Candidate Compatibility
Project Overview
ChooseBetween.us was a rapid response digital initiative designed to drive voter engagement and awareness in the lead-up to the 2024 United States Presidential Election. With roots in intelligent matchmaking and behavioral science, the platform reimagined an existing machine learning algorithm that was originally built for relationship discovery, to help undecided voters align with the candidates who matched their values through a fully custom website, algorithm integration, and Shopify storefront in under 90 days. Within the first two weeks of launch, the platform saw over 100,000 completed match quizzes, reinforcing its ability to convert curiosity into civic action at scale.
Client: ChooseBetween.us
Platform: Custom Website
Services: Custom Web Development, UI / UX Design, Algorithm Development, Custom Shopify Store
The Brand
Choose Between was founded on a mission to close the gap between apathy and action. By turning the political decision-making process into something engaging, interactive, and even fun, the brand sought to encourage millions of undecided voters - especially younger Americans and swing state residents - to participate in the democratic process. The concept was simple but powerful: use the tools of modern personalization and technology to inspire real-world civic engagement. By turning the political decision-making process into something engaging, interactive, and even fun, the brand sought to encourage millions of undecided voters to participate in the democratic process
The Challenge
With the election rapidly approaching, time was the most critical factor. The platform needed to not only reflect a clean and intuitive user experience, but also deliver results in real time, process personalized user input, and drive high-volume traffic spikes from media coverage. The solution had to combine high-performance development with a secure, scalable architecture, all on a condensed timeline. We transformed a cutting-edge relationship algorithm into a gamified platform that helped people connect with political candidates ahead of the U.S. Presidential election.
Execution
Through a collaborative effort, which included design from the LA creative powerhouse - Rival, the team led a rapid development cycle, taking the concept from idea to launch in just under three months. We built a custom site framework that allowed users to answer a set of compatibility questions, which were then run through an intelligent algorithm to determine their ideal candidate match. The experience was gamified with a results reveal screen and integrated sponsor messaging. Additional integrations included live data capture, Vote.org API embedding, and a branded Shopify store for additional merchandise. The site was designed mobile-first with a responsive UI to ensure accessibility across devices and demographics.
Key Outcomes
ChooseBetween.us launched in October 2024 with positive press pickup and strong social media engagement. The site handled traffic surges without issue and delivered high user completion rates through the candidate match quiz. The integration with Vote.org allowed users to seamlessly transition from matching to taking action. Most importantly, the platform succeeded in its mission to make political engagement more accessible and fun, with early traction validating the model for future civic tech campaigns.
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