For what is undoubtedly a complex topic, having a strong web presence, with clear and concise information and strong crosslinking to other relevant content was critical; there was also a strong case to bring some of this content to life through the use of interactive assets.
The existing content around the topics of Nature-based solutions and Environmental Products was quite disparate and in instances unclear, so one of Fourleaf’s initial exercises was a strategic one; taking this and forming it into the basis of pages on the Shell.com website – along with making recommendations of potential content gaps, and areas where interactive content would create a more immersive and educational user journey.
We proposed an amended website structure for the content, sense checked this against a range of audiences to ensure that multiple personas requirements would be met before we produced detailed wireframes for all pages.
Shell’s Environmental Products team holds a portfolio of carbon credits sourced from high quality emissions reduction projects around the world that help reduce greenhouse gas emissions while improving the livelihoods of local communities and preserving biodiversity and wildlife.
Using a 3D spinning globe, we plotted a selection of these – colour coded and filterable by conservation, afforestation, reforestation, household devices and renewable energy – along with project information, carbon credit reductions and interesting statistics produced as infographics.
Many of the trading projects had a crossover with specific Nature-based projects, so they were added to a separate globe for what was a slightly different target audience.
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The tabbed asset we produced for Nature-based solutions was segmented into five top level categories, provided an easy explainer in bitesize chunks supported by visuals and infographics, some of which include subtle CSS animations to bring this to life. The asset was complemented by a PDF factsheet which could be downloaded and kept for future reference.