👩💻 Education Access
Expanding the Reach of Frida, the University of Turin’s Research Platform, through Redesign, Strategy, and a Public Campaign.
Frida is the first portal in Italy where researchers from the University of Turin personally share their projects, how they come to life and the paths they take and what sparks their passion. We designed a new platform with an engagement strategy and a connected launch campaign to spark interest in the platform.
Agency
Latte Creative
Client
University of Turin
Role:
Art Direction, Ux Design
Date:
2023
The brief
Frida is an innovative online platform meticulously crafted to showcase and disseminate the diverse array of research content generated by the University of Turin. The primary objective of this initiative is to bridge the gap between academic research and the general public, making complex scientific findings and scholarly work more accessible and comprehensible to a wider audience. Our team was entrusted with the crucial task of reimagining and developing a more user-friendly and efficient website architecture, where the vast repository of research materials could be easily navigated, explored, and consumed by visitors from various backgrounds.
Research
To ensure that our redesign efforts were aligned with the needs and preferences of our target audience, we embarked on a comprehensive user-centered design process. This involved conducting extensive questionnaires to gather valuable insights from potential users, performing in-depth user research to understand behavior patterns and expectations, and meticulously identifying and addressing the primary challenges and pain points associated with accessing and interacting with the existing website. By adopting this thorough approach, we aimed to create a more intuitive, engaging, and user-friendly platform that would effectively serve as a bridge between academic research and public understanding.
Personas
User Journey
Platform
In addition to the website redesign, our team was entrusted with the creation of an innovative ATL (Above The Line) campaign. This multifaceted marketing initiative was specifically designed to introduce and onboard new users to the Frida platform, effectively expanding its reach and user base. The campaign was strategically crafted to encompass both digital and physical realms, ensuring a comprehensive approach to user engagement and platform promotion.
Our ATL campaign consisted of two primary components: online installations and street installations. The online installations leveraged the power of digital media to create interactive and engaging experiences that would captivate potential users in the virtual space. These digital touchpoints were carefully designed to provide a taste of the platform's functionality and value, enticing users to explore further.
Complementing the digital efforts, our street installations brought the essence of Frida into the physical world. These eye-catching and thought-provoking installations were strategically placed in high-traffic areas, creating tangible points of interaction that would pique curiosity and generate interest among passersby. Both the online and street installations were meticulously crafted with a singular goal: to attract and motivate potential users to visit the Frida website, thereby initiating their journey of discovery into the world of academic research made accessible.
Design System
Brand
Gudelines
Campaign
In addition to the website redesign, our team was entrusted with the creation of an innovative ATL (Above The Line) campaign. This multifaceted marketing initiative was specifically designed to introduce and onboard new users to the Frida platform, effectively expanding its reach and user base. The campaign was strategically crafted to encompass both digital and physical realms, ensuring a comprehensive approach to user engagement and platform promotion.
Our ATL campaign consisted of two primary components: online installations and street installations. The online installations leveraged the power of digital media to create interactive and engaging experiences that would captivate potential users in the virtual space. These digital touchpoints were carefully designed to provide a taste of the platform's functionality and value, enticing users to explore further.
Complementing the digital efforts, our street installations brought the essence of Frida into the physical world. These eye-catching and thought-provoking installations were strategically placed in high-traffic areas, creating tangible points of interaction that would pique curiosity and generate interest among passersby. Both the online and street installations were meticulously crafted with a singular goal: to attract and motivate potential users to visit the Frida website, thereby initiating their journey of discovery into the world of academic research made accessible.
Activation Campaign
