Landing Page - I Change My City
I Change My City is the platform to empower people to bring about change, mobilise their community, and connect with the government.

Before starting I would like to say that I don’t like calling people who use our products ‘users’. I like referring to them as ‘people’ for a very simple reason. When we starting calling them people, there is a personal connect. And we know that we are designing for humans. Others, like us. 
What we learnt from I Change My City
While designing the new I Change My City, we had learned from the previous. There were couple of things with the homepage that simply didn’t work.
Our homepage consisted of a mash up of all the aspects of the product- news, complaints, videos etc. 
We had feature banners that were used to highlight news features. However, the concept of what is I Change My City is all about wasn’t coming through. What is I Change My City? We were unable to sell it to the people. The homepage was catering to the people who knew what I Change My City is and what it does; not for people who would just drop in and had no clue about it.
Starting from ground up
The new homepage had to be for the people visiting the website for the first time. We weren’t worried about the people who were already using I Change My City. We needed more and more people to understand and participate.
We started from the ground up keeping in mind the things we had learned and things that we wanted. We asked what would be the first thing users would want to see or know when they come in for the first time. And we went ahead answering each question one by one.
Talking to new people
It was really important to make people understand that I Change My City is not going to resolve the issues for you. You are the one who needs to step up, follow up and get it resolved. That’s what it is all about. Because you have to be the change you want to see. I Change My City is mere a medium, a platform, a bridge.
 
Little more than wireframe
Every section is placed where it was needed to be, where it was required.
The structure was ready. But we were still far away from the final product. There were so many iterations, so many different versions. This had to be the best. And after all of this, we finally had it!
 
Wants and Maths
We wanted the first impression to be grand and impressive. A photograph in the background spreading end-to-end conveying the message was the thing to do. So we put a script that calculates the available height and width on load of the page. This let us have the background covered end-to-end with our photograph. But this end-to-end feature came with a disadvantage. When you look at the page, it doesn't look like you could scroll the page. And user testing proved it. People told us that there should be more content explaining the website. And we had to tell them to scroll very time
So, we did a simple thing. We subtracted 100px from the available height. This shows people the first line of the two lines from the next section. This told people “Hey! There is more..." and this made them scroll. Once you scroll, it’s like a subliminal conversation between their brain and the page, as it was designed to be.
 
This landing page was designed to educate people and convert them. For that there are a total of (really big and clear) 5 Call-To-Actions; 4 out of those will make the people register. The actions get registered but the calls differ- "sign up now", "post your complaint now!", "join I change my city today" and "get together, get started". 
 
Break Monotony
We also very intentionally place two videos running in the background. This helps in breaking the monotony as well as talks a lot. See, its simple. If a picture speaks a thousand words (1,000 words), one second (1s) normally has 24 frames/images. So a video of 10 seconds speaks approximately 2,40,000 words. That is a lot of words. So, we put two 9 seconds videos. These videos talk about I Change My City clearly, making it easier for people to grasp the idea. Result-  More people on board.

And here it is. Have a look at what we have finally.

Also, you can see it in action on ichangemcity.com

 
Our new homepage gave us about 250% to 300% user registeration.

Cheers!
Landing Page - I Change My City
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Landing Page - I Change My City

I Change My City is the social change network by Janaagraha Centre for Citizenship and Democracy. Its a bridge between citizens and the civic aut Read More
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