myVote by CNN

UX Writing / Information Architecture / Content Strategy


 

— The Run Down —

Client—
CNN- global news network

The project—
CNN needed an engaging way to get young voters interested in all facets of government—at local, state and federal levels

The solution—
myVote by CNN mobile app for iOS

What I did—
- Content Strategy
- Content Audit
- Write / Edit
- Information Architecture
- Sketch / Wireframe
- Usability Tests

Details—
This project was a 2-week sprint for a spec project. For the sprint, my content strategies involved onboarding copy, UI copy and hamburger menu organization and modal naming conventions. The content that was created is intended for CNN's primary demographic for the myVote app—25–34-years-old. In addition to content strategizing, I wrote copy for each wireframe during and after multiple rounds of usability testing; each time adjusting the tone and voice to meet users' expectations. Finally, I was tasked with IA for the layout of the political candidate pages.

Process—
This project began with a content audit of existing political-themed mobile apps (Voter and Rock the Vote). While we found many areas that called for iteration, the team decided to structure the content strategy for myVote around the enjoyable aspects of the audited apps. This resulted in a Tinder-style swipe through feature that helps users to discover their political lean. Once the basic concept for the application was decided, the strategy moved to user interviews to discover our primary demographic.

User research showed that over 50% of the tested subjects participate in some form of online news—either mobile application- or web-based—so we knew we were onto something. Additionally, over 69% of those who participated in the survey noted that they would be interested in learning more about their political lean through a mobile application.

Survey testing found that the team was initially misguided about the primary persona. Once this was realized, the strategy was pivoted to make our secondary persona (Grace) the primary, and vice versa.

Some additional findings that were iterated on during project were features such as: a Snapchat-style newsfeed, a hamburger menu for easy navigation and a sliding scale for political preferences.


The Goods
 

— Strategy —

Primary Persona
- Crafted primary persona biography and scenario
- Ensured user goals align with persona

Biography: Grace is a 28-year-old costumer, living in New Orleans, Louisiana. On a typical day, Grace wakes up at 7:00 am and drives across the French Quarter to her job on set. During the commute, Grace loves to start her day with true crime podcasts and a Venti iced latte from Starbucks. She normally works 14-hour days and is very dependant on her iPhone to keep her up-to-date on politics and pop culture. Grace is socially aware and knows where she stands on most political issues, however, she believes that more than ever it’s crucial to stay current on political issues. She would love an app that allows her to browse political articles, based on her interests and lean, when she has a free moment during the day.

 

Onboarding—
- Usability improved with the addition of onboarding screens
- Helps users properly navigate application
- Alludes to gamification

Challenging the user to play—"Ready to up your political game?"

 

Hamburger Menu
- Ordered information
- Decided on naming conventions

Some problems—
- Political language is polarizing language.
- PC culture is very popular with the primary demographic so word choice was handled delicately.


— Content —

Verification email—
- Thank you note and confirmation email
- Encourages security and inclusivity in users

 

Modal copy—
- Primary persona's tone and voice
- Offers user freedom

Modal appears after first 10 questions have been answered

 

Results—
- Header for results page—gets users excited about exploring the results page
- Political jargon—"Results are in!"

 

IDK button—
- Usability testing showed users positively engaged with 'IDK' button option
- If selected twice, user will be fed news on said topic

 

Political preference—
- Users felt too polarized by 'democrat' and 'republican' tag names
- Usability tests proved users felt more comfortable with 'conservative' and 'liberal' tags


— What I Learned —

- Rough copy (not Lorem Ipsum) is essential for usability testing applications.
- Content strategy must be done as soon as possible.
- Usability testing can change more than just UI—it can change tone and voice, too.