What the People Want: 9 Major Study Findings & Observations

What the People WantInvestigating the Voter Experiencewith Republican Candidate Websites9 Major Usability FindingsResearched by Normal Modesnormalmodes.com© 2011 - Normal Modes LLC - All Rights Reserved.

1. Bachmann and Cain campaigns hadthe best overall user experience

“ Her information is straightforward. Consistent. Clean. ” – Mixed voter

“ I like the navigation. And there’s nothing confusing about the interface. – Mixed voter ”

2. Features of successful campaign websites: - bullet points, - strategic bolding &highlighting, - brevity

“ There’s a lot of information on this page, but it’s laid out the way I’d want to see it. I like the bullet items. This feels like something I’d see at work, and I like that. It looks professional. There’s highlights and bolding. I like the way this is presented. ” – Democrat voter

“ The 11-point plan is broken into sections, which I like. ” – Republican voter

3. Email collection “splash” pages before the homepage annoy & confuse voters

How do I get to his [homepage]? – Democrat voter No, I wouldn’t [enter my information]. I would go back to search. – Republican voter I would get out of there and go back to the Google search if I wanted to find out more information about Mitt. – Democrat voterNot what I was expecting to see.So far I’m 0 for 2 on finding the This is not what I’m looking for, sohomepage… so now I’m going let’s go back [to Google] and lookback and search one more time. again. – Republican voter – Republican voter

I don’t know if I would[enter personal information]right now, so I would goback to the Google list. – Democrat voter

So, I’m not going to leavemy email address so I’ll goback [to Google]. – Mixed voter

It wasn’t what I wasexpecting to see. Whenpeople are asking aboutmy name and zip code… Itry not to put too muchinformation online. – Republican voter

No, I don’t want to Join theCampaign, so I’ll go backto Google. – Mixed voterAs soon as I saw the emailaddress and zip code, Iknew I did not want to signup for anything on thispage. – Democrat voter

It’s neat that there’s a visitmichelebachmann.com linkthat will probably take meto her homepage. – Republican voterInteresting enough alreadyit’s asking me to sign up foremail updates, but doesnot ask for my email. I likethat. – Mixed voter

4. The Perry campaign’s videos are exceptional

“ By god, I’m about ready to run out the door and vote for that man. Well done video. Very well done. ” – Democrat voter

5. Romney’s website suffers from major usability issues that are easy to resolve

“ I don’t really like how the tabs are set up. When you click on a tab the sub-tab kinda ” disappears in the grey header area. – Republican voter“ [The design’s] not super catchy. ” – Republican voter“ This does not look clean enough to be [Romney’s] website. – Republican voter ”

6. Huntsman’s biographical timeline is extraordinarily engaging&“sticky”

I find scanning through here, [The timeline’s] cool. It’s givesthe presentation with the a great layout of the steps thatpictures is well done. he took to get here. – Mixed voter – Democrat voter [The timeline’s] filled with facts. – Democrat voter, during a 12 minute review of the timeline

7. Participants viewed engagement with campaigns as a funnel or process

Voter’s Perspective of the Candidate Engagement Funnel Commitment Level Awareness Consideration Support Visits Candidate’sVoter Wants, Needs, & Motivations Website Signs up for Email Newsletter Donate, Volunteer, & “Join the Campaign” Wants: Wants & Needs: Information about Wants & Needs: candidate’s bio & position Additional information on issues important to the delivered to their email Easy-to-use advanced tools voter on a regular basis from the like donation forms and portals. campaign More research needed. Needs & Motivations: Motivation: Motivation: Information, presented in an easy-to-access, uncluttered More easily keep up with all Commitment to a candidate and straightforward possible candidates and a cause. More research interface in order to assess while deciding which will needed. candidate’s compatibility ultimately gain their support with their voting preferences Time © 2011 - Normal Modes LLC - All Rights Reserved.

“ I wouldn’t sign up for this [Join Team Cain] area until I decided that I want to support ” Herman. I didn’t want to do this now. – Republican voter

8. “Join the Campaign” is a level of commitment that is inconsistent across websites

“Join the Campaign” = Email Subscription

“Join the Campaign” = Supporter Portal

9. Voters believed design elements were borrowed from Obama’s 2008 campaign

“ Every time I see his logo, the Perry for ” President reminds me of the Obama logo. – Republican voter“ The blue [color] kinda reminds me of ” Obama from 2008. – Republican voter

Thank youDownload the full report at normalmodes.com/reportsQuestions & CommentsAngela Schmeidel RandallFounder & CEO, Normal Modes@normalmodeshello@normalmodes.com888.956.6337© 2011 - Normal Modes LLC - All Rights Reserved.

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What the People Want: 9 Major Study Findings & Observations

by Normal Modes - UX & Usability on Nov 03, 2011

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What the People Want: 9 Major Study Findings & Observations — Presentation Transcript