BRANDING, USER EXPERIENCE
Good Deed Brand & App
Concept; Mentoring project
Roles: Project Development & Goals, Brand Design, UX Design
In March 2020, I was selected as a mentor for AIGA DC's SHINE project and worked with designer Andrea Lin to create a project around the theme of civic engagement.
All designs and research were a collaboration between Andrea and me. This project was completed over a duration of six weeks, and the final deliverable was a presentation to our SHINE cohort.
The Problem
Our chosen topic: Involving New Residents in Their Communities
Problem: New residents (Millennials & Gen-Z who are new to DC) do not have the connection and history with the neighborhoods that they live in and are not sure how to get involved
Why is this important? People who come to DC as new residents in the 18-29 age range are typically politically active while in college, are middle-upper class, and moving into areas that are subject to gentrification. We need to keep them politically active and engaged at the local level to understand their communities and their impact.
Location: Washington, DC
Approach
Core Question: How might we make new residents feel enabled to take action and take responsibility for their impact on their community?
Impact: To get new residents attending council meetings, performing community service
Make users feel enabled to take action and responsibility while being a resident
Volunteering with local organizations
Know who their neighbors are
Attend city council or ward meetings
Care about their community
Goal: To create an app and integrated marketing campaign to build awareness around local volunteering opportunities in order to engage new residents with their communities.
Brand Development
Our first step was to develop a brand to serve as the foundation for the app and marketing campaign.
Exploratory mood boards
Logo comps and ideas
Final brand guide
Marketing Campaign Development
With a logo decided on and a style guide, we began developing the marketing campaign assets. These included metro station ads and a website landing page.
App Development
The goals for our app were:
Determine causes user is interested in
Collect location (zip code)
Suggest local organizations within X mile radius
Option to volunteer on your own or as a group
We conducted a user survey within the SHINE 2020 group to determine how and why people would use this app.
User flow diagrams, created in InVision
Draft wireframes, created in InVision
First draft app screens for primary pages.
User onboarding flow
Login, search, and organization profile screens
Thoughts
It was a pleasure working with Andrea on this project, and we both learned a lot as it was both of our first times creating a conceptual app and following a product design process. This project took place over the course of six weeks, so it was very abbreviated and there is a lot more we would’ve included if given the time.
To learn more about the AIGA DC Shine Program, click here.