Thai PBS Local Election
The Digital Media team at Thai PBS was responsible for reporting the Provincial Administrative Organization (PAO) election results across online channels and television. The Thai PBS team required a real-time election results reporting website or platform.
The project timeline for development was scheduled to start on January 13th, with the target live launch date being February 1st (this included a two-week development phase prior to the launch test).
I structured the project into three core phases: Design, Development, and Testing.
Design: Defined the score viewing flow and aligned the UI with Thai PBS corporate guidelines.(13 - 17 Jan 25)
Development: Focused on responsive development and rigorous flow testing across all devices.(20 - 24 Jan 25)
Testing: Conducted user testing and iteration to ensure a seamless user experience (UX) prior to launch.(27 - 31 Jan 25)
Basic knowledge about the election:
To better understand the election, news, and past local results, I conducted secondary research to identify core terminology and key political groups/parties. This effort also helped determine engaging topics for data presentation.
Target Users:
Based on the available data and timeframe, user profiles were defined by leveraging research data that targeted the audience watching the TV broadcast or livestream. This was cross-referenced with the total number of eligible voters in the 2023 election.
Key visual and mood:
The core objective was to use data visualization to make election results easily digestible. My research on global election reports highlighted a reliance on map interfaces and color coding to represent political parties.
Due to the aggressive design deadline, I implemented an iterative design strategy, prioritizing full functionality. After handover to the development team, we used a staging environment (or ngrok) to conduct a usability evaluation (such as user testing or heuristic evaluation) and continuously refine the flow and interface.
The key project challenges were centered on the data visualization map, which required:
Multi-Level Data: Displaying information seamlessly at the national, regional, and provincial scales.
Comparative Analysis: Clearly differentiating between the results of the previous election and those from the February 1st election.
The information architecture for presenting the Provincial Administrative Organization (PAO) election results from February 1, 2025, was designed around three primary user pathways:
PAO President Results: Users could filter results at the provincial, regional, and national levels, with a breakdown by political party or affiliation.
Headline-Driven Results: A feature that allowed users to explore election data through curated topics and key news headlines.
PAO Council Member Results: A dedicated view for the detailed vote counts of individual council members."
Following the production day, I analyzed historical data using the Microsoft Clarity tool integrated into the system. This analysis revealed interesting findings and areas for future development:
The majority of users accessed the site via mobile (87.65%), significantly more than tablet (6.75%) or desktop (5.60%). The site recorded a total of 951,980 sessions.
Analyzing click-related insights, we found that Dead Clicks accounted for 26.42% of all clicks. A review of user heatmaps suggested that these dead clicks likely occurred because users assumed they could click on the political party labels to view an overview of that party, or that certain heading text was interactive. For future election projects, we must prioritize clarifying label definitions and redesigning non-clickable headings to clearly differentiate them from interactive elements.
