Speak Up and Be Heard:
Leveraging User-Centered Design to Engage Users in Local and National Elections
Speak
Project duration: November 2022
Speak is an app and website that enables users to stay engaged with their local and national elections. Speak’s target users include new voters (young adults, or adults who have just gained their citizenship/voting rights, or who have recently decided to engage politically), as well as seasoned voters who want to help encourage others to vote.
Problem
Low voter turnout is an issue in United States. About 60% of the US voting-eligible population votes during presidential election years, and about 40% votes during midterm elections. Increasing voter turnout is important for ensuring a fair and representative democracy.
Insight
Encouraging people to vote during non-presidential election years is crucial for ensuring a healthy democracy. There is a need to increase awareness and educate people about the importance of voting during all elections, not just presidential ones.
Opportunity
Design an app with companion website that reminds users about elections, provides them with information regarding the ballot, and makes it easy to share this information with others (thus encouraging them as well)
Google
Docs
Google
Forms
Google
Sheets
Role
UX researcher and designer leading the app and responsive website design from conception to delivery.
Toolkit
Adobe
Illustrator
diagrams.net
Figma
User research: summary
Most users reported neutral-to-bad about missing non-presidential elections. They largely reported that these elections were missed due to a lack of knowledge of when they were being held, and what was on the ballot. The feedback received through research made it very clear that users would vote more if they had reminders to do so, and a clear understanding of items on the ballot.
User research: pain points
Lack of awareness of non-presidential elections: Users are missing out on important elections due to a lack of knowledge about when they are being held.
Unclear understanding of items on the ballot: Users are not confident in their understanding of the items on the ballot, which may discourage them from voting.
No reminders to vote: Users need reminders to encourage them to vote, as they may forget or not prioritize it without prompting.
Difficulty finding election information: Users may struggle to find accurate and up-to-date information about elections, candidates, and ballot measures.
Inadequate accessibility features: Users with disabilities may have difficulty accessing tools which could prevent them from voting
Accessibility considerations
Keyboard accessibility: Speak should be navigable using only the keyboard, as some users may not be able to use a mouse or touch screen.
Clear and easy-to-read fonts: Speak should use fonts that are legible and easy to read, particularly for users with visual impairments.
Color contrast: Speak should use colors that provide sufficient contrast, as users with color blindness or low vision may have difficulty distinguishing between certain colors.
Audio descriptions: Speak should provide audio descriptions for images and other visual content, as some users may not be able to see them.
Screen reader compatibility: Speak should be compatible with screen readers, as some users may rely on them to navigate the app.
Competitive audit: summary
I audited three competing websites to gain insight on gaps in the field, and opportunities to focus on with the Speak app. As voter laws vary from area to area, I chose to focus on competing websites that offered information local to me.
Research
Vote411.org/virginia
Strengths:
Provides users with personalized voting information, including polling place locations, sample ballots, and voter ID requirements.
Easy to navigate with clear categories and headings, making it simple for users to find the information they need.
Offers clear and concise information, making it easy for users to understand what they need to do to vote.
Weaknesses:
The layout may appear cluttered to some users.
The website is largely text-heavy, which may not appeal to users who prefer more visual communication.
Elections.virginia.gov/citizen-portal
Strengths:
Provides users with comprehensive information about voting in Virginia, including registration, polling locations, and sample ballots.
Offers a variety of resources, such as videos and infographics, to help users better understand the voting process.
Provides links to additional resources and tools to help users engage with the election process.
Weaknesses:
The website layout may be overwhelming to some users.
Some pages may be text-heavy, which may not appeal to users who prefer more visual aids.
Vote.org
Strengths:
Provides users with personalized voting information, including registration deadlines, polling place locations, and sample ballots.
Simple, clean design that is easy to navigate and find information.
Offers clear and concise information, making it easy for users to understand what they need to do to vote.
Weaknesses:
Some pages may be overly simplistic, lacking in more detailed information.
Some users may find the lack of images or graphics to be unengaging.
Personas
Luisa
Age: 65
Education: Bachelors
Location: Athens GA
Family: Spouse and 1 Child, 3 grandchildren
Occupation: Retired Teacher
“These small elections have a huge impact, and too many people don’t realize it!”
Goals
Stay informed on local politics.
Find an easy way to help others engage with local politics.
Frustrations:
Luisa hates having to go to multiple sources to find information regarding ballot content.
