WWF is one of the world’s largest independent conservation organisations, active in nearly 100 countries, with more than five million supporters globally. They wanted to create a new subscription product aimed at 7-10 year olds, which promotes sustainability whilst still being entertaining, educational and fun. KI designed an NPD process that included audience research, prototype build and longitudinal testing, business modelling, product design, content creation and product launch.
INSIGHT & STRATEGY FOR THE PROTOTYPE
We used a process called IMPACT, which stands for Inflection Mapping, Prototyping And Child Testing.
Inflection Mapping is about creating a number of ideal journeys that we want a user to go on, noting every possible distraction that might derail the journey. This requires ethnographic research, going into children's homes and studying how our proposed product might integrate with their routines. We had 40 families on our testing panel.
“He looked at the card that turned into a 3D type elephant. He screamed for daddy to come and look. It was impressive.”
Prototyping is where we create the strawman to test. We created three versions of the subscription box product and a corresponding app. Using in-app ‘click streams’ tracking we studied usage patterns of the app. Diaries helped us track the journey of the physical product. Given this was a subscription product we couldn’t just rely on ‘one-off’ observational data, so we tested the product rigorously over a couple of months in order to see how it performed over time.
“Theo has been reading the amazing planet booklet about habitats, oceans and deserts. He has been keen to tell us all about what he is finding so interesting.”
BRAND DESIGN & BUILD
Using all we had learnt from the prototype we created the Amazing Planet subscription box and app. We designed all of the branding and refreshed WWF’s existing design, adding a little more playfulness.
Each month a themed booklet is delivered to children, packed with content designed to inspire and educate. They also receive a set of collectable animal cards to get family and friends involved in their journey of discovery about the natural world.
The booklet and cards are AR integrated so when used with the companion app, they can be used to unlock bonus content such as videos or fully animated 3D AR animals. The world map — included with the welcome pack — also reveals some unique AR features.
The app is updated regularly with content related to the booklet theme. This includes AR animals, fun facts, videos, photos, maps, quizzes and even animal noises.