Brief
Create a digital campaign for the Barcelona City Council to raise awareness about microplastics in food. The campaign should target individuals between 16 and 27 through social media and a microsite.
Contribution
User Persona, Benchmarking, Brainstorming, Information Architecture, Wireframes, Visual Design & Prototype.
Timeline
6 weeks
Tools
Figma, Illustrator, Photoshop & After Effects.
Research: Context, User Persona & Benchmarking.
To start, I educated myself on microplastic pollution and its impact on Barcelona. With a solid grasp of the issue, I developed user personas and conducted a competitive analysis to gather valuable insights for the campaign's development.
✦ Context
From my research on microplastic pollution, I highlighted these key facts to facilitate the ideation process:
Barcelona is Europe's fourth most polluted city for microplastics.
Microplastics are found in salt, beer, seafood, fruits, vegetables, and drinking water.
Annual microplastic consumption ranges from 39,000 to 52,000 particles.
Major sources: single-use plastics, textiles, cosmetics, fishing gear, and industrial processes.
✦ User Persona
After researching plastic pollution, I empathized with the target. This approach led me to develop user personas and categorize them into two specific groups:
Those who are well informed about environmental care and interested in promoting social movements.
Those who may prioritize consumerism and have limited knowledge about ecological responsibility.
Moreover, I created a map of joys and frustrations to better understand the user's pain points around ecological responsibility.
✦ Benchmarking
Once I understood the user's concerns, I reviewed several environmental and social activism websites. I summarized each website's strengths and weaknesses in a comparison chart to use it as a reference.
Ideation: Brainstorming, Sitemap & Wireframes.
After my research, I used the brainstorming tool to define a campaign strategy. Once I had established the main ideas, I defined the site's architecture and sketched the initial screens to prove the storytelling.
✦ Brainstorming
I narrowed my brainstorming to four ideas, which I selected based on the relevancy of the answers I got from the question "How can I..."
From the four ideas selected, I identified four essential actions that need to be part of the campaign: Experience, Information, Challenge, and Interaction.
The second flow map was for the challenge section, where users had to upload and share a video on social media.
✦ Sitemap
Once I defined the campaign approach, I allocated the four actions across the microsite's architecture to visualize the flow and functionality.
To validate the navigation, I created two user flow maps. These flows helped me determine the needed screens for the microsite. The first map focuses on the experience section, which simulates dish preparation.
✦ Wireframes
During the mockup phase, I created twenty-five screens to test the storytelling. Some of the main screens I worked on were Home, Onboarding, Experience Result, Challenge, and Upload Video.
On Boarding
Home
Experience Result
Menu
Dish Choice
Visual Design: Mood board & UI Kit.
Once I had defined the microsite's flow and navigation, I created a mood board and UI kit to establish the project's visual style. This step became essential for communicating the right tone to the audience.
✦ Mood board
The project aims to attract individuals between 16 to 27. To accomplish this, I implemented a style that aligns with current visual trends to inspire and captivate.
✦ UI Kit
For the UI Kit, I've designed components that match the mood board's style and offer practical features, including fonts, shapes, buttons, icons, and colors that complement the design.
Induction
The first step was introducing the users to microplastic pollution and its environmental impact with a video on the microsite, establishing the context.
Awareness
As a second step, I created a digital experience simulating a meal's preparation to help people understand how microplastics enter our food chain.
Education
In the third stage, I focused on educating users about health risks associated with microplastic pollution and recommending actions to prevent it.
Involvement
Finally, I encouraged the audience to participate in a challenge. The idea was to record a video of making a plastic-free meal and upload it on social media to inspire others.
