The Trussell Trust

A geo-targeted out-of-home campaign

CLIENT

The Trussell Trust

ROLE

UI Designer

YEAR

2023

AWARD

DMA Awards 2023

The Trussell Trust is an NGO and charity that works to end the need for food banks in the United Kingdom.

In collaboration with TMW Unlimited, the campaign"Put It On Your List" was launched, a dynamic geo-targeted initiative to address the escalating strain on food banks due to increased food prices and insufficient donations.

As a UI designer, my task was to develop a responsive web app facilitating food bank staff in selecting urgently needed items and displaying them on digital screens across key UK cities – Newcastle, Manchester, Leeds, and Bournemouth.

Problem

Fulfilling the Needs
Amidst Escalating Strain

The escalating cost of living led to a surge in food prices, straining food banks that faced a significant shortfall in donations. Despite a notable increase in contributions, the demand for emergency food parcels far exceeded supplies.

18%

Increase in donations to food banks in the Trussell network in 2023

37%

More emergency food parcels were distributed compared to 2022

124%

Increase in food purchases by the food banks was necessary to meet the heightened demand compared to 2022

APPROACH

Connecting Communities
for Real-Time Support

The "Put It On Your List" campaign was conceptualized as a dynamic out-of-home initiative, using geo-targeted digital screens to inform local shoppers about the most urgently needed items by their nearest food banks.

Through a responsive web app, the campaign allowed for real-time updates on essential items, urging shoppers to either add these items to their shopping lists or scan a QR code to make a direct donation to their local food bank.

CAMPAIGN

Innovative Fusion of Technology
and Community Engagement

In the face of a pressing deadline and limited resources, a collaborative effort between TMW Unlimited and the Trussell Trust brought forth an innovative approach.

Rollout strategy

The "Put It On Your List" campaign was implemented across multiple Ocean screens located in 4 different cities:

Newcastle
Manchester
Leeds
Bournemouth

In order to maximise community engagement and response, this targeted campaign was spread out over a two-week period, aiming to obtain a varied demographics and geographic distribution.

User Journey

engaging displays
and dynamic messaging

The campaign strategically displayed dynamic messages on street screens, showcasing the location of local food banks, urgently needed items, and QR codes facilitating online donations.

Each display could be updated via a responsive web app by the food bank staff to reflect the specific needs of the food banks in the area, encouraging onlookers to take action.

Responsive
web app

Crafting Responsive Solutions
for Real-Time Impact

Upon joining the project after its successful bid, my primary responsibility as a UI designer was to create a responsive web app.

We had to guide and facilitate food banks staff in selecting urgently needed items and seamlessly display these needs on digital screens across key UK cities.

The CHallenge - Navigating Tight Timelines and Resource Constraints

The project was undertaken amidst stringent timelines and resource limitations. We needed swift action, requiring the team to devise solutions promptly.

A shortage of developers added pressure, necessitating an agile approach to streamline the development process and meet the campaign's launch deadline.

User flow

Using an intuitive interface and a step-by-step process, staff members could select a city, choose the needed item, and confirm their selection updating the display on the outdoor screen of their area.

Wireframes

Following a mobile-first approach, we sketched out rough blueprints, turning ideas into tangible plans—a visual roadmap that guided us from concept to a clear path forward.

Hi-fidelity designs

I translated our wireframes into polished design visuals that connected to the campaign's visual direction and maintained a cohesive look across the whole experience.

Building the website

Considering the project constraints, we decided to build and host the website on Webflow. This approach allowed us to easily enable real-time updates and create a seamless experience across desktop and mobile interfaces.

Once the high-fidelity visuals were signed off, I transferred the designs to the platform and included interaction and motion elements to enhance the user experience.

Conclusion & Learnings

Empowering Communities through Design and Technology

Being part of the "Put It On Your List" campaign was immensely fulfilling. Witnessing the impact of design and technology in connecting communities and addressing urgent needs underscored the power of innovation in driving real-time solutions.

The project not only increased donations to food banks but also fostered a sense of community engagement and support.

This experience taught me the significance of leveraging technology for social impact, emphasizing the crucial role of design in facilitating meaningful connections between communities and charitable causes.