Short List
Product / ServiceWEBSERVICE
CategoryB01. User Experience Design (UX)
Idea Creation DENTSU INC. Tokyo, JAPAN
Production BIRDMAN Tokyo, JAPAN
Additional Company DIALOG IN THE DARK JAPAN Tokyo, JAPAN


Name Company Position
Yoshimitsu Sawamoto DENTSU INC. Executive Creative Director
Akira Suzuki DENTSU INC. Creative Director / Planner
Kazuyoshi Ochi DENTSU INC. Creative Director
Togo Kida DENTSU INC. Creative Director
Kenta Isobe DENTSU INC. Copywriter
Masanari Kakamu DENTSU INC. Art Director
Ryota Mishima BIRDMAN inc. Designer
Michihito Nishizaki DENTSU INC. Account Executive
Yohei Takahashi Dentsu Public Relations Inc. PR Planner
Kazuya Watanabe Dentsu Public Relations Inc. PR Planner
Eiko Shimada Freelance Producer
Takuro Ito BIRDMAN inc. Director
Saki Togashi BIRDMAN inc. Director
Takayuki Komatsu BIRDMAN inc. Technical Director
Kazuki Nakata YAMA Frontend Engineer
Masanori Nagamura BIRDMAN inc. Backend Engineer
Mayumi Morioka BIRDMAN inc. Researcher
Koichi Suzuki Yahoo Japan Corporation Producer
Shinya Uchida Yahoo Japan Corporation Creative director
Jun Watanabe Yahoo Japan Corporation Creative director
Masami Goto Yahoo Japan Corporation Engineer
Kazuto Kitakado Yahoo Japan Corporation Art director
Kazuaki Matsumura Yahoo Japan Corporation Planner
Akihiko Maeda Yahoo Japan Corporation Planner
Chikasa Komazawa Dialog in the dark Facilitator
Akira Hiyama Dialog in the dark Facilitator
Yohei Seto Dialog in the dark Facilitator
Hojin Ishii Niban-kobo Productions Corp. Producer
Yoshimune Takamatsu Niban-kobo Productions Corp. Producer
Satomi Inagaki Connection Inc. Director
Ryo Takashima Niban-kobo Productions Corp. Production Manager
Nana Arai Niban-kobo Productions Corp. Production Manager

The Campaign

To present this issue, instead of a PDF, we launched a text-based microsite with every candidate’s information. However, at first glance, this website is in complete darkness with no comprehensible information/hierarchy available. All election information is written in black text on a black background. This site expresses the state for visually challenged, who cannot obtain information despite the information being there. First, the sighted visits the website hoping to obtain necessary election information, but experience inconvenience instead by not obtaining anything. Soon after, the sighted understands this situation “replicates” the current state of the visually challenged, which eventually makes them realize the deepness of this unknown human rights problem. Nonetheless, through special software that vocalizes the non-visually information on the HTML, the visually challenged access the content without difficulty. By switching the positions of sighted and visually challenged, we provided a solution, and raised awareness about this overlooked information gap.

Creative Execution

Prior to the Election, the microsite was launched containing comprehensive candidate information. This website has two objectives. 1): To let the sighted people realize this unknown human rights problem. 2): To enable the visually challenged to smoothly access necessary candidate information. To achieve them, we collaborated with various visually challenged people, and their supporting organization, experts in public welfare to ensure usability for the visually challenged. The UX/UI and the “audible experience” of the website improved through numerous discussions by using mockups. The website was checked throughly by using major screen reader softwares used among the Japanese visually challenged to ensure the vocalized information is easily comprehensible. Not just visually, but the website was crafted by its audibility. This website was unique in the sense that it served to function for two targets: for the visually challenged, the information architecture was comprehensively designed to ensure smooth access to necessary information. For the sighted, the website hidered them to obtain information at first, to create a pseudo experience of the visually challenged to further dramatize the disparity which exists in the real world. Moreover, not just the candidate information, but further enriched the microsite experience by adding detailed personal information of the candidates, comparable policy check sheet among various parties, questionnaires obtained from the parties, and specially written columns related to the upcoming election to ensure pleasant audible experience. <Timeline> June 22(THU), 2017: Microsite launch June 28(WED), 2017: Comprehensive candidate information published July 2(SUN), 2017 Election & vote count July 3(MON), 2017: Preliminary election results posted


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