An Event Apart: Change the World (Wide Web)?

by Luke Wroblewski May 6, 2009

Scott Thomas, design director of the Obama campaign, talked about Changing the World (Wide Web) at An Event Apart Seattle.

  • The Obama new media team consisted of analytics, email media, online advertising, social networks, blogs, etc. The team measured feedback, effectiveness, and adjust course constantly based on what was working.
  • Saul Sender designed the Obama logo.
  • The campaign used design to communicate the solidity of campaign. Consistency of message and big brand feel was used to counter the inexperience of candidate.
  • The team very carefully managed the color control of campaign materials. Ensured the colors behind Obama were consistently blue and not green, yellow, or red.
  • Lots of historical design elements were woven into the design of campaign artifacts.
  • Had six weeks to design the campaign Web site. Spent first three weeks on IA, then had three weeks to design and develop.
  • Streamed every campaign event on the Web site.
  • Politics is the Olympics of technology. Happens every four years and uses all the latest technology at the top of its game.
  • Needed to create a simple way to get people registered to vote. SimpleVote: 70% completion rates. Divided questions across multiple pages. One question per page.
  • Information overload, excessive email, unclear communication –all these can be made better by Web designers.