Social listening tool for MLA's

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01. Introduction to client

The Bharatiya Janata Party (BJP) a direct successor of erstwhile Bharatiya Jana Sangh (BJS) founded in 1980, is a major political party of India. The Bharatiya Jana Sangh was founded in 1951 by Syama Prasad Mookerjee, a nationalist leader, former Union Minister and freedom-fighter. The party advocates welfare social policies, self-reliance, robust economic growth, foreign policy driven by a nationalist agenda, and strong national defence.

The BJP is pledged to build up India as a strong and prosperous nation, which is modern, progressive and enlightened in outlook and which proudly draws inspiration from India's ancient culture and values and thus is able to emerge as a great world power playing an effective role in the comity of Nations for the establishment of world peace and a just international order. The Party aims at establishing a democratic state which guarantees to all citizens irrespective of caste, creed or sex, political, social and economic justice, equality of opportunity and liberty of faith and expression. The Party shall bear true faith and allegiance to the Constitution of India as by law established and to the principles of socialism, secularism, and democracy and would uphold the sovereignty, unity, and integrity of India. The BJP stands for strong national defence, small government, and free-market economic policies. Integral humanism has been its core philosophy and identity ever since its inception.

02. Project overview

The purpose of this project is to create a tool which compiles media and social coverage on one single platform. The project is meant for the Gujarat BJP Political Party MLAs. The data on the tool is classified and the account details cannot be shared outside the party as they use their personal accounts. Also, the tool is focussed on internal use within the party.


The research began with understanding the user and their needs. After understanding the media influence through news sources and social media, a conclusion was drawn that user needs to update, discover and extend their understanding in order to achieve their goal. 


Update: “I want to feel connected to what’s going on in the world”

The user needs to get updated with scenarios building around him through various channels.


Discover: “I want to be shown something new about the things I'm interested in”

The user needs to explore new channels of information in which he is interested.


Extend: “I want to gain a deeper understanding of a specific story”

The user needs to gain a detailed understanding of the information he is interested in.


The tool which is designed works on these 3 concepts. It is majorly a listening tool and does not allow the user to engage. 


  • The tool should incorporate news updates.

  • The tool should incorporate social media accounts such as Facebook and Twitter.

  • Monitoring media influences.

  • Tracking public opinion.

  • Tracking opposition influence.

  • Easy access to information.

  • Discovering updates should be quick and easy.

  • Bringing multiple media sources to one platform.


Keywords used for the project:

Social media, UX design, UI design, Information design.


Software used for designing of the project:

Sketch app.

03. My role & contribution

I worked on the project as a Product Designer. I handled UX and basic UI of the social listening tool.

The initial UX started with understanding the effects of social media on MLAs and the importance of staying updated in this digital world. As the project was classified, I could not interact with the MLAs directly. The insights were derived from the product manager who handled MLA's social accounts.  

04. Identifying users

The Social Listening Tool has only one type of users, the Gujarat Party MLAs. In order to understand the user questions were asked form the product manager regarding the political campaigns.


Question asked from client:

  • How does the political campaign Start?

  • What are the stages of a political campaign?
  • What is the role of media and social coverage in a political campaign?
  • How much time does the user devote to social media and media coverage?
  • How does the user get the information about opposition strategies?
  • How comfortable is the user with using digital communication?
  • What all sources does the user rely upon for media and social news?


Based on the interaction with the product manager a user journey map was made which helped create the pain and gain points for the user.

05. User journey map

06. Problem statement

Users do not know how to take benefit from the digital medium. 

Searching multiple digital sources for updates can be time-consuming.

It becomes difficult for the users to reach out to the public just by during rallies and campaigns.

Takes a lot of time to figure out public opinion about the party or campaign.

Planning strategies and campaigns can be difficult if the users are not updated with what is going on with the public.

07. Identifying design requirements 

After detailing out the problem statement, the design requirements for the portal were identified. 


All the social media updates should be available to view on one platform.



Since users are not well versed in using digital media, the interface should be easy to use. Most of the users use to send emails and are used that interface hence the inspiration for the tool was drawn from there. 


The sources providing the news updates are segregated based on the user's campaign strategy.


The users would be able to see the comparison between their twitter posts and activities and oppositions (would be included in version 2).


The feature of people's voice is included in the tool to show party campaigns influence on the public.  

08. Tool architecture

After understanding the users and their requirements, the Tool Architecture was created which gave an idea of the flow of how the portal works.

09. Final Ui designs

After working on the wireframes, final screens were worked on. These were designed keeping in mind the requirements of the users for Social listening tool.