I led the product strategy and experience redesign for Litterati’s mobile application, marketing website, and brand identity enhancements. As an organization, Litterati has one objective: eradicate litter. With a community of 100,000s of people collectively documenting and disposing of millions of pieces of litter to date—we needed to balance the essential functionality of a photo taking tool with the community engagement initiatives present in a social platform.
We tested and interviewed with dozens of users who were organized into several persona segments. This enabled us to tailor the experience to the user needs in the moment, and across Litterati’s global initiatives.
Part of the redesign strategy centered around users who take the initiative to inspire action. We call these personas “organizers”, and they create “challenges”. Challenges enable an organizer, whether they actively participate in clean ups or prefer to motivate via social platforms, to arrange local events where participants in a given geo-enabled vicinity can take part. We wanted organizers and contributors to never feel alone in their effort.