3. Aims of the online service
• Register to vote
• Update personal details
The website
Registering takes around 5 minutes.
4. Satisfaction ratings of the website
Overall satisfaction ratings of the web experience are very high
Source: www.gov.uk/performance/register-to-vote
5. End-to-end service mapping
Voting in person in the UK (a straightforward process)
Absent voting (mostly used by overseas voters)
Confirmation
of
application
Confirmation
of
registration
HEF /
Canvass
Invitation to
register
Receive
polling card
Polling Station
Postal vote
Proxy vote
Confirmation
of postal
vote
Confirmation
of
registration
Confirmation
of proxy vote
Confirmation
of
application
Polling Station
Electoral
Registration
Officer
Absent
voting
6. Background analytics
Users of the service from UK and abroad
Source: www.gov.uk/performance/register-to-vote
Overseas
Total
7. UK citizens overseas are unaware of the options
that are available to them
Unaware of the online service
Not sure if they are allowed to vote from abroad
Unaware that they can register for absent voting
(voting by post or designate a proxy to vote for them)
Have the impression that the whole process
is difficult, so the don’t even try
8. • People travel without a fixed postal address
• People don’t have a contact point in the UK who can vote for them
• People live in places where the postal service is unreliable
• Postal communication may take too long to be effective
• People have never voted in the UK or have been outside of the UK
for more than 15 years
Overseas users are facing different problems
9. Experience Mapping – Overseas Users
Polling DayPre-Voting
Waiting for
Confirmation
Making an
Application
Stages
Goals
Before Applying
Make sure I am
registered to vote
- Register to vote
- Update Personal
details
- Checking for up-to-
date information
- May re-apply
- Communicate with
my proxy
- Learning about the
service
- Get an understanding
of the process
Thinking
- Is this complicated?
- What are the benefits?
- Will my data be secure?
Doing
Reading letter, article or
advertisement
Feeling
- Do I care about voting?
- Fear of getting fined
- I don’t trust gov. with
my data
- When will I get on the
register?
- Should I opt for Proxy
or for Postal voting?
- Delight at the simple
process (unaware)
- Confusion from lack
of clarity of the
process
- Registering online or
by post
- Filling postal vote or
proxy vote form
- Waiting for
confirmation
- Contacting proxy
- Contacting EROs
- Am I already
registered?
- Have I missed the
deadline?
- Not sure of the
process and
timelines
- Have I chosen the
right option?
- Make sure my vote
counts
- Requesting changes
Where can I get
additional information
about my application?
Want to be informed
that my application is in
order
Getting election news
and updates via media
sources
- Going to polling
station (if in the UK)
- Making emergency
inquiries
Where can I get up-to-
date information about
voting
- Pride for taking part in
the elections
- Worried that my vote
didn’t count
10. Level 1: On-line voting
The easiest and costs effective way to vote and the best user experience
Level 2: Paperless application process
Improve user understanding of the registration process and by removing the
need to physically sign the application
Level 3: Improving the current registration process
Optimising the user journey and content layout to improve user understanding
of the process and reduce user drop-offs
Possible directions to improve the online
registration process
11. Triangulating research methods to justify design decisions
Research Methods
Qualitative research
- User interviews
- User testing
- User feedback
Mixed Methods
- Comparing users for task
success rates
- Survey satisfaction ratings
Quantitative Methods
- Measuring success / drop-off rates
with Googles Analytics
- A/B and multivariate testing
12. Users think that
the purpose of
the website is to
be able to vote
online
Main issues found from user research
Users don’t understand why they are
being asked to enter information they
think the government should already
have on them
Users think that by submitting the
application they automatically get on the
register. They are not aware of the
background verification process
Users go through the
registration process without a
clear understanding of what
they are doing and what to
expect at the end of it
Users are not choosing the
optimal way to send and
receive their application
form (choosing postal
voting may take too long)
13. The process can be explained before starting the
application
Mark, Student. Lives in the US, 1 year. Previously voted in person.
“I remember getting electors cards in the post, but I don’t remember how I got
on the register.”
Ease of Use 4
Clarity 3
Satisfaction 4
Edward’s
experience
1 – Low, 5 - High
14. Users tend to choose an option that reduces their
need to make an effort
Anna, Media Editor. Lives in for Australia, 8 years. Not engaged in UK politics.
“Honestly, I wouldn’t know”. She worries about what would happen if she picks
the wrong one.
Ease of Use 5
Clarity 2
Satisfaction 3
Jenny’s
experience
1 – Low, 5 - High
15. Users can be directed into making the best choice
for them
Sally, Housewife. Lives in UAE, 10 years. Previously voted by post.
“Our postal vote got lost during Icelandic volcano, and second time we
registered but postal vote papers were received after the deadline.”
Ease of Use 5
Clarity 4
Satisfaction 5
Rachel’s
experience
1 – Low, 5 - High
16. Users don’t read if things look obvious to them
Andria, Retired. Lives in Portugal, 3 years. Previously voted in person.
“A lot of people will have two addresses - home address and post box because it’s difficult to deliver post in gated
buildings.”
17. Users will choose not to make an effort if they
think they can get away with it
19. Users need to be made aware of the service through various media channels.
The process may not be as simple as it appears. Users need to be made
aware of what goes on in the background and what to expect next, so that
they make the right choices.
Users need to be guided into making the right choices for them so that they
don’t make mistakes which will stop them from successfully completing their
task.
What are the most important
takeaways for public service
design?
Satisfaction rating data can be misleading. Users are considering only the web experience but not the overall experience.
Overseas users have a different journey and different problems
Overseas users have a different journey and different problems
Our focus in on number 3
Users think that the purpose of the website is to be able to vote online
Users go through the registration process without a clear understanding of and what they are doing and what to expect at the end of it
Users think that they are on the register once they have completed the form
Users think the registration process is automatic
Users are not expecting to fill another registration form and sign it
Users are not choosing the optimal way to send and receive their application form
Users are not considering the time it takes to send paper forms across the post internationally
Users are not considering post gets lost and time it takes to check their mailbox abroad
Users don’t understand why they are being asked to enter information that the government should already have on them
Considerations: Adding information on the front page to explain the absent voting option.
“I don’t know” was considered but testing proved that users tended to opt for this easy option rather than thinking about the question properly.
We want to encourage users to choose Proxy voting as Postal voting may not work out for many of them.
Consideration: Adding “correspondence” address can make things clearer
Users are not aware or don’t care of the extra effort that will need to be taken by EROs to find this information.
