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Instigating action through a landing page redesign

A redesign of the Challenge landing page that enhances its functionality and instigates participants to collaborate

Photo of Erika Díaz Gómez
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My creative process allowed me to conclude that the challenge landing page presented a big opportunity to create value for collaborators. By presenting a functional and appealing navigation experience, I aim to attract both frequent participants and new users into bringing their ideas into action. Storytelling, new ways for collaboration and tools that might instigate their interest were main features of the redesign. Functional Prototype

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Why do you want to be OpenIDEO's Visual and User Experience Designer?

I am Erika and I ask a lot of questions. Although visual design has been part of my experience for 8 years, it was 18 months ago that I decided to acquire a human centered approach by attending a Swedish innovation school called Hyper Island. My career started as an editorial designer specialized in data visualization and moved afterwards towards digital media, innovation and user experience. I believe in diversity, collaboration and constant learning.

How many years of experience do you have?

  • More than 5 years of experience

How did you hear about this challenge?

I received a newsletter from the IDEO community. I'm a contributor and very big enthusiast of the collaborative projects.

What did you learn when developing the deliverables in response to the design brief?

- Methodologies for facilitating creative processes are a very important asset to implement in projects. - The importance to contribute / add to what already exists. Sometimes we get too excited about creating from scratch instead of building upon already created experiences. - Feedback is the best gift you can receive :)


A redesign of the Inclusion Challenge landing page that contains 4 sections

1. A landing page that accentuate the challenge and timeline aspect.
2. A testimony of a person which will present the problem in a personal way in order to connect with users and collaborators.
3. An introduction of the challenge and the timeline that also works as s toolkits for contributors.
4. An enhanced contribution page


- The challenge aspect was brought into the landing page in order to accentuate the character of a time limited participation. The timeline was also chosen as the aspect from which the whole website narrative will develop. The idea is that every phase will bring a different color to the website, so participants will have additional help to identify the different phases.

- The main challenge of the initiative was delivered in the form of a personal story, in order to create identification with collaborators and visitors.

- I believe that all the phases of the challenges are an opportunity for collaborators to participate and not only the "Inspiration" and "Ideas" one.  Because of that, some recommendations on how to participate in each phase were included in a visual form. At the same time, the Ideo's collaboration toolbox was brought as a main aspect in the challenge, as I believe to try the tools instigates visitors to participate


I believe a good solution is not a product from a smart idea, but the result of an efficient process, because of that, I've decided to include some steps I took for arriving quickly into this solution. This process was adapted from Hyper Island creative tools, Google Venture's design sprint and Ideo's Human Centered Design handbook.

1. Mapping the challenge and define long term goals

2. Framing the design challenge, or defining the "How might we" question 

3. Ask for potential users top of mind visual references


4. Ideation

After a short ideation and this phases, I understood that the solution that would create the most value would be a redesign of the challenge landing page.

4. Propose an user Journey

5. Map existing solution

5. Prototype

6. Finalize Details 

7. Iterate

I have invited friends and colleagues to leave comments on this public prototype link. Please leave yours too! I consider this next phases part of my iteration process :)

Evaluation results

38 evaluations so far

1. Does the designer appeal to a global audience?

The designer speaks to diverse audiences - 76.3%

It's hard to tell - 18.4%

The design doesn't appeal to a global audience - 5.3%

2. After viewing this designer’s deliverables and portfolio you would:

I love it. I’ll share it with my social networks - 42.1%

It’s ok. I’ll give it a like - 50%

I don’t like it. I’ll close the tab - 7.9%


Join the conversation:

Photo of Ankita Dave

This is exceedingly information, new and clear. I feel that everything has been delineated in a careful way with the target that investigate could get the most remarkable data and get acquainted with different things.

Photo of Muruhura

good design i love it

Photo of Virginia Williams

Hi Erika,
I love your design sense and especially the “idea person’s” story page. It would be nice to include guidelines on how to write the personal statement of what compelled them to submit to the challenge. Of course they won’t all be blessed with stellar photography skills, but guidelines for how to shot a great selfie might help. Good luck! : )


Photo of Erika Díaz Gómez

Dear Virginia, that's a great idea for self produced entries! thanks a lot!
Glad you liked my application. Have a nice day!

