CASE STUDY: VOTO
UX Research
Design Thinking
UX/UI
Written by Roberto Arcos
Reading time 3 minutes
Role: UX/UI Designer
Deliverables: Data research | UI Kit | User testing data
THE PRODUCT
Voto is an application designed to reduce voter absenteeism in Spain.
Through a dynamic, didactic and gamified approach, and avoiding any partisan bias, Voto guides users in their electoral decision through interactive questionnaires. This neutral platform aims to facilitate access to information on electoral programs, allowing voters to make informed decisions away from conventional media.
Role
I was in charge of executing the entire design process. Researching experts in the political field, and a huge number of citizens eligible to vote, with different ages, political stances and a wide range of demographic characteristics. In addition, I was able to rely professionally on experts specialized in digital product design, who acted as stakeholders.
Responsibilities
UX/UI Design
Deliverables
Presentation and sale of the project
Tools
Figma
Optimal Workshops
Notion
Google Meet
Photoshop
AI
Design process
Research
I gather information
Definition
I organize and analyze information
Identify areas of opportunity
Define the challenge
Idea
How could you turn the challenge into an opportunity?
Value to the user
Ease of implementation
Business impact
Design
Corporate image design
Highframes
Prototyping
Evaluation
User testing
Analysis of results
Conclusions, adjustments and iterations
THE PROBLEM
Understanding the goal
I carefully analyze the central objective of this project, which focuses on improving the experience of citizens in democratic and participatory processes in Spain. This understanding reflects the imperative need to address existing challenges and identify opportunities to optimize these processes in order to strengthen citizen participation and democratic functioning in my country.
Thorough investigation
I interview numerous user profiles. The objective is to know what is the cause of their electoral abstention and to understand their pain points, not only at the moment of going to the polls, but also during the whole electoral process, from the beginning of a campaign to the election day.
Research excerpt: numerous archetypes detected for this product
Insights extraction
After a thorough research process, I was able to identify a central concern among citizens: the lack of access to reliable and objective information during electoral processes. This lack makes it difficult for voters to make informed and conscious decisions, especially regarding electoral programs. This finding highlights the need for a digital platform that provides clear and accessible details of political programs, thus contributing to more informed and meaningful democratic participation.
Information prioritization
Using prioritization tools such as the impact and effort matrix, I identify the critical areas that require immediate attention in the creation of the Voto application. This methodology allows us to focus on aspects that have a high impact on the user experience, but are also feasible to implement within the framework of a non-profit application.
Problem definition
After taking a close look at the electoral situation in Spain, an obvious problem emerges: the lack of clear and reliable information for citizens during elections. This lack of data on political programs makes it difficult for people to make informed decisions when voting, which affects the health of the democratic system.
Benchmarking
I embark on a thorough analysis of the initiatives and platforms that address electoral information in Spain. This exploration allows me to better understand the current landscape and extract key lessons that can guide the solution to the problem identified in our electoral context.
Why should they use my product?
Ofrecemos a los ciudadanos una plataforma imparcial y fácil de usar para acceder a información detallada sobre los programas electorales en España. Nuestra plataforma se destaca por su transparencia y claridad, permitiendo a los usuarios tomar decisiones informadas durante los procesos electorales. Además, proporcionamos herramientas educativas para fomentar una participación activa en la vida democrática del país.
How could you report while eliminating bias?
Imagine Maria, a committed citizen preparing for the upcoming elections. However, she is overwhelmed by the amount of partisan information in the media. Determined to make an informed decision, she looks for an unbiased and objective source to provide her with clear details about the electoral programs. This is where our platform comes in. By offering unbiased information, Maria can calmly explore the parties' proposals, helping her make a decision based on facts, not opinions.
23 J
Pactos
Newtral
Research excerpt: Main electoral information platforms
Information architecture
Onboarding
Login
Instructions
Questionnaire
Results
Share
Profile
App settings
Registration
THE SOLUTION
Inform to incentivize
After analyzing surveys and interviews, I detected demotivation and disinformation bias as key causes of voter absenteeism. I identified ten archetypes of voters, from the convinced to the apolitical, revealing that bias in partisan media and materials affects their decision. I decided to design Voto to offer a neutral platform, eliminating bias and providing access to objective information for all archetypes.
The questionnaire
The challenge of designing a simple questionnaire, avoiding colors or visual elements that induce bias, proved to be a bold bet. This decision, far from oversimplifying the experience, allowed us to focus on functionality and accuracy, creating a data-driven tool that was effective in guiding users towards a neutral electoral preference. Despite the risk of a minimalist appearance, the questionnaire became the functional core of Voto, ensuring optimal results without compromising neutrality.
Given the wide range of users, I prioritized accessibility and simplicity in navigating the application flows.
Data Driven
Based on detailed data and metrics, I focused the design of Voto on meeting the specific information needs of each voting archetype. The analysis revealed a universal desire for a dynamic and accessible source of information. Inspired by this, I developed a gamified quiz central to the app, allowing users to discover their voting preferences in an interactive and motivating way, highlighting the data-driven approach of the project.
50% de arquetipos en riesgo
THE RESULT
Data.
Outcomes 👍
Impact 🚀
How to measure it 📊
My headaches 🤯
User Impact
Users reach an informed electoral decision
- User satisfaction after questionnaire
- Number of completed questionnaires
- Direct user feedback
Create a neutral questionnaire with a completely minimalist aesthetic without losing engagement
Entrance to the Market
Redefines citizen interaction with electoral processes
- Adoption rate by eligible users
- Pre- and post-launch voter turnout comparisons
- Media coverage and discussion in social networks
The ever-sensitive political context involved carefully navigating communications and promotions, learning the importance of transparency and tact.
Potential KPIs
Improved motivation and electoral information
- Conversion Rate
- User Retention
- Organic Growth
- Average Time
- Abandonment Rate
Take into account metrics that truly reflect civic engagement, without biasing voter behavior.
Future Scope
Expansion to more participatory democratic functionalities
- Expansion plans based on demand and feedback
- Evaluation of new functionalities proposed by users
- Analysis of electoral and participatory trends
Think about how to scale the app while maintaining its integrity and neutrality. Without compromising the core experience, a difficult balance to achieve.