CHANGING THE GAME
HEATHER DOUCETTE Academy of Art University School of Graphic Design Master of Fine Arts Spring 2018
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HEATHER DOUCETTE Academy of Art University School of Graphic Design Master of Fine Arts Spring 2018
REWARDS ARE EARNED, NOT GIVEN
09 GET OFF THE BENCH Make Volunteering a Priority
13 BUILDING A TEAM The Audience
27 DISCOVERING OPPORTUNITY Initial Ideas
45 MAKING IT COUNT Visual System
69 KEEPING SCORE User Testing
87 CREATING RESULTS Social Media App Trade Show Welcome Week
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INSPIRING AND CREATING VOLUNTEER AWARENESS FOR YOUNG ADULTS IN PALM BEACH COUNTY, FLORIDA IN ATHLETIC SERVICES AND PROGRAMS.
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GET OFF THE BENCH
Make Volunteering a Priority
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Over the last few years, volunteering in America has slowly declined. In Florida, only 20% of residents volunteer ranking them 48th among the 50 states. Young adults had a volunteer rate at 18% while older adults had the largest volunteer rate at 29%. Some people think young adults don’t volunteer because they already completed mandatory time in high school and now they can just get paid for the work, or have other priorities in life. A large majority of older generations feel that millennials are narcissistic, lazy, and delusional. It’s assumed that young adults are irresponsible and won’t show up to work. They are actually more optimistic, selfconfident, success-driven, and hopeful. I want to use graphic design to increase volunteerism with young adults in Palm Beach County, Florida for the services and programs with the least amount of participation such as sports.
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MORE THAN HALF OF MILLENNIAL ARE WORRIED ABOUT THE STATE OF THE WORLD AND FEEL PERSONALLY RESPONSIBLE TO MAKE A DIFFERENCE.
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BUILDING A TEAM
The Audience
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“I NEED TO KNOW THAT I AM IN SOME WAY, MAKING A POSITIVE IMPACT ON SOMEONE ELSES LIFE.” — What kind of rewards do you need to stay motivated? SurveyMonkey.com, 10 Participants
Many of the interview participants receive the majority of their motivation through satisfaction and appreciation from others for their work.
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“PERSONAL GROWTH AND DEVELOPMENT.” — What kind of benefits do you look for in volunteering? SurveyMonkey.com, 10 Participants
Since the common theme for this question was helping others and only one participant mentioned personal growth and development, I would like to promote the general awareness of volunteering to the public.
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“JUST HANG OUT WITH FRIENDS AND FAMILY.” — What do you do during your free time? SurveyMonkey.com, 10 Participants
Most of the participants hang out with friends or family during their free time, so they might be more willing to participate in volunteering if it’s a social event.
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“MOST NOT-FOR-PROFITS HAVE A PLAN IN PLACE THAT OUTLINES THE METHODS AND DETAILS THE STEPS NEEDED TO RECRUIT THE VOLUNTEERS THAT WILL BE REQUIRED FOR THE INSTITUTION. THE FOCUS HOWEVER, SEEMS TO BE CENTERED PRIMARILY ON THE CURRENT NEEDS OF THE NOT-FOR-PROFIT.” —The Universal Benefits of Volunteering, by Walter P. Pidgeon, Jr. Page 52
Although the not-for-profits are able to find volunteers to fill positions, the volunteers aren’t usually matched with their values and interest which can negatively affect the experience of the volunteers and the benefits of the community.
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“THE 1991 NATIONAL COLLEGE GRADUATE SURVEY ON VOLUNTEERING REPORTED THAT INDIVIDUALS WHO ACTIVELY VOLUNTEER GAIN LEADERSHIP TRAITS REGARDLESS OF THE TYPE OF VOLUNTEER EXPERIENCE OR PROFESSION THAT THEY PURSUED. IT ALSO CONCLUDED THAT INDIVIDUALS RECOGNIZED THAT THEY RECEIVED MANY OTHER VALUES AS WELL.” —The Universal Benefits of Volunteering, by Walter P. Pidgeon, Jr. Page 53
Leadership traits could be one of the biggest values promoted to college students other than gaining career experience in their fields.
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“INDIVIDUALS ARE NOT LIVING IN THE SAME AREA AS LONG AS THEY USED TO BE AND THEY DO NOT HAVE THE SAME SENSE OF COMMUNITY.” —The Universal Benefits of Volunteering, by Walter P. Pidgeon, Jr. Page 55
Creating a community-wide event can not only help bring the community together, but also be a way to promote the both of the values that can be given to the community and what the individual will receive from their experience.
