WWF Earth Hour - Tweet Your Leader

THE BIG QUESTION

What if you can Tweet directly to president of different nations and let them know that you care about the rising temperature of our Earth’s atmosphere? What if you can easily tweet to Shinzo Abe of Japan or the POTUS ( President Obama ) that you care about the planet and you want them to make decisions that would benefit the welfare of the earth’s climate during the COP21 Conference?

These are the questions that WWF Earth Hour addressed and in turn inspired them to mount this initiative.

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WWF Earth Hour approached our mobile marketing team (Havas Mobext) and our Design + Tech team to design and build the “Tweet The Leader” Twitter campaign.

This campaign was launched globally to co-incide with the 2015 United Nations Climate Change Conference, COP 21 held in Paris France, from 30 November to 12 December 2015.

THE CHALLENGE

My job as the lead UX/UI design is to make sure that users can easily perform the task in the shortest time and with the least friction. The platform must also enable users to easily share their Tweets to peers and encourage their friends and followers to do the same. The interactions should be easy to use and the user interface design strictly follows the brand guidelines of WWF Earth Hour.

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Screenshots

Responsive Mobile Screens showing some of the steps required to "Tweet Your Leader".

 

THE SOLUTION

We were able to narrow down the process to 4 simple steps:

1.     Connect to Twitter. When users are already logged-in to their accounts, they will be asked to authorize to allow their Twitter account to be linked to the platform. We don’t follow black UX patterns and we want users to be able to easily “link” and “unlink” their accounts to the platform.

2.     Select the leaders whom you want to Tweet. Users can easily select from a dropdown menu of the official Twitter account of country presidents.

3.     Compose Tweet. Users will be given the choice to select from pre-selected images that is highly identifiable with WWF and Earth Hour’s environmental campaigns. Users can also have the option to not use the photos.

4.     Post the pre-written tweet and the selected image.

At the end of the user journey, users are also encouraged to “donate to Earth Hour” and “know more about WWF” via call to action buttons.

IN THE NEWS

http://www.campaignasia.com/article/wwf-earth-hour-wants-you-to-tweet-to-change-the-world/425777