The Challenge

Indivisible is a national grassroots organization building a more inclusive democracy through over 2,000 volunteer-led chapters across the country. Their existing site had real structural problems: disorganized content, poor wayfinding, a high volume of advocacy tool integrations that weren’t cohesively managed, and limited functionality for a movement that had significantly outgrown its digital infrastructure.

Indivisible serves multiple distinct user groups with very different needs: experienced group leaders—many over 60—seeking resources and coordination tools; prospective members looking for a clear on-ramp to getting involved; and active grassroots supporters ready to take immediate action. The site had to serve all of these users clearly, while also functioning as a rapid-response platform during high-stakes political moments.

My Role

I led UX strategy and collaborated closely with our content strategist from discovery through launch, and then served as art director for the wireframes and full visual design. The goal for the visual design was to reflect both the strategic intent and Indivisible’s authentic activist, grassroots identity.

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Discovery & Strategy

We began with comprehensive discovery to map Indivisible’s ecosystem: their content types, advocacy integrations, audience journeys, and organizational structure. Indivisible uses a significant stack of third-party advocacy tools including ActionKit, Mobile Commons, Empower, and Quorum, all of which needed to integrate coherently into a unified site experience.

From that discovery we developed the strategic framework and website plan that would drive every subsequent decision, prioritizing accessibility, restructuring navigation around user journeys rather than organizational hierarchy, and building a content architecture that could surface the right information to the right audience quickly—including during rapid-response moments when urgency is everything.

Content Strategy & Information Architecture

We restructured the site’s information architecture around three distinct audience journeys—group leaders, prospective members, and active supporters—creating clear pathways for each while maintaining overall site cohesion. This wasn’t just a navigation exercise; it meant rethinking how content was categorized, tagged, and surfaced across the site.

A key piece of this was developing a sophisticated taxonomy system that links campaigns, actions, events, and resources by issue area, campaign, and location—making content discoverable through multiple pathways simultaneously. The action library lets supporters search by ZIP code and filter by issue area to find relevant advocacy actions, while integrating flexibly with Indivisible’s existing tools.

For group leaders specifically, we mapped the resource and coordination pathways they needed, and made those tools genuinely easy to find and use.

A significant part of the strategic work was also designing for urgency. The new site is built for rapid response—with pop-ups, geo-targeted components, a “trending now” flag system, and flexible homepage hero configurations that let Indivisible’s team move fast when political moments demand it. We also configured WordPress multisite functionality so Indivisible can spin up campaign-specific microsites with customized branding—giving their team the autonomy to launch campaign moments independently without needing a full redesign each time.

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Art Direction & Visual Design

I art directed a brand aesthetic refresh that honored Indivisible’s grassroots, activist roots while giving the site significantly more visual energy and accessibility. The result is a bold, action-oriented look built from layered textures, distinctive button treatments, and a rich color palette—designed to feel urgent and human, not polished and corporate.

Accessibility was a non-negotiable constraint throughout. Every visual decision—from color contrast, type size, and interactive element clarity—had to be tested against real usability needs. The design balances visual boldness with functional clarity across a wide range of ages and technical abilities. Several signature design moments that give the site its kinetic energy are the scrolling ticker tape of actions, the interactive chapter map, and the geo-targeted and rapid-response components that lets Indivisible surface urgent calls to action at the right moment for the right user.

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The Outcome

The new site serves as an accessible hub that empowers group leaders with the resources they need, gives prospective members clear pathways to engagement, and enables grassroots supporters to take meaningful action—all while maintaining the authentic, people-powered spirit that defines the Indivisible movement. It’s also built to scale: as Indivisible’s campaigns evolve and their chapter network grows, the content architecture and technical infrastructure can grow with them.

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Credits

Designed at Teal Media
Front-end Development: Brandon Amey, Alan Greene, Jess Waldron
Back-end Development, Tech Lead: Austin Whipple
Back-end Development: Jason Narciso
Project Manager: Kendall Gilfillan, Leidy Restrepo
Content Strategy: Jas Kirt
UX/UI Design: Katie Corbett