WWF's Biobuilder
The Problem: World Wildlife Fund (WWF) currently has a membership program, but struggles to gain more members, especially in the younger demographic. The company has no formal apps, save for a few that are country specific or only demonstrate the work the company does.
The Overview: World Wildlife Fund needs an app that encourages the step towards making donations and turns WWF members into the world’s most active global conservation community. Membership must be modernized and drive the recruitment of new members. WWF’s members are essential to the organization for both funding and support, so engaging and recruiting members is crucial to their efforts. Members not only pay monthly subscriptions but also serve as a highly receptive ‘mailing list’ who can be drawn on for specific campaigns. Currently, members simply pay a subscription and receive three magazines a year. And this lack of involvement feels like a missed opportunity, especially among a younger audience who expect and desire more involvement in the causes they commit themselves to.
Contextual Research:
Where: On-the-go, or with the intent to purposefully join as a member
When: At the user’s convenience/as a time filler between other tasks
Why: As entertainment and as a way to stay educated and active about WWF and their cause
Target market:
Global Audience, existing and potential WWF members, core ages 25-40 years but appeals to 16-25 year olds
Narrowed scope
Focus on ages 15-25 with the ability to appeal to an older audience and with a focus on getting new members
The Concept: Creation of an app that encourages users to become members of WWF and take further action with WWF. The app is a fun, addicting game that can be used for short periods of time as entertainment. Featuring fun games that can be repeatedly returned to, as well as enriching, educating videos and silly photos. The app pairs the feeling of that favorite app you love to pull out over and over again with education to entice users to turn that enjoyment into membership.
Concept 1:
Game – feed animals, plant trees, etc (like Neko Atsume)
Donates money, you can match money or buy in-game items
Take pictures of yourself – face swap with animal, donations per snap sent
Concept 2:
“Dating” app – connect with other members and find volunteer opportunities together,
share expertise, spread news and promotion (partnership?)
Concept 3:
Membership package itself:
More options
Chance to win trips to cuddle animals
Stickers
Reduced admission to zoos, natural museums, forestry centers, national parks, etc
Concept 3 + more
Promotional videos, sad videos, resources, animal sponsorship
Concept 4:
Traveling exhibit
Reduced fee for students
Puzzle Games – thought provoking games etcs
Endangerment in your area
Word List:
Moodboard:
Name Ideation:
Logo Ideation
Final Brand
First Drafts
The User Goal:
To be connect with WWF in order to get educated about global conservation, connection to conservation opportunities, stay involved in WWF’s action and donate money, time and expertise.
The Prototype:
Final Drafts
