Not knowing what we can offer, Playpan approached us with an open mind. In consultation with the client, we determined the project direction to increase user touchpoints to drive participation cross both physical and digital sites.
OVERVIEW
UI/UX Designer
Project Manager
MY ROLE
Myself
Jacqueline
Timothy
TEAM
TOOLS
Figma, MS Suite, ZOOM
TIMELINE
3 weeks (Aug 2023)
BACKGROUND
PlayPan is a one-of-a-kind experimental concept to re-imagine social impact. It gathers a community of businesses, non-profit organisations, institutions and passionate individuals to contribute to back to society in unconventional ways.
THE CHALLENGE
How to drive participation for Playpan’s events from Sept 2023 - Mar 2024 across both physical and digital sites and showcasing their vision?
In doing so, they are able to attract more tenants to take up the vacant spaces and sponsorships to sustain their operations.
RESEARCH & PROBLEM PRIORISATION
To solve the problem, we conducted interviews with multiple groups of users to gain an in-depth understanding of their motivations and challenges.
Research Method: Interview
Recruitment Target:
1 Playpan Stakeholder
2 Social workers
3 Gen Zs (who are the target users for playpan)
Duration of Interview: 3 days
We synthesized the research findings and consolidated the data into 3 personas, followed by identifying the painpoints and opportunities that formed the basis of our design.
TRANSLATING INSIGHTS TO DESIGN
#Insight 1
FUN first, social cause second.
Many people would be more interested in a FUN activity. Supporting a social cause is a by-product of having fun.
We developed PROTOTYPE V1 based on our findings
Something’s missing from this version…
#Design Rationale 1
How can we complement Playpan’s vision and re-imagine social impact in FUN & ENGAGING ways?
Replaced the landing page with an interactive map that imitates the floor plan of Peace Centre
to create a digital immersive experience and facilitate exploration, with a goal to bring them down physically.
We nested a few surprises within the map such as “working lifts and escalators”, avatars with stories to draw attention and create interest among young adults.
#Design Rationale 1
Facilitate Exploration Of Activities That Resonate With User Interests.
Graphical sitemap and animated objects to trigger visual interest and prompting user actions.
Search and filter functions based on social causes and activity type
Duo-view of happenings and filtered options on map as greyed out portions or as list on Events Calender.
Event/Highlights section to spotlight partners and recent events. Minimizable and expandable to facilitate exploration.
Tags are created to associate with store/event to provide overview and determine interest.
#Insight 2
Our users are more likely to participate in the event due to the following factors:
Social media influence
Words of mouth
Convenience of attending
Providing ease to share, schedule and directional guides to encourage action taking.
“Share” button to appeal to the Gen Z’s nature to share and making use of their social influence to reach out to more audience.
"Add To Calendar” to remind them of the upcoming events
Location information to direct them to Peace Centre.
#Design rationale 2
#Insight 3
Lack of trust in the organizations causing users not wanting to support social causes.
#Design Rationale 3
Provide Credible & Useful Information Of The Participating Enterprises
Clear display of logo and name of participating vendors
Write-up of vendors is included below shop description to contextualize offerings to social causes and draw significance to user contributions
Contact information and official social media accounts are displayed for further verification & engagement.
#Insight 4
Our users will only be motivated by causes that interests them, or appeals to them emotionally.
#Design Rationale 4
Leverage On Emotional Appeal And Story Telling To Share Relatable Experiences
In order to create empathy and resonance among our target audience, we created the following:
Introductory pop-ups to contextualize the events with Playpan’s vision.
Speech bubbles on the interactive map expand to conversations surrounding social impact
Stories from social enterprises are nested within the product page to create relatable experiences.
*designs are iterated based on the usability tests we’ve conducted with a random sample of 5 Gen Zs (who are Playpan’s target audience)
Scan the QR code to view the prototype on mobile for best experience.