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“82.2% OF MILLENNIALS THAT VOLUNTEER IN AMERICA ENGAGE IN INFORMAL VOLUNTEERING (FOR EXAMPLE, DOING FAVORS FOR NEIGHBORS), WHILE ONLY 26.8% PARTICIPATE IN GROUPS AND/OR ORGANIZATIONS.” — volunteeringinamerica.gov
Millenials might not understand the long-term benefits of participating in a group or organization and prefer the instant gratification of informal volunteering.
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“ALTHOUGH 91.8% OF MILLENIALS IN FLORIDA FREQUENTLY TALK WITH NEIGHBORS, ONLY 6% VOLUNTEER IN THEIR NEIGHBORHOOD.” — volunteeringinamerica.gov
There needs to be further research into why millenials don’t volunteer within their own neighborhood, and if this statistic includes informal volunteering or community groups.
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“CONTRARY TO EXPECTATIONS, BUSY INDIVIDUALS ARE THE MOST LIKELY TO VOLUNTEER. TIME DEVOTED TO ACTIVITIES THAT CREATE OPPORTUNITIES FOR DEVELOPING RELATIONSHIPS AND SOCIAL NETWORKS ARE ACTUALLY RELATED TO A HIGHER PROPENSITY TO VOLUNTEER. ON THE OTHER HAND, ACTIVITIES THAT TEND TO PROMOTE SOLITUDE ARE MORE LIKELY TO REDUCE SOCIAL CAPITAL AND LEAD TO LOWER VOLUNTEER RATES.” — volunteeringinamerica.gov
While conducting surveys, time and energy were the biggest reason why the target audience don’t volunteer, but social networking and relationships motivate people to volunteer.
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DISCOVERING OPPORTUNITY
Initial Ideas
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“PARENTS WERE MORE LIKELY THAN THOSE WITHOUT CHILDREN TO PRIMARILY ENGAGE IN ACTIVITIES OFTEN ASSOCIATED WITH CHILDREN—SUCH AS COACHING, REFEREEING, OR SUPERVISING SPORTS TEAMS; TUTORING OR TEACHING; AND MENTORING YOUTH.” — VolunteeringinAmerica.gov
There seems to be a need for people other than parents to help volunteer with sports, tutoring, and mentoring the youth.
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WHAT TYPES OF VOLUNTEERING ARE YOU INTERESTED IN? Quantitative Research — 15 Participants
RELIGION 6.67%—1 EDUCATION 66.67%—10 SPORTS 66.67%—10 MUSIC 40.00%—6 ARTS 33.33%—5 COUNSELING 13.33%—2
Although sports is one of the main organization categories with the lowest participation rates in West Palm Beach, Florida, young adults seem to be most interested in volunteer activities that involve sports.
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KEYWORD | ENERGIZE
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KEYWORD | TRANSFER
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KEYWORD | GROW
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POSTER EXPLORATIONS
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MAKING IT COUNT
Visual System
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01 THE LOGO The logo should be used in a respectful manner provided by the branding guidelines. The logo contains both the brand mark which is used as the avatar, and signature.
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OVERVIEW The logo uses the typeface Mundo Sans which is a versatile, humanist sans family. Hand drawn elements were added to the logo to give it more of a personal touch representative of volunteering and the hands-on nature of sports. The dot in the letter i is also being transfered from the first one to the second, as there are many types of transfer activity in athletics.
Minimum size logo & brand mark
BRAND MARK The brand mark is taken from the logo and is used as the avatar for social media. It can only be resized by restraint of the proportions.
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WITH TAGLINE The tagline can be used with or without the logo, but has to be underneath the logo when used together.
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LOGO CONSTRUCTION The baseline of the type in the logo will sit on the bottom of the grid.
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EXCLUSION ZONE
exclusion zone
exclusion zone
exclusion zone
exclusion zone
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UNACCEPTABLE Do not add elements Do not chang font Do not change opacity Do not outline Do not rearrange typography Do not reverse graphic elements
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COLOR STANDARDS There are two primary colors that can be used interchangeably with the logo. The main color for the graphic illustrations is orange. Typography will be orange, blue, black, or white depending on the background color. The secondary colors are used to represent areas of volunteering.
