Coral Reef Restoration Ad. Design
Adobe Design Jam Finalist
Overview
The Challenge
Enable & motivate people to donate to reef restoration efforts.
Time Frame
1.5 week
Background
$35 donation = 1 ReefStar technology = restores a reef.
Team: 2 people
My Job: UI design, execution
My partner's job: Illustrate & photoshop materials.
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 individual/ communities
• Inform
- Provide just enough information to keep people engaged and care.
- What types of media will make the most impact?
UserGroup
Millennials are one of the hardest user group to motivate to donate, but they are also the ones introducing new ideas to families.
Our goal is to encourage the younger people today to be more involved in the world of environmental issues.
Angle of Attack: When there is a social media trend, the number of Gen Y and Gen Z people participating can be overwhelming. So we used social media advertising as a starting point, but also an ending point for people to share the cause.
RoughIdeas
Week 1
FastPrototyping
The ad. idea is simple and efficient, but it needs some "Jazz" to stand out against the pool of other ads.
The gaming app is a popular idea. It has the "cool" factor as a project, but complicates the process & does not achieve the need in an efficient way.
Revision&Final Sketch
By combining the engaging nature of games and the spreadable and fast-paced nature of social media photo trends,
we are able to create a compelling advertisement that can expand beyond the user groups it first touched.
UserFlow
Xd Prototype
User Test Analysis
Week 2
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.
- 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.
- 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.
- 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
- 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
- Logos of companies that are already involved serve to further encourage engagements.
SOCIAL MEDIA SHARING
Complete Walkthrough
Other Entry Points to the Ad.
• Physical lead-way to the ad.
- The playful quality of the UI design works well with interactive screens. Collaboration with ocean parks could be made to promote the cause
Concept 2
• Bored of waiting for the bus?
Scan to play this tiny game and learn more about our ocean!
Entry Point 2
• Bored of waiting for the bus?
Scan to play this tiny game and learn more about our ocean!
Conclude&Reflect
Conclude&Reflect
Conclude&Reflect
Conclude&Reflect
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.
• 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
• 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.
• 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!