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Lead Product Design
The Brief
Our spirits client tasked us to design and launch a microsite aimed at preventing drunk driving through procurement of online pledges and mobilization of an ongoing movement.
The Challenge
I realized that having users feel connected to other people who were pledging for the same cause would be a stronger incentive. A live ticker of the number of people who have already pledged to not drink and drive would give urgency to the mission.
As for the pledge process, a simple form for their name and country would allow users to sign up in a seamless manner.
Solution
Keeping the site experience single-minded was the key driver through the design process. Ensuring that users understood that signing the pledge was impactful, but also easy, was key to driving such high conversions.
I also included a live global map of conversions per country as a way to supplement the ticker count and visualize the scale of the movement.