Reach Out & Read

Reach Out & Read is a nationwide non-profit organization that gives young children a foundation for success by incorporating books into pediatric care and encouraging families to read aloud together. 60% of low-income families aren't reading to their young children, hindering their creative and cognitive development before they enter kindergarten. ROAR partner with pediatricians to level the playing field. 
Our client was the New York branch of this organization. Even though they are located in this city full of opportunities, they were not able to benefit from them and reach their target donors and medical providers in NYC.
Reach Out and Read NY is more than just an organization, it assists as an essential part of development for adolescents and we want this to be known. While redesigning their website, we also came up with a social campaign idea to increase awareness about this promising non-profit. 

Company | Havas NYC 
Client
 | Reach Out and Read 
Role |  UX Design Lead, Visual Designer
Skills | User Research, Wireframing, Storyboarding, Digital Prototyping, Motion Design, Leadership
Team | Tuba Ozkan (UX Designer), Nouf Aljowaysir (Developer), Kyle An (Visual Designer), Joohyun Park (Developer), Jimmy  Hagan (Strategist), Anna Leone (Copywriter), Claire Maillet (Media Specialist)
 

Project Goals 

1 | Drive more online donations
2 | Increase consideration from corporate partners
3 | Encourage potential medical professionals to sign up

Strategy

1 | Use the website and social channels to find new donors (young & old) and celebrate their participation
2 | Show why ROAR matters in a BIG way and raise awareness
3 | On the website, demonstrate how easy it is to operate through knowledgeable instruction

Stakeholders 

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Design Challenge

Create an interactive website with engaging social content that makes donors of different financial backgrounds feel like a hero,
investing in more than just books - they are investing in a child’s education and dreams.

Users Analysis

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Social Media Campaign

We used our user analysis while coming up with our social media campaign idea. Since the organization is NYC-based, our potential website visitors and donors would possibly be New Yorkers as well. We decided to tell New Yorkers to ask their kids this timeless question "What do you want to be when you grow up?" By using #LittleNewYorkers, we called them to share their kid's responses on social platforms, mainly on Facebook and Instagram. Our main goal was driving more traffic to the website with this campaign. The content produced by Little New Yorkers and their parents would be displayed on the website's homepage. "Invest in Imagination" has become our Call to Action motto aiming to motivate donors to help Little New Yorkers to dream.

User Journey

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UX Challenges

The major UX challenge was ensuring a simple and usable experience for all types of users, while also allowing for multiple layers of content and navigation. We adopted a minimalistic approach for content strategy by cleaning the website from unnecessary information and also visualized informative content as much as we can. Aligning the design of the website with the social media campaign required us to work closely together with Copywriters, and  Media Specialists.

Current ROAR website is quite chaotic and very hard to navigate. Organizing the heavy content in a way that is easy to navigate and knowledgeable to every user was another big UX challenge.  We needed to come up with a consistent way to rephrase and organize all the content that the organization wants to display on their website by protecting our minimalistic approach. Striking this balance required multiple rounds of revisions and negotiations with the client.

Design Objectives

 1 | Highlight what ROAR does
2 | Prove why it matters
3 | Streamline donation process
4 | Design website as a platform to get people involved

Information Architecture

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Wireframes

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Visual Design 

Using motion graphics to explain what ROAR actually does, and showing the statistical data visually was a design strategy that we followed to reduce the complexity of information. 

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6 million books
for 1 million families

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275,000 children
served annually

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225 program sites
in Greater New York

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3-6 Months Ahead 
on vocabulary tests

Prototypes

 Selected Works