Overview

The Challenge

Enable & motivate people to donate to reef restoration efforts.

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Time Frame

1.5 week

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Background
$35 donation restores a reef.

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Team: 2 people

My Job: UI design, execution

My partner's job: Illustrate & photoshop materials.

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Target&Challenge

Important features for our UI:

• Individual donations
       Make it fun and easy for anyone to donate!
• Corporate-level sponsorship
 

• Sharing

How can sharing amplify the campaign to other individuals/ communities?

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• Inform

Provide just enough information to keep people engaged and care.

What form of media will make the most impact?

UserGroup

Millennials are one of the hardest user groups to motivate to donate, but they are also the ones introducing new ideas to their families.

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Our goal is to encourage younger people to be more involved in the world of environmental issues.

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Angle of Attack: When there is a social media trend, the number of Gen Y and Gen Z people participating can be overwhelming. We used social media as a starting point and ending point to share the cause. 

RoughIdeas

 FastPrototyping

The ad idea is simple and efficient, but it needs some "Jazz" to stand out against the pool of other ads. 

Making donations through game purchases is a popular idea. It's a cool design project, but complicates the process & does not achieve the target in an efficient way.

Revision&Final Sketch

We combined the engaging nature of games and the mass appeal of social media photo trends.

We created a compelling advertisement that can expand beyond the user groups that are first reached.

UserFlow

Xd Prototype

User Test Analysis

FinalPrototype

FinalPrototype

FinalPrototype

FinalPrototype

Hook/Attraction

• To make the viewers enter or click on the ad. 
- The pictorial and playful quality of Instagram, Facebook and Snapchat are the best entry points for an ad targeted towards GenY & Gen Z user groups.

- "Skip" button is added in response to the few users who are not interested in playing with the coral characters. 

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- Snapchat and Instagram camera filters are created as a lead-way to the ad. When viewers click on learn more, a window for the ad pops out. 

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- The mysteries game in the ad. further draws in the users

Emotional

• To make the viewers empathize
- The dramatic shift from the cheerful illustrations and the colorful image of the coral to the lifeless dead coral surprises and impacts the users emotionally. This strategy is proven to leave a lasting impression on users during our user testing.

Educational

• Make Users Care
- Information is reduced to simple  short  sentences to keep it concise but still informing the users why the issue matters.

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- 2 more info slides were added in response to users wanting more information before donation

- The animation is used to strengthen the emotional effect of each sentence 

Encouraging 

• Subtle designs choices engage and encourage the users
- The Corals in the background slowly comes back alive as more donation information is given

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- amount of coral restored is presented in relation to the amount of donation selected to encourage the users.

Corporate 

• Corporate level engagement is encouraged
- easy to recommend the donation to the user's corporation 

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- Logos of companies that are already involved serve to further encourage engagements. 

SOCIAL MEDIA SHARING

Complete Walkthrough

Other Entry Points to the Ad.

Concept 2

Entry Point 2

Conclude&Reflect

Conclude&Reflect

Conclude&Reflect

Conclude&Reflect

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Improvements & Next Steps 

• Corporate-level Sponsorship

Because of the personal nature of social media advertising, we did not explore deeper into how our ad. would encourage Corporate-level Sponsorship. Our next step would be to think about how more companies could be encouraged to join the conversation.

• Returning User

The ad. serves more as an entryway for users to learn about the cause, donate, and share. Moving forward, I would like to explore how we can bring back users who had already  donated  and develop the relationship they have with the non-profit organization.

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• Surface Level Design Iteration

User test surface design choices.

Testing the visibility of the call-to-action buttons and make them stand out more.

I need to learn graphic design

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• After Sharing

How effective are the shared photos are in attracting more users, is a link or logo provided with each photo shared? How is profile filter effective in relation to camera filter?

What we achieved

• Easy entry

By focusing on the behaviors of the user, we found a way to introduce the ad. that is easily accessible and relevant to the activity habits.

• Sharable

The use of social media and filters allowed a fast, and engaging way to share the ad. The use of photo-sharing opens the potential for the campaign to become a trend.

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• Engaging

The animation, characterization of corals, story-telling, and responsive aspects of the ad worked together to create an engaging experience for the user.

I enjoyed this project greatly. I hope you feel the same!