McKinsey.org, a globally recognized nonprofit organization, embarked on a transformative mission to launch Delterra.org, a pioneering platform addressing environmental challenges through collaborative solutions. The project not only involved revamping the website but also encompassed a comprehensive rebranding effort to align with the new Delterra identity. This case study unveils the design journey, challenges surmounted, solutions forged, and the successful launch of Delterra.org.
The social development foundation McKinsey.org has played a pivotal role in the establishment of Delterra, an independent environmental entity. Delterra will carry forward a recent and effective recycling program, which was initiated under the guidance of McKinsey.org.
Emerging from McKinsey & Company's social development arm, McKinsey.org, this new environmental nonprofit has a primary focus on devising waste management and recycling solutions for developing economies. McKinsey.org's overarching mission is to foster scalable approaches to address some of the world's most pressing societal issues.
Having achieved success with their recycling initiatives in Indonesia and Argentina since 2019, the Rethinking Recycling program of McKinsey.org will now be sustained through the efforts of Delterra. Jon Garcia, senior partner and chair of McKinsey.org, expressed particular pride in the accomplishments of the Rethinking Recycling team.
1. Research and Analysis
The design journey commenced with a comprehensive review of the Mckinsey.org website, coupled with an in-depth understanding of user behavior, preferences, and pain points. Concurrently, McKinsey.org's rebranding guidelines were scrutinized to ensure the design seamlessly embodied the new Delterra ethos.
2. User-Centric Design
Insights gleaned from the research phase fueled the creation of a user-centric design that prioritized intuitive navigation, lucid content hierarchy, and engaging visuals. Wireframes and prototypes materialized to visualize the user journey and validate the efficacy of diverse design elements.
3. Visual Identity and Rebranding
To synchronize with the newly minted Delterra identity, a design language emerged that harmonized with the organization's overarching visual cues. A palette of colors, imagery resonating with environmental themes, and typography were thoughtfully selected to evoke a sense of environmental stewardship.
4. Responsive Design
Acknowledging the significance of accessibility, the design meticulously ensured responsiveness, guaranteeing an unhampered user experience across devices and screen dimensions. Rigorous testing was undertaken to ensure seamless engagement from desktops, tablets, and smartphones.
5. Interactive Features
Interactive components, including discussion forums, project showcases, and collaborative tools, were seamlessly woven into the design. These features fostered a sense of community and involvement among users passionate about environmental initiatives.
1. Balancing Information Density
Effectively presenting substantial information without overwhelming users emerged as a pivotal challenge. This was resolved by employing discernible content hierarchy, collapsible sections, and succinct yet informative copy to streamline the user experience.
2. Ensuring Rebrand Consistency
Harmonizing the design with Delterra's new identity while honoring McKinsey's branding history necessitated a deft touch. A fusion of elements that celebrated environmental consciousness while preserving the primary brand integrity was achieved.
The collaborative partnership between our design team and McKinsey.org culminated in the triumphant launch of Delterra.org. The revitalized platform features an immersive and user-friendly interface adeptly conveying its environmental mission. Initial user feedback lauds the intuitive navigation, aesthetically pleasing design, and flawless responsiveness across a spectrum of devices.
The journey of revitalizing Delterra.org exemplifies the transformative power of design and rebranding. By meticulously addressing user needs, maintaining brand fidelity, and prioritizing accessibility, our design team actualized a platform that unites environmental enthusiasts and catalyzes change. The project stands as a testament to design's potential to effect positive change, empowering individuals to be catalysts for a sustainable future under the banner of Delterra.