Increasing Northwestern

student voting engagement.

WildVotes organizes student voting ambassadors to publicly collect voting commitments, holding students accountable for their personal voting intentions.




I worked on:


Human-Centered Service Design

2 design students

Adobe InDesign, Sketch, UX/UI

How Do Students Vote?

The Problem Space

With our personas in mind, we brainstormed how might we questions and narrowed down four themes that we wanted to further explore.


  1. Trailblazing: HMW recreate Mom as a facilitator for any college student voter?

  2. Familiarizing: HMW make voting feel familiar to non-regular voters?

  3. Connecting: HMW make voting a more celebratory (and social) experience?

  4. Empowering: HMW instill the sense of obligation/privilege in Potentially Priyas that Activator Alices exhibit?

My group conducted user interviews, specifically asking students to describe their last voting experience, starting with their first intention to vote all the way up to the aftermath of voting. 


Using student voting frequency and patterns, we created two main personas:


  1. Potentially Priya 

  2. Activator Alice


Our focus was seeing how we could fascilitate the process that we were already seeing of Potentially Priyas evolving to become Activator Alices in their community.

Service Ideation

With our themes in mind, we thought about how they could be reflected in a service. After brainstorming 100 different ideas, we narrowed our list down to the 5 most prominent and conducted user testing to see what other people thought.


People's preference ratings from highest to lowest were: 


  1. Voting Ambassadors

  2. Northwestern Tradition

  3. Evanston Twitter Ballot

  4. Willie Patches

  5. 1 Vote Posters


We realized that Voting Ambassadors, Northwestern Tradition, and Evanston Twitter Ballot could be combined into one service.

Mapping the Details

The next step in our process was working out the details for how the 3 ideas would fit into one service. One specific change that we made was including student voting commitments as part of the Northwestern tradition idea.


We created a journey map to uncover users thoughts and feelings throughout the experience and then layed out a blueprint to see how our stakeholders would fit into our service.

Validating Our Ideas

We set up at the Northwestern Arch to test out our idea and had some quick realizations. Students walking past the arch did not want to stop and talk for a long time so we changed our initial prompt from "want to learn more about voting?" to "are you planning to vote?" which required a simple yes or no answer.


To reduce stopping time, we began asking students to sign our poster as a commitment to vote instead of throwing a streamer over the arch. Students were incredibly responsive to this, especially after we had collected a significant amount of signatures. 

© 2018 by Nadia Jamrozik.