GROW’s Original Brand & Website
The original website
GROW’s original branding and website was had a heavy feel to it, was text driven, and overwhelmed the viewer with too much information. Our team contemplated doing a heuristic evaluation or redesigning the platform all together. Ultimately, we decided to start a new, since most of the content had changed and the brand would be redesigned.
GROW’s Brand Redesign
The new brand needed to be vibrant, hip, and exciting to viewers of all ages, but especially resonating with youth 12-25 years old. It was important that donors, students, parents, and educators view the site as trustable, the product effectivity conveyed to it’s users, and users could see the value of GROW to their community.
Exploring the feel and color of the New brand
Finding a color pallet for GROW was important to the brand. We explored options and ideas using mood boards. The boards provided visuals and looks to propel conversations with the stakeholders.
Mood Board 1 - Blubella
The mood is fresh, vibrant, and youthful.
Mood Board 2 - Wanderfull
The mood is adventurous, insightful, and inquisitive.
We explored ideas of seedlings, upward stairs, and images of regenerative growth. Ultimately, the CEO was invested in the tree and decided to refresh its look.
The New Logo
My team and I updated the logo by taking away the flippers/roots, organizing large leafs to give it more movement at the top of the tree, and streamlined the silhouette of the kid’s bodies.
GROW’s Website Redesign
The Competitive Analysis
Identifying the user
GROW identified donors, educators, and students as main users of the website. Our team assessed that there was a fourth type of user, Advocates. After gathering information on the ways educators hear of new classroom materials, it became very clear that many of the educators implement materials that were referred to them. Parents are big Advocates and have a strong voice in facilitating new material in the classroom.
In researching end users (students) it was clear that socioeconomic played a huge role in how students access career building tools and what challenges they faced. It was important to include environmental elements in building the personas and their stories.
The Travis Family: A five person family in Hunters Point, SF.
Mother, Tina, is and factory worker in the morning and a store clerk in the evening. She lives with her high school sweetheart, Jay. They have four children together. Their first child came when they were 16 years old. Neither of them graduated high school. Jay is a security guard at the Giant’s stadium. Their combined income is less than $70,000 and is considered low income to the San Francisco area.
Tina and Jay want their children to have opportunities they never had. They want their children to thrive and need the support of the school and local programs to help their kids achieve a successful college education or attend a reputable trade school.
Currently, two of their kids are attending KIPP, they are hoping the school can help their kids be successful in life by having positive outlooks, good minds, and strong characters. Both Tina and Jay have had many challenges with abusive families, gang affiliations, and a lack of support in their teen years and there after. They are both hopeful that despite environmental conditions their children can find their way to success.
Tina and Jay have little knowledge of how to educate and prep their children for college. They are excited about starting them young at KIPP, but would like them to deeper understand themselves and how to assess opportunities outside of school.
The User Scenario
Tina would like to know what support her children will be receiving at school. KIPP just added GROW to their curriculum and have sent home letters of engagement. Tina will use her cell phone to access the website and see what her child will be doing in the second half of 8th grade.
The Gomez Family: A two person family in Sacramento
The Mother is Jenny living with her 19 year old son Gabriel, he goes by Gabe. Jenny is an office manager at City Hall. She works 40 hrs/week and has two weeks of vacation a year. Jenny chose to raise Gabe in Sacramento because it had affordable homes and she gets great benefits from her government job for the two of them.
Gabe heard about GROW through an old high school friend. He is advocating to bring it to his college and has solicited the help of his councilors, Troy Marks and Rebecca Willis. Gabe is excited because the program had a positive impact on his friend’s goals and career successes.
He has limited time and very little knowledge of how to get it into his community college. He is hoping to present the idea to his counselor, Mr. Troy Marks, and have his counselor bring it into the school. The website needs to sell the program and have an easy onboarding system in place.
Gabe’s User Scenario
Gabe needs to pitch GROW’s program to his councilor, Mr. Troy Marks. Mr. Marks needs to have the funding approved by 2 different departments. Mr. Marks and a colleague, Mrs. Rebecca Willis, can team up to deliver the program over the course of 10 weeks in the Fall.
The Smith Family: A four person family in Palo Alto
The parents are Darren, 48 and Page, 45. Darren is a developer and CFO of a company he help found. He works 40-65 hrs/week and travels 30% of the time. Page is a patent attorney and works about 30 hrs a week. They have two children Laura who is 17, and Tyler who is 13. Laura is finishing her junior year of high school and is spending the summer at a digital detox camp that specializes in art and movement. She dreams of attending Dartmouth after high school.
Ellen Page, whom is responsible for after school programing at Woodside High, is advocating for Laura’s school to adopt GROW as an after school elective. The students are required to take 10 elective credits towards college prep.
The school’s in the area have a high suicide rate and are challenged with the need to get their children in an ivy league school, but without driving them to the edge. They’d like to further support their kids with positive self-exploration that will make the process of college preparation a fun and successful one.
Laura’s User Scenario
Laura needs to pitch GROW’s program to Ellen and get her to onboard. If Ellen likes it, she will need to receive permission from the principal to allocate part of her funding to the program, then onboard and train in GROW’s program. Also, she will need to get the kids excited about the program and have them show up for it and actively participate in it after school.
Prototypes & Mockups
GROW’s main goals for the website development was to receive donations and use it as an advertising tool. It was important to keep three main buttons in the header clearly defined and prominent in the design.
This button makes it easy for GROW to collect donations and fully utilize their website for tax-deductible contributions.
Tell A Friend Button
After identifying the power of Advocates on the website it was very clear that a share button would be needed to help spread the word of GROW’s program.
GROW’s Timeline is a visual representation of GROW’s progress. Each seed plated is a vital part of GROW’s mission since inception.
AIM Program infographics
GROW’s AIM Program is delivered in 3 phases. The graphics are designed to be engaging to the student audience and inform the viewer of the modules in each Phase.