Website promoting a vote no campaign on I-2124, with four women standing in a row, advocating against the initiative, with a red, white, and blue color theme and bold text emphasizing the message, 'We can't afford it. Vote No on 1-2124.'

Managing a Digital Campaign Under Constant Change

No on I-2124 · Washington State Ballot Initiative

Role: Digital Program Lead / UX & Digital Strategy
Scope: Website strategy, information architecture, UX, design system, stakeholder management, ongoing digital operations

Summary:

A high-stakes campaign needed a central digital hub capable of adapting almost daily as messaging, voter needs, campaign priorities, and political conditions changed. I led the ongoing development and management of the campaign website, balancing urgent stakeholder requests with usability, information architecture, and the realities of a rapidly evolving campaign.

The Challenge

The No on I-2124 campaign needed a central digital hub where Washington voters could quickly understand the initiative, find accurate information, take action, and stay informed throughout the election.

The challenge wasn't simply launching a website. The campaign was evolving constantly, which meant the website had to evolve with it—sometimes nearly every day.

New information, campaign priorities, petitions, forms, sign-ups, and voter needs continually changed what the site needed to do.

A young man in a blue checkered shirt speaking into a microphone at a protest or rally. Behind him, people hold signs with messages such as "VOTE NO" and "AARP Washington," with some signs mentioning "Leukemia and Lymphoma Society." The crowd includes diverse individuals, and the scene takes place outdoors with a concrete structure and greenery in the background.

My Role

I was responsible for:

  • Digital strategy and information architecture

  • UX/UI design

  • Website planning and ongoing delivery

  • Client/stakeholder communication

  • Design-system development

  • Continuous content and feature updates

  • Evaluating and implementing new requests

  • Maintaining usability as the site expanded

A petition webpage urging people to share reasons for opposing I-2124, with a form on the right side for name, email, organization, and reasons for opposition, and introductory text explaining the purpose.

Managing ambiguity

As the campaign progressed, new needs emerged constantly: additional petitions, signup forms, campaign information, updates, and changes based on what voters and the campaign needed in the moment.

My job wasn't simply to say yes to every request—or to reject requests that created problems.

I had to evaluate each request against the site's existing structure, user experience, technical constraints, and campaign priorities, then either find a workable solution or clearly communicate why a different approach was necessary.

Building a System that Could Scale

Because this was an ongoing project rather than a one-time launch, I established a design system that allowed new pages and components to be created consistently as requirements evolved.

At the same time, I continually revisited the site's information architecture to keep the growing amount of content navigable.

By the end of the campaign, the website had grown to 21 pages

Group of protesters holding signs that read "Vote No on I-2124" and "Washington State Nurses Association" with a woman speaking into a microphone at a rally, against I-2124.

The Result

The campaign won.

The No campaign defeated the initiative.

The website served as the campaign's central digital hub for information, news, petitions, volunteer opportunities, endorsements, and campaign advertising throughout the election.

And importantly:

The work didn't end at launch.

The site required nearly daily updates throughout the campaign as information, messaging, and priorities changed.

Vote tally showing more votes for 'No' than for 'Yes' in an election with over 3.7 million total votes, certifying the vote count in Washington.

What I Brought to the Project

Program management
Managing a constantly changing set of priorities throughout a time-sensitive project.

Stakeholder leadership
Translating client requests into workable digital solutions while communicating constraints and tradeoffs.

Systems thinking
Creating reusable design patterns and maintaining structure as the site grew.

UX + information architecture
Keeping a rapidly expanding information ecosystem understandable to users.

Digital operations
Managing a live digital product through continuous change rather than treating launch as the finish line.

A petition webpage urging people to share reasons for opposing I-2124, with a form on the right side for name, email, organization, and reasons for opposition, and introductory text explaining the purpose.