Diageo & UNITAR:
Responsible driving campaign
Role: UX, UI & Art direction
How do you appeal to a young audience with the aim of creating attitudinal change in drink driving behaviours - on an international scale?
Through a short interactive conversation, young people can ask someone questions who has been responsible for a drink driving incident. They’ll discover the impact and consequences of the storyteller’s actions and receive advice on how to avoid being in their shoes.
The project has been rolled out globally with the aim of reaching half a million people by the end of this year and 5 million people by 2030.
Diegeo has been invited to advise on road safety by the UK government off the back of this drink-driving awareness campaign, Wrong Side of the Road, in collaboration with United Nations Institute for Training and Research - https://www.think.gov.uk/wrong-side-of-the-road/
My role
I was responsible for designing the UX/UI and art direction of the platform experience, working closely with project managers, strategists and the development team.
Liased with stakeholders at UNITAR and the DRINKIQ faction of Diageo in order to understand their business requirements and to ensure the correct tone was conveyed due to the sensitive nature of the project and target demographics.
Designed interactive prototypes using high fidelity wireframes for stakeholder and developer feedback, communicated the interaction designs to the developers using animated prototypes and through annotated diagrams, and finally, presented the final UI design designs to Diageo and UNITAR for stakeholder approval.