CMYK
C100 Y78 M41 K33
RGB
R10 G56 B87
HEX #0A3857 CMYK
C0 Y69 M96 K0
RGB
R255 G113 B34
HEX #FF7122
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COACH CMYK C34 Y0 M50 K0 RGB R168 G232 B159 HEX #A8E89F
GUIDE CMYK C6 Y19 M47 K0 RGB R237 G203 B146 HEX #EDCB92
MENTOR CMYK C36 Y4 M17 K0 RGB R162 G210 B211 HEX #A2D2D3
MANAGE CMYK C21 Y16 M0 K0 RGB R196 G203 B240 HEX #C4CBF0
TRAIN CMYK C4 Y6 M55 K0 RGB R247 G229 B140 HEX #F7E58C
COUNSEL CMYK C5 Y24 M6 K0 RGB R235 G199 B211 HEX #EBC7D3 PAGE: 55
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02 TYPOGRAPHY The Mundo Sans typeface family has seven weights and a suite of cursive italics, this already versatile humanist sans family serves a wide variety of purposes for designers. The Delima font family has something of the Clarendon or Ionic influence but is distinguished by a lighter serif treatment. Delima has excellent legibility in small sizes and an overall even colour when set in text.
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TYPEFACE / HEADINGS
MUNDO SANS PRO BOLD ABCDEFGHIJKLMNOPRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890
Mundo Sans Pro Light
Mundo Sans Pro Light Italic
ABCDEFGHIJKLMNOPRSTUVWXYZ
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
abcdefghijklmnoprstuvwxyz
1234567890
1234567890
Mundo Sans Pro Medium
Mundo Sans Pro Medium Italic
ABCDEFGHIJKLMNOPRSTUVWXYZ
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
abcdefghijklmnoprstuvwxyz
1234567890
1234567890
Mundo Sans Pro Black
Mundo Sans Pro Black Italic
ABCDEFGHIJKLMNOPRSTUVWXYZ
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
abcdefghijklmnoprstuvwxyz
1234567890
1234567890
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TYPEFACE / BODY COPY
DELIMA MT PRO REGULAR ABCDEFGHIJKLMNOPRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890
Delima MT Pro Light
Delima MT Pro Light Italic
ABCDEFGHIJKLMNOPRSTUVWXYZ
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
abcdefghijklmnoprstuvwxyz
1234567890
1234567890
Delima MT Pro Regular
Delima MT Pro Italic
ABCDEFGHIJKLMNOPRSTUVWXYZ
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
abcdefghijklmnoprstuvwxyz
1234567890
1234567890
Delima MT Pro Bold
Delima MT Pro Bold Italic
ABCDEFGHIJKLMNOPRSTUVWXYZ
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
abcdefghijklmnoprstuvwxyz
1234567890
1234567890
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03 GRAPHICS & ILLUSTRATION A set of graphics and hand drawn illustrations were developed to be used with the Pitch In identity. They represent the variety of athletic volunteer opportunities, and the transfer of movement from one focal point to another, like different plays during a game.
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GRAPHICS Graphic elements are geometrical line shapes, each one representing a different area of volunteering. Athletes are shown moving in and out of the graphic elements.
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ILLUSTRATION Illustrations are hand drawn and used in the logo, and over graphic elements and photography. They consist of circles, dash lined arrows, and solid line arrows pointing towards a focal point. The primary color for the illustrations is orange.
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04 PHOTOGRAPHY Images of athletes and groups will be masked out of part of the original image and placed on a solid background. People will be in motion, and in focus with the focal point being the action of the sport. Imagery will be in full color and used with graphic elements, illustration, and typography.
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WITHOUT GRAPHICS
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WITH GRAPHICS
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KEEPING SCORE
User Testing
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SO HOW CAN VOLUNTEERING IMPACT YOUNG ADULTS AND THEIR COMMUNITIES? It can provide young adults career progression, personal development, and social interaction while making a difference in their communities. One of the problems college graduates have is trying to find a job after college graduation because they lack job experience. Graphic design can be used during “Welcome Week”, which is the first week of college providing resource information to students. Volunteering can be advertised as a way to gain career experience while helping students understand the benefits of continuous volunteering. Young adults are more likely to volunteer if it involves socializing and fun. Graphic design can help raise awareness for volunteering through a free entertaining music event rather than a traditional expo. Local organizations can act as vendors while providing information on volunteering. Currently, there are many websites that people can use to find out more about volunteering and connect with organizations but there isn’t one where they can log and track the progress of certain projects. Since young adults work harder and more efficiently when they know the value of their work, a website can help volunteers understand the impact of their work by tracking their progress. Rewards can be given for certain goals that are met to help motivate and retain volunteers.
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Young adults prefer on the spot recognition versus formal such as reward ceremonies. Graphic design can be used on products that are given to people who sign up to volunteer while at one of the events, or as an appreciation kit after completing a project. Free products given as appreciation can help motivate volunteers by working for additional free gifts and rewards. There are many volunteer advertisements for larger organizations, but not enough environmental signage in our area other than Red Cross giving free movie tickets to people for donating blood. Graphic design can be used to promote the benefits of volunteering near colleges or advertise certain volunteering events. The signage will entice young adults into attending the events by giving them a choice to volunteer rather than feeling obligated.
