OVERVIEW

Muuvment: 

Use company time to improve the world.

About: Through Muuvment, employees can use company time to learn about sustainability issues and partner with non-profits to create impact.

Role: Head of Design Strategy

ABOUT THE PRODUCT

Create global change while on the clock. As an employee, you can:

Watch.

Watch documentaries and interactive films to learn about issues that matter to you.

Take action.

Get connected to organizations creating change. Take action with volunteer opportunities, petitions, lifestyle pledges, and more.

Track impact.

Track the impact of your actions. See how your company and organizations you care about are making a difference.

USER FLOW

Step 1: Watch

Muuvment provides a media-rich environment where employees can learn about social issues - from plastic waste to child poverty. 

Users can browse through a catalogue of documentaries and interactive films to learn about issues that interest them. 

Step 2: Take action

After learning about issues, users can opt to spend work time volunteering for a non-profit or participating in a campaign.

Step 3: Track impact

Employees can then track their personal and team impact. 

UX RESEARCH

Although the product is marketed for companies, we designed it to symbiotically meet the needs of documentary filmmakers and non-profit campaign leaders. This took a lot of research.

In order that viewers not forget documentaries' important messages, filmmakers often develop expensive "impact campaigns." Muuvment's campaigns are ready-made for filmmakers who want to avoid re-inventing the wheel and focus on what they do best.

Similarly, non-profits need constituencies and are often weak in communications. Muuvment provides them with compelling, media-rich campaign content and connects them to people who are excited to get involved. 

As the head of research, I conducted foundational interviews, participatory research, internal stakeholder interviews, and a competitive analysis to map the needs of Muuvment's four user types: company leaders, employees, filmmakers, and non-profit campaigners. This research informed every aspect of our designs.

Early-stage process

UX DESIGN

A co-worker and I were jointly responsible for the site's UX design. I focused on feature set requirements and content strategy, my colleague focused on visual design, and we collaboratively developed the site architecture.

We also worked extensively with the engineering team.

The site's architecture and feature sets revolve around its four user types. I enjoyed the puzzle of matching their needs and coordinating their user flows. Each user journey works with the others to form a coherent, compelling whole. 

  

Most of the site's content is generated by users: non-profits create campaigns, and employees take part in them. This posed unique design challenges. In creating Muuvment's content framework, I learned that parameters would be critical: Twitter has a stiff character limit, and every Instagram post includes a square photo. Similarly, I designed parameters to maintain Muuvment's site consistency and voice.

Section of wireframe map