Creating effective election materials and websites

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Democracy is a design problem Effective voting materials and websites Whitney Quesenbery Center for Civic Design @civicdesign | @whitneyq Utah Association of Counties April 29, 2015

Transcript of Creating effective election materials and websites

Democracy is a design problemEffective voting materials and websites

Whitney QuesenberyCenter for Civic Design@civicdesign | @whitneyq

Utah Association of CountiesApril 29, 2015

What makes election materials so hard for voters to read & use?

Ballots read easily? identify contests? find instructions?

vote as intended?

How many votes do I get for governor?

Voter education read easily? identify sections? understand who can

register to vote

How many different topics are there on this page?

Vote-by-Mail Ballot Request

read easily? understand? complete accurately?

Does this look clear, or frightening?

Vote-by-Mail Request

read easily? understand? complete accurately? Can we say the

same thing in simpler words?

Absentee ballot instructions read easily? follow instructions? complete absentee

ballot envelope correctly?

How do the steps match the pictures?

Absentee ballot instructions read easily? follow instructions? complete absentee

ballot envelope correctly?

Untangle the steps.Get ready – then do. Illustrations for each step.

When voters can't understand the ballot, forms, and voter guidesthey think that elections are difficult, confusing, and complicated

(And they don't vote.)

There's a lot of forces behind difficult-to-read information

We've always done it like that!

The curse of completeness.

It's legal. It's supposed to sound like

that.

We don't have the resources.

Voters can't tell the difference.

Plain information is important because people...

have different degrees of literacy do not always read carefully. may have a cognitive disability or a visual disability that can affect

reading. may not know (or read) the language

well

43% of Americans don't read well

Below basic

30 million

14%

Basic

63 million

29%

Intermediate

95 million

44%

Proficient

28 million

13%

U.S. National Assessment of Adult Literacy http://nces.ed.gov/naal/kf_demographics.asp

Even skilled readers may be rushed distracted tired stressed inexperienced confused

We understand the problem

too much text

ignored or skipped

hidden steps

miss important actions

jargon and unfamiliar words misinterpret

meaning

instructions in the wrong place make mistakes

passive voice (ambiguity) guess what to

do

We know how to fix that

Write with clear, simple language

Elections are full of jargon• absentee ballot• canvassing board• contests• legislation• primary electon• provisional ballot• remedial• unaffilated

• early voting• rebuttal • redistricting• polls• change parties• endorsement• split your vote• affiliate

Even simple words can be confusing

Voting Option Before Election Day

On Election Day

Vote by mail Yesfrom home

Yesdrop off ballot

Early voting Yesin person

No

Vote at the polls

No YesIn person

Watch out for words that can have two meanings

Write for action

Answer questions

Voters ask questions their own way Who do I support or vote for? Who is running? Who will I be voting for? Who are the candidates? Who supports the candidates? What are the candidates’ positions on [specific issue]? What are the ballot measures? What are the pros and cons for the measures? Does this measure mean a tax increases? How does the official guide compare to the TV ads? Who is in office right now?

What’s on the ballot

Answer questions

Center for Technology in Civic Lifeweb site templates (funded by Omidyar Network)inyoelections.blogspot.com

Write headings as questions or active instructions

Heading Style

Example Why it works

Question What is the last day to request a vote-by-mail-ballot?

Suggests a question that voters ask

Quasi-Question

How to request a vote-by-mail ballot

Suggests what the question the text will answer

Instruction Request a vote-by-mail ballot by October 29

Provides the answer to an implicit question

Show options clearly

Make options clear. Include real dates

(not "1 day before) Provide contact

information

Write directly to the readers

Vote Early – The Registrar of Voters office is open as a polling place for the November 5, 2013 Election, beginning on Monday, October 7, 2013 through Tuesday, November 5, 2013. You may vote a vote-by-mail ballot at the Registrar of Voters office.

Vote early in person

You may vote early at Registrar of Voters office, or at the voting centers listed on page 5.

October 7 through November 5 Monday – Friday, 8am to 5pm

Registrar of Voters4321 Franklin Avenue .

Use active voice and positive messages

Tell voters what to do rather than what not to do

Before If that oval is not

marked, your vote cannot be counted.

After You must fill in the

oval for your vote to count.

Put steps in order Use numbers for

steps that must be completed in order.

Use bullets for lists that are not step-by-step procedures.

Organize informationlogically

Voters don't think like an election official

• They don't see elections as a process

• They’re unaware that their ballot could be unique

• They don’t think to look in the polling place lookup widget for ballots

• They don’t expect to have to give personal information to see a sample ballot

Provide roadmap A table of contents

acts as a roadmap. Clearly separate

different types of information

Defining the path Decide on the steps

or groups. Keep the point of

view clear. Fewer divisions is

usually better.

1 page: 1 topic

This information was invisible

Organize information in layers:

Bite - Snack - Meal

The official term is "progressive disclosure"

Plain language is a process

How to vote(1) Mark only with a writing instrument provided by the board of elections.

