VOTING WITH WATSON
FOR IBM DESIGN
Emma Fagergren | Tony Pattin | Angélica Rosenzweig
INTRO

DEMOCRACY
”Democracy cannot succeed unless those who express
their choice are prepared to choose wisely. The real
s...
OVERVIEW

TABLE OF CONTENTS
PROBLEM 4
RESEARCH INSIGHTS 5
TARGET USERS 6
CORE 7
EXPERIENCE MAP 9
SCENARIO & WIREFRAMES 11
...
PROBLEM

PROBLEM
Parsing information to stay politically informed is time
consuming as well as energy consuming, and this ...
RESEARCH INSIGHTS

CONFIDENCE MATTERS
Voting is considered “the right thing” to do, but a low
confidence in understanding ...
TARGET USER

TARGET USERS
Individuals who want to vote but feel like they don't know
enough to make an informed decision.
CORE

CORE
Make complex historical and current political data transparent
and digestible to aid the voting decision proces...
CORE

DO THIS BY:
Letting users ask Watson questions (in natural language)
Synthesizing information relating to issues tha...
EXPERIENCE MAP
OUR FOCUS:

EXPERIENCE MAP
SCENARIO

It is the fall of 2016 and with elections coming up
millions of Americans are getting ready to vote. Some
are ce...
SCENARIO

Marie, a recent college graduate feels that she should
vote - she has grown up hearing that “it is the right thi...
SCENARIO

Marie follows the news and has a general idea about
the candidates, but she wants to know where they stand
in qu...
SCENARIO

A couple of weeks later Marie is talking to her friend
Alex about the election. Alex has an interest in politics...
WIREFRAMES
After listening to Alex, Marie
decides to give it a go. They try
out the app together and Alex
helps Marie crea...
WIREFRAMES
When her profile is created,
Marie is presented with a home
screen that serves as a onestop shop for her upcomi...
WIREFRAMES
Marie is interested in knowing
what others have been saying
about the similar topics, so she
decides to click o...
WIREFRAMES
Marie decides to ask Watson a
question herself. She wants to
know which candidate in her
state is most passiona...
WIREFRAMES
Watson then presents Marie
with results from the search.
The top answer is presented
with a high confidence lev...
SCENARIO

Later that week Marie and Alex are watching a TVdebate between two senators. Marie wants to know
more about the ...
SCENARIO
Marie explores the “Candidates
Page”. With a 90% match, she
has found out that the one of
the senators aligns wit...
SCENARIO

A couple of weeks passes and soon it is time to vote.
Marie feels that this time she has tried her best to make
...
SYSTEM MAP
DATA SOURCE

CORPUS DATA
Historical political records
News feeds
Current legislation
Political parties site
Wikipedia
Poli...
POTENTIAL ISSUES

DIFFERENT CANDIDATES
Watson is likely to find more information for experienced
candidates than new candi...
FINANCIAL

SELLING DATA
After a period of use, the app will have collected user data
that will be of interest to politicia...
THANK YOU

SPECIAL THANKS TO:
IBM Design
Tarun Gangwani
Chung-Ching Huang
Brandon Le
Mark Marrara
Marty Siegel
HCI/d 2014 ...
APPENDIX

RESEARCH
(1) Youth Federal Election voting intention
http:/
/www.whitlam.org/__data/assets/pdf_file/0005/507803/...
APPENDIX

INSPIRATION FROM EXEMPLARS
Politico (app)
One-stop shop for coverage
of the president, Congress,
2014 Midterm el...
APPENDIX

OUR PROCESS
Understanding Watson
Brainstorming problem spaces
Research: Understanding the voting process
Persona...
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Voting with Watson

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Concept for an iPad application to help people make informed voting decisions using IBM’s Watson. This was in response to the ask: “create an app or service that leverages Watson’s computing capabilities and services in the cloud."


This project was done in collaboration with IBM Design.

My teammates for this project were Emma Fagergren and Tony Pattin. This is one of the projects for Marty Siegel's Rapid Design for Slow Change course at Indiana University Bloomington.

Published in: Design, News & Politics, Travel
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Voting with Watson

