World Vision International is a humanitarian aid, development, and advocacy organisation. It is the world’s largest children’s charity and aims to work with children, families, and communities to overcome poverty and injustice in thousands of communities across the world. This project was carried out under the guidance of Matt Cooper-Wright of IDEO.
How might we reinvent the way that millennials in the UK engage with overseas aid? Founded in 1950, World Vision have faced difficulty when it comes to adapting their communication strategy for a modern audience. They are engaging effectively with baby boomers, but need to adapt to stand out to “millennials” in a cluttered marketplace.
We pitched a two-tiered strategic tools that could be expanded across the charity sector, called ‘The Golden Circle of Engagement’. Coupling our research and insight with Simon Sinek’s Golden Circle model, we proposed four pillars of opportunity to assist charities with awareness, engagement, activation and donation. We presented a deck-less pitch to the client.
The aim of this project was to explore the research methods essential to the human-centred experience design process, and to develop our empathic ability as a platform for deep understanding of human needs and interests. For a full overview of our process, please check out our final group report here, which guides you through our process and outcome.
This project showed me the importance of truly understanding the client before embarking on a piece of work. It would have been helpful to speak to the campaign managers within the organisation and learn more about what had already been tried and tested, and build from there.
I also learned the value of research tools, such as card sorting. You can read my article ‘Card Sorting 101’ here, and also view my talking head tutorial on the method on Vimeo (the password is dxdcrew2).
Manish Chauhan, Radina Doneva, Laura Morley, Dan Nessler, Shirley Sarker.
User research, interview techniques, customer journey mapping, data analysis, user personas, communication strategy.