Libertarian Party Redesign
ROLE
RESULTS
80% increase in time spent on home
8% uplift in active users
14% increase in mobile view
PROBLEM
The Libertarian Party of Australia's existing website was undermining its own mission. Dense, unstructured content, an overloaded navigation of 8+ top-level items, no prominent calls to action, and inconsistent application of brand assets meant the site was failing across all three of its core objectives: informing newcomers about the party's philosophy, establishing credibility as a legitimate political force, and converting visitors into members, donors, and volunteers. Approximately 60% of homepage content received negligible scroll engagement, and conversion paths for membership and donation had significant drop-off due to friction.
Building a foundation to align with business and user needs
To kick off the project, I ran a workshop with the Libtertarians party to define their goals, website vision, user needs, and brand constraints. This surfaced two distinct visitor types with different needs: curious newcomers encountering libertarian ideas for the first time and active supporters seeking friction-free paths to donate, join, or volunteer. The existing site addressed neither group effectively.
A competitive audit of 6+ organisations spanning Australian political parties, international movements, and high-performing non-profits identified patterns among high-performing sites: credibility anchored early with concrete statistics, a single dominant call-to-action above the fold, and people-led hero treatments that prioritised emotion and identity before policy detail. These principles directly informed the redesign strategy.
The information architecture was one of the most critical problems to resolve. Multiple rounds of stakeholder-validated IA iteration reduced the navigation from 8+ top-level items to four: About Us, News & Events, Take Action, and Donate. Donate was elevated from a buried sub-menu item to a persistent top-navigation position. Social links were relocated to a structured footer hub. Navigation labels were reviewed for action orientation "Take Action" replacing the passive "Get Involved" ensured each item communicated clearly what a user could accomplish, not merely where they would land.
What we delivered
The project delivered a full end-to-end redesign: from validated IA through to a 12+ page hi-fi prototype, a reusable component library, and documented design decisions at every stage. The client received a Figma file structured for seamless developer handoff with components named, annotated, and built to real-world specifications.
Lessons learned
Test and optimise for conversion
If this project had allowed for future vision aims for conversion, I would like to invest in conversion through website optimisation and A/B testing, which would have surfaced issues or provided better conversion outcomes for the party.Design systems pay for themselves
Building the component library before any hi-fi pages felt like overhead at the time. It wasn't. When decisions and rounds of hi-fi iterations requested to update button styling mid-project, changing one master component updated it everywhere. Building a design system allowed for multiple hours allocated to better hi-fi designs.Mobile content design
Whilst the project prioritised desktop design, it was still valued that a responsive view would be a fast-follow. In hindsight, given that mobile was a significant share of existing traffic, I would advocate more strongly for thoughtful content design for responsive wireframing.