Refining the ACLU Indiana LTAA Website:
A UX/UI Approach to Meaningful Dialogue

Helping Hoosiers talk about abortion

UX/UI

The Let’s Talk About Abortion campaign, initiated by ACLU of Indiana in 2021, aimed to educate and mobilize Hoosiers on reproductive rights. Through research-backed messaging and digital outreach, the campaign provided resources to help people navigate difficult conversations about abortion. Over time, as Indiana’s reproductive laws evolved, so did the campaign—adding videos, legislative scorecards, testimonials, and more.

The initial “Let’s Talk About Abortion” campaign used everything from billboards to lapel pins to a robust landing page, we spurred meaningful conversations about the topic while countering misinformation with cited facts. The campaign also included thought-provoking videos of real people—some of whom did not agree on certain issues—having frank conversations. Seeing these conversations in real time helped our audiences have their own talks with friends and families—discussions that we’re proud to say are continuing to this day.

By 2023, with a pivotal election season approaching, the LTAA campaign entered a new phase. This iteration focused on equipping Hoosiers with a holiday conversation guide to help them discuss reproductive rights with family and friends. The website needed enhancements to support this new direction, ensuring an intuitive user experience and optimizing the site for increased engagement.

I was brought in to refine and optimize the LTAA website—not to redesign it, but to enhance its structure, navigation, and performance in alignment with campaign objectives. My contributions focused on:

  • User Experience Improvements: Streamlining the landing page flow to ensure visitors could quickly access and download the holiday conversation guide.

  • Content & CTA Optimization: Refining messaging to improve clarity and engagement while strategically placing calls to action (CTAs) to increase downloads, shares, and petition sign-ups.

  • Data-Driven Enhancements: Collaborating with the team to conduct CTA testing, analyze engagement metrics, and refine user pathways based on real-time campaign performance.

  • SEO & Accessibility Adjustments: Making backend optimizations to improve search visibility while ensuring content remained accessible and easy to navigate for all users.

Strategic Considerations

  • Maintaining Campaign Consistency: While incorporating new assets, the site had to stay true to the LTAA brand while allowing flexibility for future updates.

  • Encouraging User Action: The goal wasn’t just to inform but to drive meaningful engagement—getting users to download guides, interact with content, and take advocacy steps.

  • Optimizing for Multiple Channels: With Facebook as the primary promotional platform and streaming commercials driving traffic, the site had to seamlessly accommodate visitors from different entry points.

Results

With the optimized site in place, key metrics are being tracked, including:

  • Increase in Guide Downloads – Measuring how many users accessed the conversation guide.

  • Engagement with Legislative Scorecards & Myth-Busting Content – Tracking user interactions with key informational sections.

  • CTA Effectiveness – Evaluating which calls to action (signing petitions, sharing resources, downloading assets) drove the highest conversions.

This project demonstrates the power of continuous iteration and optimization—aligning website strategy with evolving campaign needs to maximize impact. Moving forward, insights from this phase will inform future refinements, ensuring the LTAA site remains a trusted, action-driven resource for Hoosiers navigating reproductive rights conversations.

91% Less Cost Per Click

The targeted video campaign cost 91% less per click than the platform average.

2M Impressions

Generated over two million impressions across targeted digital channels (Facebook, Google, and LinkedIn) and drove over 150,000 views of associated custom videos.

25% More Clicks

The targeted paid search campaign drove 25% more clicks than the industry average for a comparable spend.