Voter education for the Filipino masses

The Philippine digital sphere has become a political weapon.

For the Philippine midterms, I conceptualized and launched a voter education resource for progressive candidates. We reached millions of Filipinos in a month, with materials directly shared over >100k times. Now, Iboto.ph is gearing up to be a go-to platform for disruptive digital grassroots campaigning for 2022.

Roles Project Management, Front-end, Research & Design Methods Rapid research/ inquiry, user journey, remote usability studies; React, Figma
Visit On Iboto.ph and our social sites Facebook, and Medium


Advocating for progressives in the Philippine midterms

May 13, 2019 would mark the midterm of President Rodrigo Duterte—with it, key senatorial, partylist, and local positions to be contested.

In the months preceding the election, I began brainstorming with Developh organization mates on how we could propel voter education to the masses. Intentionally targeting social media and more visual-oriented, compact means of information dissemination, I was thinking closely about the 76 million social media users (71% penetration) in the Philippines, with 72 million of those being mobile social media users. Filipinos are communicating, learning, and congregating online.

Despite this, majority of senatorial candidates did not have platforms or materials up. Most had at least a somewhat active social media presence, but no websites or information sheets about their backgrounds, platforms, or prior experiences—at best, you'd find a description on Facebook

How can we educate voters through social platforms? How can we encourage discussion and conversations for the Filipino voter?

MY ROLE—For this project, I acted as a lead researcher, project manager, and engineer developing the flow of Iboto.ph and our presence on different platforms. By the end, Iboto.ph had garnered millions of hits on our website, reached over 600,000 engagements on Facebook, and received the official attention from over 6 senatorial canddiates.

Research and connection building for the project began as early as September 2018; though it was incredibly hard to get in touch with many campaign teams, even far before the campaigning season had kicked off


Elections for the online Filipino

Meaning "to vote" in Tagalog, the title Iboto.ph was chosen for its simplicity and forwardness.

Mostly made in three weeks prior to the May 13 elections with a small team, we surveyed the Philippine digital landscape and tried to get a deeper sense of what kinds of Filipinos were out there:



Class D or Broad C; uses Facebook often to chat with friends/family, game, post pictures. Frequently comments and shares, uses Messenger and also text messaging a lot. Uses mobile data and Facebook free. On occasion, visits computer shop but for more work-related tasks. Online every single day.

To present information effectively, we opted for a website with infographic-like displays. On first glance, viewers would be able to see candidate stances on critical and timely issues — from lowering the minimum age of criminal responsibility to divorce. Each point would link the user to a relevant article or claim about the chosen information.

Procuring viewpoints on each issue was a bit of a challenge: we wanted to standardize viewpoints on key issues as much as possible, but shifted the list of stances based on what the candidate was known for or frequently discussed. We sifted through their social accounts, past interviews, official senatorial debates, and program lists (for the few that had materials) in order to come up with eight key stances for the landing.
To better this process, the team also implemented a form of card sorting to prioritize what stances to highlight after constructing the initial list.

Key Questions

What are my values? What change am I looking for in the Philippine senate? What qualifications am I looking for in a candidate? What am I looking for in a candidate? What information do I need to retain about my candidate? How can I further engage with my candidate?

Feedback At this stage, we had begun sourcing feedback from volunteer campaign groups (mostly youth ones), friends and family, and other organic online reach who quickly pointd out accessibility issues, talked about policies to focus on, or specific points about each candidate we should highlight. Feedback was collected through contextual inquiry, and also through volunteer users who had reached out to us. Most users were sharing the link with the generated candidate previews, then poking around the rest of the site.

Designing for Free Data: A piece of feedback helped us recognize we were neglecting a key demographic: users on free Facebook data. On "free" mode, users can browse, message, but are unable to access external links or view videos. We began releasing text-based "tl;drs" and infographic posters for candidates to encourage more sharing.
Another key piece of feedback was exposure to new candidates that users found most insightful. At this stage, most of our candidates had no large media presence. Users were delighted and found the most use out of discovering new candidates, then using our site as a gateway to explore more about them and others.

