CANopy.
The story:
The average low-income American family can only afford to spend $5.20 per day on food. With such a low budget, it’s almost impossible to put together a healthy and balanced meal.
To help community members in need, KieranTimberlake partnered with Philadelphia-based food bank Philabundance to create CANopy. The web-based app generates awareness and donations by challenging players to create a balanced meal with only $5.20. For every person that plays the game, KieranTimberlake donates $1 to Philabundance.
My role:
My work includes website and marketing copy. I also collaborated with a graphic designer to create a promotional video featured on the KieranTimberlake website.
The process:
The workflow for this project consisted of:
Meeting regularly with the project team to understand user experience flows
Conducting interviews and UX research with beta testers to understand challenges
Whiteboarding sketches and placeholder copy with a UX designer
Writing marketing and website copy
Presenting copy and support documentation in team reviews
Overseeing final implementation
Website:
The website has two primary goals: teach the user the rules and get them to play the game, and encourage them to donate to Philabundance. We accomplished this with a persistent navigation that gives easy access to the “Play” and “Donate” sections of the website, and by prompting users to donate after they finish playing the game.
Promotional video:
Working collaboratively with a graphic designer, I storyboarded and wrote the script for a promotional video. This video ultimately led Beneficial Bank to host a CAN-opy installation in the lobby of their Downtown Philadelphia headquarters, a move that increased exposure and the number of donations.