Designing an Impactful Landing Page for RMFF’s Tobacco & Vaping Initiative
UX/UI Design for Advocacy & Public Awareness
The Richard M. Fairbanks Foundation (RMFF), a leading advocate for public health and economic policy in Indiana, sought to create a digital hub to educate stakeholders on the economic and health impacts of tobacco and vaping. This landing page would serve as a key resource in the foundation’s efforts to raise awareness and support for a $2 tobacco tax increase—without directly lobbying policymakers.
My role was to design the UX/UI for this landing page, ensuring that it:
Organized complex research data into a digestible, user-friendly experience
Engaged key audiences—business leaders, civic organizations, and advocacy groups
Aligned with RMFF’s professional, authoritative brand identity
Challenge
Translating Research into Actionable Insights – The page needed to present findings from four separate research reports in a way that was both compelling and easy to navigate.
Balancing Advocacy with Neutrality – Since RMFF cannot directly lobby, the messaging and calls-to-action had to inform and influence without explicitly pushing for policy change.
Catering to Two Distinct Audiences – The primary audience (stakeholders) needed concise, high-level insights, while the secondary audience (community organizations) required deeper access to reports, infographics, and resources.
My Role & Approach
UX/UI Design & Content Strategy
Designed a clean, intuitive landing page layout that made key data points and insights immediately visible.
Structured the page to allow both quick-glance engagement for stakeholders and in-depth exploration for advocacy groups.
Ensured bold, clear typography and data visualization to highlight critical economic and health statistics.
Accessibility & Readability Enhancements
Optimized color contrast, font sizes, and interactive elements for WCAG compliance.
Used visual hierarchy to break down complex reports into scannable, digestible sections.
Included downloadable reports, infographics, and toolkits, making it easy for advocacy groups to share and distribute findings.
Enhancing Engagement with Microinteractions
Implemented subtle hover effects to reveal additional data insights and report summaries without overwhelming users.
Designed scroll-triggered animations to introduce statistics and key messages in an engaging, digestible way.
Used progressive disclosure techniques (e.g., expandable sections and tooltips) to let users control their information intake based on interest level.
User Engagement & Calls-to-Action (CTA)
Designed the stakeholder experience to prioritize visibility of key data, keeping findings top-of-mind without requiring extensive interaction.
For community organizations, integrated:
Download links for full reports and infographics
A resource toolkit for social media sharing (pending budget approval)
A contact form for questions and research presentation requests
Consistent Brand Identity & Messaging
Ensured the page aligned with RMFF’s established brand identity, following their professional, expert, and authoritative tone.
Maintained polished, academic design elements to reinforce credibility and trust.
Results & Campaign Impact
A Centralized, Actionable Resource – The landing page provides a go-to digital hub for stakeholders and advocates to access critical data and materials.
Improved Accessibility of Research – By breaking down four comprehensive reports into clear, engaging sections, the page enhances data usability and comprehension.
Alignment with Advocacy Guidelines – The design and content structure support RMFF’s mission without directly lobbying, ensuring compliance while still influencing public awareness.
Relevance in My Portfolio
This project is a strong example of my expertise in UX/UI design for research-driven advocacy. It showcases my ability to:
Transform complex data into user-friendly, digestible content
Incorporate microinteractions to improve user engagement and content discoverability
Balance informational neutrality with persuasive, engaging design
Design for two distinct user groups with different needs and behaviors
Ensure accessibility and WCAG compliance in digital design
