Before 2016, Ontario Teachers' communicated about plan inflation via talking heads, jargon-filled explainers and over-animated charts.
When plan users logged in to see their yearly inflation rates, they were confused about the impact on their pensions.
My challenge was to:
My process starts with brain-dumping data points, grouping them into themes, and assigning priorities. Through Design Thinking, the content hierarchy becomes clear and is ready to be married with metaphor.
How do we make inflation simple? By telling a story. I created 'the forest of sustainability' as a whimsical metaphor to explain the ups and downs of inflation in a changing economic climate.
Hope the Hedgehog navigated the ins and outs of pension plans to arrive at a financially viable retirement.
From sliders to animated charts, I designed interactive features to enhance user engagement.Explore 2016 campaign microsite
The 2016 campaign was a success, but our analytics showed room for improvement.
Most members engaged with 6-7 screens, which became the new threshold for the 2017 campaign.
We added video, which became the most watched video in Ontario Teachers' history.Explore 2017 campaign microsite