Bringing the Jane Goodall Institute’s youth engagement community to the web.

One of our key shared goals for the new Roots & Shoots platform was lowering the barrier to entry for young people. Throughout the discovery process, we consistently heard that the countless groups, programs, and activations available on the platform caused decision fatigue and anxiety for young users.

Knowing that 80% of users were new and that 1 in 2 landed on the homepage, we chose to lead with a simple quiz for users that could ease the stress of being new while helping them self-select a path forward based on their interests.

When the client came to Taoti, they had several in-house content creators leveraging different typographic treatments and illustrations across their digital channels. The result was noisy and unfocused, so we recommended streamlining and refining the aesthetic without losing a sense of welcoming joy.

Knowing that there is an inherent seriousness to the subject matter at hand, we wanted to make sure to inject some levity into the experience. Unexpected micro-interactions and playful iconography add optimism and delight.

In an effort to allow participants to reflect on their impact, we proposed a dashboard that would connect back to the program’s overarching strategy while offering a sense of accomplishment.

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