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Sheda and Burnett Institute
Stacey, Angela, Lachie, Harrison
Ideation, UX, UI and brand
Client project
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This case study includes explicit animated and illustrated images for a resource that provides educational content around sex and sexual health.
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The Brief
Understand and disrupt the negative effects of pornography on underrepresented and vulnerable youth in Australia.
The Result
An intentionally rebellious and unexpected resource was created to live where our audiences are, mobiles. The resource delivers educational content through a number of methods suited to each user group and their situation.
Despite there being plenty of attempts to resonate and educate audiences on positive, healthy and safe sex and pornography use, there were groups not resonating. It was clear from the beginning this topic is taboo and somewhat controversial when education and communicating with youth. And this fear is exactly why this audience was being forgotten.
With research from a number of focus group workshops by the core team, it was clear that a rebellious and unexpected visual and tonal language was going to resonate and lead to internal promotion among the target audience.
It was found through this research that the people we were trying to communicate with were ignoring resources that were clearly clinical or designed with and by mature direction. What was found to be a trusted source within this audience were articles from Buzzfeed and publishers like Cleo.
This is where we began to understand these publishers were resonating because of the “real” imagery and language that was being used to promote content. So, we merged our insights with direction to bring well structured educational content and bite sited information with an intentionally rebellious and “real-talk” brand.
Brand influenced by user insights
The Gist is a brand that plays with irony, is bold, rebellious and direct with a little bit of cheek. It leverages our co-designers call for authenticity and relevance in the fluid hand lettering of the primary logo mark. Slightly off-kilter placement of key brand elements, reflects the fun at the core of the brand's personality.
We designed a resource for the devices our audiences use the most, their mobiles. The web app was designed to leverage familiar mental models, different ways to find relevant content and promote return engagement.
The process:
Ideation with co-design assets
Prototyping
Product design
Development
The Debunked game is a parody of tinder-style apps with swipe interactions being a 'true' or 'false' answer. Select a topic and play the game of knowledge. Got one wrong and not sure why? Find out why by reading about it in detail. How good are you, really?
Through articles and direct way-finding, quizzes were designed to test the curiosity of users. Articles are designed to link up to different quiz topics to test knowledge and find areas of the users’ understanding that isn’t up to scratch. These quizzes also follow up with call to actions to learn more about areas they didn’t understand.
At the core of the Gist, is its articles. Everything points to these pages and engagement on these is promoted. This is where users will get detailed information along with information they can act on from the get-go.
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The Gist was a 12 month long project with a very detailed process and outcomes. I joined the team from the ideation phase through to development. The work I helped produce was: product ideation, wireframing, prototyping, branding, UI design and responsive design; which took roughly 5 months.
If you want to learn more about our process or get to see more of this project, Let's chat.