As General Election build-up has been building up, there has been lots of talk about how it will be the UK's first 'digital election'.
That may or may not be true - there is still tremendous value in everything that's going on on the doorstep - but there are definitely a number of things happening online that weren't available online or otherwise during the last election.
One of those things is the emergence of the app, and their subsequent use by the main political parties for campaigning purposes.
Having just scoped and designed an iPhone app for MPs to use when they're doing 'running the country' stuff instead of campaigning, I thought I'd see how these new apps measure up.
First off, I need to establish what I'll be looking for. Even though the apps are essentially there to do the same thing, they have quite different approaches, visually and functionally. So I'm going to ask more general questions and then see how the apps answer them.
The questions are:
Does this app excite me about the Party?
Can I engage in their policies?
Do I feel valued by the Party?
Is it possible for me to get more involved if I want to?


Does this app excite me about the Party?
Well, there's no denying here that the Conservative home screen is cleaner, more modern looking, and probably a little more on brand generally. The Labour home screen has followed the more traditional iPhone interface guidelines, which to some will seem quite traditional.
However, in terms of getting a sense of the depth of the apps, I think Labour wins, by implying through the 'slide' interface that there is much more information available at the next stage. The menu options on the Labour app are clearer, too, giving the user a greater sense of what they can expect from the app right at the outset.
What about the Liberal Democrat app?
When I started thinking about this post, there was only a Lib Dem app for the European Elections last year. Now, they have a manifesto app as well.


It has a nice clean introductory page that allows you to chose what you want to hear about, and then watch a video of Nick Clegg talking about it. Unfortunately, though, that's about it. There's not much else to compare in terms of app features with the other two main parties, so I'm going to leave it here. Friends of mine who have downloaded the app quite like its simplicity, so there you go.
Onwards...
Can I engage in their policies?


Well, aside from the epic accessibility fail on the Conservatives' part (white text over white background), it's fairly easy to quickly get a sense of the policy responses available to explore. The tories have used the Apple picker, and Labour have used the scrolling list. If I was being picky I'd say you could see a lot more of what's available on the Labour app, but I think people quite like playing with those picker things.
Can we engage with the party policies? I quite like that Labour have a little line at the top giving an introduction to the tone of all the policies. If a user is into fairness, fair rules, fair chances and a fair say for everyone, then hopefully they'll be getting the sense that this is the party for them.


Not much to say about these next screens. I suspect that I'll want to have a go at that ridiculous lens-flare on most screens. In this instance there are more tangible things pledged by the Conservatives than Labour, but that's not the case on all policies.
In the case of news, the Labour app uses pictures, which is nice, more engaging than the blue. It's also way clearer that the Labour headlines are links to stories. But on some Labour screens the text breaks a bit on some special characters (like apostrophes and ampersands, not Ed Balls) and bleeds out of the area that was intended for it. That's not really un-engaging, but it just feels a bit shoddy.


Neither app really allows the user to take ownership of the news or policy at this level, which is sad. It would be great to be able to tell a friend about this particular policy area, or maybe open up some sort of discussion forum. Also, for a new visitor, there's no way to quickly see if you are a policy match to the parties, which the Green Party have done very well.
Do I feel valued by the Party?
I would love to know how many people have used the voter ID system in the Conservative app.

I made these screen shots on the way to Bristol last weekend, and the Labour app used my GPS location to give me the contact details of the local organiser. Instant win. There's quite a lot of win in this area on the Labour app actually.

The conservative approach throughout the app is very top-down, only allowing users to contribute funds and contact details, rather than getting involved themselves. It's a real shame to see mobile used in this way, essentially as a mini-website from 2006. You can see here the Labour app getting a bit confused between my postcode (Brixton) and my location at the time (Reading), but this is in principle a massive step in the right direction for how I feel political parties should be using the internet.

The Conservatives do make good use of some of the other technology available in the iPhone though. There's quite a fun 'swing-o-meter' which allows you to wiggle the phone to see how much of a swing to the right is needed to secure a Tory majority (about 7%). It's quite funny that it doesn't allow a tilt to the left, or allow the user to change priorities to Liberal Democrat, or in fact do anything other than dream about a 20% swing, but it's quite a nice toy to play with. It could also be quite a good argument for more proportional representation, but it's not been framed that way.
Is it possible for me to get more involved if I want to?
The Labour app makes it far easier for a prospective supporter to get more directly involved, with twitter links, local campaigners, events and news all shown right from the start, and the Conservative app does link out to facebook twitter and youtube. One of the Lib Dem app's major tab bar functions is to open an email with an itunes store link to forward.
But for me, the major fail is that neither app takes this any further. These apps should literally put supporting your party in the palm of your hands.
Overall opinions
If nothing else, these apps seem to me to be quite good indications of how each party thinks. On one hand you have an institutional, top-down approach. On the other, a locally-minded grassroots approach. It's funny and maybe a little bit worrying that the recently published manifestos seem to be completely the other way round at first glance. I don't think any app will particularly sway the election in any meaningful way, and it's sad that many of the features will be a little redundant after the election, especially for the Lib Dems and Tories.
2010 may very well be the first digital election, but I think it will be 2015 before politicians are really able to learn to use mobile in the way it should be used; to empower individuals to shape their own level of interaction with the cause, and give and receive real political value from direct, local engagement.