Empowering Gen Z with Unbiased Content for Informed Voting
MyBallot.
Full-stack web app platform that makes it easy for Gen Z to feel empowered to start voting.
Now more than ever people in the United States have felt unsure about who to vote for. They receive their informational packet and yet that is not enough information for voters to truly feel confident with their vote. In this 15 week long project, our team found that focusing on resolving these concerns with Gen Z would create the most impact. Through in-depth UX research, brainstorming and ideation, we created the MyBallot web app to address and support their needs.
Role
UX Designer
UX Researcher
UI Designer
Service Designer
Team
Preet Ruparelia
Tanvi Jain
Duration
15 weeks
Mentor
Rebecca Blum
OVERVIEW
Problem
How might we provide reliable information to young voters so that they can have a hassle free pre-voting experience?
Outcome
A platform that provides young voters with customized, accurate information and resources that empower them to make informed decisions. They can take an active role in democracy, ultimately leading to a more engaged electorate.
BACKGROUND
Americans vote for the Legislative and Executive branches of government
In order to improve the American voting system, we had to understand how the system began. In 1776 the United States signed the Constitution, which laid out how the government would be structured. There are three branches: the Legislative (makes laws), Executive (carries out laws) and Judicial (evaluates laws). American citizens can vote on a regular basis who can hold positions within the Legislative and Executive branches.
USER RESEARCH
Conducted extensive remote user interviews
Together with my team, we assembled a group of activists and individuals actively engaged in the civic sphere to gain insight into their experience and obstacles within the U.S. election system.
Traced the activists steps when they engaged with young voters
In addition to a traditional user interview, we conducted a user journey mapping exercise to comprehensively grasp the sequence of actions they undertake throughout the process.
Recurring theme
It is difficult to involve the younger generation in the voting process
Young voter turnout is significant
Following the theme, we conducted extensive research to collect pertinent data and valuable insights.
The voting population in the 2018 elections included 18-29 year olds, who accounted nearly 13% of the total
“I don’t think my vote will make a real difference”
The percentage of youth who agreed with this statement increased from 31% in 2018 to 42% in 2022 in a Harvard Youth poll.
Narrowed our primary audience to Gen Z voters
After synthesizing the interview results and conducting desk research, we decided to focus on youth voting for the rest of the project.
Inspiration from competitors
We carried out a competitor analysis, including both direct and analogous competitors, to gain insights into the latest market trends and potential opportunities. Our focus was on understanding the places where the youth are most active and exploring ways to engage with them in those spaces.
Competitor Insights
Although competitors offer unbiased ballot information, it requires significant effort from new voters to understand their choices. There's a notable gap in making it easy to decipher the real impact of propositions and candidates, underscoring the need for more accessible, user-friendly guidance that streamlines decision-making for Gen Z voters.
How might we provide reliable information to young voters so that they can have a hassle free pre-voting experience?
IDEATION + CONCEPTS
Key areas to focus on
At this point our team brainstormed tons of ideas that could address the three main pain points of our young voters. We came up with three concepts and conducted more user testing.
01. Confusing ballot
Pain point
The ballot measures are confusing and take a long time to understand
Opportunity
Make the ballot measures more easily digestible
02. Distrust in politicians
Pain point
They distrust the politicians and underlying motives of ballot measures
Opportunity
Gain trust through reputable and unbiased means
03. Impact concerns
Pain point
Hard to know what measures directly impact them
Opportunity
Show what could happen if a ballot measure does not pass
Insights from concept testing
We went out and found more participants to test out our concepts and had some interesting feedback.
FINAL CONCEPT
MyBallot.
A full stack unbiased end-to-end pre-voting experience
Easy access to all the candidates and measures in a digestible and easy-to-use platform. You can start creating your voting plan in just a matter of minutes.
See what you care about at first glance
Customizing information displayed according to personal preferences can motivate young voters to start filling out their ballots more quickly, thereby lowering the barrier to participation.
Addresses
Comprehend ballot with bite-sized content
Crafting content that is easy to understand helps simplify complex ballot measures, thereby boosting the confidence of young voters in making informed decisions.
Addresses
Be ready with a plan when it’s time to vote
Navigating through the selection of politicians and measures automatically generates a voting plan for you, simplifying the process of completing your mail-in ballot or casting your vote at the booth.
Addresses
Track politician promises and ballot measure progress
Holding politicians accountable allows young voters to evaluate if politicians will follow through on their promises, which in turn helps voters anticipate future political actions and outcomes.
Addresses
Meet with experts when in doubt
Arranging a consultation with a ballot expert can provide young voters with the clarity needed to make informed decisions when they are unsure about whom to vote for.
Addresses
SERVICE DESIGN
High level glance at entire experience
Our service blueprint allowed us to visualize and optimize the end-to-end voter experience, ensuring that every touchpoint was tailored to the user's needs. By mapping out the entire process, we were able to identify pain points and opportunities for improvement, resulting in a seamless and empowering voting experience.
IMPACT
Next-Gen Voters: Shaping Democracy with Informed Participation
Our voter preparation app for Generation Z, despite its early stage and limited testing, has shown promise in enhancing young voters' engagement and confidence. This project was awarded second place in the "2023 Impact Award Theme: Radical Hope for a Just Future," recognizing our commitment to using design for social change. The award highlights our effort to contribute to a future where informed and active participation in democracy is the norm for young voters.
Feedback from initial user interactions suggests the app's potential to make voting more accessible and less daunting for Gen Z, aligning with our goal of empowering a new generation through informed civic participation. This accolade and positive preliminary feedback affirm the significance of our user-centered design approach in addressing urgent themes of justice and transformation in our social landscape.
