Competitive Analysis
In this step, I'll look at a couple different sites that compete for the same audience as moveon.org.
Sites examined:
1. Democratic Congressional Committee
2. NDN
3. Progressive Portal
4. Rock the Vote
Detailed site analysis
Democratic Congressional Committee
Overview:
The site has a very official feeling to it. It seems like the main goals are for the user to contribute, sign petitions, and meet endorsed candidates. There doesn’t seem to be a consistent style or architecture. It has a sense of being pieced together.
The main navigation is extremely confusing because it does not remain consistent throughout the site. For example in the Candidates section, the main navigation disappears, being replaced by a breadcrumb system. In addition a new set of navigation buttons appear on the left side. UPDATE: The site has undergone a redesign. The navigation system has been improved over the previously analyzed version.
There is no capability for logging in as a member, which would indicate there is no initiative for building community. However, there is a login for Members of Congress and Special Guests, which creates a negative feeling. Who decides who are considered Special Guests?
NDN
Overview:
Oddly enough, it’s actually very difficult to find out what NDN stands for from the site. The site claims the following, “NDN is a national network of citizens using modern means to advance a 21st century progressive vision for America. NDN and its community work with other allied groups to build a strong, vibrant and powerful progressive politics capable of meeting the challenges ahead.” The only evidence of a community aspect was in the NDN’s blog section. There are no mentions of who are what the “other allied groups” are.
Due to disorganization, the large amounts of text seem overwhelming and unappealing. Also, lack of follow through could result in a negative user-experience of the brand.
The main navigation is also confusing because it does not remain consistent throughout the site. For example in the Blog and Media sections, the main navigation changes to a new main nav.
There is no capability for logging in as a member, which would indicate there is no initiative for building community.
Progressive Portal
Overview:
Progressive Portal is by far the most amateur designed of the sites reviewed. It’s design is reminiscent of a site circa 1998. But what it lacks in design it makes up for in content. There is a wealth of content and luckily there is a Site Map and Site Search functionality to aid in finding information. Also it’s design gives it a grass-roots feeling the other sites lack.
The site also states its mission clearly, “Easy Online Activism”. They follow through with this promise with links to Write Letters, Volunteer, and locate your Congress person.
The navigation is a bit clunky, but functional. For example, Web Links and Resources could be merged and Site Search should just be an actual search field.
There does not seem to be any attempts at community building.
While the site comes off as grass-roots, it also comes off as a bit too amateurish to attract large numbers of people.
Rock the Vote
Overview:
Rock the Vote is an excellent site for the group it targets. In its tagline it states "Political Power for Young People". Its design aesthetic is much closer to MTV.com vs a political action site.
This site is packed with information. But it's hierarchical approach to typography and imagery allow for quick reads and for those who want more information to delve into a deeper amount of content.
A great link on the homepage is the Check Out Our Other Recent Successes!. The benefit is the user feels like the effort put forth will result in positive change.
The Buzz Bar is an interesting technical feature. It's a tool that gets added to your browser which keeps RTV prominent in your visual/mental view.
The site has great multimedia features: games, videos, music downloads,etc. These items would be better if they utilized greater viral functionality (ex. videos: youtube.com)
Sites examined:
1. Democratic Congressional Committee
2. NDN
3. Progressive Portal
4. Rock the Vote
Detailed site analysis
Democratic Congressional Committee
Overview:
The site has a very official feeling to it. It seems like the main goals are for the user to contribute, sign petitions, and meet endorsed candidates. There doesn’t seem to be a consistent style or architecture. It has a sense of being pieced together.
The main navigation is extremely confusing because it does not remain consistent throughout the site. For example in the Candidates section, the main navigation disappears, being replaced by a breadcrumb system. In addition a new set of navigation buttons appear on the left side. UPDATE: The site has undergone a redesign. The navigation system has been improved over the previously analyzed version.
There is no capability for logging in as a member, which would indicate there is no initiative for building community. However, there is a login for Members of Congress and Special Guests, which creates a negative feeling. Who decides who are considered Special Guests?
NDN
Overview:
Oddly enough, it’s actually very difficult to find out what NDN stands for from the site. The site claims the following, “NDN is a national network of citizens using modern means to advance a 21st century progressive vision for America. NDN and its community work with other allied groups to build a strong, vibrant and powerful progressive politics capable of meeting the challenges ahead.” The only evidence of a community aspect was in the NDN’s blog section. There are no mentions of who are what the “other allied groups” are.
Due to disorganization, the large amounts of text seem overwhelming and unappealing. Also, lack of follow through could result in a negative user-experience of the brand.
The main navigation is also confusing because it does not remain consistent throughout the site. For example in the Blog and Media sections, the main navigation changes to a new main nav.
There is no capability for logging in as a member, which would indicate there is no initiative for building community.
Progressive Portal
Overview:
Progressive Portal is by far the most amateur designed of the sites reviewed. It’s design is reminiscent of a site circa 1998. But what it lacks in design it makes up for in content. There is a wealth of content and luckily there is a Site Map and Site Search functionality to aid in finding information. Also it’s design gives it a grass-roots feeling the other sites lack.
The site also states its mission clearly, “Easy Online Activism”. They follow through with this promise with links to Write Letters, Volunteer, and locate your Congress person.
The navigation is a bit clunky, but functional. For example, Web Links and Resources could be merged and Site Search should just be an actual search field.
There does not seem to be any attempts at community building.
While the site comes off as grass-roots, it also comes off as a bit too amateurish to attract large numbers of people.
Rock the Vote
Overview:
Rock the Vote is an excellent site for the group it targets. In its tagline it states "Political Power for Young People". Its design aesthetic is much closer to MTV.com vs a political action site.
This site is packed with information. But it's hierarchical approach to typography and imagery allow for quick reads and for those who want more information to delve into a deeper amount of content.
A great link on the homepage is the Check Out Our Other Recent Successes!. The benefit is the user feels like the effort put forth will result in positive change.
The Buzz Bar is an interesting technical feature. It's a tool that gets added to your browser which keeps RTV prominent in your visual/mental view.
The site has great multimedia features: games, videos, music downloads,etc. These items would be better if they utilized greater viral functionality (ex. videos: youtube.com)
posted by jeff at 9:45 AM
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