Master’s Degree Thesis Project
My Role: Sole Contributor
The Basics_
Vocal is my capstone thesis project that I was the sole contributor to during my Master’s degree program at Maryland Institute College of Art
Problem_
Voting is essential to our democracy in America. Making informed decisions as a voter is integral to the future of our country, states, and counties. Across the country, voters are less likely to be involved in their state and local governments. Since 1986, voter turnout in midterm elections has averaged 20% lower than national elections specifically for young voters.
In Kansas City alone, voter turnout dropped from 63% to 17% just between 2020 and 2019. Although local elections affect voters more directly, the rate of voters is drastically lower than that of national elections.With minimal and dated forms of
media coverage, voters are unable to know when and where to vote in their local elections. Without modernized access to information, voters are expected to rely on dated local government websites and news outlets. This makes contributing to the government easier to avoid and overlook.
Methodology_
By conducting research through the lens of a user experience designer, we will be able to implement a solution that allows voters to easily access information about elections they are eligible to vote in without the encouragement of one party over another. By creating a tool to allow voters to visualize when and where they can go vote, we’re able to increase voter awareness and hopefully voter turnout in local and midterm elections. By providing information from (left and right) news sources and public records of the running candidates, we will increase voter education and as a result, voter confidence.
Initial Research Survey_
Survey: How could local elections better serve you?
By making the information more accessible on applications that people my age use the most”
More education and visibility towards local politicians.
I would like to be able to easily be able to find important dates and info-election deadline dates, where to go to vote, etc.
If there was better information in the mainstream to show residents where and how to be involved in local politics.
I just moved, so l’m not sure of the local climate here yet, but I think a more accessible way to get info is needed. I want to understand what new laws are in the ballot, where candidates stand on all issues, etc.
78%
of participants states their primary source for researching political candidates is through search engines
How much consideration is put into search engine optimization on local government sites?
Access to Information
One only participant mentioned they would use their local government site to find information regarding their upcoming local elections.
NO ONE mentioned their local government sites when asked where they would go to find information about political candidates.
This information that is crucial to the progression of our democracy is in no way accessible.
Current Systems
10 out of 12 respondents stated that the navigation of their existing local government website is at or below average.
Usability is one of the most effective ways to increase site traffic, but local government sites have not improved site standards to meet these new expectations of usability.
Leaving the only tool to provide this information to be inefficient and pointless.
Risk Management_
Through the research process I was able to identify the risks that I believe will inhibit my ability to achieve my intended objectives.
Monetary
Stakeholder & Design
The medium potential to not generate revenue.
Selling our tools to local government systems to incorporate our functions on their site has potential to solve this problem but also the potential harm the view of our tools if they are not operating properly through a website that is out of our reach.
Advertising space within the interface can become problematic with our efforts to remain nonpartisan.
This risk directly impacts the stakeholders.
Emotional
Legal & Customer Success
The low potential to cause political strain within communities.
By encouraging political involvement, we increase the likelihood of those in the community to noticeably disagree with each other. Causing frustration and emotional strain could lead to a large drop in users.
This risk will directly impact the client and our stakeholders.
REPUTATION
Design & Marketing
We run a medium to low potential of party affiliation and becoming a bipartisan tool.
With a continual and conscious effort to present our brand as nonpartisan we can try our best to eliminate this issue. Social influence could alter the use of our tool or the alleged political affiliation of our interface through disinformation.
This risk directly affects the client and the stakeholders.
Success Metrics_
Objective
I will..
Create a positive experience for voters
Increase community involvement in local government
Build impactful tools
Key results
As measured by..
- Number of logins
- Months/Daily active users
- Activated accounts
- Maintain site traffic outside of federal election years
- Time spent on interface
- See the incorporation of our interfaces into government sites
- Calendar interactions
- Position clicks on politician database
Branding_
With branding, I made the intentional decision to include gold and black as my primary colors. I avoided colors that were associated with the primary political parties of America. I included this marigold color in the CTA buttons.
User Interface Evolution_
Retro_
With more time, I would’ve expanded further on the user testing of this project to assure the effectiveness of my user interface.
Olivia Wimmergren 