We’re the first generation that knows we’re destroying the earth and the last that can do anything about it. As the world’s leading independent conservation organisation, WWF-UK has a very real objective to set the agenda on environmental issues and drive real change, fast.
Understanding that people wanted guidance on making a difference, WWF-UK partnered with Rufus Leonard and Pocket App to develop My Footprint – a challenge-based app to engage supporters and non-supporters through tangible action and social sharing.
My Footprint revolves around the concept of challenges that inspire users to make micro behavioural changes. Engagement has been high since launch, with 126,100 downloads and more than 126,000 challenges completed to date.
Co-creation was important for success – ensuring the app is inclusive, accessible and relevant to the times of living. We mindfully baked ‘test and learn’ into our design process. Challenge concepts are responsive to user feedback (via usage data and in-app functions), and optimised to reflect entry-level change and longer-term commitment.
The Minimum Viable Product was fast to market and a second release followed swiftly after, in June 2021. High engagement since then strongly indicates My Footprint is achieving its goals; building momentum to bend the 2030 climate curve.
Best User Experience: Gold