Frog annually funds a special project (called frog•X sponsored by Capgemini) for its corporate social responsibility mission. I played a leadership role with a team of strategists and designers in this pro bono effort for a startup called WeThrive. WeThrives’s mission is to empower underestimated youth in low-income communities as entrepreneurial leaders for economic justice.
Created at frog (Part of Capgemini Invent), NYC
WHAT IS WeTHRIVE
It’s a platform where youth tackle community issues, create business plans, and launch micro-enterprises via web and mobile apps. Its tailored curriculum focuses on essential skills like financial literacy, problem-solving, leadership, and social capital building. Unlike exclusive programs, WeThrive ensures universal access by providing seed funding, launch support, and ongoing assistance to all participants, setting them up for entrepreneurial success.
THE BRIEF
We partnered with WeThrive to create a direct-to-student user experience strategy to increase student adoption, engagement, and completion rates of the WeThrive curriculum for students 10-14 years old. The timeline was fast: eight weeks to create a strategy and roadmap, closely working with their developers to build and test the solution.
“We came up with twelve insights delving deep into the WeThrive company, channel, consumer and category.”
THE POWER OF COMMUNITY
We identified community-based learning as a vital insight, knowing students thrive in social settings. However, WeThrive's curriculum, delivered via mobile phones, posed a challenge as it lacked group interaction. To shine amidst apps like Instagram and TikTok, crucial for youth engagement, WeThrive sought to integrate interactive community features, meeting the social networking needs of its users.
DESIGN SPRINT
While we strategized around community-based learning, we also initiated a design sprint improving WeThrive's onboarding, a pivotal part of user engagement. This 'first impression' aims to excite, educate, and engage students while conveying the platform's value. It needed to motivate, inspire, and communicate the lasting impact of engaging today and tomorrow while facilitating vital data exchange with WeThrive.
“We crafted engaging info cards covering the top forty student-favorite industries. They feature inspiring BIPOC leaders and CEOs sharing their stories.”
EXPERIENCE PLAYBOOK
In two months, we generated substantial value for WeThrive, consolidating our work into an experience playbook and a brand manifesto. These resources enabled them to strategize for the upcoming year and efficiently implement our recommendations.
Our staff embraced the challenge, reveling in the chance to contribute to a purpose-driven cause while offering expert guidance to a pro bono client new to the processes of an innovation agency.
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Designed at
Frog, NYC
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Creatives + Strategists
Frog internal teams
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Development
WeThrive Internal Developers
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Client
Daquan Oliver, WeThrive CEO