(2) To vote for a candidate whose name is printed on this ballot fill in the (insert oval or square, as applicable) above or next to the name of the candidate.

(3) To vote for a person whose name is not printed on this ballot write or stamp his or her name in the space labeled “write-in” that appears (insert at the bottom of the column, the end of the row or at the bottom of the candidate names, as applicable) for such office (and, if required by the voting system in use at such election, the instructions shall also include “and fill in the (insert oval or square, as applicable) corresponding with the write-in space in which you have written in a name”).

(4) To vote yes or no on a proposal, if any, that appears on the (indicate where on the ballot the proposal may appear) fill in the (insert oval or square, as applicable) that corresponds to your vote.

(5) Any other mark or writing, or any erasure made on this ballot outside the voting squares or blank spaces provided for voting will void this entire ballot.

(6) Do not overvote. If you select a greater number of candidates than there are vacancies to be filled, your ballot will be void for that public office, party position or proposal.

(7) If you tear, or deface, or wrongly mark this ballot, return it and obtain another. Do not attempt to correct mistakes on the ballot by making erasures or cross outs. Erasures or cross outs may invalidate all or part of your ballot. Prior to submitting your ballot, if you make a mistake in completing the ballot or wish to change your ballot choices, you may obtain and complete a new ballot. You have a right to a replacement ballot upon return of the original ballot.

(8) After completing your ballot, insert it into the ballot scanner and wait for the notice that your ballot has been successfully scanned. If no such notice appears, seek the assistance of an election inspector.

356 words

How to vote

Mark the oval to the left of the name of your choice.

To vote for a candidate whose name is not printed on the ballot, print the name clearly in the box labeled 'write-in', staying within the box.

Do not make any marks outside the spaces provided for voting. If you do, your ballot may not count.

The number of choices is listed for each contest. Do not mark the ballot for more candidates than allowed. If you do, your vote in that contest will not count.

If you make a mistake, or want to change your vote, ask a poll worker for a new ballot.

106 words

Let's untangle this ballot instruction

NOTICEIf you tear, deface, or make a mistake and wrongfully mark any ballot,

you must return it to the election board and receive a new ballot or set of ballots. To vote for a person whose name is printed on the ballot, darken the oval at the left of the person’s name. To vote for a person whose name is not printed on the ballot, write the person’s name in the blank space, if any is provided, and darken the oval to the left.

TO VOTE, DARKEN THE OVAL NEXT TO YOUR CHOICE, LIKE THIS

1. Put the instructions in a logical order

TO VOTE, DARKEN THE OVAL NEXT TO YOUR CHOICE, LIKE THIS

To vote for a person whose name is printed on the ballot, darken the oval at the left of the person’s name.

To vote for a person whose name is not printed on the ballot, write the person’s name in the blank space, if any is provided, and darken the oval to the left.

If you tear, deface, or make a mistake and wrongfully mark any ballot, you must return it to the election board and receive a new ballot or set of ballots

2. Remove centering and capital letters.

To vote, darken the oval next to your choice, like this

To vote for a person whose name is printed on the ballot, darken the oval at the left of the person’s name.

To vote for a person whose name is printed on the ballot, darken the oval at the left of the person’s name. To vote for a person whose name is not printed on the ballot, write the person’s name in the blank space, if any is provided, and darken the oval to the left.

If you tear, deface, or make a mistake and wrongfully mark any ballot, you must return it to the election board and receive a new ballot or set of ballots

3. Simplify the words & sentences

To vote, fill in the oval next to your choice, like this:

To vote for a person whose name is printed on the ballot, fill in the oval at the left of the person’s name.

To vote for a person whose name is not on the ballot, write the person’s name in the blank space, and fill in the oval next to it.

If you make a mistake marking your ballot, return it to the election board and receive a new ballot or set of ballots.

4. Make the text active. Keep simplifying.

To vote, fill in the oval next to your choice, like this:

To vote for a person whose name is not on the ballot, write the person’s name in the blank space, and fill in the oval next to it.

If you make a mistake marking your ballot, ask a poll worker for a new ballot.

5. Add an illustration

To vote, fill in the oval next to your choice

To vote for a person whose name is not on the ballot, write the name in the blank space, and fill in the oval next to it.

If you make a mistake marking your ballot, ask a poll worker for a new ballot.

How might we make these instructions clearer?

How might we make these instructions clearer?

Before you seal this envelope:1. Mark your ballot 2. Put the ballot in the small Official Ballot Secrecy Envelope and seal it3. Place the Secrecy Envelope inside this envelope.4. Sign the Voter's Declaration below

Voter's DeclarationI solemnly swear that • I am a qualified resident voter in Name County, Utah. • I am entitled to vote in the next election at the ___________ precinct• I am not currently incarcerated for a conviction of a felony

Name (print) ___________________________

Signature ____________________________

How might we make this ballot question easier to understand? What is this ballot

question asking? Is the information in a

logical order? What words might

voters not know?