Luisa has not found a simple and non-threatening way to engage others.
Summary: Luisa is civic-minded, and after she retired from her teaching position she began volunteering at the local community center. She wants to encourage others to engage with their communities like she does, but she lacks a centralized tool to help her do so.
Mason
Age: 19
Education: Highschool
Location: Burlington VT
Family: Spouse, 1 child
Occupation: College Student
“I want to help!”
Goals
Vote in all elections.
Stay informed on what subjects are being voted on.
Frustrations:
Mason knows voting information is available on government websites, but he is intimidated by the amount of information presented to him. He doesn’t feel like reading it all.
Mason does not enjoy using his laptop unless he’s in class or studying - he’s much prefers his phone. The sources of this information are best viewed on a wide screen.
Summary: Mason is a first year, out of state student at his university. He is unfamiliar with the local politics of the area but wants to engage and make a difference - he just doesn’t know how.
Low-fidelity prototype
To prepare for usability testing, I created a low-fidelity prototype that connected the user flow of viewing an item about to expire and using it in a recipe.
The low-fidelity app prototype can be viewed here.
High-fidelity prototype
The high-fidelity prototype followed the same user flow as the low-fidelity prototype, including design changes made after the usability study.
Key mockups
I kept in mind the key elements and features that were identified in the paper wireframes and low fidelity prototype in order to maintain consistency and not deviate too far from the initial design concept. However, this was also an opportunity to make improvements, incorporate user feedback, and add more details and visual polish to the design.
Paper wireframes
I did a quick ideation exercise to come up with ideas for how to address gaps identified in the competitive audit. My focus was specifically on aiding voter registration.
Design
Sitemaps
Speak should help users easily find the information they need. The sitemap is organized in a way that is logical and intuitive, with clear navigation and labeling. Users are able to easily access key features such as election reminders. Additional pages exist to provide in-depth information on voter registration, the restoration of rights process, and ballot measures.
Overall, Speak’s sitemap is designed with the user in mind, prioritizing ease of use and accessibility to ensure that all users, regardless of their technical ability or familiarity with the voting process, can easily find the information they need.
Multiple Devices
Speak users will have different preferences and accessibility needs for accessing digital content. Providing accessibility across multiple devices ensures that users can access the app/website from their preferred device, making it easier for them to engage with the app/website on their own terms. For example, a user might prefer to browse election information on their desktop during work hours, but use their phone for quick updates while on the go. By being available on multiple devices, the app/website can accommodate these varying user preferences and make it more convenient for users to stay engaged with the app/website. Additionally, accessibility on multiple devices also ensures that Speak can reach a wider audience, including those who may not have access to a particular device. For example, a user who does not own a computer but has a smartphone or tablet can still access the app/website on their preferred device. By being available on multiple devices, the app/website can ensure that it is accessible to the largest possible audience and can increase engagement with users who may not have been able to access it otherwise. By offering a multi-device platform, the app/website can reach a wider audience, including those who may not have access to a desktop but have a smartphone or tablet, increasing the likelihood of voter engagement and participation.
Usability study
Study type: Moderated usability study Location: Remote Participants: 4 participants Length: 30 minutes
I conducted two rounds of usability studies. Findings from the first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.
Findings
Further research/monitoring: Users need more features that enable them to be made aware of registration and electoral information while they are not using the app. They also need features that help bridge the knowledge gap between what is available within the app, and what they can research on their own.
Ballot specificity: Users need the ability to learn about what measures and candidates are appearing on the ballot by visiting their respective websites.
Voter records and advocacy: Users want a way to help advocate for themselves and others regarding their ability to vote.
Based on the insights from the usability studies, I applied design changes like providing a section to enable users to share information. I also made voter restoration of rights, and how to register to vote more prominent.
Additional design changes included adding an option to “fill out my sample ballot” to provide users with the ability to preselect their choices.
Going Forward
User Impact
Users shared that the app helped them build a sort of eager anticipation of the event, and it allowed them to make voting plans with their friends.
Takeaways
The scope of a project can dramatically increase once you begin to understand your user’s needs.
Next steps
1
Conduct research on how successful the app is in reaching the goal to increase voting within the userbase.
2
Allow users to choose colors and typefaces for ease of reading
3
Add a feature that enables users to create their own voting plan, including carpooling to polling places