First impressions are paramount. Especially in the web world. Let's see how this site strikes me - the new user.


We Can Solve It website

GOAL OF SITE
- Recruit users : They use the word "we" EVERYWHERE (The "w" in the logo is an "m" upside down. How clever!) They want you to be part of that "we". The woman in the video, Joylette, encourages you to join today. There a big form for you to type your email behind her head. The first navigation item is "why join we"


- Encourage users to take action : The second most prominent word/phrase is "take action"
- Educate users : Once you dig in, you can find sub-pages with background on solutions.


KEY AUDIENCES
- Young adults : The first person we see is a young woman (Joylette). The design feels young and contemporary - color choice (fresh, light), font choice (sans-serif, rounded, DIN?).
- Tech savvy people : They specifically call out bloggers in the navigation item --> "press & bloggers"
- Media : Again, the "press & bloggers" page is in the nav and it's a very robust page at that. They are seeking credibility and are providing press with the tools and resources to write about their campaign.


SUCCESSES
- Personal ask : The four main sub-pages have a video of a person explaining the section and how it applies to me, the user. It conversational. It's personal. They're real people. They're talking to me. All that makes be more interested.


- Positive language : No scare tactics here. We hear about the climate crisis everyday and how we're going to die any minute because of it. Well, that's an exaggeration, but it's refreshing to talk about solutions and progress for a change. One navigation items even reads "we are succeeding".
- Inclusive language : Like I said earlier, "we" is everywhere.
- Succinct messaging : Content is broken up into small, digestible pieces.
- Lovely execution : I know it's hard to get all the pieces to fit together nicely when building a site. The information architecture is clear. The design isn't broken. Nice work.


OPPORTUNITIES
- Add secondary navigation to sub-pages : Users don't get a sense of the depth of the site because there is no secondary navigation on sub-pages. Every sub-page has the same right column. Not only is that kind of boring and I stop looking at it, but you could put some secondary navigation over there and I can move from one secondary section to another more easily. I'm using my back button more than I'd like to.


- Improve home page feature navigation : There are five features and only one way to move through them. It's mildly annoying. I'd like to move forward AND BACK. Or have some sort of indicator that tells me where I am in the sequence (1 of 5).

- Show participation in campaign : Another way to build credibility is to show how many people are currently involved in this campaign.
- Create clearer Take Action icons : I was immediately turned off when I saw an image of people picketing next to the "Advocate for Change" link. All of the illustrations on the Take Action page are a little complex (Too many people. What's going on?) and don't provide much additional information, which makes me wonder if they should be there at all. If icons are used they should be extremely simple and iconic (duh).