Scope
Rock The Vote
Background
Rock the Vote is a non-profit organization who specializes in engaging young voters, from ages 17-24, in political processes in America by helping them understand the voting process and have their voices heard.
Understand
The primary purpose of this project was to increase voter registration and decrease voter registration abandomnent. The process of registering to vote varies state by state, so it was essential to create unique user flows for Online Voter Registration (OVR) and Absentee Ballots that adhered to state laws for voter registration. It was also necessary to capture enough information on each user (name, address, demographics) so that Rock the Vote can match each user back to the voter file and ensure they successfully get on the rolls and to capture contact info and opt-ins, so that RTV can follow up with geo-targeted election reminders & GOTV programming. My responsibilities involved conducting user research on the existing online registration tool, designing UX flows, redesigning the online voter registration tool and absentee ballot tool processes.
Discover
I Implemented the following steps in my design process:
Analyzed the current process to understand what was and wasn’t working in the OVR and Absentee ballot flows.
Conducted qualitative and quantitative user research **
Synthesized data and shared findings with the team **
Established a user flow
Created wireframes **
Created a prototype for the new process
(**To adhere to RTV confidentiality guidelines, only limited data and images can be shared)
Users were dropping off during the registration process when registering to vote and signing up for an absentee ballot, and they sometimes didn’t fully understand the next steps once they completed the forms. Both the Voter Registration and Absentee Ballot flows share the same UX issues, which can be addressed through improving:
Visual System - Opportunities to align on visual system to encourage user recognition instead of recall, focusing particularly on distinguishing CTA’s from information and primary/secondary information
Information Hierarchy - Opportunities to structure content to be more legible and easily consumable through text and content hierarchy. Primary content vs Secondary hierarchy could be improved.
UX for Conditional Situations - Opportunity to improve UX for conditionals (ex. “New address”), which currently get lost in the primary information. Requires greater cognitive overhead for users
Voice and Copy - Opportunity to improve user understanding of actions by being explicit with copy.
Problem Statement
I observed that there were barriers and complexities that discouraged eligible citizens, particularly young and marginalized populations, from registering to vote in elections which caused registration drop-off and abandonment during the online voter registration process.
RTV // Information Architecture
I reviewed the current Information Architecture for Rock the Vote's sign-up to vote process and its importance for ensuring a positive user experience, complying with regulations, and achieving the organization's mission of promoting civic engagement and voter registration. It helps make the process efficient, accessible, and user-friendly, ultimately encouraging more individuals to participate in the democratic process.
I wanted to make sure that we were paying attention to very essential information for several reasons:
Clarity and User Experience: A practical IA ensures that the information and actions required for users to sign up to vote are organized in a logical and user-friendly manner. This leads to a smoother and more intuitive user experience, increasing the likelihood that users will complete the sign-up process.
Reducing User Frustration: With a well-structured IA, users may become more satisfied while navigating the sign-up process. This frustration could lead to users abandoning the process or making errors, potentially preventing them from registering to vote.
Accessibility: An IA that considers accessibility guidelines ensures that the sign-up process is inclusive and usable by individuals with disabilities. It is vital for promoting democratic participation among all citizens.
Efficiency: A clear IA streamlines the sign-up process, making it more efficient for both users and the organization. Users can quickly find the information they need, while the organization can process registrations more effectively.
Data Accuracy: An IA can help ensure that users provide accurate and complete information when registering to vote. Proper organization and guidance can reduce the likelihood of errors or omissions in the registration data.
Compliance: Depending on the jurisdiction, there may be legal and regulatory requirements for how voter registration information is collected and stored. A well-designed IA can help ensure the sign-up process complies with these regulations.
User Engagement: A clear and well-organized IA can engage users and encourage them to explore additional resources or information related to voting, voter education, and civic engagement, which aligns with Rock the Vote's mission.
RTV // Research
I also completed A/B Testing using the Inspeclet tool, which recorded live, real-time data, to provide information as users registered to vote. I learned that 39.8% of users failed to complete the registration process. I was also able to see exactly where the user drop off occurred when filling out the registration forms. Another key takeaway was that 87.49% of users preferred to use mobile to register to vote.
RTV // Competitive Analysis
Implementing a competitive analysis was an essential step for me to identify any gaps in the online voter registration market. This provided a foundation for which I could innovate the RTV OVR tool for our target audience.
I found that many OVR tools mimic one another and rarely offer any different approaches to get users to register to vote. However, many of the OVR tools use vivid colors and user friendly icons to keep the user engaged. Most competitors also provided simple instructions on what to do next when the user completes their OVR form.
RTV // User Persona
I created a persona for the target audience, new voters, which was synthesized from my user research findings. This allowed me to understand the needs, motivations, and characteristics of this specific group.
Frame
RTV // Current Flow
Based on the results of the user research and market research, I had a better understanding of the pain points that users experienced with the OVR. Additional interviews were conducted to gain further insights This is the existing RTV user flow that was used.
Here are some other potential findings we have encountered:
Error Identification: Participants may have encountered errors or issues while attempting to register, indicating potential bugs or technical glitches.
User Journey Insights: Understood how users progress through the sign-up process, allowing you to optimize the flow and remove unnecessary steps or barriers.
Desired Features: Users may have expressed their preferences for additional features or functionalities to enhance their experience, such as integrated voter education resources, personalized content, or social sharing options.
Security and Privacy Concerns: Participants may have raised concerns about the security and privacy of their personal information during the registration process. Addressing these concerns is crucial for building trust with users.
Mobile Responsiveness: Users may have tested the platform on various devices, highlighting the importance of responsive design to ensure that the sign-up process works smoothly on desktop and mobile devices.
Engagement and Motivation: Feedback might have provided insights into what motivates users to complete the registration process, helping Rock the Vote tailor messaging and design elements to encourage more individuals to sign up to vote.
Deliver
RTV // Previous Site
The previous Rock the Vote registration tool for mobile and desktop offered a non-consistent experience across mobile and desktop platforms. By redesigning the tool, we aim to create a cohesive user experience with features and design elements that work seamlessly on both.
RTV // Mockup & Findings
Based on information gathered during the discovery and research phases, I was able to identify where changes needed to be made to the information architecture. I created prototype designs to create a more youthful and engaging UI. I also included step-by-step online voter instructions. Visuals were also incorporated into my design, which is beneficial for individuals with varying learning styles and different flows based on the user zip code.
The new design flows are user-centric and create a more personalized experience that considers the user's needs or location, such as zip code, "Paper Registration, Ordering a Mail in ballet, ID dependent". This encourages user engagement, and ensures the accuracy and relevance of the information provided, particularly in the context of voter registration and civic engagement platforms like Rock the Vote.
Overall, I was able to make data-driven decisions and refine the platform to better meet the needs and expectations of our target audience. The des design changes resulted in an improved user experience and increased voter registration rates.
RTV // Outcomes + What I have learned
There was increased traffic to both the web and mobile voter registration tools
There was a 26% decrease in user abandonment while using the online voter registration tools
We were able to use results from voter registration during the presidential election to make additional improvements in preparation for a variety of future elections.