ClimateScience

Encouraging Climate Action Through Education

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Climate Science's expert-curated course catalog educates users on the imperative to take action for climate change and equips them with the knowledge to do so effectively.

Overview

Climate Science is an organization that aims to make climate change education accessible and reliable, empowering individuals to proactively address climate issues. Despite being a crucial tool in raising awareness, the course module experienced consistently low retention rates over the past two years ....

How might we deliver a compelling narrative that motivates learners to mitigate climate change ?

The PROBLEM

Courses lacked structured information & overview

Making it hard to spark learners' curiosity and commitment to the program.

Comprehensive courses necessitating a significant time commitment and dedication to absorb.

Appeared to be geared towards children, yet provided advanced courses curated by experts, suitable for all age groups.

Existing Courses Page with course thumbnails ( left) ; Existing Course details page (right)

MOTIVATE LEARNERS

A unified narrative to motivate users

RETAIN LEARNERS

Sustaining learner engagement

Holistic Learning

New brand identity appealing to all ages

The Solution

Inspiring and engaging personalized learning for all

The new brand identity and designs aim to engage learners of all ages and types, making climate education fun!

Motivating learners with intrinsic motivators: personalized learning journeys and progress tracking

Driving climate action with extrinsic motivators: career opportunities and monthly challenges

Boosting learner engagement with bite-sized content and tailored recommendations for low-commitment learning

THE NEW COURSES PAGE

THE NEW COURSE Details PAGE

36%

Boost in learner retention through a strategy-driven solution





18%

Increase in average session duration with strengthened brand identity








Finally! Bite-sized, commitment-free learning with our courses.

- Kanika Prajapat, CLimatescience's CPO

Led overhaul of ClimateScience.org's course module, collaborating with 2 UX Consultants for qualitative research and brand identity recommendations, aligning with learner expectations across all ages.

However, crafting a solution to align with the organization's mission and learners' needs proved challenging .….

KICK-OFF

What motivates people to learn about climate change?

We conducted literature reviews, technical/competitive analysis, and 16 user interviews to develop 3 personas, aiming to grasp learner motivations and attitudes toward climate change and online learning.

Low Commitment

Jacob

Director, ABC

“ Busy with family and work, so time's tight. I donate financially, but seeing the direct impact of my effort is more satisfying ”

Mid Commitment

Lilly

Homemaker

“ Got 2 little ones, and I want them to live a happy life on a planet that doesn't melt! So, I'm adopting small lifestyle changes to make a difference. ”

High Commitment

Rob

Graduate Student

“ It's huge for me, but not everyone's on board. We gotta act together. I'm hitting up rallies and diving into research papers for the real deal. ”

Role of peer influence in shaping attitudes and actions?

Primary motivational factors concerning climate change?

What motivates long-term engagement and learning?

What are the specific learning needs of the target audience?

13/16

Participants' commitment to taking action was schedule-dependent. Motivation was influenced by the perceived value of goals and belief in one's ability to achieve them

12/16

Participants enrolled in online courses felt isolated and sought activities addressing various goals: learning, social interaction, and personal fulfillment

9/16

Participants wanted to understand specific learning outcomes over merely focusing on performance or grades

8/16

Participants expressed uncertainty about which course module to begin with on the site due to unclear purpose and module connections, discouraging further exploration

After uncovering 2 key opportunities, the real problem became apparent.……