Reckon by Advance Local is a progressive digital media platform focused on social justice, equity, and amplifying underrepresented voices through impactful storytelling.
I led the user research and end-to-end design of Reckon’s first revenue-generating contribution page. Through discovery interviews and competitive analysis, I crafted a trust-centered, conversion-optimized experience designed to support a $250K first-year revenue goal, directly addressing the gap between high audience engagement and zero monetization.
Reckon, a publication by Advance Local, had an engaged audience of over 250,000+ newsletter subscribers. However, there was no existing revenue stream in place.
Designing a user flow that guides users seamlessly from the "Contribute" call-to-action (CTA) to a dedicated page for contributors. Key elements of the solution included:
To design Reckon’s contribution page, I conducted a competitive analysis by evaluating successful revenue models from prominent media outlets, including Mother Jones, The Texas Tribune, ProPublica etc.
Through studying other established media outlets, I identified two common design patterns for encouraging user contributions. These informed the two directions I explored:
Taking into account insights from market research and existing platform constraints, I developed two design approaches to introduce a contextual donation prompt. I then conducted a prototype A/B test with 20 participants to assess the effectiveness of different CTA placements:
Version 1, the sliding pop-up, was the clear winner. It captured more attention, reduced cognitive effort, and created a stronger emotional connection. With higher interaction and positive feedback, it outperformed the top navigation CTA, making it the preferred choice moving forward.
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While designing user journeys, I realized that donation doesn’t happen at a single, predictable moment. It’s often the result of accumulated trust, emotional connection, and personal intent—factors that vary from user to user. The journey of someone like Anna shows that users don’t always follow a linear path. Their actions are shaped by how they feel in the moment, not just by where they are in a flow.
The current unidirectional contribution path primarily targets new visitors, overlooking scenarios where a loyal subscriber—after months of engagement—might finally feel ready to contribute. Without a clear re-entry point or timely prompt, these valuable opportunities are easily missed.
This flow targets subscribers who didn’t donate upfront on the website but are given a chance to contribute through the donation module in the newsletter. As their engagement grows, subtle, timely prompts offer a natural opportunity to support Reckon when they’re ready.
Changing the CTA from “Donate” to “Contribute” wasn’t just a matter of semantics, it was a deliberate, strategic shift. At the request of stakeholders, we aligned the language with their preference for "Contribute," a word that feels more human, inclusive, and collaborative. This change better reflects the brand’s values and voice, and resonates more deeply with the mindset of its audience
As we brought Reckon's landing page to life, I focused on more than just visuals—I reworked the style guide, fine-tuned the design system, and prioritized a responsive experience that feels effortless on any device. The modern look isn’t just for show; it adapts beautifully across screen sizes, making sure it always works as well as it looks. Key modules like “Make a Donation” and the FAQs were thoughtfully integrated into this flexible design, helping set a new bar for Reckon's digital presence: clean, accessible, and genuinely user-friendly.
Ensure precision in your designs by paying attention to padding and margins. Utilize grids to achieve consistency in fixed units of measurement for sizing, spacing, and alignment. This approach contributes to creating pixel-perfect designs.
Collaborating with various teams in a project involves frequent communication and iterations. The experience has emphasized the importance of effectively conveying changes, delays, or shortcomings to ensure the project's success.
