Building community engagement with socially responsible events
Funded by the Government of Ontario, the Don Valley West Green Party developed an online platform to build awareness and boost engagement with sustainable and socially conscious events and causes across Canada.
Challenge
How might we build brand awareness with a younger demographic of volunteers and activists, and drive engagement with local events?
My role
UX Design, User Research, Visual Design, Product Owner, Scrum Master
Year
2024
Timeline
3 Weeks
Tools
Figma
Understand
Context
I joined the project as the lead designer and product owner of the team, managing three developers and reporting to stakeholders with the Don Valley West Greens.
I was tasked with building a development roadmap, organizing the scrum team, defining the brand identity, and designing the UX/UI of the product.
Problem definition
Stakeholders report low levels of awareness and engagement among valuable demographics of volunteers. The majority of engagement with local events are from repeat veteran activists and community members.
The Don Valley West Greens want to increase brand awareness among younger demographics and use the Grassroots Greens Activity Hub to help drive their engagement with local events.
Process
In order to achieve these goals, I broke the process down into a series of milestones.
M1
Work with stakeholders to understand the demographics we are looking to target and flesh out personas and user stories. Allign on a vision for the brand that would resonate with our target users.
M2
Work with engineers to validate technical feasibility of prototype.
M3
Hand off functional prototype to engineers for development. Validate with stakeholders and gather feedback.
M4
Launch and gather telemetric data from users to refine and iterate designs.
M1 - Define
Branding and illustrations
Working with stakeholders I developed a series of illustrations, patterns and brand iconography using assets from blush.design. The visual direction of the Grassroots Greens Activity Hub is whimsical, optimistic, and inclusive, leveraging vibrant colour and organic illustrations to create a youthful and engaging experience.
M2 - Gain confidence
Ideate & Iterate
Building from existing rudimentary proof of concept work done by the engineering team, I borrowed elements from popular listing sites that our users would likely be familiar with, expressing the design through an approachable and responsive bento-style UI.
M3 - Polish
Next steps
Once the product goes live I will be looking to analyze user data to validate or challenge design decisions and uncover potential edge cases we failed to predict. We will be tracking key metrics such as new user acquisition, newsletter conversions as well as event click-through to measure the impact we're having on engagement and awareness.
Building community engagement with socially responsible events
Funded by the Government of Ontario, the Don Valley West Green Party developed an online platform to build awareness and boost engagement with sustainable and socially conscious events and causes across Canada.
Understand
Challenge
How might we build brand awareness with a younger demographic of volunteers and activists, and drive engagement with local events?
My role
UX Design, User Research, Interaction Design, Prototyping, Usability Testing, Visual Design
Year
2024
Timeline
3 Weeks
Tools
Figma
M1 - Define
Context
I joined the project as the lead designer and product owner of the team, managing three developers and reporting to stakeholders with the Don Valley West Greens.
I was tasked with building a development roadmap, organizing the scrum team, defining the brand identity, and designing the UX/UI of the product.
Problem definition
Stakeholders report low levels of awareness and engagement among valuable demographics of volunteers. The majority of engagement with local events are from repeat veteran activists and community members.
The Don Valley West Greens want to increase brand awareness among younger demographics and use the Grassroots Greens Activity Hub to help drive their engagement with local events.
M2 - Gain confidence
Process
In order to achieve these goals, I broke the process down into a series of milestones.
M1
Work with stakeholders to understand the demographics we are looking to target and flesh out personas and user stories. Allign on a vision for the brand that would resonate with our target users.
M2
Work with engineers to validate technical feasibility of prototype.
M3
Hand off functional prototype to engineers for development. Validate with stakeholders and gather feedback.
M4
Launch and gather telemetric data from users to refine and iterate designs.
Branding and illustrations
Working with stakeholders I developed a series of illustrations, patterns and brand iconography using assets from blush.design. The visual direction of the Grassroots Greens Activity Hub is whimsical, optimistic, and inclusive, leveraging vibrant colour and organic illustrations to create a youthful and engaging experience.
