Global Citizen is a social activism app focused on taking action on pressing global issues

For the app redesign, we were tasked with shifting the overall product goal and value proposition of the app. Global Citizen, a non-profit organization aiming to end extreme poverty by 2030, needed their app to evolve from a passive content delivery system to a space that facilitates daily user action on critical global issues. During the initial phases we relied on stakeholder interviews, literary research, and market research to inform our design choices. The challenge was to create a habit-forming digital space that encourages thoughtful consumption and intentional action from users.

We began by gathering inspiration, conducting market research, and creating wireframes and clickable prototypes to explore different design paths. The redesigned app features a streamlined navigation with a "For You" page and a "Discovery" page, providing users with a manageable set of personalized actions and the option to explore further. We also created a scalable design system to accommodate new content and features while ensuring a seamless integration with the legacy design.

To leverage Global Citizen's influential network, we pitched the concept of "Celebrity Collections" - curated sets of actions centered on issues that celebrity activists feel strongly about. These collections, available in audio and video formats, aim to empower users to take action through the endorsement of trusted public figures.

Global Citizen's annual music festival brings together citizens and artists for collective action, with the app playing a crucial role in facilitating the event. As world leaders, activists, celebrities and music performers take the stage, attendees of the event all have the app and are sent relevant Actions based off what is currently being discussed.

The app redesign successfully launched, resulting in a 70% increase in user engagement, a 60% increase in new users, and 1 million actions taken year-to-date (All within the first few months).