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The initial user testing began with explaining to the user the purpose of the app and an introduction into my thesis project. I met my target audience members through a friend who employs one of the members. Her name is Sabrina, age 21 and a college graduate, occasional volunteer for homeless shelters, and has an analytical personality but isn’t tech savvy or athletic. Her boyfriend Jordan, age 23 is athletic and tech savvy, and is employed as a firefighter. Sabrina was the first to go over the site-map with questions involving how the interest groups and hash tags would work. The rewards section of the app on the site-map was also confusing to her because it needed to be simplified. She explained exactly what she would look for in a rewards app and showed an example from an app she uses that has a rewards section. I was able to revise the site-map based on her recommendations for the rewards. The questions Sabrina had about the interest groups, was if anyone would really want to search and join groups where they didn’t know anyone else. For her, she personally wouldn’t try to meet other members through the app, but Jordan explained that some people would want to know who else is interested in those groups and who might be attending other events to see if you have volunteered with the same people before. Then you can add them as a friend through the app so you can attend future events together. Another recommendation on the site-map was to move the Home page from linking directly to events, to link with the profile page. Sabrina said she would rather go straight to her profile page to see a snapshot of her rewards, and information on her upcoming events.
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The second part of the user testing involved paper prototypes of the three different sets of wireframes. Both users preferred the slide out menu over the menu similar to what Facebook has because it takes up less screen space. They felt like the slide out screen is out of the way and is there if they need it. The users also preferred different aspects of screens from multiple wireframe sets rather than one set over the other. After going through each wireframe set, the users chose the screens they felt would be the most user-friendly and new wireframes were designed to be used in the digital prototype on InVision. Once the updated wireframe set with the slide out menu was finished, I uploaded the screens to InVision to have the users test the wireframes digitally. I gave the users tasks, which was to enter the app as if they hadn’t used it before and navigate to look at rewards, browse interest groups and look at events. Since the users were involved beginning with the sitemap, I feel that it helped in making the user testing process go smoothly because we were able to make adjustments earlier in the process. The digital wireframe prototype was easy for the users to navigate and they are looking forward to the finished prototype.
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User understood to fill out inforUser clicked on Get Started.
mation and add a profile image. Checked off box and clicked on Sign Up.
User clicked on User completed
event name to
the tasks.
navigate to event page.
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User clicked on the menu to navigation to events.
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User clicked
User clicked on
on the rewards
the slide out
number to view
menu to navigate
rewards from the
to the interest
profile page.
groups.
User was interested in how the other user
User clicked on
profiles would
Coaching for the
be viewed if they
Interest Group
didn’t know who they were.
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“I LIKE THAT, SO YOU DON’T HAVE TO SCROLL THROUGH THE WHOLE PAGE. YOU CAN JUST CLICK THE BUTTON.” — Stacy
“VERY EASY TO NAVIGATE.” — Stacy, Heather, and Sabrina
“IT’S APPEALING.” — Sabrina
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“I LIKE HOW SIMPLE IT IS AND NOT VERY BUSY.” — Stacy
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“I ALWAYS KNEW IN COLLEGE THERE WERE A LOT OF PEOPLE WHO WANTED TO VOLUNTEER FOR SPORTING EVENTS BUT IT WAS HARD TRYING TO FIGURE OUT HOW TO. SO AN APP WOULD’VE BEEN REALLY GREAT FOR A LOT OF MY FRIENDS WHO WANTED TO BE INVOLVED IN SPORTS.” — Heather
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“I LIKE THAT THERE’S A WHEEL AROUND THE POINTS SO IT GIVES YOU SOMETHING TO WORK TOWARDS.” — Stacy
“OOH THIS IS NICE, SO YOU’RE NOT LOOKING THROUGH A BUNCH OF RANDOM THINGS AND IT’S DIRECTED AT WHAT YOU’RE INTERESTED IN.” — Heather
“OH COOL, I LIKE THAT YOU CAN SEE THE POINTS INSTANTLY.” — Sabrina
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CREATING RESULTS
Social Media App Trade Show Welcome Week
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SOCIAL MEDIA APP
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TRADE SHOW
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WELCOME WEEK
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Pitch-In is about increasing and raising awareness of volunteerism with young adults ages 18-24 in Palm Beach County, Florida by using a reward system to motivate participation in a variety of athletics. Time and energy are the largest reasons for the lack of volunteer participation in young adults. By raising awareness of volunteering through sporting events, a social media app using a reward system, and with the help of local colleges, young adults will make volunteering more of a priority in their lives.
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