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Yes We Did: Reelecting Obama.

Daniel Ryan
January 23, 2013

Yes We Did: Reelecting Obama.

Presentation by Josh Higgins (Former Creative Director at Obama for America) and Daniel Ryan (Former Director of Front-end Development for Obama for America) on how design and development collaborated to help win the 2012 election.

Daniel Ryan

January 23, 2013
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Transcript

  1. YES WE DID
    Reelecting Obama. The longest 15 months of our lives. Holy shit.

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  2. WHO WE ARE
    Josh Higgins
    Creative Director
    Daniel Ryan
    Director of Front-end Development
    • Previously a freelance developer
    • Started developing in 1998
    • Advisor to 48 Hour Launch
    • Mentor at Create-a-thon on Campus
    • Advertising & Branding Chair for YPAC
    • Thirteen years in the industry
    • AIGA San Diego Board of Directors
    • Founder of The Haiti Poster Project, and the
    So-Cal Poster Project
    • Founder of Phonography

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  3. BUILDING THE TEAM
    53 People 1 Family

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  4. BUILDING THE CULTURE
    Respect. Empower. Include. Win.

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  5. BUILDING THE PROCESS
    • Creative projects aren’t built on an assembly line
    • Collaboration from conception to launch
    • Constant communication and feedback
    • Define “success” from the beginning

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  6. CASE STUDY: ACA TOOL
    The challenge:
    Represent the benefits of Obamacare to every household
    600 different user input combinations
    resulting in 2 dozen possible outcome
    Collaborate with project managers, designers, developers,
    policy experts, press staff, researchers and senior staff
    Make it responsive and embeddable on any website

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  7. CASE STUDY: ACA TOOL

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  8. CASE STUDY: ACA TOOL

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  9. CASE STUDY: ACA TOOL

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  10. CASE STUDY: ACA TOOL

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  11. A CAMPAIGN DOES THREE THINGS
    •Fundraise
    •Persuade potential voters
    •Get voters to the polls

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  12. FUNDRAISING: DATA DRIVEN
    “We are going to measure every single thing in this campaign”
    - Jim Messina, Campaign Manager

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  13. FUNDRAISING: WHY WE WENT RESPONSIVE

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  14. FUNDRAISING: WHY WE WENT RESPONSIVE
    0
    5,000,000
    10,000,000
    15,000,000
    20,000,000
    25,000,000
    30,000,000
    Apr 2011 Jun 2011 Aug 2011 Oct 2011 Dec 2011 Feb 2012 Apr 2012 Jun 2012 Aug 2012 Oct 2012
    Mobile traffic trippled over the course of the campaign
    Source: Google Analytics

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  15. FUNDRAISING: WHY WE WENT RESPONSIVE
    Source: Pew Research Center
    17%
    48%
    35%
    Overall US Cell Phone Ownership
    Owns smartphone Owns feature phone Does not own cellphone

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  16. FUNDRAISING: WHY WE WENT RESPONSIVE
    Source: Pew Research Center
    0
    20
    40
    60
    80
    100
    Affluent 18-24 Ethnic minority
    Demographic breakdown of smartphone owners

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  17. FUNDRAISING: WHY WE WENT RESPONSIVE
    Source: Pew Research Center
    25% of all smartphone owners only access the
    Internet via their phone

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  18. FUNDRAISING: TESTING
    • Ask a question: Does the color of a button on a form affect
    conversion rates?
    • Pose a hypothesis: Positive colors like green or blue will
    positively affect conversion rates.
    • Do an experiment
    • Analyze the results: Any button color but red works.

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  19. FUNDRAISING: TESTING METHODOLOGIES
    • A/B or multivariant testing
    • Focus groups
    • User testing

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  20. FUNDRAISING: TESTING METHODOLOGIES
    • We generated over half a billion Google Analytics custom
    events
    • We ran almost 1,000 A/B tests to millions of visitors

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  21. FUNDRAISING:
    THE EVER-EVOLVING DONATE PAGE

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  22. FUNDRAISING:
    THE EVER-EVOLVING DONATE PAGE

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  23. FUNDRAISING:
    THE EVER-EVOLVING DONATE PAGE

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  24. $690,000,000
    Raised Online

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  25. $690,000,000
    Raised Online
    $125,000,000+
    As A Result of Testing

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  26. FUNDRAISING: LOTS OF MERCH

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  27. PERSUASION: DESIGNING WITH EMOTION

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  28. PERSUASION: PHOTOGRAPHY STYLES

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  29. PERSUASION: SHARE GRAPHICS

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  30. PERSUASION: SHARE GRAPHICS

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  31. PERSUASION: LIFE OF JULIA

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  32. PERSUASION: LIFE OF JULIA

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  33. PERSUASION: LIFE OF JULIA

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  34. PERSUASION: TARGETED SHARING

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  35. PERSUASION: TARGETED SHARING

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  36. PERSUASION: BRAND CONSISTENCY

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  37. GOTTA REGISTER

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  38. GOTTA REGISTER

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  39. GOTTA REGISTER

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  40. GOTTA VOTE

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  41. GOTTA VOTE

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  42. GOTTA VOTE

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  43. GOTTA VOTE

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  44. GOTTA VOTE

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  45. GOTV: GET OUT THE VOTE

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  46. WHY WE DID IT

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  47. NO REALLY...

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  48. THANKS SO MUCH!
    Josh Higgins
    joshhiggins.com
    @josh_higgins
    Daniel Ryan
    dryan.com
    @dryan
    Slides at dryan.com/aiga2013

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