CLIENT:
WWF FRANCE
DURATION:
2 MONTHS
ROLE:
UX DESIGNER
project overview.
I led the translation of WWF France’s creative concept into a compelling digital experience for the 50th anniversary campaign. I sketched and brainstormed ideas, developed wireframes, defined information hierarchy and content strategy, and presented solutions directly to WWF’s marketing team. I iterated wireframes twice based on client feedback, built user flows, and collaborated with the UI Designer and the developers to ensure accurate implementation.
Skills involved:
Information Hierarchy & Content Strategy
Wireframing
User Flows
Interaction Design
Collaboration with Developers & UI Designer
Client Presentations & Feedback Integration
Stakeholder alignment
brief.
To celebrate its 50th anniversary, WWF France launched a campaign highlighting “umbrella species”—key animals whose protection supports entire ecosystems. The creative team developed a strong concept around Russian nesting dolls and a discovery quiz to illustrate this interdependence. Our role as the UX/UI team was to transform this idea into a compelling, intuitive digital experience that could engage children (8+) and parents alike.
Working from a predefined concept, we shaped the user journey, designed the interaction model, and crafted a lightweight, mobile-first experience. The goal: drive donations, increase newsletter sign-ups, and encourage social sharing—all while meeting WWF’s high standards for accessibility, sustainability, and educational value.
objectives.
Translate the creative concept into a smooth, intuitive digital experience.
Design an engaging quiz mechanic that clearly communicates the “umbrella species” message.
Encourage meaningful interactions—quiz completion, donations, newsletter sign-ups, and social sharing.
Balance storytelling and education for both kids (8+) and parents.
Ensure a lightweight, eco-friendly design aligned with WWF’s sustainability principles.
approach.
1/ From Concept to Experience
We started from the predefined creative concept—nesting dolls as a metaphor for ecological interdependence—and worked closely with the head of design to define the best interactive mechanic:
The page architecture mirrored the nesting metaphor, layering information visually and gradually guiding users from awareness to action.
We decided to gamified even more the flow: completing the quiz unlocked a downloadable coloring page, reinforcing learning while encouraging further involvement.
Sketching the Right Mechanic: Early sketches explored ways to reveal hidden species inside the doll, with simple, touch-driven animations and sneak-peek teasers to encourage exploration.
2/ Wireframing and Delivery: Bringing Structure to Life
Mapped out the user journey and created wireframes to present to WWF France, shaping the interactive flow and content hierarchy.
Worked closely with the engineering team to ensure the solution stayed interactive while remaining lightweight and aligned with eco-design best practices.
Collaborated closely with the UI designer to translate this structure into a compelling visual experience—ensuring the concept's intent and logic were fully supported by the final design.
Wireframes defining the interactive flow, transitions, and content structure based on user priorities and campaign goals.
UI: The final design delivered a cohesive, visually engaging, and intuitive experience, optimized for mobile and environmentally responsible.
outcome.
1,119,118 € in donations, a 10% increase compared to the previous year.
76,000 website visits in one month, with an average time spent
of 2.5 minutes per session.Millions reached through social media, spreading awareness
of umbrella species and WWF’s mission.
The project received widespread acclaim and was honored with
a Gold Lion at Cannes for its creative execution.
team collaboration.
Head of Design
UI Designer
2 Project Managers
Creative Director
Head of Tech
2 Developers
