A Snappy Green Experience

Project Brief

Over the past ten years, social media has dramatically influenced how we interact with each other, products, and moments in time. Applications like Snapchat have allowed people to create a voice for themselves. As a result, voices have been amplified and heard worldwide.

In the final two weeks of the Snap Design Academy experience, We were challenged to build a new feature on Environmental Sustainability in Snapchat.

Problem

Gen Z is passionate about environmental sustainability, but finding community events to engage with can be very draining, demotivating them from actively trying to help.

Goal

Our goal is to simplify the process of volunteers finding community engagement events. We hope to increase Gen Z participation rate from 32% to 40% within 12-16 months.

Mission

How might we help Gen Z become more aware of environmental conscious events in their proximity?

Solution

Snap Green View: a Snapchat feature that helps Gen Z become more aware of environmentally conscious events in their proximity. Snap Users can quickly get access to surrounding events. And participate. The green view also encourages users to participate by providing incentive features and rewards.

DESIGN PROCESS

We met Marcello, who was an employee at the Los Angeles Neighborhood Land Trust, and he answered the questions that we had about their organization. We were surprised by the lack of workers at their organization in comparison to what they are trying to accomplish. We thought this could mean there are much greater needs for contribution from the community.

Interview

Brainstorm

We brainstormed based on our research and the conversation we had with our non-profit partner “Los Angeles Neighborhood Land Trust”. We came out with our problem “lack of awareness” and our audience “Gen Z” which helped us with our how might we statement.

Dave’s Story

Our target audience with our new snap feature is people like Dave, environmentally passionate Gen Z on Snap. We aim to support 16-25 year olds seeking to get more involved in helping their community & learn more about local upcoming events.

Flowchart

We created a flow chart showing the experience that a potential user would go through when signing up for an event on green view. It also helped us as designers to communicate with engineers to prioritize the feature for our final prototype.

Wireframe

We created a green layer on top of the original map, and we called it a green map. Users can get access to community events at surrounding parks easily. As a team, we decide on which 1-3 screens from the wireframe are the most essential to be built out by the engineers.

Style Guide

I created a secondary color pallet for our feature beside the Snap Original Style Guide.

Prototyping

We created an interactive prototype based on Dave’s journey. Here are the screens Dave navigated through when he signed up for the community event on Snapchat.

Functional React Native Prototype

Users can quickly turn on the green view by tapping the green icon on the top right corner of the screen. Users can join local event chat and get event information by opening surrounding park icons.

FINAL PRODUCT

This new green experience will encourage Gen Z to participate in surrounding community events and bring awareness simultaneously. Users can access surrounding community events and get event information or join event chat simply by tapping a couple of buttons. Users can earn incentive filters/lenses and points by attending the events. The earning points can convert to incentive rewards from Snapchat and a special badge that will show up on user’s profile page.

Marketing Strategy

Early awareness for core Snap users
Partnership with environmental influencers and other Snap Stars using Snap features like Snap Ads
BillBoards / Press Releases

Incentive Reward System

Unlocking new lenses, Bitmoji clothes, and stickers
Rewarding with Snapchat +
Donation Option

Future Possibility

FINAL REFLECTION

Our design solution was committed by a lot of snap originals and executives. I wish we had had more time to explore the reward system and do some user testing from the design perspective. It was also the first time for all of us to work in an across-functional team. Communication was a challenge for me as a designer and a project manager. I had to speak different languages from different fields and simultaneously keep us on the same page. Our presentation was successful. Overall, we had so much fun on the project and are proud of it. We are looking forward to seeing the implementation in Snapchat.