That's Not Cool
Healthy Teen Relationships in Digital

That's Not Cool
Healthy Teen Relationships in Digital

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Designing friendship
Webby Award winner for revamping the program experience in sync with the digital lives of teens

Designing friendship
Webby Award winner for revamping the program experience in sync with the digital lives of teens

That’s Not Cool campaign originally launched in 2009 by non-profit organization Futures Without Violence to address the digital relationship issues of teens. Over time the program had matured with dramatic changes in the ways young people use mobile and social. Key goals for the redesign were recruitment of new members, engagement through user-generated content, and increase social sharing. It won the 2016 Webby Awards for the non-profit category.

That’s Not Cool campaign originally launched in 2009 by non-profit organization Futures Without Violence to address the digital relationship issues of teens. Over time the program had matured with dramatic changes in the ways young people use mobile and social. Key goals for the redesign were recruitment of new members, engagement through user-generated content, and increase social sharing. It won the 2016 Webby Awards for the non-profit category.

Role:  Strategy / UX Design Lead / Creative Direction

Role:  Strategy / UX Design Lead / Creative Direction

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To better understand the needs, attitudes and behaviors of current teen users, I led design workshops with students in high schools in San Francisco. Rather than steering the conversation in a specific direction, our design-driven method gave teens the opportunity to have peer discussion, sketch and brainstorm. 

To better understand the needs, attitudes and behaviors of current teen users, I led design workshops with students in high schools in San Francisco. Rather than steering the conversation in a specific direction, our design-driven method gave teens the opportunity to have peer discussion, sketch and brainstorm. 

Listening to GenZ
Design sprint facilitation

Listening to GenZ
Design sprint facilitation

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Crafting engagement
User experience design

Crafting engagement
User experience design

From my research, I understood that Gen Z cares about issues and wanted to real data before advocating for us. From this sprang the That’s Not Cool Data content section that featured highly visual infographics with stats on serious teen issues made to be highly shareable. I also knew that our users needed creative opportunities so we created the Ambassador Stories to allow users to post videos, photos and text in a magazine like UI with app-like filters to focus browsing.

From my research, I understood that Gen Z cares about issues and wanted to real data before advocating for us. From this sprang the That’s Not Cool Data content section that featured highly visual infographics with stats on serious teen issues made to be highly shareable. I also knew that our users needed creative opportunities so we created the Ambassador Stories to allow users to post videos, photos and text in a magazine like UI with app-like filters to focus browsing.

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Design and function
Making members happy

Design and function
Making members happy

That’s Not Cool site needed to be completely redesigned to be a relevant brand to teens today. My research showed that Gen Z is more interested in social causes than the past Gen Y crowd, when the site was originally created. As a creative direction we needed to move away from “entertaining” with funny sock puppets to instead speak with them as respected young people. As a personality, I creative directed the site to be energetic, smart, interactive and real.

That’s Not Cool site needed to be completely redesigned to be a relevant brand to teens today. My research showed that Gen Z is more interested in social causes than the past Gen Y crowd, when the site was originally created. I provided creative direction that moved away from “entertaining” with funny sock puppets to instead speak with them as respected young people. As a personality, I directed the site to be energetic, smart, interactive and real.

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Get in touch by email
Call us at 415.361.9584

Get in touch by email
Call us at 415.361.9584

25 Fairmount St
San Francisco, CA 94131

25 Fairmount St
San Francisco, CA 94131

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