After getting a better sense of actual use cases, we understood that from now on—the point of expansion was to convert, and engage people with candidates who hold aligned values. We constrained our selection from our initial goal of displaying voter information for all, making an intentional choice to serve more overlooked candidates with shared values.

From here, we focused on extending the platform: creating downloadable posters, PDFs, text-based information sheets, and more from the candidate base we had created. The template we had served 7 candidates, displaying salient issues to their background to educational experiences. Iteration here was a lot of refining content and methods of display, most especially when direct campaign leads for these candidates reached out to us.

Challenges  The language, presentation, and marketing we would deploy across our social platforms would dictate the initial user attitude to the website. We wanted the candidate pages to be as neutral as possible, serving to inform—this design decision made us put more weight into marketing and methods of dissemination, as well as focusing more on research and information. This was supported by the analytics we had on our organic growth.

Candidate Screens



Broad C or B class; active on social media and is engaging with political discussion. Strong values, poll choices are still incomplete. Online daily and frequently receives news on Facebook or television first. Shares political posts on their feed and/or with peers.



B or A class, based in urbanized area within the Philippines and consciously attempting to become more politically engaged. Online daily (if not every hour), frequently receiving news on social media platforms before any other. Engages in political discussions on occasion.

Iboto.ph was being frequently used as a starting point for discussion, targeting the issue of weaving candidate connections beyond drawn partylines and offering multi-format, extensive backgrounds for our chosen candidates compiled from all the online sources we could find. To reflect this, we had altered our personas and added an additional user: using our social platforms as one of their main information sources during the elections, with our information being their primary gateways to other news sources or candidates.

For our marketing materials, we kept in touch with campaign teams of as much candidates as we could (particularly Leody de Guzman, Samira Gutoc, Pilo Hilbay, and Neri Colmenares) to help disseminate information and provide additional context + historical information. To keep up to date, I was managing a team of over 8 active volunteers from around the world, around-the-clock to release pubmats. We had come up with design templates and a system, as well as a protocol for article writing and announcements. Our Twitter was reaching 10,000+ engagements per tweet, and our Facebook with 6,000+ engagements and 50,000+ views on the regular.

Next Steps

Transforming the digital space in political contexts

Through Iboto.ph, we were astounded not only by the traction and numbers we hit, but by the engagement of the platform. The internet is a tool not maximally used by candidates: this project we came up with in only three weeks, sometimes doing the barebones work of comprehensively talking about a candidate's platforms, set us up to realize how much more work could be done in the space.

Questions for engagement

Our page and contact email frequently received questions about how to further a specific cause, or support the work of candidates. Other inquiries that we received were on the actions and next steps of candidates that we had featured, and also people sharing information on candidates that align with their views that weren't necessarily up on the site.

Accessibility and language

The highly iterative research and design process was very constricting at times. There are over 150 spoken languages and 6 were frequently requested. Although the Philippines is largely English-speaking, emphasis on expanding language offerings and designing with a visual-first approach is highly suggested.

Adapting to use cases

We want to explore more methods and flows of how users navigate our tool, and help better cater the experience for different needs—and nudge existing users towards new means of engagements.

Combatting disinformation

With how the product and its platforms were established and structured, we were able to move forward and execute mini-campaigns and fact-checks on disinformation and illegal campaigning done in the election season. This was from fixing vote counts, informing the public about fallacious statements made by officials, and more. Although lots of transformation happened in the social media space, we also re-emphasized the value of dedicated sites, especially for political use that establish stronger credibility and connections.


Conversation as progress

The next Philippine elections are happening in 2022. The team behind Iboto.ph is thinking of how to further transform the digital space for education, awareness, and discussion as we did with Iboto.ph—with these 2022 elections, we have a lot to tackle. Thankfully, Iboto.ph's pilot taught us about establishing user loyalty—and how things will never end up as you expect.

There's value in engaging with the principles that voters believe in, and using those as grounds to understand, listen, and respond effectively. Fighting categorization and labeling through engagement was key, and we're looking forward to more spaces that encourage discussions like this.

Isang boto, isang bayan.

Visit Iboto.ph