Thai PBS Election '69
Role
UX/UI Designer
Timeline
Jan - Feb 2026
(~1 month)
Team
1 Project Manager
1 UX/UI Designer (me)
1 Visual Designer
1 Illustrator
5 Software Engineers
Skills
User Research
Competitive Analysis
UX/UI Design
Usability Testing
Election night only happens once. Millions of viewers tune in, the data changes by the second, and there is no room for confusion. Thai PBS, Thailand's public broadcaster, needed a dashboard that could present real-time voting results across 77 provinces in a way anyone could follow. I designed the full experience in about a month. On election night, 4.3 million people used it to track results live, generating 279 million pageviews.
Used by Millionson Election Night
167M
Pageviews
2.6M
Active Users
47%
Engagement Rate
Research
I went through social feedback from X, TikTok, and Facebook that our team had collected during Election '66. Real comments about what worked and what frustrated users. I compared other news platforms' election dashboards to see where we could do better. Traffic data showed that over 80% of users were on mobile, which shaped every design decision that followed.
Sticky notes from social listening and my own analysis of the Election '66 dashboard.
The Mission
The research made the direction obvious. We committed to one goal and measured everything against it.
The most mobile-friendly election dashboard, simple enough for our parents.
Visual Direction
Our team kept saying this election felt like fortune telling. Nobody could predict the outcome and the political landscape was a mess. Together with Thai PBS, we came up with a concept no other election dashboard had ever tried.
Fortune Telling with Tarot Cards
Design & Iterations
The visual direction gave us the mood. Now I had to make each page actually work. The results page, the map view, and the coalition page all had different jobs. I went through each one round by round, rethinking what users see first and how they move through the data.
Tightened the layout to use space better and made the candidate cards more impactful. Dark theme came in to match the visual direction. Also added a "view all seats" button to guide first-time users to the data table below.
Minimized everything around the map to give it as much space as possible. No scroll on this page so pinch-to-zoom just works.
Balanced the visual impact with usability. The first version hid the "no coalition" tray, but I chose to show it at all times so users always see the full picture.
Testing It Out
I didn't want to guess. The timeline was tight, so I tested with the people around me. Friends, family, coworkers. I showed them the designs round after round and watched where they got stuck.
Tested how users discover content below the fold with 2 different approaches.
I like the button, just hit it and I'll find what I want.
My coworkers and I were sure the scroll hint would win. It didn't. Moments like this are why testing matters, even informal testing. We ran the same process for layout and typography.
Tested different layout options page by page and collected feedback from each user.
Tested 3 typography combinations to find the best balance between readability and visual density.
Final Design
After rounds of research, iteration, and testing, this is what we shipped on election night.
Behind the Results
I spent election night in the war room watching the numbers climb. 4.3 million users, 279 million pageviews. Thai PBS captured the full story of how we got there.
See it live
