SARAH, 25 y/o
Occupation:Marketing Coordinator
The Environmentally Conscious Young Adult
PASSIONATE
CURIOUS
ADVENTUROUS
EMPATHETIC
BACKGROUND
Sarah is a socially conscious individual with a strong desire to make a positive impact on the environment. She has a bachelor's degree in environmental studies and are actively seeking ways to align their personal values with their actions. She is tech-savvy and enthusiastic about using digital platforms to support causes she believes in.
GOALS
Advocate for wildlife conservation and contribute to meaningful change.
Engage with platforms that provide actionable steps, like pledges or donations.
PAIN POINTS
Overwhelmed by information on environmental issues.
Limited time to research and navigate complex platforms.
NEEDS
Clear, visually engaging content.
Simple processes for pledging or donating.
User Persona
How Might We
?
How might we create a seamless, inclusive and emotionally engaging experience for users to inspire immediate action and sign pledges and donations?
With regards to our user persona:
Ideating Solutions
Interactive Storytelling: Feature narratives like “Help Luna Get Back Home” to foster emotional connections.
Progress Trackers: Visualize the impact of user actions through supporter counts and funding goals.
Personalized Pathways: Tailor experiences for different user groups (e.g., educators, students).
Gamification Elements: Incorporate achievements and rewards for completing pledges or donations.
Accessible Design: Ensure inclusive navigation with WCAG compliance, high-contrast visuals, and touch-friendly elements.
Redesigned logo & Ad Posters
Pledge Pages
Personalized User Experiences
Accessibility and Inclusivity
Interactive Home Screen
Storytelling Sections
Key Features
Ideate
Information architecture
Call-to-action element
For ‘call-to-action’ I will create a ‘Sign a pledge’ and ‘Donate’ form. I am planning to redesign WWF’s existing action ‘Sign on to stop wildlife crime’ and ‘Donate to WWF’ to include it in this project. The design will be interactive. The information will show infographics of the reasons why wildlife conservation matters. The infographics will have interactive visuals which will also display the written info when interacted.
Styleguide
Logo Design
Logo iterations
Final logo
color variations
Logo font, colors & dimensions
#FFFFFF
#000000
Two sets of logo : white on black
and black on white
Font: Open sans weight: regular
size: 223 leading: 299px
Interactive Home Screen:
Features visually engaging content, such as "Luna," the monkey, with a call-to-action to support wildlife trafficking prevention.
Press the heart to save these innocent victims from the ivory trade
Press the heart to help innocent victims like him get back home
Press the heart to save the habitat of these innocent creatures
Key elements
Ad Posters:
Vibrant, low-poly designs of endangered animals (e.g., elephants, monkeys, bears) with poignant messages such as “My home is disappearing” and “Without tusks, I’m silenced” evoke emotional urgency and highlight WWF’s mission.
Pledge Pages:
Highlight specific causes, such as stopping the ivory trade, through impactful imagery, supporter counts, and intuitive forms.
Personalized User Experiences:
Dedicated pathways for categories like educators, high school students, and young adults streamline the onboarding process for pledges and donations.
Storytelling Sections:
Provide in-depth narratives about endangered species, fostering empathy and driving action.
Interactive features
Hi - Fidelity Designs
Task flow 1
Task flow 2
Accessibility and Inclusivity:
Designed to comply with WCAG guidelines, incorporating high-contrast visuals, clear typography, and touch-friendly interfaces for inclusivity.
Prototype
Reflections
Conclusion
The WWF Kiosk leverages design to educate and inspire action against wildlife crimes. Through research, empathy, and accessible storytelling, it serves as a model for addressing global issues via digital platforms.
Thank you for reviewing!
80%
60%
50%
User research insights
Preferred clear calls-to-action (e.g., pledges and donations)
Cited emotional stories about individual animals as a strong motivator
Found donation processes on existing platforms cumbersome
The ideal places for my kiosk are - grocery stores, museums, aquariums, schools, malls, metro rail stations and university campuses.
Target locations
Primary audience
My main aim for this project is pupils in High School, aged 14-18 years
Families and parents across varied economic strata, inclusive of those from mid to upper-middle financial ranges.
For this initiative, my ancillary audience is youthful adults aged 18 to 25 years
Secondary audience
Diverse educational backgrounds, including high school graduates, college-educated, and postgraduates.
City & town regions, featuring academic and leisure amenities.
Demographics
Target audience & demographics
Preferred feature
Participants expressed interest in interactive tools, storytelling, and community progress trackers.
Analysis of Research
Findings from the research revealed key insights:
Awareness Gap: While most users were aware of global conservation challenges, many lacked understanding of how they could personally contribute to solutions.
Emotional Engagement: Stories about individual animals (e.g., Luna the monkey shown in the background) generated more empathy and interest than general conservation data.
These insights informed the design, ensuring that the kiosk addressed both informational and emotional needs while simplifying the path to action.
Barriers to Action: Users cited complexity in donation processes and lack of interactive, engaging content as barriers to involvement.
Research
To build a meaningful and impactful experience, the research phase focused on understanding the scope of the problem, user motivations, and global efforts in conservation.
Secondary research
Analysis of existing WWF campaigns, conservation reports, and the effectiveness of digital platforms in engaging users.
Study of statistics on habitat loss, illegal poaching, and the environmental impact of wildlife crime.
Primary research
Interviews with educators, students, and young adults to understand their awareness of wildlife conservation issues and preferred methods of engagement.
Surveys to assess user familiarity with WWF’s mission and the challenges posed by illegal wildlife trade.
Proposed Solution
The WWF Kiosk combines storytelling, impactful visuals, and interactive components for a seamless and engaging user experience.
Strong calls-to-action, such as “Sign a Pledge” and “Donate Now,” have been redesigned from WWF’s existing initiatives to boost user involvement.
Interactive infographics highlight the importance of wildlife conservation through dynamic visuals, educating users on environmental issues while encouraging lasting engagement.
Goals
Problem Statement
Wildlife crimes like poaching and habitat loss threaten biodiversity.
Protecting endangered species is an urgent challenge.
WWF lacked accessible platforms to raise awareness effectively.
WWF needed an engaging platform to educate and inspire action.
Design Process
Visual Design Process
UX Design Process
User Research and Personas
Information Architecture
Wireframes and Prototypes
Accessibility Considerations
Brand Identity
Visual Hierarchy
Posters as Core Identity
Interactive Elements & Colorful Designs
Overview
The WWF Kiosk project is an innovative initiative designed to educate and inspire action on wildlife conservation. By combining bold visual storytelling with user-centered interactive features, the kiosk raises awareness of critical issues such as illegal wildlife trade and habitat destruction. The main objective is to simplify complex environmental topics and motivate users to support pledges and donate, ensuring active involvement in conservation efforts.
Tools used
Mentor
Terry Jones
Role
Visual Design, UI Design, Brand strategist
Year
Fall 2023
World Wildlife Fund (WWF)
Rebranding, Logo redesign & Kiosk design
Get in touch
Email: borah.nikita123@gmail.com
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