The United Nations Educational, Scientific and Cultural Organisation (UNESCO), through its Intergovernmental Oceanographic Commission (IOC-UNESCO), approached 3 Sided Cube with the goal to bring people together, to co-design and co-deliver knowledge for protecting and better managing the ocean.
The main challenge was that they were really great at reaching their existing audience via their website, but there were loads of “ocean stakeholders” that the platform just wasn’t engaging with or reaching at all. The website was confusing and there was no area in particular where everyone could collaborate to bring their scientific knowledge to one place to save our seas. This made getting people actively involved in their “Ocean Decade” challenge to make our oceans more sustainable by 2030 all the more difficult.
Right away, we needed to identify all of those key ocean stakeholders. To do this, we did a bit of mapping around their understanding of those stakeholders, or user types. We looked at where they usually hang out, what they are looking for, how the language may differ in order to reach them and get a response.
The next step was that we prioritised the user types they weren’t able to reach through their outreach campaigns and website. Through that, we quickly saw which users UNESCO knew loads about, and the ones they didn’t. We de-prioritised users they already knew how to talk to and prioritised learning all we could about the ones that they didn’t (ie private sector, NGO and scientific community). It was a mix of knowing their communication wasn’t reaching those specific people, and needing to know more about them in order to reach them.
Even the hardcore audience that used the website day in and out, had trouble navigating it. The complaints were that it was hard to find information and not at all straightforward. There was even a *gasp* word document going around that they would send to users as the applicable links were too hard to find via navigating the website.
They needed something streamlined and simple for their audience to use, and that’s where we come in!