Time Does Not Fit The Crime (TDNFTC)

Racing Against Time: Crafting a New Digital Home for Prison Reform

Tools: XD | Pitch | Wix

Industry: Nonprofit - Mandatory Minimum Sentencing Reform

Website | Brochures | Business Cards | Member Orientation Slide Deck

September 15, 2021 - December 31, 2023

The challenge

TDNFTC was a nonprofit prison reform group based in Oregon. TDNFTC's mission was to provide equity and equality within the state correctional justice system for all Adults in Custody by focusing on reforming Oregon's Mandatory Minimum Sentencing (Measure 11). They were all set to launch a shiny new website, complete with their Mission, Goals, and Values. But when their original UX Designer bailed before finishing the job, they were left scrambling—especially since they’d already hyped up the launch in their newsletter. The clock was ticking and there was no website in sight.

Outcome

The outcome was a success! I swooped in to save the day, building the site from scratch and racing against time to get everything done, ensuring that TDNFTC met their promised deadline. The new site aligned perfectly with their existing Reform Measure 11 gear. Additionally, I created complementary marketing materials like newsletters, business cards, brochures, and a member orientation slide deck, helping TDNFTC continue their important work in prison reform with a strong digital presence.

This case study demonstrates my capability to work with grace under pressure while focusing on human-centered designs as well as my ability to communicate complex ideas clearly and concisely.

Skills
Content development

Creative conceptualization

Product management

UX & UI design
Website design

Webmaster

Process

Process work

Color selection

Red and dark pink bring the excitement, making key elements pop and keeping things lively. Meanwhile, dark gray, steel blue, and dark blue add a touch of professionalism and balance, giving your site a sleek, modern feel. Green adds a refreshing touch of nature, while black in the headers and footers frames everything with a dash of sophistication. This colorful combo not only makes your site engaging and stylish but also helps guide visitors’ attention and ensures everything is easy to read. It’s like giving your website a vibrant, dynamic makeover that’s both fun and functional!

Typeface selection

Avenir brings a sleek, modern vibe that makes everything look fresh and contemporary. Its clear, balanced letterforms ensure that it is easy to read, whether you're browsing on a phone or a desktop. It keeps the design looking sharp and cohesive, all while keeping a polished, professional look.

Empathize

To kick off phase 1 of the project, I conducted interviews with the Chief Executive Officer (CEO) and Chief Operations Officer (COO). These conversations were crucial in understanding the organization's vision, goals, and the specific needs for the website.

By understanding their vision and priorities, I could create a website that effectively communicates the core values and objectives to the target audience. This alignment ensures that the content and design resonated with users, providing them with clear information, a cohesive experience, and a deeper understanding of TDNFTC's mission. Ultimately, this made it easier for the audience to engage with the cause, support the reform efforts, and access the resources they need.

Define

After diving into the research phase, it became clear that users are keen to:

Dig into the history of Measure 11
Check out and subscribe to newsletters (both past and present)
Jump in as volunteers
Make some impactful donations

To really get into the users’ shoes and understand their needs, goals, and hiccups, I whipped up a persona complete with a problem statement. This approach helps build empathy, tell the user’s story, and put the designs to the test.

Here’s what I explored to nail down the design:

What’s a typical day like for the user?
What do they truly value and care about?
What are their goals and frustrations?

This deep dive helped me tackle design constraints, sharpen goals, define what we need to deliver, and make sure our approach was all about the users. Plus, it set the stage for a winning pitch to stakeholders, keeping everyone on the same page.

Then I defined a clear goal statement outlining the purpose of our product and determined the top three goals.

I sat down with the CEO and COO to nail down a compelling value proposition, making sure users had a clear and exciting reason to engage with the product.

Ideate

I dove into the creative side of the design process by exploring other Mandatory Minimums Reform websites to get a better grasp of the landscape. Here’s what I found:

The Sentencing Project stands out as a major advocate for criminal legal reform.
Brennan Center for Justice at NYU Law discusses mandatory minimums, but it's not their main focus.
Families Against Mandatory Minimums (FAMM), however, is all about fighting mandatory minimums across various states.

With these insights, I brainstormed initial ideas for TDNFTC’s website layout, concentrating on key features and UX elements that would best serve the needs of the organization and its supporters, particularly the families and friends of those impacted by Measure 11 crimes.

Key design focus areas:

User Interface: Designing an intuitive and engaging interface.
Images: Using impactful visuals to communicate the mission.
Responsiveness: Ensuring the site works seamlessly on all devices.
Social Media Links: Easy access to social platforms.
Donation Options: Simple and accessible donation pathways.

Site structure and map solutions:

I identified user pain points such as difficulties in finding Measure 11 history, bill updates, and TDNFTC newsletters. To address these, I made strategic decisions in the information architecture to provide clear, user-friendly navigation.

In collaboration with key stakeholders, I compiled a list of product requirements and mapped out the website’s features and categories. The structure was designed to offer a matrix-style navigation, allowing users to follow their own path, access any page easily, and explore freely.

Facts — Quickly access details on Measure 11’s origins, its effects on women, and its impact on youth.
About Us — Easily find TDNFTC's mission, goals, values, and history.
Latest News — Visit the blog for updates or subscribe to the newsletter to stay informed about TDNFTC’s efforts toward a fair and accountable Oregon.

The user flow is set up to be a smooth ride, letting users easily:

Explore Measure 11
Meet the awesome TDNFTC team
Subscribe to and browse newsletters
Sign up to volunteer
Make donations

Prototype

Designing for a Responsive Website

Given the tight time constraints of this project, I swiftly created responsive website layouts directly in the Wix editor to serve as a working prototype. This approach allowed me to quickly build and refine user interfaces (UIs), ensuring the website not only looked great but also adapted seamlessly across different devices and screen sizes.

