Context
I-PAC (Indian Political Action Committee) is a political consulting organisation. I joined as its first UX researcher to support a civic-tech mobile app. The audience was citizens across very different demographics and regional languages, including many people who had never used a smartphone, or taken part in research.
The question
- How do different citizen groups actually interact with political communication tools in regional languages?
- How do we turn those needs into accessible, culturally appropriate experiences?
- How do we balance speed-to-deploy with inclusivity?
Why this method
Participants were rural users with no research experience, so trust-building was the entire first phase. I used contextual inquiry, accessibility research and participatory design, because first-time smartphone users cannot tell you what they need from an app they have never used. You have to watch and build with them.
What I did
- Built the organisation's first UX research practice from scratch: recruitment pipelines, research templates and a reporting cadence for a non-technical team
- Ran large-scale qualitative research across regional languages and diverse rural user segments
- Designed user flows and interaction patterns for the native mobile app
- Translated findings into action steps that non-researchers could execute immediately in the field
Outcome
Research-driven optimisation of the app flows helped it reach 50,000+ installations in three months, and the pipelines and templates I set up gave the organisation a way to keep researching without me.
I keep the detailed findings and artefacts for this project private. I am happy to walk through them in conversation. Get in touch →