Capwiz: Grassroot Mobile Application – Strategy & Design

Client: Various Social Organizations
Commissioned by: CQRC, Economist Group
Engagement: Mobile Strategy, Application Design

Capwiz is a Grassroot Advocay application. It is one of the most innovative social application that predates Facebook or any social networks. This is used predominantly by the organizations those who want to mobilize their grass root, union members, affiliates and communities based on political views to petition their government.

This is how Capwiz works — it offers a typical union based organization to register its users, mobilize them about an impending bill or already existing regulation. The strength of the application comes with the curation of content — in this case — petition to their government. When the union leader whats its constituents to lobby an agenda to their local government, Capwiz helps by creating a common content that targets members of government based on their position on the subject. On the other side it helps end users take action without putting too much efforts into content of their communication.

Capwiz has delivered millions of petitions to governments and have helped organization make a difference to the legislative agendas of local, municipal, state and federal government. But after the 2008 elections (where Obama’s team demonstrated unique grassroot advocacy) there had been a surge in competition. Despite being the first mover, Capwiz was loosing ground mostly due to it’s core business model & poor technical architecture. These two problem led to the ideation of work presented here.

Prady led the initiative to redesign the capwiz application and proposed a new strategy and design for its mobile presence. Through his design thinking, his team created a solution that addressed following problems:

  • How to enable a fresh face & voice of the application and enhance the overall user experience
  • Despite the architectural limitations, how to develop a new solution that is mobile friendly but does not rely on wasting efforts on old applications architecture