In use millions of times: our Wahl-O-Mat design
It is regularly number 1 in the app stores and is one of Google's most popular search terms: The Wahl-O-Mat from the Federal Agency for Civic Education (bpb) has become indispensable in the run-up to elections.
What do we have to do with it? We design it and work together with the bpb to strengthen what characterises the Wahl-O-Mat: Focus and topicality, user-centred design, gamification. A playful tool for thinking about politics and society.
"Sounds like fun, but it's very serious": with these words, Manuel Andrack, sidekick of legendary show host Harald Schmidt, paralysed the servers of wahl-o-mat.de when he presented the "great website" on the Harald Schmidt show in 2002. Nobody had expected such a rush at the time.
New record: 26 million hits in two and a half weeks
Since its first edition, the Wahl-O-Mat has astounded with ever new access records, which speak impressively for its importance in the landscape of pre-election information tools: For the early federal election in February 2025, it was played 26 million times - and in a shortened period of only two and a half weeks instead of the usual four!
The latest edition is available at Wahl-O-Mat.de or as a smartphone app before every state, EU or federal election. Past editions and their usage figures can be found in the Wahl-O-Mat archive of the Federal Agency for Civic Education.
Reduced design: our recipe for success
Since 2003, 3pc has been responsible for the appearance of the Wahl-O-Mat and has thus had a formative influence: "A design that summarises 38 theses in an application that can be played through in a few minutes - that appealed to us right from the start: With this task, we were able to show prototypically what our motto of 'de-complication' means," says 3pc Managing Director Armin Berger, explaining the challenge.
De-complication through focussing
Encouraging users to think for themselves in a playful way, to sharpen their own points of view, to really make use of options - how does that work? "The bpb made a conscious decision not to offer any additional information directly with the questions so that users can position themselves on the theses without being influenced. We have encouraged the bpb in this, even if this could be seen as a logical development," says Berger. "The minimalist design encourages independent thinking: the Wahl-O-Mat doesn't explain politics - it encourages users to position themselves."
The essentials happen in the user's head: The Wahl-O-Mat rewards thinking for yourself.
Our thesis: The most important thing happens in the user's head. Instead of having an opinion imposed on you in social networks or talk shows, the Wahl-O-Mat rewards you for thinking for yourself. Climate change, pensions, protecting bees - what do I think?
Only those who answer all the questions will receive a meaningful answer to the question of which party most closely corresponds to their own views.
Once all the questions have been answered, further selection options and information are available: in "Tuning", for example, you can set your own focal points, which have an immediately recognisable influence on the result. The "Party comparison" shows the positions of up to three parties at a glance, while "Reasons for thesis" and "Positions" show a comparison of all parties on one thesis or the positions of one party on all theses.
In addition, sign language and barrier-free design and programming facilitate access for all.
Visual trademark since 2003
Of course, we have repeatedly adapted the Wahl-O-Mat to current viewing habits over the years. However, the design nucleus - the bright orange colour and the buttons - has remained untouched to this day: Trademark of the Wahl-O-Mat.
One for all
In addition to the responsive desktop version, 3pc also realises the Wahl-O-Mat app for Android and iOS.
Well-rehearsed processes
The Wahl-O-Mat is updated before each election and goes online almost four weeks before the election date at www.wahl-o-mat.de and via app, with a major press conference and accompanied by a social media campaign designed by us.
"After a good 20 years of Wahl-O-Mat, everyone involved has the processes in their blood. A quick shout is usually enough and everyone knows what to do."
How is the Wahl-O-Mat created?
Around three months before the election, the bpb organises workshops with around 20 to 25 young and first-time voters, who develop around 80 to 100 theses in thematic working groups. The basis for this are current socio-political discussions as well as the party and election programmes, from which topics are filtered out. The young voters are supported by experts who are on hand to advise them.
The theses are sent to the parties for response and the answers are scrutinised by political scientists. If there are any discrepancies, the party is asked to revise its answer. In a second workshop, of the original 80 to 100 theses, the 38 that address the most important issues of the election, cover a broad range of topics and were answered controversially by the parties are finally selected. More on bpb.de
Research on the successful Wahl-O-Mat model
As one of the most successful Internet offerings for political education, the Wahl-O-Mat is a role model - both nationally and internationally.
- Heinrich Heine University Düsseldorf has been scientifically monitoring the Wahl-O-Mat from the very beginning and analysing its use.
- For her research paper "Doing democracy better", Michela Palese from University College London analysed the Wahl-O-Mat on the basis of an interview with Armin Berger.
