CANopy.

The story:

The average low-income American family can only afford to spend $5.20 per day on food. With such a low budget, it’s almost impossible to put together a healthy and balanced meal.

To help community members in need, KieranTimberlake partnered with Philadelphia-based food bank Philabundance to create CANopy. The web-based app generates awareness and donations by challenging players to create a balanced meal with only $5.20. For every person that plays the game, KieranTimberlake donates $1 to Philabundance.

 
 

My role:

My work includes website and marketing copy. I also collaborated with a graphic designer to create a promotional video featured on the KieranTimberlake website.

 
 

The process:

The workflow for this project consisted of:

  • Meeting regularly with the project team to understand user experience flows

  • Conducting interviews and UX research with beta testers to understand challenges

  • Whiteboarding sketches and placeholder copy with a UX designer

  • Writing marketing and website copy

  • Presenting copy and support documentation in team reviews

  • Overseeing final implementation

 
 

Website:

The website has two primary goals: teach the user the rules and get them to play the game, and encourage them to donate to Philabundance. We accomplished this with a persistent navigation that gives easy access to the “Play” and “Donate” sections of the website, and by prompting users to donate after they finish playing the game.

 
 
 

Promotional video:

Working collaboratively with a graphic designer, I storyboarded and wrote the script for a promotional video. This video ultimately led Beneficial Bank to host a CAN-opy installation in the lobby of their Downtown Philadelphia headquarters, a move that increased exposure and the number of donations.