Project Origin

As the Design and Creative Lead for The Natural Step Canada (TNS), we produced a digital fundraiser and public awareness campaign from concept to execution.

TNS wanted to inspire Canadians to take action on climate change. We were looking to create something that had the potential to be shared virally through social media. As a secondary
purpose, the campaign would raise awareness of The Natural Step Canada and increase donations from individuals.

— SERVICES —

UX/UI Design, UX Research, Art Direction & Content Design

Research

Working with a marketing intern, we conducted an environmental scan of not-for-profits excelling in individual donor fundraising. Following that research, we
developed a UX workshop to gather insights from our potential fundraising champions and increase their buy-in once the platform was launched. We led the
research process, including market analysis, persona design, UX workshops, wireframes, and prototyping.

Design Process

We followed the 5-day sprint method to run UX workshops to define and produce the initial design functions. Once those prototypes were tested and validated, we
developed the remaining components through the atomic design process compiling assets in Adobe XD to be used by the website developer.

We prefer the design sprint over other approaches. We find it helpful to focus on solving one or two complex issues simultaneously. Other website design methodologies
can lead to scope-creep by generating too many functions that don’t solve the core problems of the user experience. We find the atomic approach to developing
components helpful in minimizing the revision process of mockups; however, both the sprint and atomic methodologies only work effectively when the primary decision
maker is intimately involved in the process—otherwise, its mockup, revision, and approval.

Conclusion

The digital fundraiser and public awareness campaign for The Natural Step Canada was a successful effort to inspire Canadians to take action on climate change and raise awareness of the organization. From concept to execution, we were able to develop a campaign that had the potential to be shared virally through social media and increase donations from individuals.

The resulting campaign was well received and effectively raised awareness of TNS and the importance of addressing climate change. This project demonstrates the power of digital marketing and social media in driving social change and raising awareness of important issues.