UX Case Study — Motivote Platform Redesign

Overview

Motivote is a B2B platform focused on helping organizations help their networks motivate each other to vote.

My team and I took on a redesign of Motivote’s user dashboard, where users can complete actions towards their voting plan and earn points to exchange for prizes. The goal of this project was to identify any usability issues with the user dashboard and create new features that would bring a sense of delightfulness to users.

The Problem

Motivote’s main goal is to keep users engaged in the platform and complete actions towards their voting plan. However, after conducting a heuristic evaluation on the user dashboard, it was clear that the dashboard was too wordy and needed to be structured differently to improve usability. It was also clear that the dashboard lacked a sense of delightfulness to keep users coming back.

The Solution

Our solution was to redesign the user dashboard. We focused on the main pages within the dashboard that were most problematic, but also added some new features that would bring delight to users and keep them coming back.

Our Design Process

Getting to Know Our Users

Before starting the design process, we wanted to get a better understanding of who our users were and what motivates them to vote. We started by sending out a screener survey to qualify users for interviews.

We sent out a screener survey to qualify users for interviews

Once we had a sufficient amount of responses, my team and I gathered 5 users who represented our target audience to interview. We asked questions like: How was your last experience voting? What motivates you to vote? These are some of our high-level findings:

  • Users feel that it’s their duty to vote. Most of these users expressed that they know people in their community who aren’t able to vote. Therefore, these users also felt like they should be encouraging others in their community to vote for those who can’t.
  • Users tend to gravitate towards using social media. Users expressed that they often get news about elections through social media platforms, even if they knew it wasn’t the most reliable source. They would obtain information from social media and then move onto other sources to confirm the information. Social media was also the main way that users tried to motivate others to vote. Users utilized social media to post their own messages about the importance of voting.
  • Users like to earn points in exchange for doing everyday things. We found that all users who participated in interviews found delight in earning points for purchasing groceries, getting coffee, and using their credit cards.

User Persona (Representing our Users)

Based on our research, we decided that there was one key user type that our product tried to solve problems for. To keep ourselves focused on solving their problems, we created a persona to help us better relate to them and keep them in mind throughout the process.

Defining the Problem

Based on our persona’s needs and frustrations, we hoped to answer the question:

How might we help Pamela find ways to engage with her friends and motivate them to vote?

Testing the Existing Platform

Because Motivote was already an existing platform, we wanted to understand how users currently navigated through the dashboard and what their frustrations were. We conducted a usability test on the existing dashboard to identify any issues users ran into while navigating the dashboard. We tested 7 users and gave them each a scenario and 4 different tasks to complete.

Scenario: You’re a student of Miami Dade College. It’s time for the next election and you feel that it’s important for you to help motivate students at your campus to go out and vote.

Task 1: Check how many tasks your friend, Victoria Z., has completed towards their voting plan.

Goal: Have users check how many tasks their friend has completed.

Findings:

Medium issue.

7/7 users completed the task.

However,

  • Users tried to use the search bar and were confused about how to submit because there was no search button
  • Users felt a disconnection towards the “friend” because there was no way to interact with the friend’s account

Recommendations:

  • Improve the search function by adding a search button to the search bar
  • Create a profile card that pops up when users click on another user’s name

Task 2: Get yourself ready to vote by choosing the way you will be voting in this election.

Goal: Have users complete an action.

Findings:

Major issue.

7/7 users completed the task.

However,

  • Users became confused when they had to scroll through a long list of actions to choose their voting method.
  • Users saw the list of actions and immediately clicked out because it didn’t look like what they were supposed to do.

Recommendations:

  • Change the layout of the actions and add illustrations to make users more visually drawn to them.
  • Prioritize actions that are related to the user’s voting plan and put those on top.

Task 3: Let your friends know that you voted by sharing a selfie.

Goal: Have users verify their vote by sharing a selfie with their “I Voted” sticker.

Findings:

Minor issue.

7/7 users completed the task.

However,

  • Users did not connect the category of “VoteTracker” to uploading a selfie.

Recommendations:

  • Rename the “VoteTracker” category to “I Voted!” to communicate that it’s a space for doing something after voting.

Task 4: Use your points to redeem a reward of your choosing.

Goal: Have users browse the prize catalog and redeem a prize.

Findings:

Minor issue.

7/7 users completed the task.

However,

  • Users tried to look to see how many points they had before redeeming a prize, but could not find them.

Recommendations:

  • Show users their current points on the sidebar.

Redesigning the User Dashboard

Based on results from testing the existing dashboard, we set out to redesign the dashboard to provide a better experience for users.

Overview/Home

Before vs After

Actions

Before vs After

Members

Before vs After
Member Profile Card

Prizes

Before vs After

VoterTracker/I Voted!

Before vs After

Testing the New Design

After finalizing our design for the new user dashboard, we ran another usability test. This time, we tested 5 new participants and gave them each the same tasks from the last round plus one new task to complete.

Final Findings and Next Steps

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