Designing For Impact: How Purpose-Driven Organizations Can Connect Their Mission and Human-Centered Design
By Pim van Helten, DPDK
In today’s environmentally conscious and digitally connected world, customers are no longer looking to just buy goods or services - they crave more from brands. They’re increasingly drawn to brands that prioritize sustainability and deliver on their promises to create a positive impact, while also empowering them to make a difference in their own lives and contribute to a sustainable future.
Just to be clear, this movement towards sustainability is not a passing trend. It’s a fundamental change in customer behavior, driven by a deep-rooted concern for the well-being of our planet and future generations, refusing to turn a blind eye to the fact that nature is in trouble.
Given this fundamental shift in customer behavior, it’s crucial that organizations not only express their commitment to sustainability but also translate it into action. Human-centered design offers an effective method to facilitate this transition, by embedding sustainable practices in the experiences we create.
Blijdorp’s call to purpose
Known as Rotterdam Zoo, Diergaarde Blijdorp serves as an excellent example of how human-centered design has been applied to mobilize the ambitions of this purpose-driven conservation powerhouse and actively involve their visitors in their mission.
In today’s landscape, societal expectations demand that institutions like zoos commit themselves to the greater good and towards a more urgent calling - the state of nature. With an increasing emphasis on sustainability, institutions face growing pressure to adopt sustainable practices and create experiences that align with contemporary values and expectations.
In response, Blijdorp has embarked on a transformative mission that seeks to have a far greater impact on our future. By prioritizing species conservation and nature restoration, Blijdorp now positions themselves beyond that of a traditional zoo. This evolution marked the rebirth of Blijdorp as a purpose-driven organization, with a bold new vision that delivers exceptional, personalized, and educational customer experiences (CX), while committing to protecting wildlife and restoring nature.
But how? Enter human-centered design.
What is human-centered design?
Human-centered design is a time-tested approach that, surprisingly, still doesn’t receive the recognition it deserves. It’s all about an empathetic process that delves deep into what truly motivates people, placing their desires, dreams, and daily experiences at the heart of every solution. This results in products and services that not only seamlessly align with the user but also create meaningful experiences that enhance satisfaction and engagement, ultimately leading to stronger and more sustainable success.
This approach is built on the ability to emotionally connect and understand your audience. When executed correctly, it fosters a better personalized CX, driving higher profits and distinguishing your brand from competitors.
For instance, Blijdorp employs personalization by offering visitors unique experiences based on their interests. Whether it’s creating tailored educational programs about specific animals or habitats, or providing interactive tours that highlight conservation efforts, Blijdorp engages their audience in a deeply personal way. This dedication to personalization not only enhances the visitor experience but also strengthens the visitor’s connection to nature and Blijdorp’s conservation mission.
Designing with purpose
Today’s customers have a clear expectation - they desire meaningful, interactive, and accessible experiences that not only offer entertainment but also serve as a source of education and inspiration.
When revamping Blijdorp’s digital ecosystem, it was essential to create a future-proof website and an app that is rooted in what their customers want most - interactive, accessible, educational, and purpose-driven experiences.
Education is at the heartbeat of Blijdorp's mission, and their digital platforms march to the same tune, by offering captivating stories about species and how visitors can contribute to the well-being of our planet. These digital touchpoints are the most important platforms for Blijdorp to build a strong and lasting connection with their supporters and deliver memorable experiences.
Furthermore, accessibility and inclusivity are a big factor in these touchpoints. Blijdorp, in their mission, wants to empower everyone—no matter their background, age, or ability - to become advocates for our planet. These elements create a smooth user experience (UX) for all of Blijdorp’s visitors.
The power of storytelling in connecting hearts and minds
It's one thing to guide visitors visually through a website using strategic layouts, colors, and typography, but the true impact lies in weaving a narrative through these elements. Storytelling is an important way to communicate your mission in a way that is understood and embraced by your customers.
Incorporating a compelling narrative allows you to forge a deeper connection with your audience. For Blijdorp, storytelling is an essential tool, not just for generating impact within the confines of the park but especially beyond its borders. The role of zoos in species conservation and nature restoration requires clarification and explanation. Through storytelling, Blijdorp can effectively highlight their efforts and actions, while simultaneously motivating their audience to contribute to making a difference.
The power of sustainability and human-centered design
The seamless integration of sustainability and human-centered design within the business landscape isn't merely a concept—it's a dynamic force that drives progress and innovation. As an agency fortunate enough to collaborate with Blijdorp, we've witnessed firsthand the transformational potential of this synergy. It's not just about meeting sustainability goals; it's about crafting immersive, purpose-driven experiences that resonate with both the audience and the environment.
In our partnership with Blijdorp, we've leveraged the principles of human-centered design to not only elevate visitor engagement but also to magnify the impact of conservation and nature restoration efforts. The personalized touch we've brought to Blijdorp's digital ecosystem, the compelling narratives we've woven, and the educational experiences we've fostered are testaments to the power of this approach.
However, as we navigate the challenges and misconceptions surrounding sustainability, we're reminded that this isn't a one-time effort; it's a philosophy deeply rooted in our commitment to a better future. By embracing these challenges, we've not only helped Blijdorp but have also strengthened our belief in the potential of purpose-driven work.
In conclusion, our work for Blijdorp exemplifies the symbiosis of sustainability and human-centered design, proving that it's not just about being driven by a purpose greater than ourselves; it's about actively creating experiences that embody that purpose. It's a journey we're proud to embark upon as we continue to craft strategies that thrive in the present while leaving a lasting mark on the future.
Pim van Helten, DPDK