design

Through synthesizing our primary and secondary research findings, we defined a set of goals to drive our design solution:

  • Provide first-time and experienced voters with a single point, start-to-finish experience
  • Accommodate traditional in-person voting and scaling to long-term online voting models
  • Extend the idea of voting beyond election day by keeping the voter informed of candidates and issues before elections and results after elections
  • Support election volunteers with robust training and communication tools

Our overall solution focused around a non-biased app - Intuitive Voting - that would provide objective, location-centric information to voters and volunteers. While the concept is focused on near-term information delivery, it is intended as a scalable platform that would enable remote, online voting in the future. For example, the app provides a ballot for voters to fill out ahead of time and take to the voting booth for reference and efficiency, but in the future, the app might also support vote submission.

We approached these design goals through a user-centered, iterative design process, beginning with conceptual sketches. In our initial sketches we attempted to map out the problem space by identifying the variety of roles (e.g. first-time voters, election administrators, volunteers), objects (e.g. voting machines, ballots, registration forms), and environments (e.g. polling places, homes, offices) within the election system.

Sketch Early design activities including mapping out the roles, objects, and environments that comprise the election system.

We then narrowed our focus to a set of representative roles and tasks, including first-time voter, absentee voter, and volunteers, as depicted in our flow chart.

Our initial screen sketches explored several information approaches, but we moved forward with an “Election-Centric” structure, organizing relevant content within a framework of the next upcoming election.

Sketch Early information architecture sketch showing content organized around an upcoming election.

We then created a series of detailed wireframe screens, documenting the app’s navigation, screen layout, content, and interaction. This was an iterative process that included usability testing with both novice and experienced voters to evaluate and refine the app.

Example Wireframes Example wireframe screens for the Intuitive Voting app.

One of the key decisions we made during this process was to separate volunteer functions into a separate app from the voter app. While an election volunteer is also likely a voter, we wanted to make sure that these features were kept apart for reasons of objectivity and clarity.

Example Wireframes Example wireframe screens for the Volunteer version of the app.

Branding

Naming the app "Intuitive Voting" was an obvious choice. It speaks to our goal of creating a simple process for voting and, also, the vision of having the voting process embedded into every activity. By providing a tool for informing and reminding the voter, we can extend the idea of voting from a one-off, special event to a thoughtful, ongoing activity.

Logo Design

The logo, based on Intuitive Company’s own logo, represents the checkbox as both a direct metaphor for voting, and the speech bubble, conveying that voting is a form of free speech for a citizen’s voice to be heard.

Visual Design

The app color palette was based on the traditional red, white, and blue of the American flag, with some changes to enhance digital readability. The voter and volunteer versions of the app are differentiated by differences in color emphasis, as well.

Example Wireframes Example aesthetic screen design for the Intuitive Voting app.