MARIS DEBRUHL DESIGN
OVERVIEW
KOAA's uses targeted communication strategies for members of our audience in four different stages of receptivity: Ready to Know, Ready to Own, Ready to Act, and Ready to Advocate. By utilizing technology across multiple platforms KOAA engages every user from the most passionate activist to the common "slactivist."
Jan 2017 - Apr 2017
TEAM
Maris Hall
Identity Design
"Own" Touchpoints
Lisa Callister
"Know" Touchpoints
"Advocate" Touchpoints
Allison Press
Webpage Design
"Act" Touchpoints
OBJECTIVES
To use interaction design, service design, and branding to devise targeted communication strategies to increase activism and involvement among young people.
CORE PRINCIPLES
Engaging the Spectrum
“Slactivists,” is a term for people who want to support a cause by performing simple measures, though are not truly engaged or devoted enough to making a change. However, studies suggest that “Slacktivists” are twice as likely than their peers to participate in real activism.
By adapting the Audience Receptivity Gradient, developed by David Rose, we were able to measure the spectrum of engagement and create touch points for each of those levels.
MISSION STATEMENT
"We are an agency that partners with nonprofits who share
our goal of motivating young people towards making
environmental, cultural educational and health-related change. We create integrated design systems tailored to promote learning and involvement on all levels of engagement."
SYSTEM STRUCTURE
Building Interactions
With our concept model and personas as a basis, we developed interactive experiences to correspond with each point on the KOAA spectrum: Know focuses on learning and raising awareness, Own emphasises the development of personal and emotional attachments to a particular cause, Act is all about -- you guessed it -- action and hands on activities, and
Advocate brings activism full circle by encouraging people to sign up for leadership roles.
APPLICATION
Case Study
To demontrate how the KOAA system would function for one of the four issues we developed the following set of deliverables. They show how the core ideas of KOAA are applied to a real world cause - the environment. In our case study the North Carolina Chapter is celebrating "Wildlife Month" in partnership with the Conservators Center in Mebane, North Carolina as well as Duke Lemur Center in Durham.
TASKFLOW
Know Touchpoints
INSTALLATION
Big Cat Interactions
In our example, KOAA has partnered with the Conservators Center in Mebane, North Carolina to create an installation about rare, threatened and endangered wild cats. The installation includes a central display surrounded by a projection. The projection displays trails of paw prints that appear to be “walking around.” The pawprints each reflect a different type of cat. Each trail leads to an area of the central display that has an image and information about that particular cat.
SNAPCHAT
KOAA Stories
When Jose views a set of tiger paw prints through the Snapchat app, an image of the tiger appears on the screen. He can then follow the tiger as it walks around the display. Taking a snapchat of the display will automatically prompt a dialoge box asking if he would like to create a new KOAA story. The dialoge box will tell Jose about the new feature enabling him to create multiple stories. Jose will also be able to view other KOAA snaps through Snapchat's Discover feature.
You're ready to...
OWN
TASKFLOW
Own Touchpoints
Own Mobile
SHAREABLES
Own gives Anna the opportunity to form personal connections to charitable causes, and to share her passions with others. With each monthly theme comes new activities for Anna to create and share, deepening her connection to the cause. The main feature of Own is Own Mobile, an app where she can create shareables and post them online. This App caters to the “Slacktivist” in Anna and actually empowers her to do what she does best, share!
You're ready to...
ACT
TASKFLOW
KNOW
You're ready to...
Act Touchpoints
INSTRUCTABLE
Creating Action
For each weekly Act activity KOAA provides a set of instructions and supplemental materials on how to complete the activity. Here, the instruction page details how to put together a toy for lemurs at the Duke Lemur Center. The toy consists of four pieces of PVC pipe twisted together to form a knot that lemur specialists use to teach their animals important learning and foraging skills.
DROP OFF POINT
Building Community Presence
Mail boxes are provided for Act activities at post offices around the country. People participating in any week’s Act activity can drop off their toy, tool, or any other item made for that week at a convenient KOAA drop box.
ADVOCATE
You're ready to...
TASKFLOW
Advocate Touchpoints
TOUR
Engaging Others
Using an iPad provided by the Conservator’s Center, the "Advocate" leads a game of big cat trivia through the KOAA Advocate app. The app uses Beacons, which are afixed to the fences outside an animal’s cage. This prompts the app to ask trivia questions specifically related to their location in the Conservator’s Center. The app also provides the Advocate and their group with quick facts about the animal they’re currently stationed at.
