My Big Idea

solves a serious problem

Art Direction & Brand

Digital Design

Strategy

Art Direction & Brand

Digital Design

Strategy

Australians want a different type of society, but feel unable to talk about it. People want a say in their community, but feel disempowered and incapable of contributing to the future they want.

To tackle this problem, we partnered with the Australia Futures Project - a leading not-for-profit organisation - to create My Big Idea, a bold new initiative that aimed to spark a deeper national conversation about Australia’s future.

So what is it, and who is it for?

My Big Idea was a nationwide ideas competition focused on creating positive change for Australia. Taking the form of a digital hub, we asked Australians to submit ideas on ways to improve aspects of the country, based on what the community said it cared most about.

The top 100 ideas went to a judging panel, with 10 winners being brought to life with support from some of Australia’s leading organisations.

So what is it, and who is it for?

My Big Idea was a nationwide ideas competition focused on creating positive change for Australia. Taking the form of a digital hub, we asked Australians to submit ideas on ways to improve aspects of the country, based on what the community said it cared most about.

The top 100 ideas went to a judging panel, with 12 winners being brought to life with support from some of Australia’s leading organisations.

So what is it, and who is it for?

My Big Idea was a nationwide ideas competition focused on creating positive change for Australia. Taking the form of a digital hub, we asked Australians to submit ideas on ways to improve aspects of the country, based on what the community said it cared most about.

The top 100 ideas went to a judging panel, with 12 winners being brought to life with support from some of Australia’s leading organisations.

UX + RESEARCH

Research lead, human-focused

Over course of four months, the UX team conducted a wide range of research activities, including interviews, contextual enquiry, ethnographic diary studies, workshops and collaborative design hacks.

Coming onboard in November 2015, I worked alongside the lead Service Designer to help create a set of design principles and user archetypes. These insights laid the foundation for further product design and branding.

Insights & Archetypes

Based on our contextual interviews and research, archetypes were created to help provide insight into how different people would participate in My Big Idea, which in turn helped guide how the website should be designed.

Service Design, IA & Wireframing

Mapping it out

With a wealth of research and insight established, we then needed to work out exactly how the project should be executed - is it a website? A social media campaign? An app, or a game?

Starting with simple scamps, we were able to iterate rapidly to more refined wireframes, and then all the way through to final design - keeping the client in the loop every step of the way.

BRANDING + NAMING

Defining the brand

We decided to challenge ourselves, intentionally staying away from corporate or stereotypical Australian aesthetics to instead create a brand that was fresh and future-focused. Alongside the visual exploration, we also ran a number of naming workshops which eventually lead us to the “My Big Idea” moniker.

BRANDING + NAMING

Defining the brand

We decided to challenge ourselves, intentionally staying away from corporate or stereotypical Australian aesthetics to instead create a brand that was fresh and future-focused. Alongside the visual exploration, we also ran a number of naming workshops which eventually lead us to the “My Big Idea” moniker.

VOXPOP PHOTOGRAPHY

Making it genuine

To better inform the initial website content, we decided to run a vox pop in Geelong, interviewing members of the public to find out what they think are society’s most important issues.

In addition to gather gathering useful data and insights, we also captured our interviewees with professional photography from Dave Rosendale. This imagery would later be used throughout the My Big Idea platform to represent topics, briefs, and challenges.

VOXPOP PHOTOGRAPHY

Making it genuine

To better inform the initial website content, we decided to run a vox pop in Geelong, interviewing members of the public to find out what they think are society’s most important issues.

In addition to gather gathering useful data and insights, we also captured our interviewees with professional photography from Dave Rosendale. This imagery would later be used throughout the My Big Idea platform to represent topics, briefs, and challenges.

WEBSITE DESIGN

Putting it all together

In March 2016, we ran a localised pilot competition titled “My Geelong, My Idea”, which was simplified to just 3 topics. Using the engagement results of this pilot, alongside in-depth user testing and analytics, we iterated on the design and expanded the competition to 10 topics, successfully launching in June 2016 to a national audience.

PROJECT RESULTS

It's all in the numbers

Running from June to August 2016, the competition proved wildly popular and smashed our expectations, reaching over 15 million Australians in this time. From the community voted Top 100 ideas, the expert judging panel then chose the best 10 ideas and, with the help of partners such as the Foundation for Young Adults, these ideas are still being made a reality to this day.

1000