What is Playpan?
PlayPan is a first-of-its-kind philanthropic event transforming a soon-to-be-demolished building to a hub of meaningful change supporting various social causes. The project aims to engage stakeholders and groom genuine social impact by focusing on 4 areas:
1
Improving awareness
Advocate causes of Non-Profit Organisations (NPO) & Social Enterprises (SE)
2
Encourage social support
Encourage support of social causes by all, particularly the Gen Zs of nearby educational institutions
3
Groom genuine impact
Change motivations toward social causes from a transactional one to a more authentic one.
4
Community building
Build a community of mutual support amongst all stakeholders
How can we get users excited
and involved in Playpan?
With Playpan’s nature as a social experiment, it was uncertain how it will be received and supported by the public. In order to garner user support, we needed to first understand how users think of social causes and their motivations by conducting qualitative interviews.
This allowed us to dig deep into pain points in hopes of address them and validating our assumption - where a digital platform can engage and motivate users, including those who are not interested in social causes.
User Interviewees:
3 pax
Gen Z, ≤24 years old; born between 1997 – 2012
3 pax
Social Workers experienced in raising efforts
1 pax
Participating NPO at Playpan
Learning social support is a challenging task
With the user responses collected, we learned how we can entice user engagement and motivate users towards social causes. Where users can be identified as either altruistic or externally motivated, below are pain points we hope to address in our product:
Many users would not participate in an event if it is solely for social impact and drawn by fun and engaging activities.
Emotional appeal is key for contribution
Users needed to identify with social causes that speaks to their personal experiences
Influence by social media or word-of-mouth
As users are mostly swayed by friends and social media, we needed to tap into their networks to reach greater awareness.
Convenience in voluntary participation
Gen Zs are more likely to attend an event knowing the location is easily accessible and convenient for them.
Synthesizing pain points to opportunities
With the aid of user responses, key personas were defined and their journey was mapped out in order to begin defining our solution features as below:
Our Solution
A platform to encourage participation of Playpan’s activities while inspiring users to support social causes.
Solution Objective 01
Engaging users by an interactive map for easy browsing and finding of activities or social causes.
1
Graphical sitemap to engage users and showcase participating non-profit organisations and social enterprises
2
Click on store to find shop’s brief information through pop-up modals
3
Animated objects hint on actionable buttons (Speech Bubble, Lift, Level Button etc.)
4
Search and filter events/stores based on social causes and activity type
Solution Objective 02
Motivating user contribution through storytelling and relatable experiences to connect on an emotional level
5
Introductory pop-up to contextualise event with Playpan’s vision
6
Speech bubbles on the interactive map expand to conversations surrounding social impact
7
Stories from social enterprises are nested within the product page to create relatable experiences.
Solution Objective 03
Encouraging user attendance by providing convenience to take actions
8
“Share” button is prominently displayed at every modal and product page
9
“Add to calendar” button allows saving of activities in user calendars and remind users to attend when available
10
Location information is included to facilitate visitation
How did users find the prototype?
Was the website successful?
100%
of users expressed an interest to attend the event and are open to contributing
60%
of users found the website engaging and spent time exploring shops on the interactive map
60%
of users understood what the event’s purpose through different touch points on the website
Hear from our clients:
Lessons Learnt
Fun starts in the process
Unsure if this concept was feasible, our team trusted each other and experimented with processes and ideas. On hindsight, this was key to capture the quality of "fun" as needed by users.
Long lasting impact?
While the site concept motivates attendance and contribution, qualitative questions are needed to measure Playpan's goals of long-lasting impact and building a supportive community.