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Civic Nation

Gen Z Research & Nonprofit Program Strategy

Expanding and diversifying the creative class by offering education, inspiration, and access to careers in creative fields.
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Summary

In 2018, 72andSunny partnered with nonprofit organization, Civic Nation, to build and launch Creator Force, a social impact initiative working to make creative career opportunities more accessible to people of color and other under-represented communities. In order to achieve our impact objectives, we knew it was critical to gain a thorough understanding of the distinct needs, behaviors and motivations of the Gen Z audiences and communities we hoped to support.

The concept was to create a content-driven platform and brand ecosystem highlighting professional creatives from under-represented communities to engage and inform young creatives of the many available and lucrative professional opportunities in the creative industries.

My team and I were asked to help by leading early program strategy and UX research with the purpose of developing a cohesive strategic framework and experience design system capable of unifying brand, program services and content across web, social, video and more. Together we conducted a in-depth data analysis and UX research effort, successfully developing and delivering strategic experience design to inform the launch and go-to-market of the new nonprofit initiative.

Outcomes

  • Successfully led a team including UX, Strategy, Data Science and Design to develop and deliver a data-driven strategic program framework and Gen Z behavioral report
  • Provided insights and recommendations to inform design of brand, communications and user experience to meaningfully engage target audiences and maximize social impact
  • Created a comprehensive Gen Z behavioral and experience strategy report and presented it to the nonprofit's executive committee and board of partners and advisors
  • Collaborated with Creative, Production and Program Director leadership to align research and strategy efforts with overall program objectives and oversee end-to-end UX strategy project work

My Role

Group UX Design Director

Year

2018

Company

72andSunny

Team

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