  1. 1. VOTING WITH WATSON FOR IBM DESIGN Emma Fagergren | Tony Pattin | Angélica Rosenzweig
  2. 2. INTRO DEMOCRACY ”Democracy cannot succeed unless those who express their choice are prepared to choose wisely. The real safeguard of democracy, therefore, is education. ” Benjamin Franklin
  3. 3. OVERVIEW TABLE OF CONTENTS PROBLEM 4 RESEARCH INSIGHTS 5 TARGET USERS 6 CORE 7 EXPERIENCE MAP 9 SCENARIO & WIREFRAMES 11 SYSTEM MAP 23 DATA SOURCE 24 POTENTIAL ISSUES 25 FINANCIAL 26 THANK YOU 27 APPENDIX 28
  4. 4. PROBLEM PROBLEM Parsing information to stay politically informed is time consuming as well as energy consuming, and this in turn can can discourage people from voting.
  5. 5. RESEARCH INSIGHTS CONFIDENCE MATTERS Voting is considered “the right thing” to do, but a low confidence in understanding of political issues and parties discourages voting (1). PRESENTATION MATTERS It is not lack of information that is the problem, it is lack of information presented in a way that people can relate to.
  6. 6. TARGET USER TARGET USERS Individuals who want to vote but feel like they don't know enough to make an informed decision.
  7. 7. CORE CORE Make complex historical and current political data transparent and digestible to aid the voting decision process.
  8. 8. CORE DO THIS BY: Letting users ask Watson questions (in natural language) Synthesizing information relating to issues that the user has identified as relevant Showing how candidate’s values align with the user’s WE ARE NOT: Telling the user who to vote for. The app should be politically neutral.
  9. 9. EXPERIENCE MAP
  10. 10. OUR FOCUS: EXPERIENCE MAP
  11. 11. SCENARIO It is the fall of 2016 and with elections coming up millions of Americans are getting ready to vote. Some are certain who they are voting for, others are still trying to decide.
  12. 12. SCENARIO Marie, a recent college graduate feels that she should vote - she has grown up hearing that “it is the right thing to do”. But who should she vote for? She’s not sure and she feels that she doesn’t know enough about politics to make a good decision. She doesn’t want to vote based on the candidates advertisements, looks or gender, but on how their values align with hers.
  13. 13. SCENARIO Marie follows the news and has a general idea about the candidates, but she wants to know where they stand in question that are important to her - education and the environment. Her Google searches for candidates return thousands of hits, and none really answer her questions. She doesn’t have the time it takes to make sense of the (sometimes contradicting) information, and some candidates seem to say the same thing. Frustrated, Marie leaves her computer.
  14. 14. SCENARIO A couple of weeks later Marie is talking to her friend Alex about the election. Alex has an interest in politics and after Marie has voiced her frustration, he mentions a new app he has found. He suggest Marie use it to find out answers about things she cares about in the upcoming election.
  15. 15. WIREFRAMES After listening to Alex, Marie decides to give it a go. They try out the app together and Alex helps Marie create an account. She gets to choose which political issues she is interested in. Marie also fills out where she lives.
  16. 16. WIREFRAMES When her profile is created, Marie is presented with a home screen that serves as a onestop shop for her upcoming election research. She notices the information shown relates to the issues she thought were most interesting. On the home page, Marie has access to various information: Trending Topics Media Candidates Personal Profile Watson Favorites
  17. 17. WIREFRAMES Marie is interested in knowing what others have been saying about the similar topics, so she decides to click on Trending. Here, Marie can see questions that other people have asked “Watson”. She browses through the questions that other people have asked. Some seem irrelevant or strange to her, but other questions peak her interest and she clicks on “See More” to read the answers generated by Watson.
  18. 18. WIREFRAMES Marie decides to ask Watson a question herself. She wants to know which candidate in her state is most passionate about creating better schools, and starts typing in her question.
  19. 19. WIREFRAMES Watson then presents Marie with results from the search. The top answer is presented with a high confidence level; the other two results are presented with a medium confidence level. She saves this question, then continues to explore other questions of her interest.
  20. 20. SCENARIO Later that week Marie and Alex are watching a TVdebate between two senators. Marie wants to know more about the senators and opens up the app. After giving her opinion on a number of questions, Marie is able tosee to which degree the candidates values align with her own. She likes this summary; it gives her information beyond what she has learned from the debate.
  21. 21. SCENARIO Marie explores the “Candidates Page”. With a 90% match, she has found out that the one of the senators aligns with most of her values and interest.
  22. 22. SCENARIO A couple of weeks passes and soon it is time to vote. Marie feels that this time she has tried her best to make an informed decision, and for once she will stay up to follow the results on TV.* *Who Marie ended up voting for is confidential.
  23. 23. SYSTEM MAP
  24. 24. DATA SOURCE CORPUS DATA Historical political records News feeds Current legislation Political parties site Wikipedia Political Blogs
  25. 25. POTENTIAL ISSUES DIFFERENT CANDIDATES Watson is likely to find more information for experienced candidates than new candidates. This might affect confidence levels. CONFIDENCE LEVELS Use Watson’s Confidence levels to avoid deception. The nature of political information is often biased, but by looking at many different sources, Watson triangulate between different sources to create meaning and show confidence levels in the response
  26. 26. FINANCIAL SELLING DATA After a period of use, the app will have collected user data that will be of interest to politicians and campaign managers. Selling this data would generate revenue. POTENTIAL SPONSORS Independent civic organizations Project Vote Smart Federal Election Commission (FEC)
  27. 27. THANK YOU SPECIAL THANKS TO: IBM Design Tarun Gangwani Chung-Ching Huang Brandon Le Mark Marrara Marty Siegel HCI/d 2014 Cohort
  28. 28. APPENDIX RESEARCH (1) Youth Federal Election voting intention http:/ /www.whitlam.org/__data/assets/pdf_file/0005/507803/Newsp oll_Analysis_Update_Election_Poll_Update_Aug_2013.pdf @ 20 Nov. 2013 (2) http:/ /photos.state.gov/libraries/amgov/30145/publicationsenglish/USA_Elections_InBrief.pdf @ 20 Nov. 2013
  29. 29. APPENDIX INSPIRATION FROM EXEMPLARS Politico (app) One-stop shop for coverage of the president, Congress, 2014 Midterm elections, and 2016 presidential race Settle It! (app) Fact checking site for political information
  30. 30. APPENDIX OUR PROCESS Understanding Watson Brainstorming problem spaces Research: Understanding the voting process Personas Sketching and problem exploration User case scenarios High-fidelity wireframes and graphics Crafting deliverables

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