Michigan Voter Website

Redesigning the Michigan Voter Website to improve usability for first time voters.

Michigan Voter Website

Redesigning the Michigan Voter Website to improve usability for first time voters.
my Role
Team
Duration
Tools
UX Researcher, Project Manager
1 Project Manager
4 UX Researchers
March 2023 -
April 2023
Figma
Miro
Google suite
Context
Objective

This usability testing study was conducted as part of the Civic User Testing Group (CUT Group) program at the University of Michigan, aiming to evaluate and enhance the usability of public websites and apps. Specifically, usability testing was conducted for the Michigan Voter Information Center website, in collaboration with the Michigan Department of State.

The objective was to identify and address usability issues to improve the user experience, particularly for new voters in the state of Michigan.
CUT Group's motto is "If it doesn’t work for you, it doesn’t work!"

The problem

New voters face difficulties in accessing essential information for voter registration, impacting their ability to make informed, timely decisions.
How might we make it intuitive for users to locate essential voter registration information on the website?
Testing Process
Redesign highlights
The redesign focused on enhancing user experience by directly addressing key issues identified in the current design, which are discussed after this section.
The redesigned homepage

Identified Issues with the current design

Problem 1: Users found the amount of information and the format in which it was presented overwhelming

Solution

Problem 2: Users did not find information where they expected it to be

  • Missing upcoming election dates
    Users could not find any information about upcoming elections on the homepage.
  • Trouble registering to vote
    Users expected the register to vote to be the first section on the site, but they had to look through the site for a while to find it.
  • Can't find a way to change the address
    Users expected to find a section for changing address and updating personal information on the homepage, but couldn’t find it.

Solution

A prominent call-to-action for voter registration is placed at the top of the homepage.
A dedicated section on the homepage to prominently display upcoming election dates and deadlines.
The homepage layout has been rearranged to prioritize essential sections. This helps users find these important functions right away.
Before
After

So, how did we arrive to the main design?

process

To inform the redesign, we used a multi-step research approach:

User Testing

Pre-test Questions
User Tasks
Post-test Questions

Preliminary questions were asked to assess the users' familiarity with the voting process and with the website being tested prior to the testing.

Users were given tasks to assess whether the information on the website is easily findable. The tasks included registering to vote, changing address, registering for absentee ballot, and finding the dates for next election.

Post-test questions were asked to gather user feedback on users' likes, dislikes, problems encountered, and suggestions for improvement.

View the usability testing script

Research questions informing the user test

  • How easily can first time voters find/navigate to key information?
  • Is the language clear and concise enough to be understood by a first-time voter?
  • Is the presentation and organization of information intuitive enough for first-time voters?
  • Are there steps on the voter information site that are redundant/can be consolidated?

Affinity mapping

Following user testing, we organized findings through affinity mapping, grouping feedback and observed behaviors into themes. The insights from this analysis guided our focus areas for the redesign.
Goal
Results
This process aimed to identify recurring issues that users experienced when trying to navigate the site.
The mapping highlighted user confusion about the site structure and information overload, highlighting key areas for improvement.
A section of the larger affinity map

Comparative analysis

A comparative analysis of similar voter information sites was conducted to identify effective design practices that could inform the redesign.
Goal
Results
The aim was to evaluate each site based on ease of navigation, information hierarchy, visual clarity, and user guidance
The analysis identified successful strategies for organizing content (cards, simpler navigation), which guided improvements for the redesign

Outcomes & Learnings

  • Leading a team for successful project outcomes: Leading this initiative highlighted the importance of clear direction and effective communication in cross-functional teamwork. I learned to unite the team around the unique challenges of public websites, maintaining our focus on creating simple and accessible user experiences. I also recognized that simplicity can sometimes get lost when many creative individuals contribute unique ideas.
  • Challenges of user-centered government resources: Public websites have a critical responsibility to present complex information clearly and intuitively. This project revealed how structuring content to align with users' expectations and placing information where they look for it can significantly enhance accessibility and build trust, elements that are especially vital in government resources.
  • What I would do differently: If I were to approach this project again, I would aim to gain access to the website's analytics data to gain insights into user behavior, such as which sections users visit most and where they encounter difficulties. However, accessing analytics for government websites can be challenging due to privacy and data protection policies.
Meet the team!
Get in touch!vmahida@umich.edu
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