Project Name:
Scout View
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Duration:
September to November 2017, during my internship with North Kingdom
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Team:
Amanda Wallin
Stina Olofsson
Marcus Berggren
With the guidance of Daniel Isaksson and Jakob Nylund
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Working Group:
North Kingdom, Garbergs Advertising Agency, Scouterna and Google Sweden
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Role:
Interaction Designer. User Flow; UI creative direction and illustrations; Prototyping and production; Brand Storybuilding
Objective: Rejuvenating the identity of a traditional Scouts organisation
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My team and I at North Kingdom were approached to design a responsive digital campaign platform for Scouternas Sweden, promoting Scouts-generated content and modernising the usually traditional Scouternas by showing how they embrace frontier technology. We knew that there were so much untapped potential in collaborating with the guides and scouts to create content that everyone could engage in.
Process: Step into the shoes of the Scouts through Google Maps
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Along with a creative agency and Google, we work with the Guides and Scouts of Sweden to initiate a project with the goal to make Swedish nature accessible to anyone, anywhere, through Google Street View.
Starting in Fall 2017, the scouts will bring along 360°-cameras from Google on their hikes to document hidden gems in Sweden: favourite trails, camp sites and other spots. The images will be uploaded to Google Maps using the Google Street View application
Based on the value “the world is for everyone” the objective is to make Swedish nature available to more people around the world using a combination of Google’s technology and platform, and the Scouts knowledge of outdoor life and nature.
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Impact: From Nordic forests to thousands of screens
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After a huge success in Sweden, 65 000 000 scouts in 159 countries wants to be part of this Scout View movement.We have been specially mentioned in Resume Sweden, Dagens Nyheter, ETC Göteborg, Google Instagram, and others.
It has also been nominated for Guldägget 2018 (Advertising), Cannes Lion 2018 (Charity Category) and The Webby Awards 2018 (Experience Marketing).
View the digital experience at https://www.scoutview.se
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Design Process
We work in agile sprints, adopting the 4Ds method, Discover - Define - Development - Deployment.
Discover User Flow
As this is a new digital experience, we first sat down to discover and sketch out the different possible creative types of user flows.
We knew the aim was to drive as much traction as possible to the Explore page, such that users will be attracted to the different treks and trails available. This is followed by bringing the users to know more about the Scouternas organisation itself.
Next, we created low fidelity wireframes to map out the site architecture for better user experience, for both desktop and mobile.
Defining Visual Language
For any design project, defining the proper visual language is incredibly essential. I started to design the homepage for Scout View by looking at the existing Material Design style library. This is paired with making conscious changes that better advance user experience and facilitate users to explore the treks, while still maintaining the overall clean look and feel of the whole ecosystem. Images were selected and edited to emphasise on the beauty and serenity of Swedish nature and assets are created while respecting the design principles of Google.
Various Re-iterations
As the main designer in the team, I moved on to create many high fidelity wireframes and visualisations to prototype with. In the first few iterations, we decided that it may be worthwhile to add in "More Information" on the Scout View trail page.
The reason is so that that users can view and digest bite-sized information about the trail while exploring it on 360°.
Final Iteration and Development
We tested close to 30 prototypes before settling on one final design. We went with a simplified approach and instead choose to show the bite-sized information only on hover. This is to invite visitors to explore the trail and to allow them to focus on the 360° experience thereafter.
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We have added an About page to shed more light on the campaign and talk about the motivations and intent. We also added News to prompt visitors to check out Scouternas as an organisation and to follow their latest happenings.
The site content is all static and will be manually updated. The Scout groups will use Google’s cameras to capture and publish Street View panoramas through the Google Street View App. Once they have published a trail on Google Maps they will be able to fill out a form that the administrator on Scouterna sends them.
Deployment of digital experience
The website was deployed on November 6th. It is built as a responsive website with modern browser support and will have a mobile first approach.The experience is accessible on Android and iOS devices and support resolutions down to 320x480px using a responsive design. We will continue to upload treks done by the Scouts all throughout 2018, with potential plans to expand out of Sweden.
