Date Sep, 2015 Company Kuorum Role Design Consultant Work Product Direction, UX/UI Design, Front-end development
Awards Technology of the year, Victory Awards of Political Communication
About the project
Kuorum is an online service that creates a more open form of government by improving transparency, accountability and participation in politics. Their comprehensive communication platform allows politicians and their constituents to connect, communicate, and share. In Sep 2015, we designed and built Kuorum’s Internet Politician Database (IPDb), the world's largest internet politician database that possesses email data. From voting records to stances concerning key issues the IPDb delivers transparency by providing citizens a platform to find the information they need to make educated decisions about their representatives.
I collaborated with the Kuorum Team during my role as Product and metrics consultant at Dotforge Impact Accelerator in Manchester, UK. I worked closely with the Kuorum founders and Colin Tan, Entrepreneur in residence at Dotforge Impact. At the accelerator, my role is to advise startups on product direction and we helped startups to run growth experiments. We came up with concepts of an Internet Politician Database (IPDb) as a growth feature for Kuorum. Then, I solely designed IPDb and worked with Kuorum's engineering team for implementation.
When I first met Kuorum, their product was a social network connecting citizens, activists and politicians. They were searching for a way to accelerate growth and improve user traction. Similar to a lot of community-based products, having a large, niche, and active community is valuable. In Kuorum's case, having an engaged bunch of constituents will attract politicians and organisations, stakeholders that are willing to pay to reach the audience— a potential path to a promising B2B monetisation model.
As a social network, traction has been slow to grow. The goal is to increase site hits, adoption rate of users and meaningful interaction.
We started with asking a lot of questions. The problem is a chicken and egg one. How to attract more users to join a community when there aren't many participants? How can we make the product useful and worth a visit without a big community? How can we design stickiness so new visitors will be converted to repeated visitors? How can we design incentives for a visitor to sign up for a profile?
A growth model
Inspired by IMDb.com, we came up with the concept of an Internet Politician Database (IPDb) to act as discovery pages. By creating individual profile pages for every politicians, we have created vast amount of landing pages to act as entry points to Kuorum.org. With SEO work, IPDb can potentially bring in a lot of traffic every time someone google high profile politicians. Now, this is a product that can provide value without the network effect.
How do we make users keep on coming back? We must give them a reason. I prototyped on a recent news section in the profile page, which will show only the latest news, and that provided a reason for frequent visits.
What's the call to action on this page? What interaction signals there is value? When facebook first started, a meaningful interaction was the like button. We designed two main call to action buttons, the follow button and a contact button. These are interaction that reveal a certain level of committed interest in the politicians. Also, I added 'see more' buttons in each individual section deliberately. We set up google analytics to track which of these 'see more' buttons are clicked the most, and that will signal what our audiences are most interested in.
Testing and Optimisation
Application Mock Up
User Profile - Mobile View