Not a Bot
Background
Over the years ParticipACTION has helped numerous individuals combat obesity, inactivity and laziness. In today’s new environment teens and young adults are facing many new challenges like problems with screen time, the emotional strain of always being on camera and the inactivity that comes with tech addiction. ParticipACTION is fighting a new enemy, tech addiction, and that requires a new strategy.
Objective
Teens who suffer from addiction to technology feel extreme anxiety when separated from their digital devices, video games, and social networking sites. Our motive was to spread awareness about unhealthy screen time and how it could be reduced using everyday activities and become more human and less of a robot. Participation has always been an organization that is supportive of physical activity, and we are trying to highlight that through this campaign.
Secondary message
It’s easy to choose healthy over unhealthy screen time.
Role
Research, UI/UX, Visual Design, User Testing & Prototyping.
Duration
6 weeks.
Tools
Adobe XD, Photoshop, InDesign, After Effects & Illustrator.
Collaborators
Process
We classified screen time as healthy and unhealthy. Screen time like for school classes (post covid) is necessary, and so counts as healthy, whereas gaming, social media scrolling, binge-watching count in under unhealthy. Not a bot is inspired by the concept of ReCaptcha to convey the message that we are humans and not bots.
Slowly with tech addiction teens are turning into bots with monotonous life. We tried to change this using an app and some interactive ad pieces to spread the message. The app has everyday challenges that make the teens understand the value of off-screen time and how they can make it fun.
Research
Information Architecture
We created our initial Information Architecture, which outlined our entire product–where each feature would fall into the product and how the information would be organized.
Lo - Fi Wireframes
The project first began digitally and was then brought into wireframing. Created entirely in greyscale to examine the usability and not aesthetics, the wireframes were tested repeatedly with users of the intended demographic. All testers also had to be new to the app and cannot older designs to ensure that the tests are unbiased.
Visual Identity
After conducting UI Research, we settled on a visual style that was professional, trustworthy, reliable, clean, friendly and engaging. We then created a Style Guide outlining the way ParticipACTION meant to be used within the Not a Bot application.
User Testing
We tested our prototype with users, studying the way they interacted with Not a Bot and the difficulties they had performing actions. These research findings were greatly helpful in showing us issues we previously oversaw, and they informed the subsequent iteration of Not a Bot.
These are the changes we made to the product after this process:
Outcome
The campaign will respond well to the call of action by our targeted teens, as we gave them an activity to make them realize the importance of off-screen time through an ambient ad and encourage them to get involved in the challenges for 21 days to make a good new habit through the Not a Bot application. Social media challenges would encourage other teens to be part of this positive change.
Ambient Advertising
Final Screens
