I Vote Nation 2.0

Actual redesign and future implementation for a voter registration website.

The Mission

True story: I Vote Nation, a non-profit pro-democracy site was hacked by Chinese hackers and so their entire server had to be scrubbed and everything was lost. Sounds like a espionage thriller, but without the espionage and without the thriller. Our team was hired to redesign a fresh user centric website.

Scope: 2 weeks

Colaborative Contributors: Melissa Jefferies, Vicki Kim, Will Wang, and myself

My Role: Team Leader, strategist, market research, branding, wireframes, user testing, prototyping, and next steps

The Action

My team and I rebuilt, reinforced, and weaved I Vote Nation's brand and mission creating a website that was clear, useful, informative, and most importantly user centric.

The Outcome

The result was an engaging new user centric digital experience that was driven by building trust with users by providing thoughtful and useful services.

The Recognition

The stakeholder was thrilled with the final outcome. I look forward to the redesigned site making an impact on millenials with the next Presidential elections.



I gravitate towards User Research because it's an opportunity to learn and become more intimate with the user. User data sets you free and it allows the design to become less about you and more about the user. By understanding the user's needs and problems only then can you begin to provide a solution that is appreciated and beneficial to the user.

"Without data you're just another person with an opinion."

- W. Edwards Deming

My team and I spent 50% of our time on Research and Task Analysis. You might think that is a lot of time dedicated to just researching, but in the second half we were able to design faster and with more agility because we understood the user's needs and wants intuitively. It was also necessary to invest this time to extrapolate some insight from the vertigo causing local, state, and federal elections and voting guides. Forget about opinions and agendas. Just getting through process and rhetoric is mind numbing. The benefit of wading through all the paper trail was it helped us understand and simplify certain aspects of the website for the user. This was no small feat and trust me one could easily spend an entire year with a whole team and still be overwhelmed.

Analyzations Into Actions

Our goal was to present an MVP that was realistically actionable and provide future next steps for phase II. Branding being one of my strengths, I helped guide the team and stakeholder to re-brand with a clearer and more fundamental component that users would immediately process and understand. I also personally came up with the chosen slogan "Vote Today, Change Tomorrow." Here is the process or journey we partook with the stakeholder.

  • Card Sorting With Stakeholder
  • "Why, How, What" Model
  • Brand Identity Prism
  • Competitive/Comparative Analysis
  • Word Cloud Comparison
  • Empathy Map
  • Quantitive Survey
  • User Interviews at Santa Monica College
  • User Flow
  • Persona and Scenario


We began to whiteboard our initial design based off the Participartory Design sessions with the stakeholder. We focused on assets and initial design preferences of what was most importatnt to the stakeholder and what was desired by users.


    After the Participatory Design sessions, re-analyzing all the research and data, our team had a better understanding of his vision and the user's needs. We methodically began the process of bridging the user and stakeholder. The team began making preliminary sketches. After going though ideations and iterations we came up with 2 mock wireframe versions to A/B User Test to analyize which design tested better with users and which call to actions were more easily recognized.

    Version A

    This was the initial design based off the Participartory Design session with the stakeholder highlighting the assets and initial design preference of what the stakeholder felt was most important and what user data had shown.

    Version B

    This was a redesign based on the team's Design Inspirations while still incorporating the stakeholder's vision and user data. This version ended up testing better and became the guideline to the final prototype.


    Let's take a side by side comparison of the landing pages for the prior webpage versus the updated version to be.


    The prior webpage had a sort of Facebook feel, but without the functionality and usability which led to unclear call to actions. There appears to be a slight heirarchy system, but again users don't really know what is happening and where they should click. The site was overall not very useful and did not create value to the user. Format was outdated and confusing.


    The future webpage has clear call to actions and the services provided like registering to vote, finding polling locations, and signing up for absentee ballots is easy to find. What differentiate I Vote Nation from other websites is the video content, so the videos are now more prominent. Social media and support through donations componenets are given relevance now. A notifications system which users mentioned to be useful and valuable to return to the website is implemented at the top and bottom of the webpage. Format is user-centric and user-friendly.


    The prototype was based on version B because it was the interface that users preferred. We also went through additional iterations and testing to finalize the design. The team needed to build as high-fidelity as possible in a short given time and chose to create the prototype in Axure due to it's realistic interaction and feel. By doing this the stakeholder would be able to present as close to a functional website prototype to board members or potential donors for funding.

    (Click image to view prototype.)


    I Vote Nation is currently searching for funding to build the re-designed website for the 2016 election cycle. No project is ever completely finished. Besides our initial add-ons we also recommended the following:

    • Build out more functions like a notifications emails, calendar alerts, and ballot search functionality.
    • Create a user accounts system to allow users to save notifications and voter guide preferences.
    • Incorporate a responsive or adaptive capability for optimal viewing.
    • Possibly build a native application voter guide for iOS and Android to compliment website.
    • Include analytics tools to measure KPIs such as video views, video shares, and voter registrations.
    • Continual user testing to further improve functionality.

    The following images are mock-ups of what the notification system might entail .

    • Notification Confirmation Email
    • User Account Set-up
    • Calandar Alerts