Branding and illustrations
Working with stakeholders I developed a series of illustrations, patterns and brand iconography using assets from blush.design. The visual direction of the Grassroots Greens Activity Hub is whimsical, optimistic, and inclusive, leveraging vibrant colour and organic illustrations to create a youthful and engaging experience.
M3 - Polish
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Want to hear about green events in your neighbourhood?
Sign up for our newsletter to find your next volunteer opportunity!
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Ideate & Iterate
Building from existing rudimentary proof of concept work done by the engineering team, I borrowed elements from popular listing sites that our users would likely be familiar with, expressing the design through an approachable and responsive bento-style UI.
Ideate & Iterate
Building from existing rudimentary proof of concept work done by the engineering team, I borrowed elements from popular listing sites that our users would likely be familiar with, expressing the design through an approachable and responsive bento-style UI.
Next steps
Once the product goes live I will be looking to analyze user data to validate or challenge design decisions and uncover potential edge cases we failed to predict. We will be tracking key metrics such as new user acquisition, newsletter conversions as well as event click-through to measure the impact we're having on engagement and awareness.
Understand
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M1 - Define
M2 - Gain confidence
Building community engagement with socially responsible events
Funded by the Government of Ontario, the Don Valley West Green Party developed an online platform to build awareness and boost engagement with sustainable and socially conscious events and causes across Canada.
Challenge
How might we build brand awareness with a younger demographic of volunteers and activists, and drive engagement with local events?
My role
UX Design, User Research, Interaction Design, Prototyping, Usability Testing, Visual Design
Year
2024
Timeline
3 Weeks
Tools
Figma
Context
I joined the project as the lead designer and product owner of the team, managing three developers and reporting to stakeholders with the Don Valley West Greens.
I was tasked with building a development roadmap, organizing the scrum team, defining the brand identity, and designing the UX/UI of the product.
Problem definition
Stakeholders report low levels of awareness and engagement among valuable demographics of volunteers. The majority of engagement with local events are from repeat veteran activists and community members.
The Don Valley West Greens want to increase brand awareness among younger demographics and use the Grassroots Greens Activity Hub to help drive their engagement with local events.
Process
In order to achieve these goals, I broke the process down into a series of milestones.
M1
Work with stakeholders to understand the demographics we are looking to target and flesh out personas and user stories. Allign on a vision for the brand that would resonate with our target users.
M2
Work with engineers to validate technical feasibility of prototype.
M3
Hand off functional prototype to engineers for development. Validate with stakeholders and gather feedback.
M4
Launch and gather telemetric data from users to refine and iterate designs.
You might also like...
6 min read
Redesigning Lumeto’s desktop interface for immersive VR roleplay
6 min read
Redesigning Lumeto’s desktop interface for immersive VR roleplay
8 min read
Building community engagement with socially responsible events
8 min read
Building community engagement with socially responsible events
M3 - Polish
Branding and illustrations
Working with stakeholders I developed a series of illustrations, patterns and brand iconography using assets from blush.design. The visual direction of the Grassroots Greens Activity Hub is whimsical, optimistic, and inclusive, leveraging vibrant colour and organic illustrations to create a youthful and engaging experience.
Branding and illustrations
Working with stakeholders I developed a series of illustrations, patterns and brand iconography using assets from blush.design. The visual direction of the Grassroots Greens Activity Hub is whimsical, optimistic, and inclusive, leveraging vibrant colour and organic illustrations to create a youthful and engaging experience.
Next steps
Once the product goes live I will be looking to analyze user data to validate or challenge design decisions and uncover potential edge cases we failed to predict. We will be tracking key metrics such as new user acquisition, newsletter conversions as well as event click-through to measure the impact we're having on engagement and awareness.
Ideate & Iterate
Building from existing rudimentary proof of concept work done by the engineering team, I borrowed elements from popular listing sites that our users would likely be familiar with, expressing the design through an approachable and responsive bento-style UI.
Interested in working together? Lets chat!
Interested in working together? Lets chat!
Interested in working together? Lets chat!