2020 Digital Member Voting platform

Digital Member Voting platform

2020 Coop AMBA

Coop AMBA is a member-owned supermarket cooperative with approximately 1,000 stores and more than 2 million members across Denmark. Each year, members elect 60 representatives to the national council (Landsrådet).

For more than 150 years, this election had been conducted through physical attendance at local stores or community halls. The majority of active members were 60+ years old, with limited experience using digital services.

In 2020, during the COVID-19 lockdown, physical gatherings were impossible — yet the election had to take place. Even during Denmark’s occupation doing world war II, the election was never cancelled.

The goal

The objective was to design and deliver a secure, intuitive, and time-bound digital voting solution that would:

Allow members to learn about and vote for candidates in their local region
Work seamlessly for a non–tech-savvy audience
Be available only during a limited one-hour voting window tied to each store’s annual meeting
Display results locally to members immediately after voting
Deliver validated results to the central Coop AMBA secretariat
Be developed and deployed under extreme time pressure during lockdown

The solution

We chose to implement the solution as a webview inside the existing Coop app, leveraging its already high adoption as a loyalty platform. The solution was delivered in close collaboration with Coop’s external partner QuickInfo.

This approach allowed us to:

Reach millions of members without introducing a new app
Maintain authentication and trust through an existing platform
Ship a critical civic feature with startup-level speed inside an enterprise environment

The process

A five-person cross-functional team was assembled to concept, design, and document the solution. I was responsible for UX strategy, interaction design, and visual design.

Key process highlights:

Rapid UX concepting focused on clarity, accessibility, and confidence
High-fidelity prototypes used for alignment across stakeholders
Multiple rounds of usability testing with elderly users, including participants with little or no digital experience
Close collaboration with external vendors to balance technical constraints, security, and usability
Tight iteration cycles to meet a fixed and immovable election deadline

The design philosophy was simple:
If a first-time digital user can vote without assistance, the solution works.

The outcome

The election ran successfully over one month, staggered across stores
Record-high voter participation compared to previous physical elections
Zero downtime during the entire voting period
Strong qualitative feedback from members, highlighting trust and ease of use
High satisfaction from Coop AMBA leadership and board, validating digital voting as a future-ready model

My role

As Lead designer, I:

Designed the end-to-end user experience with a strong focus on simplicity, accessibility, and speed
Produced interactive prototypes used for stakeholder alignment and testing
Facilitated co-creation workshops involving product owners, developers, and business stakeholders
Acted as a bridge between enterprise governance and entrepreneurial execution, ensuring fast decision-making without compromising quality