OVERVIEW

Muuvment: 

Watch documentaries. Take action.

About: Through Muuvment, people can watch documentaries to learn about sustainability issues and then partner with non-profits to create impact.

Role: Founding UX Designer & Researcher

ABOUT THE PRODUCT

While most of us return to our normal lives after watching a documentary about an important issue, Muuvment connects viewers to change-makers.

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 to 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 volunteer for a non-profit or participate in a campaign.

Step 3: Track impact

They can then track their personal and team impact. 

UX RESEARCH

Muuvment is currently marketed as a social impact tool for companies, whose employees can use work time to volunteer. While this is true, we designed it to symbiotically meet the needs of individuals, 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 individuals (or 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