Should the County Vehicle Abatement Program and vehicle registration fees (one dollar per vehicle and an additional two dollars for certain commercial vehicles payable upon registration of a vehicle) be renewed for a ten-year term beginning July 1, 2013, for the abatement and removal of abandoned, wrecked, dismantled, or inoperative vehicles?

How might we help voters follow these instructions more easily? What are the most

important things for voters to know?

Are these steps in the right order?

Is each one a separate step?

Are they all real steps?

Instructions to Vote Your Ballot:

1. Mark your ballot and enclose it in this Secrecy Envelope. You are not

required to use this or any Secrecy Envelope for your ballot.

2. Place this Secrecy Envelope containing your ballot in the colored Official

Ballot Envelope. Do not enclose your ballot and someone else’s in the

same colored Official Ballot Envelope. Every voter has the right to vote his

or her ballot in secret.

3. Sign your name at the X on the back of the outer colored Official Ballot

Envelope. Envelopes that are unsigned cannot be counted.

4. Your ballot must be postmarked no later than Election Day to be

counted. Ballots not mailed must be delivered to a Ballot-Drop Location

prior to 8:00 p.m. on Election Day.

How might make this form easier?

• Who will use this form?• Does the form speak directly to

them?• Are there any confusing words?• Can the layout be improved?

Download the manual from

civicdesign.orgorcavotes.org

The checklist from the best practices manual

Field Guides to Ensuring Voter Intent

Get in touch!

Whitney [email protected]@whitneyq

civicdesign.org@civicdesign

Think about how voters will read the form, instructions, or text

Can voters... read all of the information easily? navigate through the form to find

everything they need? identify the different sections of the

ballot, booklet, or form? find, read, and follow instructions

accurately?

Designing usable ballots

Use lowercase letters

Avoid centered type

Use big enough type

Pick one sans serif

font

Support process and

navigation

Use clear, simple

language

Use accurate

instructional

illustrations

Use informational

icons (only)

Use contrast and color

to support meaning

Show what’s most

important

Can voters... understand what each instruction

means? follow instructions easily? complete the ballot without making

mistakes? respond appropriately to error

messages?

Writing instructions voters understand

Put instructions where voters need them

Include information that will prevent voters from making errors

Write in active voice, with the person doing comes before the verb

Be positive – tell people what to do, not what not to do

When giving instructions that are more than one step, use a numbered list

Write short sentences Use short, simple,

everyday words Keep paragraphs short Separate paragraphs

by a space

Because voters can tell the difference

Report of Findings: Use of Language in Ballot Instructions, NIST IR 7556

No preference

Plain language version

Traditional version

0 10 20 30 40 50 60 70 80 90

9

82

9

Preference for style of instructions(% of participants)

How might we make this ballot question easier for voters

• What is this ballot question asking?

• What are the most important things?

• Is the information in a logical order?

• What words might voters not know?

Should the County Vehicle Abatement Program and vehicle registration fees (one dollar per vehicle and an additional two dollars for certain commercial vehicles payable upon registration of a vehicle) be renewed for a ten-year term beginning July 1, 2013, for the abatement and removal of abandoned, wrecked, dismantled, or inoperative vehicles?

How might we help voters follow these instructions more easily?

• What are the most important things for voters to know?

• Are these steps in the right order?

• Is each one a separate step?

• Are they all real steps?

Instructions to Vote Your Ballot:

1. Mark your ballot and enclose it in this Secrecy Envelope. You are not required to use this or any

Secrecy Envelope for your ballot.

2. Place this Secrecy Envelope containing your ballot in the colored Official Ballot Envelope. Do not

enclose your ballot and someone else’s in the same colored Official Ballot Envelope. Every voter has

the right to vote his or her ballot in secret.

3. Sign your name at the X on the back of the outer colored Official Ballot Envelope. Envelopes that are

unsigned cannot be counted.

4. Your ballot must be postmarked no later than Election Day to be counted. Ballots not mailed must be

delivered to a Ballot-Drop Location prior to 8:00 p.m. on Election Day.

How might we make this form easier?

• Who will use this form?• Does the form speak directly

to them?• Are there any confusing

words?• Can the layout be improved?

One solution

How to vote

1. Mark your ballot.

2. Put it in this Secrecy Envelope. You do not have to use this or any Secrecy

Envelope for your ballot.

3. Put the Secrecy Envelope in the colored Official Ballot Envelope.

Do not put anything but your ballot in the colored Official Ballot Envelope.

4. Sign your name at the X on the back of the outer colored Official Ballot

Envelope. Envelopes that are unsigned cannot be counted.

5. Mail your ballot. It must be postmarked no later than Election Day to be

counted.

Or, take your ballot to a Ballot-Drop Location before 8:00 p.m. on Election Day.