Test

Gathering insights

After gathering data from the usability studies, I used affinity mapping to synthesize the identified pain points, grouping them under common themes and features. From these themes, I drew actionable insights, emphasizing a deep human-first approach in all product work. I then made revisions to close the gap between my initial understanding of users and their actual experiences and needs.

Design system

Building on the themes identified, I translated actionable insights into the design process. Incorporating feedback, I updated the live prototype, boosted accessibility, and crafted a cohesive design system in Adobe XD.

Key Considerations:

Drawing Users In: To captivate users, I focused on creating an engaging and intuitive experience with visually appealing elements, clear calls to action, and a user-centric layout.
Matching the Swag: Ensuring the website aligned with TDNFTC’s existing swag (like
t-shirts, hoodies, and tank tops) was essential. I carefully matched the colors, typography, and overall style to create a seamless brand experience across all touchpoints.

Validating the designs

Throughout the month of October 2021, I conducted several moderated usability testing sessions, observed how the participants interacted with the prototype, documented my observations, and iterated on the design.

Implementation and reflection

End result and what my work accomplished

I successfully completed the end-to-end design and implementation of the website, significantly increasing user engagement and visibility for TDNFTC. By March 2023, the site had seen a 27% increase in traffic, with users actively participating in the organization's mission through research, volunteering, and donations.

List of design projects

I created a comprehensive set of marketing assets including:

Banners: Designed one with the address for newsletters and other correspondence, and one without the address for the website, keeping the communication consistent and relevant across different platforms.
Website: Designed to provide comprehensive information about Measure 11 and TDNFTC's mission, offering a platform for users to subscribe to newsletters, volunteer, and make donations, ensuring a well-rounded engagement with the organization’s cause.
(Project duration: September 15 - November 4, 2021)
Newsletter Template: Designed to engage subscribers and keep them informed.
(Project duration: May 7 - May 8, 2022)
Business Cards: Created for distribution during Legislative Sessions to boost networking and awareness.
(Project duration: July 7 - July 11, 2022)
E-newsletter Template: Developed to maintain ongoing digital communication with supporters.
(Project duration: August 1 - August 27, 2022)
Brochures: Crafted to be sent into prisons, offering crucial information to those impacted by Measure 11.
(Project duration: November 2, 2022 - June 21, 2023)
Orientation slide deck: Designed as a comprehensive introduction to TDNFTC, its work, and how individuals can get involved.
(Project duration: April 26, 2022 - May 4, 2023)

These assets supported TDNFTC's outreach and advocacy efforts, enhancing their ability to connect with their audience both online and offline.

Impact on organization

Increased website traffic: By March 2023, traffic had increased by 27%, with key traffic sources including Facebook, Google, DuckDuckGo, and direct visits. This highlights the effectiveness of the website in attracting and engaging users, showing its success in reaching a broader audience.
Comprehensive marketing assets: The creation of various marketing assets, such as newsletters, business cards, e-newsletter templates, and brochures, supported TDNFTC's outreach and advocacy efforts. These materials helped the organization maintain communication, enhance visibility, and connect with their audience, particularly those affected by Measure 11.
Overall contribution to the organization: The completion of the website and additional assets before the organization was dissolved showcases the significant role these deliverables played in TDNFTC's mission to advocate for prison reform, even in its final stages.

Impact on users

Improved access to information: The new website made it easier for users to access vital information about Measure 11, the history behind it, and updates on related bills. This addressed a significant pain point by offering a clear and user-friendly way to navigate complex topics.
Enhanced engagement: The increase in website traffic suggests that users were more engaged with the content. The website provided a platform for users to research, subscribe to newsletters, volunteer, and make donations, directly contributing to the organization’s mission.
Empowerment through participation: By offering streamlined access to volunteer opportunities and donation options, the website empowered users to take action and support Measure 11 reform, making them active participants in the cause rather than passive observers.
Connection and advocacy: The addition of brochures designed for those in prison ensured that incarcerated individuals and their families were kept informed and connected to the reform efforts, fostering a sense of inclusion and advocacy within the community.

Overall, the website and its assets fostered a more informed, engaged, and connected user base, empowering active participation in TDNFTC's mission and strengthening the organization's impact on prison reform efforts.

Lessons learned

From concept to completion

Working with TDNFTC really highlighted the power of using different marketing assets to reach diverse audiences. For example:

Website: Targeting family and friends of those incarcerated under Measure 11, individuals seeking information about Measure 11, and the general public.
Newsletters: Designed for over 1000 subscribers which included adults in custody, family, and friends.
Business Cards: Created specifically for the general public and meetings with the Legislature, these cards included a call-to-action with QR codes, making it easy for recipients to visit the website and contribute through donations.
Brochures: Focused on informing the general public.
Orientation slide deck: Focused on informing and engaging new members, supporters, and stakeholders.

This experience reinforced the need to consider how users access information, as it might not always be available online or via a mobile app.

Future plans

The website went live on November 4, 2021.

What’s happened since the go-live date?

I was promoted from Public Relations Coordinator to Chief Communication Officer and Webmaster at TDNFTC, where I reported directly to the CEO and managed a team of four. I was in charge of keeping the website and all our communication channels—public relations, marketing, community outreach, and social media—running smoothly.
The Yarg Foundation is a family organization promoting social equity in Oregon communities. I spearheaded a funding project for the Yarg Foundation's 2022 Justice Reform Initiative Grant, securing a $20,000 grant for Measure 11 reform in $5,000 increments.

Sadly, on December 7, 2023, the CEO decided to dissolve the organization effective December 31, 2023; however, the website is still active for viewing only.

Dominique Daliogne

Time Does Not Fit The Crime (TDNFTC)