The Electoral Commission undertakes work that supports the democratic system in the UK. They are independent body set up by the UK Parliament that works to support a healthy democracy, where elections and referendums are based on principles of trust, participation, and no undue influence. They regulate party and election finance and set standards for well-run elections.
Digitally, the Electoral Commission are represented by 2 websites:
- Electoral Commission: The source of information for everything to do with running, standing for, campaigning or voting at elections in the UK.
- ‘About My Vote’: The hub for the public to find everything they need to know about taking part in elections.
The demographic of users for both the Electoral Commission’s websites range greatly. Importance is placed on making information as accessible as possible, with a core focus for both sites on making sure that the right information is returned after the first search query. This approach reduces the need for human interaction and provides an excellent user experience.
Squiz had worked with the Electoral Commission previously, and in 2008 partnered to deliver their corporate site. Prior to this date, the Electoral Commission had noticed their users changing: gone were the demands for print based collateral and people were turning to digital resources to access the information they required.
For them, business transformation meant adopting a user-centric approach to everything they did. We worked with the in-house team to start their journey to becoming digital by default, providing all of their resources digitally in the first instance.
This was achieved successfully and the Electoral Commission site served its purpose of delivering clear information, even with heavy traffic numbers around election periods.
As the Commission continued to grow, their users continued to change. Digitalisation across all industry verticals meant users compare experiences online with a range of different sites, not those just involved with government. These tech-savvy users expect more than ever before and the Electoral Commission wanted to keep on serving users now, but also adapting in to the future.
Squiz were tasked with making improvements to the Electoral Commission site, whilst developing an all-new ‘About My Vote’ page in line with the current offering.