Global citizen 2.0

REDESIGNING A SOCIAL ACTIVISM PLATFORM

An expansive redesign of Global Citizen’s platform that rethought the way users take action on pressing issues, fleshed out a gamified approach, and unified the architecture and design across all entrypoints.

MY ROLES

Strategy, Design, App Consulting

THE PROBLEMS

We began with an audit across over 30 page templates and 300 pages on the site and the app experience. We judged based on a set of metrics - like contextuality, brand consistency, accessibility - to create a clear plan of action for the redesign. That audit, mixed with both internal and external research we found 3 distinct areas that we needed to address:

ACTIONS: Our actions were convoluted for new users, and way too easy for existing users.

ENGAGEMENT: Our active users dropped drastically after festivals. We needed to find a way to make it more fun and sustain engagegemnt

VISUAL: There was a mess of visual inconsistencies & brand dispriaty that caused confusion for a lot of users and fought in contrast with the brand.

The first challenge was navigating our actions from easy one-click and send to a tool to educate our users on what they are doing. To add context without overbearing our users we moved from paragraphs of explainer to 3 simple bullet points (Why, Who, What). The simplifcation allowed us to retool actions from one-off pages to modules that we could fit in more seamlessly within our platform and expand to other platforms allowing our audience to grow even further. 

For new users, we created a more seamless flow of sign up to action to rewards. We created a full experience just for those new users that allowed them to better understand the platform on first stop by walking them through each point.

actions

WHAT ARE GC ACTIONS? 
SOCIAL ACTIVISM LIKE calling a senator to sign a bill on equal pay OR TWEETING A CORPORATION TO LOWER CARBON EMISSIONS

Alongside our app team, we worked on rethinking the way to create sustained engagement after our festivals. 

  • Challenges: We expanded the one-off actions into daily and sustained challenges that users can take. This helped create a larger portion of daily action-takers.

  • Rewards: We altered up our rewards program with tiered entries and based it on monthly action-taking. This allowed us to re-engage older users and brought in new partnerships.

  • Profiles & Badging: We created user profiles that allowed users to see the progress they’ve made and have access to all their info in one place. Alongside the profiles, we set up a new system where users gained badges for their engagement. These lead to a spike in social engagement from our users.

ENGAGEMENT

VISUAL

We were looking at 3 generations of different disparate designs across all of our pages (like a total of 49 shades of gray). We took a new approach focusing on conciseness, interactivity and adaptability. While we redesigned the visual architecture to be more flexible, we also brought our experience into following ADA guidelines.