Photo of eldy wullur

Erika you are amazing. Your style of interest is worth thumbs up.
There is only one word that makes me a little nervous that is the word : Instigates
Even with good intentions, I think that word always has bad connotations

Photo of Erika Díaz Gómez

Dear Eldy, Thanks a lot for passing by and leaving your feedback!
Unfortunately there seems to be small problem with a false cognate here indeed :-/ in my mother tongue "to instigate" doesn't have a negative connotation. Unfortunately I'm not allowed to modify the entry any longer, but I will make sure to consider your observation for future situations!
Have a nice week!

Photo of eldy wullur

Thank you Erika, I always believe in sincerity. Good intentions come from sincerity therefore the sentence or word that comes out should represent it.

Photo of Vini Mota

Hi Erika, good work here :)

Not sure if I didn't get from your description, but is there any action or solution that is tackling the main point of the briefing? "Calling people all over the world to submit ideas and insights." What are you suggesting as a solution to invite people from all over the world to land on your website?

Photo of Erika Díaz Gómez

Dear Vini. Thanks for your feedback.

I believe that by building a better experience for the main platform of the Challenge, OpenIdeo will both attract new collaborators from diverse backgrounds and instigate frequent collaborators (which already come from diverse backgrounds) to do so.
One new feature that was added specifically to create identification with different users, was the "stories" section, in which personal narrations will be displayed in order to create identification.
I'm sorry to hear this explanation was not clear enough. If I have the chance to update it, I'll make sure to be more explicit in this specific matter. Is there anything you think I could do better in order to send that message in a more direct way?
Thanks for passing by, I appreciate your comment.

Photo of Kelsey Kamm

I like the circular tracking metric I would love to see this in action on a challenge page

Photo of Erika Díaz Gómez

Dear Kelsey, I'm glad you liked it :)

Photo of Miguel Gómez

Very creative solution!

Photo of Erika Díaz Gómez

:) Thanks bro!

Photo of Tom Kruer

Nice work Erika. I really like the "clock" element for days left on the challenge... so logical.
How would you/could you improve the search function within each challenge?

Photo of Erika Díaz Gómez

Wow! thanks Tom. As I never used that function myself when participating, I didn't think it was as relevant, but now that you mentioned it, I see how important it can be!
I'm gonna think on a way of including this function in the proposal. Is there any recommendations you can suggest on that issue regarding functionality?
I'm very glad you liked it!

Photo of Tom Kruer

You are welcome. My thoughts regarding search within a challenge, for what it is worth....
If you go to: and find the "sort by" block with the pull down icon on the first page/ right. I would simply add an option here to search all the submitted ideas for a particular search term. Purpose is to make sure I am not inadvertently duplicating another person's idea or to find others thinking along the same line as myself.
For example, I would try to search "collaborative" and find all the submissions just within the "Application" challenge that uses the word "collaboration" somewhere in the description.
Note that if I use the current search function provided (magnifying glass top right of the page) I get 1137 hits scattered all over the site.
Hope that makes sense, Hope you can make it clearer to the casual user.

Photo of Erika Díaz Gómez

Tom, this is very helpful and I think it clearly enhances the functionality! I am on the process of designing that function and will definitely include it in my mockup. Thanks again! As soon as it's ready I'll let you know, so you can give it a try, your feedback is very important!
Have a nice day :)

Photo of Erika Díaz Gómez

Dear Tom, I have now included the search function, its showed in the prototype video :) I'd love to know what you think! Thanks a lot!

Photo of Sara Birns

Nice! I love your aesthetic. You do a really good job taking the OpenIDEO brand identity and up leveling it. Great process too.

Photo of Erika Díaz Gómez

Thanks sara! I appreciate your comment a lot!

Photo of Nicole Poor

I enjoyed learning about your process and I think your redesign is well thought out! Nice job!

Photo of Erika Díaz Gómez

Thanks Nicole! I'm glad you liked it :)

Photo of Nicholas Persa

Yes, I am new to design work. I found your example very inspiring and it helped guide my own submission. Thank you :)

Photo of Erika Díaz Gómez

Dear Nicholas, I feel very happy with your comment! Thanks
Please count on me if there's something you want to discuss, collaborate or feedback :)

Photo of Billy Korompilias

OMG Erika, you nailed it! xD
I really like the whole preparation procedure you followed and the results! The website totally needs redesign... :P

Photo of Erika Díaz Gómez

Thanks a lot Billy, this process was also inspired by your visual proposal :)

Photo of Siyu Cao

I really like what you said about "the importance of adding to what already exists." Sometimes designers tend to care to much about "being original", but in reality we are all just building up on each other's work.

Photo of Erika Díaz Gómez

Hi Siyu :) it is very nice of you to say that! thanks for passing by and leave a comment, it was a very strong learning for me too.