenthood's history of political activism — And within this realm, a teammate and I compared potential openings to identify a low on the tree area for the team to work within. Leading us to ask: How might we guide people through the process of discovering causes they care about and extend their support beyond a single action, to help create more engaged and informed advocates for Planned Parenthood.

Framing the Opening

With our scope defined, we conducted primary and secondary research looking at what motivates people to participate in activism, and we came to the following two key insights:

Which lead us to our reframe of: how might we provide people with their desired amount of information for taking action and foster a sense of community to encourage website visitors to become engaged, informed supporters.

03. Insight-Driven Process

User Research + Insights

A teammate and I lead user research. We developed an online questionnaire and conducted in-person and remote user interviews with people who have some activism experience to better understand their motivations and needs when they choose which causes to support and what actions to take.

The user interviews and research revealed the following insights:

  • Quick and Easy Actions—45% of respondents listed time constraints as motivator to prefer "quick" and "easy" actions such as online petitions,
  • Unsure of Impact—Studies show that understanding impact encourages people to take action, but 50% of respondents were uncertain about the impact of their actions,
  • Sharing with Others—75% of respondents said that they actively encourage others to support causes they care about.

These insights allowed me to develop the occasional supporter persona—unsure of of their impact but wants to make a difference

Journey Map

A teammate and I mapped the occasional supporter's journey as they go from discovering the Planned Parenthood website to completing an action. We identified key touchpoints in the journey where the supporter is unsure of their decision or impact:

From these touchpoints, we developed potential areas of intervention for our solution: better helping people discover causes they care about, highlighting the impact of taking action, and encouraging their continued support. And then taking into account our key insights of information needs and community as a motivator, we came to our approach:affording deeper understanding, emphasizing collective action, and encouraging continued support.

Prototyping Process

This section is currently under construction and will be updated shortly. In the meantime please take a look at the Project Slides for more details about the prototype.

04. Final Prototype

This section is currently under construction and will be updated shortly. In the meantime please take a look at the Project Slides for more details about the prototype.

05. Reflection


  1. Decrease in drop-off rate— the percentage of visitors who leave the "take an action" flow without completing the action
  2. Increase in supporters— the number of visitors who complete an action in support of Planned Parenthood

Pushing it Further

While our solution is functional, I think we could have pushed the project further and taken some chances (perhaps using storytelling) to make the experience more engaging and delightful.

In addition, due to the complicated subject matter of the problem and solution, the team spent too much trying to understand the problem and the feasibility of our ideas. And while this ensured that we confidently provided relevant information that would afford deeper understanding for website visitors, I think that we were not able to successfully achieve our goal of showing the supporter the impact of their action.

Aaaand you've reached the end! Got questions? Let's talk!